Macro- and Consumer trends

Example of 6 distinct consumer trends

Natural raw materials and transparency

There is a continued interest in natural and genuine raw materials. Additives of various types and artificially produced substances are being questioned in favour of natural materials. On packaging, E numbers are being replaced with the name of the additive in plain language. Natural sugar or stevia are preferred to artificial sweeteners.

Greater individualization

Consumers are increasingly seeking satisfaction of 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

On-the-go

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

Responsibility for the environment and working conditions

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

Health and less sugar

People are increasingly seeking raw materials with positive health effects.

Cloetta’s product range includes nuts, which are rich in vitamins and minerals. Xylitol, which is found in chewing gum and chewy pastilles, is good for dental health. In addition, Cloetta has launched sugar-free products or products with 30 per cent less sugar under the Red Band brand and Malaco Gott & Blandat brand.

E-commerce and social media gaining importance

E-commerce is growing rapidly across all sectors, including the grocery retail trade. Both grocery retailers and food producers are building up their own e-commerce capacity to sell their goods online, and new players are also capitalizing on the strong growth of online sales. Alongside e-commerce, direct communication with consumers via social media is emerging as one of the most important channels for further developing brand personalities and capturing trends.

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