Mindfulness is a key factor in people’s food choices for 2018

Mindfulness and individual choice are at the forefront of people’s minds when it comes to food choices in 2018.

Although these are not new trends, they are ongoing factors that continue to shape the consumer food market.

Consumers are developing a more holistic way of questioning what they eat.

Rather than random selection, they’re looking to connect with a brand’s values – be it health and wellness benefits, a social conscience, or enhanced nutrition.

READ: The top six food trends for 2018 – a manufacturer’s guide

Consumer packaged goods companies must become more innovative and relevant to meet consumer needs.

This pushes companies to run incubator programs for product innovation and experiment with creative technology in stores to keep consumers satisfied.

Studies conducted by Haines Consulting Group show that consumers are increasingly mindful in their food choices. It is the main driver to consumer behaviour in the food industry.

Modern consumers want to know what is in their food and how it was sourced, so they can make better decisions about their health and how the product impacts the environment and the community.

This behavioural shift means that brands must advertise and create an environment that empowers consumers through convenience, health and choice.

The technology and tools available to consumers mean they have more insight into their personal health than ever before.

Knowing how many steps they’ve taken, calories they’ve burnt, or how much sleep they’ve had, can play a big role in people’s food choices.

For brands, messaging is key, to help consumers make the desired choice for their health.

Consumers are becoming more educated on nutrition and food quality, as they want to make responsible food decisions.

Food is becoming less of a commodity and more of an individual choice.

Preferences need to be catered for and shopping needs to feel relevant and personal.

But, it’s a fine line to find the balance of enough options to overwhelming choice.

The ability to personalise is essential, but people don’t want to be confronted with too many choices.

Brands also need to effectively communicate food messages about nutrition and health.

Another trends that isn’t new, but is proving important to consumers, is fitting products into people’s busy lifestyles.

Products need to be conveniently packaged and marketed to tick the convenience box for consumers.

This trend is evident in the uptake and increase in food delivery services and meal packages, blurring the line between restaurants and supermarkets.

E-commerce is set for huge growth with fast ordering and delivery services, meaning shoppers can get everything they need quickly and easily.

Understanding all of these consumer trends can help business increase engagement and ultimately increase brand sales and success, Haines Consulting Group explains.