8 Customer Buying Trends:  Food & Beverage

| Product Lifecycle Management | Food & Beverage
Posted By: Michelle Duerst


What Top Trends Do Your Customers Want?

The following post contains excerpt from a longer paper.

Industry supply and demand is driven by consumer requirements. The projected Food & Beverage Industry current growth trends include:

1. Clean Labels

Clean labeling conceptualizes simplistic, pure, real food products devoid of additives, preservatives and GMOs and introduces all natural, wholesome ingredients. Consumers are concerned with clean label food products and its origins, and in response to that concern, organic products retailers aggressively look for products that do not have or use GMO ingredients.[1] 

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2. Going Green

Consumers seek more than generic food product claims and food label promises as fervently as they did at the turn of the century when Going Green was becoming a catch phrase. Today, the consumer is considerably more educated, environmentally aware and more inquisitive about the products’ ingredients and the companies that manufacture them. 

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3. Value

As a widely relative concept for the consumer, the term “value” generally leans towards the lowest price or ease of accessibility. Economically and historically, a broad customer base prefers to enjoy lowered product prices. However, they are not unwilling to do so at the compromise of product quality.

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4. Communication

Communication between customers and brands creates a more connected, sustaining business relationship. “Simply and effectively communicating benefits is essential for consumers and a big trend this year,” according to Lynn Dornblaser, Director of Innovation and Insight at Mintel.[2]

5. Individuality/Connectivity

Consumers are favorable towards products that spark individuality and opportunities to engage and connect with brands. Consumers view products that focus on creating individuality as a qualitative reflection of their family, health habits, buying choices and environmental awareness.

6. Sustainability

Consumers want and expect a product’s sustainability focus to encompass reusability, recycling and repurposing targets in the manufacturing process. Products that address these three environmentally responsible and conscience highlights are significant.

7. Convenience

Consumers are always motivated by a product’s convenience and will balk at it if it’s too complicated or intimidating. Simplistic yet purposeful packaging is preferred by consumers, and ease-of-recycling, re-use and product repurposing are beneficial highlights.

8. E-commerce

The Internet has opened up a significant portion of the Food & Beverage industry through e-commerce. The majority of online consumers use the Internet as a resource tool rather than a daily shopping tool, but with strategic positioning, Food & Beverage manufacturers can capitalize on a steadily growing, interested market.

The consumer’s quest for value, quality, availability and product satisfaction is a challenge that manufacturers can answer by providing transparency, customer business integration and communication in its processes. Having an assortment of available and attractive options at their disposal helps consumers to make lasting purchasing decisions.


[1] Source: Food Processing, 2014 Food and Beverage Industry Outlook

[2] Source: Mintel, Mintel Serves Up 5 Key Food and Drink Trends for 2015