At Cibus 2022, in the Innovation Hub space, the Food publishing group is chairing a debate series, the Cibus Talks, to deepen the dynamics of the F&B sector and discover the trends of the future. On the second day of the event, Enrico Cecchi, Sales and Marketing Director Nt Food, Loris Pedon, CEO Pedon, and Kate Vlietstra, Associate Director Mintel Food&Drink, were the protagonists of the “Consumption trends 2022 in Food&Drink” talk.
The research firm Mintel identified three different directions in which companies in the food and beverage sector will have to head in order to be competitive in the market and keep up with the times. These ways are already known, but recent global events have profoundly transformed them foreshadowing new and stimulating horizons.
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CONSUMERS IN CONTROL
In 2022 we have witnessed a real awareness of the consumer, called to question his consumption behaviors. Health, environment, and ethical commitment remain the main drivers of purchasing choices. In the near future, consumers expect greater clarity and transparency from companies; coming to terms with a possible increase in prices, provided that they are motivated by quality, values, and ethics.
ENJOYMENT EVERYWHERE – HANDY, POSITIVE VIBES
Consumers look for moments of joy, treat, and a safe haven in food products. The winning experience is one that is able to involve all the senses through texture, taste, and color, giving consumers positive vibes at any time of day and wherever they are. Companies will have to focus on new virtual realities – such as the Metaverse – and real experiences – though difficult to replicate online – to strengthen the relationship between product and consumer.
FLEXIBLE SPACES – IN THE SUPERMARKET AS AT HOME
In 2022 retailers, Horeca operators, and companies are called upon to create virtual spaces to increase interactions with consumers – for example, by using apps that can be conveniently accessed from smartphones – thus establishing connections that will last over time. In the future, the opening of pop-up stores or online environments will connect the various companies – from restaurants to large-scale retail trade – to a more diversified consumer base.
IN ITALY/1: THE PEDON CASE HISTORY
Pedon – a world leader in products based on legumes, cereals, and seeds – has always been careful to codify market trends. According to CEO Loris Pedon, the winning move is to avoid cataloging, in order not to run the risk of being ‘out of time’: “We must try to waste little. We need a very flexible, fast company.”
The choice of proposing a line of products, I Pronti Pedon – steam cooked, without renouncing taste and practicality, fully reflects the entrepreneurial vision of the company. Moreover, the choice to propose a main course, complete and easy to consume, is making Pedon very competitive also in foreign markets, where they are constantly growing.
IN ITALY/2: THE NT FOOD CASE HISTORY
Nt Food experience – a leading Italian company specializing in foods for intolerant people and proper nutrition – is unique. In fact, the consumers it addresses are not driven by particular purchasing choices, but rather by necessity. This Italian company was immediately confronted with the particular needs of consumers, who look for safe, tasty, and healthy food products. “Today consumers are much more careful and rational in their choices. When they choose a product, they choose the brand because they are looking for a ‘safe haven’, also in terms of lifestyle,” says Sales and Marketing Director Enrico Cecchi. The new Nutrifree PanBauletto pack was therefore created for all those consumers who pay attention not only to the characteristics of the product but also to the way it is packaged. With 58% less plastic and a practical closure, it projects the company into an increasingly practical and sustainable future.