MARIANA PURNELL
Contributor
Customers are the lifeline of a business and their behaviours never stop evolving. Understanding this can help companies to stay competitive, says Rubab Abdoolla, a Senior Analyst at Euromonitor International. She informed attendees to the recent International Frech Produce Association’s (IFPA’s) Southern Africa Conference in Cape Town of Euromonitor International’s research findings based on products, industries, demographics and consumer lifestyles.
Abdoolla’s presentation focused on the top ten global consumer trends in 2023. This report is updated each year to serve as a compass for businesses, enabling them to proactively anticipate disruptions, foresee shopping drivers, and meet unaddressed demands. Euromonitor International also releases five-year projections which can provide much insight to guide business investments, decisions and growth plans.
This article groups the leading ten global consumer trends highlighted by Abdoolla into three main trends: Consumer expenditure, Digital and Lifestylewith the aim of emphasising their potential influence on the promotion, and utilisation of fresh produce word-wide.
By incorporating these strategies into their marketing and product lineup, companies can not only synchronise with these global consumer trends but also pioneer innovative and engaging approaches to encourage the consumption of fresh produce whilst overcoming the perishability factor.
CONSUMER EXPENDITURE TRENDS
Here and now: living in the moment
Consumers are embracing short-term buying approaches, seeking joy and instant gratification. Businesses can create campaigns targeting special occasions, incorporating emotional marketing. To promote the use of fresh produce, brands could launch pop-up shops with fresh, seasonal produce offerings for limited-time sales. Loyalty programmes could offer rewards for purchases, making it an attractive option for impulse purchases. Given the reality of loadshedding in South Africa, there’s potential locally for a new emphasis on promoting the immediate consumption of some fresh produce in its raw state. Alternatives are creative campaigns like Starbucks and Delta Air Lines that linked their rewards programmes to deliver additional benefits like earning miles on coffee purchases.
Budgeteers: savvy spending
Consumers continue to prioritise savings due to economic uncertainties. Budgeteers switch to e-commerce to avoid transportation expenses and find deals. In 2022, the top reason consumers shopped online was to get the best price. Brands can adapt by offering affordable assortments and forming strong partnerships. To encourage the use of fresh produce, businesses could collaborate with local farmers and markets to provide cost-effective options. Promotions and loyalty programs should thus focus on purchasing fresh produce and incentivise budget-conscious consumers to prioritise healthy eating within their spending plans.
Eco economic: sustainable choices
Decreased consumption for economic reasons has led to a focus on sustainability. Saving takes precedence – consumers will continue switching to energy-saving products, eating at home, reducing appliance use and limiting travel. Grocery retailer Sainsbury’s opened Sainsfreeze, a pop-up walk-in freezer, that showed consumers which foods can be frozen. Businesses can provide energy-saving products and services. To integrate fresh produce, companies could introduce farm-to-table initiatives, partnering with local farmers to provide consumers with sustainable, locally sourced fruits and vegetables.
Some 55% of the respondents to the Euromonitor International Voice of the Consumer: Lifestyles Survey (January/February 2022) indicated that they want to reduce food waste (Figure 1) and 43% intended to reduce energy consumption. Fresh produce companies could demonstrate how to use fruit and vegetable waste in numerous ways that contribute to a sustainable environment. Packaging could be made degradable or recyclable.
Worldwide the food industry is tackling food waste which is valued at $600 billion post-harvest, of which $400 billion worth of food is wasted annually on the retail front. This makes up 7% of total grocery sales. Much is still edible but does not meet appearance, size, or packaging standards. Consumers globally misunderstand best-before dates, leading to unnecessary discards. The UK now removes such labels on produce, aligning with a 50% food waste reduction goal by 2030. South Africa wastes 10 million tonnes of food yearly, 70% from fruits, vegetables, and cereals in early supply stages.
DIGITAL TRENDS
Authentic automation: human-tech balance
Eight out of 10 consumers under 29 would be comfortable interacting with robots. But tech is only part of the equation. Consumers still crave the personal touch. Brands can create seamless, integrated experiences. To promote the use of fresh produce, companies can develop apps that offer personalised recipes and meal plans incorporating seasonal produce. Interactive chatbots could assist customers in selecting the best fruits and vegetables for their needs. Advanced algorithms and hyper-personalisation help to offer curated content, products, or services that reflect a customers’ distinct preferences.
While automation is increasing, human touch remains essential. Farmers Metamarket is a virtual farmers market in the Metaverse that brings online shoppers face to face at the farmers market but just like in a real-life market, it allows for shoppers to connect with the people behind the brands. Another approach is self-checkout services that offer consumers greater convenience without long queues but only accept cashless options.
Control the scroll: mindful tech use
Consumers are prioritising mindful online activities. Brands should not be a distraction but should refine digital experiences for efficiency. Notifications need to be regulated, intentional and relevant. To encourage fresh produce consumption, brands could create apps that provide nutritional information and meal planning tools, helping users make informed choices. Interactive platforms could offer virtual cooking classes and tutorials featuring fresh produce, making healthy cooking more engaging and accessible.
Game on: mainstream gaming
Gaming is becoming a major form of entertainment. Brands can tap into gaming culture as this once-niche segment is now a mass-market opportunity. Sponsorships, advertisements, in-game purchases and product innovations are the primary revenue drivers thus far. To connect with gamers and promote healthy habits, businesses could develop interactive games that educate players about the benefits of fresh produce.
Pick’n Pay has tapped into the Metaverse by offering free Robux in South Africa. Robux is the digital currency used in Roblox, which allows users to purchase new avatar accessories and in-game upgrades. Pick’n Pay also plans to sell Robux vouchers in rands.
LIFESTYLE TRENDS
Revived routines: embracing normalcy
The recent tumultuous years have left consumers seeking real-life experiences and normalised activities. Brands should align their marketing with everyday occasions. To promote the use of fresh produce, businesses could collaborate with wellness experts to offer meal preparation ideas that center around incorporating fresh fruits and vegetables.
Marketing campaigns could focus on the simplicity and joy of cooking with seasonal produce, encouraging consumers to make healthier choices. Consumers do not want to be cooped up. Nightlife is revitalised and restaurant reservations are on the rebound. Food, beverage, hospitality and entertainment, amongst other service sectors, are primed to reintroduce fun and excitement outside the home.
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She rises: gender equality
To support gender equality and fresh produce consumption, businesses could collaborate with female-led agricultural initiatives. Highlighting stories of women in farming and showcasing their contributions to fresh produce could resonate with consumers who align with the values of gender equality. By expanding product ranges to cater to more body types and age groups, food and supplement manufacturers can develop formulations that target nutritional demands during pregnancy, postpartum, or menopause.
The thrivers: finding balance
Although the World Health Organisation (WHO) suggests a daily intake of 400 grams of fruits and vegetables per person, the actual consumption stands at 267 grams each day. This highlights a worldwide challenge concerning unhealthy diets. A staggering three billion individuals are unable to access nutritious diets, contributing to an estimated 11 million deaths globally due to dietary risk factors.
Consumers are seeking balance and simplicity but put personal needs above all else. Brands can provide products that cater to immediate needs. To align with the trend, businesses could offer subscription services delivering fresh, pre-prepared meal kits incorporating a variety of seasonal produce. These kits could target overwhelmed consumers looking for convenience and balanced nutrition.
Popular cereal brand Weet-bix launched breakfast biscuits, ideal for busy on-the-go consumers who are replacing meals like breakfast with snacks. Biscuits are a convenient meal replacement options since it is calorically dense and high in energy. Similarly, the Dutchie Plus+ cup yogurt also addresses this market as it improves gut health.
Young and disrupted: Gen Z’s impact
Gen Z’s influence is growing. Gen Z is immune to traditional advertising and they want to feel a genuine connection when engaging with brands. Successful brands are built around stories to form strong connections with these consumers. Testimonials and reviews are trusted more than traditional advertising. Brands should prioritise authenticity and relatability. To resonate with this generation and promote fresh produce, companies could collaborate with popular Gen Z influencers to create engaging content around healthy eating. Social media campaigns could showcase innovative ways to prepare and enjoy fresh produce, catering to Gen Z’s interest in authenticity and individuality.
In a nutshell, consumers must be encouraged to find their health fix on the farm and not the pharmacy. On the fresh produce supply side, it must be remembered that while technology matters, the personal touch still rules!