Leaders in the refrigerated foods business meet annually to network, share ideas and talk with industry experts in a wide range of disciplines. Following are program highlights about some of the key issues important to the refrigerated foods business.
The Future Is Fresh
One of the most compelling words to consumers when they purchase food for at home or away from home consumption is “fresh.” Eighty-seven percent of consumers believe fresh is healthier and tastes better, according to Sloan Trends. As much as healthy is in demand, healthy-made-easy is even more desired. Refrigerated foods are uniquely suited to deliver on the promise of fresh taste.
Naturally Functional Foods
There is a growing interest in naturally functional foods, particularly fruits and vegetables. Experts agree that creating “health halo” equals competitive advantage in restaurants and on retail shelves. Protein is gaining positive attention related to weight loss and general health.
The Way Consumers Cook and Eat
Consumers are looking for high quality ingredients and deals when it comes to food. Young consumers in particular appreciate sophisticated flavors and want something different every night even when they cook at home. Buying fresh ingredients and a speed scratch ingredient like a specialty sauce feeds this desire.
Everyday catering is up because entertaining at home is up 39% from 2012. And 27% of those who eat at home are using prepared food or take-out to make it happen.
Meals on demand are becoming the mantra for today’s consumer who snacks literally all day long and has come to consider breakfast a progressive meal with snacks throughout the morning. High quality prepared foods are readily available in retail and foodservice venues, and even drug stores are becoming a serious new channel for prepared foods.
Made Close to Home
Local brands are feeding today’s locavores who want to have a closer relationship with the vendors who bring them their food. Although this personal connection is important, it’s not possible in every category, but understanding the source and the integrity of the farmer, fisherman, rancher or manufacturers who bring the food to market is important. Sustainability and local ingredients are top trends among chefs and consumers.
Foodie Fascination
Being a foodie is on trend, and understanding the relationship foodies have with food is key to successfully targeting this group. New research presented by the Culinary Visions® Panel identified foodies by their purchase intentions, not just their interest in food. Mainstream consumers like to stick with their favorites but will sometimes try something new.
Foodies and mainstream consumers think differently about food and the choices they make. Culinary adventure and tried and true comfort are both on today’s menus, and following are some of the trends that were discussed:
Ethnic Foods – foodies are the first to try new ethnic foods – micro-cuisines, cooking techniques, authentic ingredients and imaginative fusion.
Foodies and Flavor – foodies prefer bitter, sour and umami flavors; mainstream consumers prefer sweet and salty flavors. Balancing on trend flavors with power ingredients can please them both.
Invisibly Healthy™ – the foodie’s complicated relationship with healthful choices is not that different than that of the mainstream consumer. In foodservice venues, indulgence wins out over healthfulness most often, but when making decisions in the deli for home meals, consumers are more likely to balance healthful choices that taste great with indulgent offerings.
Value ≠ Price – foodies and mainstream consumers consider price and quality key attributes in making their decision in foodservice venues, but not in the same order. Value can be delivered at any price; price only drives decisions when there are no perceived differences among choices.
Implications for Food Manufacturers:
- Understanding your customers’ relationships with food leads to a more focused understanding on how to satisfy them in a wide range of food venues – casual dining, quick service and in retail prepared foods.
- Consumers evaluate healthfulness differently depending upon the foodservice or retail venue where they are purchasing a meal or a snack. Consider wellness platforms for product development that make taste a top priority and offer simply credible nutrition claims to consumers.
- Big flavors that offer comfort and a little culinary adventure will appeal to consumers at home and away from home.
- Sustainability is becoming non-negotiable with consumers. Although local ingredients are high on the list of desirables, they are not always practical, and consumers understand the trade-offs.
- Speed scratch ingredients are valued by restaurant chefs and consumers who want to deliver a fresh, healthful dining experience for their patrons or their families.