Macro- and Consumer trends

Example of 6 distinct consumer trends


More and more, we eat away from home on our way to and from different activities. Greater availability of products and different packaging solutions allow consumers to satisfy their desires immediately.

Greater individualization

Consumers increasingly wish to satisfy their individual needs. This means that they want the option of both choosing products, and also having access to products and services that are individualized and can be adapted to different occasions. Pick & mix is a good example of a concept that is individualized.

Responsibility for the environment and human rights

One key trend is the interest in the effects of food production on the environment and the social conditions of the producer. Suppliers have responded to consumer demand for information, above all in terms of the origin of raw materials, the farmer’s working conditions, quality and farming methods, by introducing different types of labelling and certification.

E-commerce and digital channels increasingly important

E-commerce is growing rapidly across all sectors, including the grocery retail trade. Both grocery retailers and food companies are building up their own e-commerce capacity to sell their products online. New players are also capitalizing on the fast growth of e-commerce. Alongside the growth of e-commerce, direct communication with consumers via social media is emerging as one of the most important channels for feedback, capturing trends and sharing inspiration and preferences with others.

Health and less sugar

People are increasingly looking for raw materials with positive health benefits. There is also continued interest in natural and genuine raw materials. Additives of various types and artificially produced substances are being questioned in favor of natural materials. E-numbers are being replaced with the name of the additive in plain language. Natural sugar or stevia are preferred to artificial sweeteners. Less sugar is another important trend.

Local, genuine brands

Local brands with a strong history are very popular with consumers. This is evident in social media. During the year, Cloetta has carried out campaigns in several markets that are based on this trend: Venco as the typical Dutch brand, Sisu as the most Finnish there is, and stadium advertising for Gott & Blandat when Sweden has played in the football European Championship qualifiers.


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