Food development How do seasoning brands acquire young people (MINTEL Global Trend Report 14) | Food and Development

Food development
How Seasoning Brands Acquire Young People

Sales of seasonings surged significantly during the pandemic, with 21.3% year-on-year growth in 2020. Statistics show that the category has maintained its advantage, dropping just 1% from its high in 2021. 2022 will be the perfect time for seasoning brands to lay the groundwork for further profitable growth during the pandemic while meeting future market challenges.

Long-term lifestyle changes and record inflation across goods and services have increased the need for at-home dining opportunities, despite a recovery in the food service industry and the resumption of activities outside the home. expected to do so and are considered to be beneficial to this category. For the time being, sales are expected to grow at an annual rate of 2-3%, reaching the 10 billion yen mark in 2023.

However, young consumers under the age of 45 tend to be less interested in condiments, so we need to keep an eye on them. While there is a generation gap, versatility can be a connector. By enabling consumers of all ages to find diverse, flavorful and healthy uses for seasonings, we are able to retain opportunities, retain fans and reach new consumers.

Usage is still expanding

While traditional options such as ketchup, mayonnaise, mustard and dressings still dominate consumption, at least given the increasing dynamic sales patterns (significant increases followed by less dramatic declines) This indicates that for the time being, there will still be many opportunities to eat at home.

As expected, the theme of taste continues to cement its dominance as a major factor in food choices in 2022. Consumers are tired of being patient and eager to indulge themselves. Some of the more ‘trustworthy’ food choice factors, such as cost and healthiness, have lost their influence in 2020-22, with pleasure and convenience gaining ground.

With food costs skyrocketing, it is natural for many consumers to prioritize saving money, but there is no doubt that the added value of “enjoyment” will greatly influence their choices. Any type of relatively inexpensive condiment brand that focuses on delivering a high flavor experience and variety will likely win accolades.

Utilization of flavors and menus that promote engagement with young people

Consumers over the age of 45 are most likely to have a repertoire of six or more types of condiments, while consumers under the age of 45 tend to limit the types of products they consume. Adults, regardless of age, tend to stick to standard seasonings. However, older people tend not only to stick to classic condiments, but also to consume things like wasabi, olives, and relish. From this, we found that there are two needs in the 45-and-under market: increasing engagement with seasonings that have traditionally been used frequently and seasonings that are not.

Millennials and Gen Z are discerning consumers of foodservice. Brands have an opportunity to enable the food service industry to address both needs in order to increase consumer interest in seasonings. For example, the menu can inspire you to develop flavorful products, or you can incorporate ideas for twisting classic condiments to bring out the variety in your offerings.

The brand has also partnered with the food service industry to offer lesser-known menu items such as kimchi-topped burgers, horseradish-stuffed olive martinis, pickled ingredients on charcuterie boards, and more for these foodie consumers. It is possible to promote awareness and trial of seasonings.

A brand that continues to stimulate consumer creativity with a variety of applications

Source: Mintel

Consumers are at a crossroads. While striving to reconcile the new normal with rising prices, they also have a desire to simply explore and indulge in a little extravagance. However, this situation presents some challenges.

Mintel’s Global Food and Drink ConsumerFood and beverage prices are expected to rise sharply in 2022, forcing more than a quarter of U.S. consumers to seek more affordable food and beverages, according to the U.S. Food and Beverage Market. Rather than outright cutting back on packaged food and beverages, consumers are much more likely to save money by stockpiling and eating out, then shifting channels and brands.

Versatility is not only the hallmark of seasonings and dressings, but also what brands should focus on. Also, more than half of the respondents would like more suggestions for recipes using seasonings.

Brands Should Use Flavorful Cuisine to Engage Younger Consumers

Younger consumers may be less likely to use seasonings, but they are significantly more interested in the product innovations presented and willing to spend more money. These concepts are rooted in convenience, taste experience and environmental impact. Taste is essential for product selection in this category, and has the potential to be a catalyst for increasing consumer confidence among young people and building loyalty.

Millennials and Gen Z are well-known patrons of the food service industry and are credited with driving trends in a wider range of foods, including cooking and food. About half of adult consumers under the age of 45 want seasonings that can be tasted in restaurants, and the quest for flavors is said to inspire both consumers and brands in this category. The same can be said for those who use more than 6 types of seasonings, which can be said to be avid consumers in the seasoning category.

This is not only due to the high evaluation of our efforts to develop products that tickle the adventurous spirit of seasonings, but also to the fact that marketing for various uses must also be rooted in food culture. I mean

Brands such as Primal Kitchen, Lee Kum Kee and McCormick are taking the idea to a new level in the mayonnaise sub-segment, taking cues from fun, flavorful menus like sriracha, chipotle lime and garlic aioli. increase.

Combining Health and Convenience to Meet Parents’ Needs

Source: Mintel

Demonstrating a strong overlap between adults under 45 and those with children, many of the areas of interest in seasonings are shared by those with children, who also share restaurant-influenced choices, They say they are willing to pay more for functionality, recipe-based combinations. Taste experiences and wellness are attractive investments for parents, but convenience is at the heart of it, especially when it comes to the health of the entire household.

Nearly a third of new products tout cleaner formulas, and many focus on visible claims like “no artificial flavors” or “organic,” so many want simplicity. of parents seem to have a less healthy impression of this whole category.

Defying the general sales trend of the ketchup-centric category, the BFY (better for you)-focused formula was key to its success. Heinz Organic When Simply Heinz is the only category leader with the same name to show growth. Simply Heinz uses the same ingredients as traditional Heinz ketchup and no artificial sweeteners. Heinz Organic uses organically grown tomatoes with no artificial sweeteners.

Condiments reputation could use a new dose of healthy

Brands want to strike a balance between addressing both existing and emerging health-related consumer concerns, but it’s another opportunity to tap into a more engaged younger audience. may be Condiment users under the age of 55 tend to look for healthy and functional attributes in their condiment choices, but most prominent among these consumers is their interest in organic appeal.

Seasonings are mainly enjoyed to enhance the taste, and the idea that the taste experience is important is well established. When asked about their ideal healthy flavor composition, consumers focused primarily on mainstream health claims. Interest in additive-free products far outstripped supplementary claims such as protein and dietary fiber. Modern health philosophies, such as non-GMO and functional claims, are driving consumer decline, but other foods and beverages suggest a disconnect with younger demographics interested in these products. .

More than 4 out of 10 consumers believe that most seasonings are unhealthy, but the link between seasonings and health is not strong, and more than 4 out of 10 consumers believe that most seasonings are unhealthy. It is said that the long ingredient display is the reason why it seems so. Brands need to be aware of their original purpose of taste, but engaging younger demographics may require new approaches to communicating health.

Sustainability is worth the extra cost

As expected, the cost of everything, including food and drink, is rising, and few consumers will pay more for seasonings to get more functions. Still, consumers are demanding more from seasonings and the brands that make them, including sustainable packaging, more application ideas, exciting flavors, more nutritious options and even premium options. I’m sure you’re looking for something from Now, with supply chain issues impacting manufacturers and rising prices potentially impacting consumers, new product and packaging innovations may seem like an expensive risk.

But sustainable packaging and other innovations are an important part of the product development pipeline to keep consumers using their favorite brands and discovering new ones. Nearly 3 in 10 are interested in greener packaging innovations. More than half of consumers say environmental considerations are at least partially reflected in their food and beverage purchases, and a further 22% expect it to be reflected in the future.

Mintel Insights

Continuing success in seasonings

The volatility of the last two years and rising prices everywhere will likely benefit the condiments sector with more home dining opportunities in the foreseeable future. However, despite sustained gains, there is still plenty of room to expand consumer engagement across category segments and brands through repertoire and product diversification.

Add value with versatility

Flavor palatability is the most important factor in the seasoning category, but price is also important and in today’s context will become even more important in product selection as a clear measure of value. However, consumers are demanding versatile seasonings and hungry for new usage ideas, demonstrating that versatility is a must that can translate into value at any price. This calls for brands to not only increase versatility, but also double down on recipe and meal plan inspiration and deliver it in new and modern ways.

Bring your home dining table to the next level

Exploring flavors is likely to elicit engagement and loyalty among young people. Four in 10 adults under the age of 45 want restaurant-grade seasonings, and the quest for taste will inspire both consumers and brands in this category, especially now that eating out is a little farther away. strengthening my thoughts.

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