We pulled out the four trends that pertain to the produce industry from the predictions released by Chicago-based FoodMix Marketing Communications.
These trends are based on extensive industry research, FoodMix’s proprietary content and 30 years of experience to shed light on how the food industry is changing, innovating, improving and expanding across all channels.
To learn even more about how these trends can influence your business, watch the video, hosted by The Packer editor Tom Karst and retail editor Amy Sowder, also PMG editor.
For The Packer and PMG, Dan O’Connell, FoodMix CEO, focuses on four points.
- The first plant-based meal was an apple. The pioneers of the plant-based category are back with branded produce. FoodMix research shows two-thirds of shoppers will pay more for branded fresh produce. They feel as though they can trust produce brands to be fresher, safer and higher quality. There are challenges, though. Unlike other categories, consumers struggle naming multiple favorites. But, FoodMix has evidence that there’s a great return on investment, that consumers will pay up to 10% more for branded produce. Manufacturers can compete with retail brands by sharing authentic stories, and meeting consumer needs, adding value beyond the label.
- What’s in it for me? The year 2022 will see consumers wondering “what’s in it for me?” when it comes to sustainability, so brands will need messaging to be more benefit-driven than ever before. Broad sustainability promises will fall on deaf ears. It’s considered “sustainability washing.” Sustainability needs to be framed in a consumer benefit way, such as, grown clean, sustainable packaging and the farm-to-table journey.
- The desire for community pushes farmers markets forward. Consumers are craving in-person social interaction again, and farmers markets are quickly becoming a welcome community builder. FoodMix expects these markets to expand and upgrade selections for locals, who are shopping there more than ever before. It’s a natural way for produce brands to build brands, one market at a time.
- An upgrade to your supermarket perimeter. FoodMix research showed that consumers’ perceptions of a store’s fresh perimeter differ significantly by department. Expect savvy retailers to start offering better tasting, more craft-like options for discerning consumers. It’s called “premium-ization,” adding value, flavor, interest, adventure or food news. Produce does not rank high in scores for taste and craveability, until it’s a brand —a huge profitable opportunity.
Watch the video for a more in-depth discussion of these trends and how they can affect your business.