The food industry is not spared the major transformations which are underway elsewhere and is witnessing the emergence of new players and offers, as well as the shattering of conventional business models.
The metamorphosis of consumption and new consumer expectations facilitate and possibly also explain the changes taking place in the offer.
The following are four of the most important changes and their respective repercussions on the food industry:
Intensification of the focus on price
- Development of anti-waste practices: purchase of reduced price damaged fruit & vegetables, widespread availability of doggy bags in the catering industry, rising popularity of bulk food, unsold food recovery, etc.
- Rising popularity of homemade and DIY produce via workshops and web tutorials.
- Decline of Hard Discount and sharp rise of Soft Discount: search for the best prices for hedonic purchases, change in the design of retail outlets.
- Success of the “cash-back” strategy (n°1 loyalty policy amongst retailers, followed by free products or gifts).
- Purchase of food products from the vente-privee e-commerce website (MiamMiam: an offer developed by the vente-privee website to boost its gastronomic product sales: wines, champagnes, foie gras, etc.)
The quest for convenience
- Utilitarian brands are now suggesting a range of services: Kellogg’s Special K program, recommendations from bloggers via the program "A nous l’été de Contrex", etc.
- Emergence of convenient delivery options: drive, meal delivery via applications (Deliveroo, Foodora, Fritchi, etc.)
- Anticipation of needs on e-commerce websites: personalised suggestions based on previous baskets and products selected (cross-selling) from e-retailers.
Defiance regarding experts, trust in one’s peers
- Appeal and development of short distribution channels: proximity with producers.
- Expectations regarding supply transparency and traceability.
- Expectations in terms of traceability regarding ingredients.
- Extensive media coverage of food scandals.
- Success of culinary blogs, forums and sharing of other food-related initiatives.
Empowerment of the individual
- Alliance between consumers and the brand in the context of the elaboration of the product mix: participative marketing or crowdfunding (Amora, Auchan, Braineet).
- Customer complaints expressed via associations (UFC-Que Choisir, 60 Millions de consommateurs) or on an individual level via social networks (Facebook, Instagram, Twitter).
- Conscientious or event militant purchasing due to the commercial success of labelling: Max Havelaar, organic, fair trade.
- Development of local food supply networks (Voisin de panier, la Ruche qui dit oui).
- Do it yourself based on kits (Cook Angels).
- Meals cooked at home (Vizeat, Comuneat...)