IFPA Town Hall presenter implores business to 'embrace change' | Produce News

COVID-19 has inspired change in consumer attitudes and actions at a very fast pace, and successful businesses need to acknowledge, embrace and adapt to those changes.

That was the main message delivered by Alison Angus of Euromonitor International during the April 27 weekly Virtual Town Hall of the International Fresh Produce Association. The London-based trends expert is head of consumer lifestyles for the market research company. She examined 10 consumer trends that the company has identified that are impacting the purchasing habits of consumers. She noted that the pandemic has resulted in some profound changes that appear to be permanent. Underlying her list of changes is the overarching desire by consumers to take control of their professional and personal lives and forge their own paths.

One such trend embodying this spirit is what she labeled “The Great Life Refresh.” Consumers are making lifestyle changes, gravitating toward healthier choices and creating a better work-life balance. She said for some consumers this means making incremental changes; for others it has led to a “total reboot” as they participated it what has been called “The Great Resignation.” Consumers are re-examining what they value and often focusing on simplicity and healthier choices.

Angus said the business community should be aware of this trend, reassess their portfolio of offerings to make sure they have products consumers want, and market to this lifestyle change. For example, she pointed to food giant Nestle, noting the company has introduced several new products, including a healthy, non-alcoholic adult beverage to play to this trend.

Another consumer trend Angus highlighted was a new consumer class titled “Self-Love Seekers.” She explained that many consumers are prioritizing their own happiness and buying products to enhance their well-being. They are purchasing massages, going on trips and investing in their own health. “It’s about self-indulgence,” she said.

Interflora, a United Kingdom-based floral delivery service, launched a campaign to capitalize on this trend by urging consumers to send bouquets to themselves. An Australian floral company launched a promotion urging men to send floral products to other men.

Other consumer trends that businesses might want to consider in their marketing campaigns are the significant increase in seniors joining the digital world and another in which sustainability and climate change are important factors to a rising number of consumers as they purchase products.

The “Digital Seniors” trend is simply the acknowledgement that a large number of people over 60 embraced the internet during these two years when they were stuck at home. A significant percentage are comfortable ordering online and using a digital platform. However, Angus said they still need digital help so businesses should design website that are easy to navigate and offer support to this group of consumers as they navigate the space.

For “Climate changers,” the key is to be transparent and offer products that allow the consumer to participate in the sustainability movement. Angus said a company’s narrative is as important as the products themselves. Consumers want to know that a company is doing what it can to be socially responsible. She advised that companies should highlight sustainability benchmarks that they are reaching on their websites and even on product labels.

Another huge consumer trend is the desire to impact where they live and work. Angus said 37 percent of consumers expect to work from home in the future. She called this trend “Rural Urbanites” which is the blending of these lifestyles. Those living in rural areas want the convenience of big-city living and those living in urban areas want to enjoy the rural feel. The city dwellers are capturing that rural feel with rooftop gardens and supporting indoor farming as well as home delivery of boxes of fresh food. The rural dwellers are utilizing on-line shopping to bring to their door products they can’t find in their communities.

Both groups are relying on eCommerce, which points to a continuation in internet sales gains for many different products. Businesses who haven’t done so clearly need to improve their online presence.

Angus did point out that consumers are not a monolith: one size doesn’t fit all. She titled a trend “Socialization Paradox,” which informs that while there are many consumers that are anxious to get beyond the pandemic and are embracing a return to pre-pandemic activities, there is another large class that is not ready to rejoin the universe and is going to continue to tread lightly on returning to normal. She said foodservice sales reflect this. Though they are continuing to register double-digit growth in year-over-year sales, they have not yet reached pre-pandemic levels.

Starbucks, said Angus, has recognized this paradox by continuing to serve its customers in whatever way they want. Starbucks is offering its ubiquitous products via app, in-store, curbside, third-party delivery, drive-thru and with at-home products.

Another trend that Angus explored has surfaced with both consumers and businesses. She called the consumer trend “Backup Planners,” but it can also refer to the business community, which is exploring options like never before. Angus said the supply chain issues have forced consumers to look for the “next best option.” What they want isn’t always in stock, so they are looking at alternatives, including private labels and second-hand products. They also are purchasing subscription-based products to be assured of a continuous supply.

Companies are also exploring options as the supply chain challenges have impacted their normal course of business. Angus reported that a recent survey revealed that 47 percent of businesses are exploring new business models as a strategic priority.