Wellness, convenience and ‘eatertainment’ are three of the top 10 F&B trends to watch out for in 2010, according to Del Monte Middle East marketing director Virginie De Beco.
De Beco was speaking as part of a panel session at the inaugural Gulfood Conference at the Gulfood exhibition in Dubai yesterday (February 21).
In summary, De Beco’s top 10 trends for the F&B industry for the coming decade are as follows:
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1. Wellness
Wellness is a major concern in the region as obesity rates are alarming, not to mention diabetes and high blood pressure, said De Beco. It is the responsibility of food producers to address these issues, she said, citing the example of a Del Monte ice cream that is not only low fat but also contains anti oxidants – a real ‘super food’.
2. Convenience
Products must be healthy but convenient and simple. If a consumer wants to read about nutritional information, they should be able to read it clearly on a label.
3. Eatertainment
Consumers look at food as a little treat and a little luxury, as they can no longer afford to go to restaurants as much, said De Beco. Food has to lighten the mood and be fun to consume, she said. For example, children love snacking, so Del Monte developed a small packet filled with apple slices which children can eat in the same way as they would crisps.
4.Organic/Natural
In the region the organic business is still quite embryonic but it is growing, said De Beco. Acceptance growing and that means the price will be lower, so organic products will take a bigger market share, she said.
5.Value for money
Value for money is not new said De Beco but with the global downturn everyone is citing the bill. People have to have a reason to buy. De Beco pointed to Starbucks as an example - they brought a good product but I think they really need to reinvent their brands to justify why we are paying this price, she said.
6. Customer service – customer care
You have to engage your consumer and after that you can have better communication and adjust your marketing to accommodate social media etc, said De Beco.
7. Innovation
We need to be different and if we were different once, we cannot rely on that said De Beco. Companies will need to go to different target groups and think out of the box to look for growth.
8.Trust/food safety
There have been so many food scares in the past that producers and outlets need to ensure they get the consumers’ trust going forward.
9.Social responsibility
As well as looking after the environment, De Beco said companies needed to look into the long term viability of natural resources. Those who do that will really manage to score in the next decade, she said.
10.Cross culture
It’s time to mix cultures in the search for new flavours, De Beco concluded.
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