lunes, 8 de junio de 2009

how have your food choices changed?


Issues and solutions
"Retailers and suppliers must prepare for various scenarios, including the worst, with continued rises in commodity prices and slowing consumer spending. They must exhibit flexibility, minimise costs, maintain multiple supply chain choices and clearly differentiate from competitors."(Deloitte, July 7 2008)

Find ways of rewarding loyalty in times of significantly rising prices - reward schemes, vouchers, subscriptions and part-payment schemes
"The number of consumers actively seeking financial promotional deals is on the increase as rising food and utility prices begin to take their toll on spending, according to a survey carried out by GfK NOP. The poll of 1000 consumers revealed that 30 per cent were more active in seeking out promotions than a year ago and, of this group, 75 per cent cited a rise in food prices and the general cost of living." (Brand Republic News, June 13 2008)
"The British Retail Consortium claims shops have swallowed some of the cost [of the credit crunch] themselves. 'Overall, shop prices are up 1.2 per cent and food is up six,' a spokesman said. 'Retailers are doing an enormous amount to protect customers, even at the expense of their own margins.'"(, June 9, 2008)

Abel & Cole online organic food delivery service, UK
Make online shopping easier and more effective - utilise databases and customer information
Consumers are increasingly food-shopping online, particularly for basics in bulk, but the biggest obstacle remains not being able to see or feel produce. Overcome this by convincing consumers to trust your choices. Offer seasonal produce, with related recipes and detailed information on provenance.
"We are even looking at points reward programmes to encourage customers to look at and click on particular parts of emails to make them more effective as a means of communication."(Marketing Innovation Group i-newsletter, 2 July 2008)
Balance the cost of organic food with impeccable customer service
For some, the cost of organic is simply prohibitive, but many will pay the extra cost if they feel they receive the whole "organic experience".
In the same way that the eco-fashion industry has had to update their image, so must many sustainable or organic food retailers. Consider details such as the smell of the store, how customers are represented, display, and, most importantly, speed and service to rival any supermarket or luxury food outlet.
Be aware that in some regions where fresh, locally grown food is readily available, organic marketing will just not be effective. Focus more on common sense and traditional cooking, with an emphasis on freshness.

Clarify information - answer questions, be available, encourage dialogue and storytelling
Consumers are keen to support small food-retail businesses and local producers.

"As many as two in five (41%) believe producers and supermarkets should provide more details about food miles on the products they sell. Meanwhile, one in five (19%) of us already try to avoid products with high food miles by looking at where the products were grown." (Mintel Oxygen Report, August 2007)

Address the food needs of different segments in different ways
There are significant differences between the respective habits and desires of, say, young parents and baby boomers.

"[Baby boomers] want convenience (such as online shopping) but always expect quality. They live a fast life, but without fast food."(Ageless, WGSN Consumer Attitudes report, March 27 2007)

"Food and fuel prices have jumped by the highest amount in a year since records began, official figures have revealed. Young parents will suffer most, said Julian Walker of children's charity Barnardo's." (, June 9, 2008)

Help consumers rethink the way they eat
The treatment of animals reared for meat - poultry in particular - has recently come in for intense scrutiny and condemnation. Accompany consumers on their re-education regarding the food industry, use storytelling and provenance to allow them to make choices, and reintroduce the specialists as a source of information and advice.

"There is no good reason for eating the amount of meat that we do... If you're progressive. If you're driving a Prius, or you're shopping green or looking for organic, you should probably be a semi-vegetarian... Over-consumption of animals, and of course junk food, is the problem, along with our paltry consumption of plants."(Mark Bittman, speaking at the TED conference, December 2007)

Like innovators in the music industry who are starting to sell the merchandise and experience surrounding music rather than the music itself, retailers may have to address the needs of consumers who are investing in home-growing, or getting involved in food cooperatives and small urban farms.
Comportamiento del Consumidor ( Saul de la Cruz)

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