Food for thought!

The new age consumer trends

As businesses progress into the age of choice and leap into the virtual world, it is critical that marketers learn new approaches for introducing products and services to markets. Changing lifestyles and psyche dictate consumer trends. These trends determine product design and promotion.

As an example we can juxtapose lifestyles and awareness levels with packaged foods to understand how consumer behaviour is changing.

Juggler: This' juggler' is the typical urban consumer whose busy and " on the go" lifestyle means juggling with many roles and tasks. As a result, many people eat on the run ("grazing") due to a lack of time and increased travel (e.g. spending three hours a day on a suburban train). Eating at irregular times has become the norm. Catering to such habits requires packaging and preserving food in such a way that it can be stored and reheated.

Many companies have cashed in on this opportunity and are introducing various kinds of snack meals, which can be consumed instantly. The size, format and its availability (at petrol stations) have also changed. The most recent trend is the introduction of numerous energy drinks that cater to consumers' perceived dietary requirements.

Insulated: In contrast to the juggler, this trend typifies a relaxed person who wants to pick up food and a video, and spend his evening in the cosiness of home. For instance, foods that conjure up memories of a leisurely lifestyle, appeal most to his senses.

Pressure valves: Certain products are used as a channel of escape from the stress of urban lifestyles and financial insecurity. Marketing communication within the alcohol industry for instance, is based on this need. Further, products that have the characteristics of smooth texture and give a luxurious feel in the mouth like cheese, ice creams, and yoghurt fall within this category.

Binge with a vengeance: The rules and regulations that society imposes on consumers makes some people feel frustrated. They vent this frustration through an indulgence in forbidden foods. (Those considered to be heavy on fat and generally unhealthy).

Clique/adventure-hungry: A consumer segment known as the "café-lifestylers" is growing in many countries. This segment has a tendency to eat out as often as possible. They have a taste for everything that is happening and "the in-things", be it a kind of food, drink or eating joint. These consumers do not have great culinary skills and choose ready-to-eat foods or take-away as well. Marketing communication for processed foods such as cheese, butter, margarine et al are sometimes aimed at these consumers. Some people also love to experiment with their food to relieve the boredom of daily life. Patrons of speciality restaurants fall within this category.

Fitness Freak: Consumers are becoming health conscious. This is evident in the increased sales of cereals, energy drinks and the multitude of health biscuits available in the market. Marketers have taken the health-platform seriously to position their products. Britannia "tiger", Kellogg's cornflakes, Real fruit juices, and Spirulina tablets are all products introduced on the health platform. There is also a desire for overall well-being. Proliferation of health and fitness centres, spas, Yoga centres et al is representative of this trend.

Activist: Monsanto has had to take up a concerted PR exercise after consumer groups started putting pressure on governments to ban the distribution of genetically modified foods (because they were perceived to be unsafe for consumption).

The 21st century consumer is aware of the environmental and social impact of consumerism. Consumer groups have lobbied collectively with governments in the west to impose strict guidelines on advertising and consumer information. Many consumers make their decisions based on the environmental and social track record of the company. Consumers are looking for manufacturers who have social responsibility, and use packaging that can either be recycled or are made of recycled material.

The changing consumer psyche and lifestyles will keep marketers engaged. Technology will enable marketers to record changing consumer needs to a large extent. Technology should be able to provide the tools that can predict the change and make transition easier for the marketer.

Related Reading
1."The changing consumer on the food markets"; Paper for the 2000 world food and Agribusiness Congress; 2000
2."Consumer Behaviour: The Seven Key Trends"; Cooper & Holway; New Zealand Marketing Magazine; 1999