[News] Five consumer trends that the pandemic has triggered in the food and beverage industry

[Dr.Drako]

The COVID-19 pandemic has changed people's consumption habits, who have become more aware of the sanitary conditions of products, and have promoted e-commerce.

Tetra Pak identified five new global consumer trends that open up opportunities for consumer habits amid the pandemic.

That is, what actions should companies take regarding their products, how they manufacture them, and how they sell them?

Health in food and beverages

It is not enough to take actions that prevent the spread of the virus, but rather to strengthen the immune system. To do this, a category is suggested for functional drinks that have ingredients that contribute to that requirement.

Since the start of this pandemic, global Google searches for immune-enhancing foods have tripled and functional product launches show steep growth.

"The trends show us more and more penetration and new launches of formulations that deliver to consumers in a practical and safe way, functional drinks with the addition of micronutrients or ingredients such as beta-glucan, known for its properties to strengthen the immune system", he explained Mauricio Contreras, Tetra Pak marketing director for the Andean region.

Sustainable products

Along the same lines of improvement, brands and beverages that promote better habits for people and are respectful of the planet are beginning to benefit, creating an opportunity for organic, vegan, GMO-free and environmentally friendly products.

In 2020, the quest for more sustainable consumerism is reflected in one of the most powerful drivers of behavior change out there: social shame. Brands and beverages that help consumers navigate and overcome this new pressure will be increasingly welcomed.

"Serious commitments to the environment, a permanent effort to reduce the impact on the environment along the value chain and the use of renewable sources, are becoming increasingly important in consumer decision-making," said Contreras.

Comfort

In addition to health and concern for the environment, the need for practical products that make life at home easier, guarantee a better old age and help people who have had to take on new skills such as learning to cook, has grown.

Ready-made soups and sauces, nutritional drinks that replace meals, ready-made egg mixes and in general foods and preparations that help in the kitchen and guarantee an adequate delivery of nutrients will continue to grow worldwide.

On the other hand, the increasing pressure that people face by having to be 100% performing in their personal and professional fields, marks another trend that has led consumers to seek relaxing products or that help to have higher levels of energy and concentration, to handle the stress and mental and physical saturation to which they have been exposed.

Technology

The pandemic has strengthened the growth of consumption through digital channels and has challenged brands to seek new forms of interaction with their consumers. The technology had already been identified by the Swedish company as one of the most important sales channels since 2018, but the confinement that has occurred in most countries in the world, accelerated penetration into homes.

 

Consumers will have social, community and entertainment expectations at all times, which is why the development of smart packaging technologies will also be strengthened, which allows generating greater traceability of products and new interactions of brands with consumers.

Solidarity brands

Brands will have to change their loyalty strategy and become bankers with their own currencies, offering consumers ways to contribute to their causes through the consumption of their products.

 

This trend addresses consumer needs while allowing them to act for causes and beliefs. The launch of fruit waters that raise money for children's education, or juices that support strawberry crops or tree planting, respond to this trend.

“Our promise to protect food, people and the planet, which has been intact since our founding more than 65 years ago, today takes on much more value for consumers who seek health care, environmental care and increasingly practicality and safety to consume their food ”, concluded the executive