According to the Top 10 Global Consumer Trends for 2016 report by Euromonitor International agnostic, well-informed, health-conscious and thriftier consumers are challenging ways of living and buying. The number of tech-savvy shoppers ordering on their smartphones a box of organic produce from the local farm. Consumers disregarding big labels in favor of genuine, sustainable products and ready to name and shame products falsely labeled as natural .
NATURAL FOOD TO BECOME MORE TRENDY- As more consumers turn to natural food, producers are trying to tap into a packaged organic food market estimated at 32 billion dollars of retail sales value in 2015, according to Euromonitor. Antibiotics-free meat is regularly on offer at supermarkets, meat lovers are eating more vegetables and superfoods are on high demand.
MORE COMMITMENT TO CAGE FREE EGGS – Fast food chains like McDonald’s Burger King, Taco Bell, companies like Nestlé, Barilla and Unilever and supermarket chains like Costco and Ahold have committed to cage-free eggs. But producers must make an effort to be transparent in their labels, as consumers take to social media to report unfair marketing tactics known as “greenwashing”.
NEW SOLUTIONS TO SAVE PURCHASING POWER – “Consumers will be scrutinising brand green credentials across the whole production process and openly discussing this on social networking, talkbacks and on blogs,” said Daphne Kasriel-Alexander, consumer trends consultant and author of the report. Global economic uncertainties are also influencing behavior, with thriftier, agnostic shoppers becoming more concerned over food waste and ignoring best-before dates. In 2016, Wm Morrison will become the first UK supermarket chain to donate unsold food from its 500 stores to soup kitchens according to the Daily Mail. Dutch campaign, Kromkommer is working to stop the disposal of produce with atypical looks, while UK brand “Approved Food” sells expired food.
RISTO BOTTEGHE, A NEW EXPERIENCE STORE – Eating local is a growing trend in 2016. Farmers’ markets are now a global phenomenon, with “locavores” buying boxed organic deliveries of seasonal produce. Alessandro Lattuada, CEO of Gourmet Italy, will open Risto-Botteghe, a new Italian “food experience store” with genuine local products. Non-conformist consumers are also blurring genders, with branded “gender expansive” goods and new shop formats showcasing androgynous style, according to the report. Saving time is still a key driver behind the rising preference for local and online shopping. Euromonitor International forecasts that globally, consumers will spend 1,152 billion dollars online in 2016 in real terms, a rise of 16.3% on 2015 online sales.
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