By Steven Zbikowski, Growth Solutions Manager at KeHE Distributors®
Key Takeaways:
- Convenience in food has evolved to include healthy options and new flavors, with prepared foods becoming increasingly popular.
- Consumers prioritize healthy eating but face time constraints, driving demand for quick, nutritious options and exotic flavors.
- Brands can stand out by expanding healthy offerings, providing diverse flavors, using eye-catching packaging, and leveraging data and digital marketing strategies.
In the food and beverage space, offering consumers convenience has always been important. However, the concept of convenience has evolved — and today, it entails so much more than just fast and easy products for on-the-go shoppers. These days, convenience is still about ease, but it’s also about healthy options and providing a pathway for consumers to explore new ingredients and flavors.
For brands to deliver on consumers’ high expectations for convenience, they must understand the nuances of the industry and go all in on strategies to stand out in the increasingly competitive market.
Convenience is king
During the pandemic, many consumers began experimenting with cooking, and because of the lockdowns, some were forced to eat their meals at home. Now, more than four years later, 54% of consumers said they are still cooking more meals at home and 49% said they are always looking for new things to try.
While consumers may not be dining out as much as they used to, they still want to eat delicious food. This is why we have seen significant growth in the prepared foods category — projected to increase from $177.58 billion in 2024 to $305.68 billion by 2032. Prepared foods, such as marinated meats, pre-mixed spices, and simmer sauces, offer consumers easy access to ingredients that are ready to go with the added benefit of minimal clean-up. Brands are getting attention in this category for sauce starters, as well as breakfast and dessert mixes.
Healthy foods without hassles
Half of consumers across all age groups rank eating healthy as a top priority. But, 64% say the biggest barrier to eating a healthy meal is prep time. This is one of the reasons why we’ve seen products like sauce starters and salad toppers become so popular. Products like these help consumers cut down on prep time while still eating healthy, delicious food.
What’s more, now that consumers are more health-conscious and informed about the ingredients that go into food products, it’s no longer about grabbing a snack just because they’re hungry. Consumers today seek out nutritious, fresh, convenient brands that check all the boxes. And, the good news is that data shows they are willing to pay more for quality — so it’s worth it for brands to go above and beyond to create a variety of healthy options.
Exciting and exotic flavors
Another trend we’re seeing across the industry is an increase in consumers’ interest in flavors from afar. A recent report found 84% of consumers want to experience the bold flavors of Southern Italy, with South America, Asia, and Africa following close behind as other exciting alternatives. Caribbean, Cantonese, Osakan, Filipino, Guadalajaran, Oaxacan, and Moroccan flavor profiles are also highlighted in the report.
Additionally, more consumers are experimenting with exotic flavors and ingredients including sesame seeds, ginger, jerk seasonings, spicy honey, miso, tahini, and specific Asian seasonings, such as chaat masala, Kashmiri chili, and togarashi. The increase in demand for international flavors allows brands to revitalize their offerings with products that take consumer taste buds on a global adventure.
Strategies to stand out
Consumers are constantly evolving, and brands should be too. To do this, use consumer insights to understand your target audience’s mindsets and go the extra mile to market to their specific wants and needs.
Some other strategies brands can use to attract consumers seeking convenience, include:
- Expand fast, healthy product offerings
- Offer multiple flavor options
- Feature unique, eye-catching branding and packaging
- Use data analytics to identify opportunities
- Stay current on market trends
- Connect with consumers on social media
- Promote your brand via digital marketing and influencer tactics
We all know that meeting the needs of consumers can be challenging, but in the age where the consumer is king, we need to understand and serve those needs. And for now, that’s convenient, healthy, flavorful food without time-intensive or hands-on preparation. Together, we can deliver by offering consumers the fast, easy, and inspiring brands they want.
Steven Zbikowski is Growth Solutions Manager at KeHE Distributors®, the largest distributor of natural & organic, specialty, and fresh products. He is an enterprise analyst with experience working in the food and CPG industries.
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