Maruta Bergmanis provides some perspective on what trends we will see in the food and beverage industry, such as key influencers pushing the value of nutrition and consumers wanting companies to lend community support.
2. FOOD & BEVERAGE | 201 EXPECTATIONS
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Maruta Bergmanis
Senior Vice President, Food & Beverage
maruta.bergmanis@hillandknowlton.com
201 NOW TRENDING
1: CORPORATE IMPLICATIONS
Expect to see even more key influencers (in addition to First Lady In 201 and beyond, it will be key for consumer product goods
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Michelle Obama) jumping on board to discuss child nutrition and (CPG) food brands to show consumers how they are making their
the fight against childhood obesity. These influencers will continue products healthier by removing salt, saturated fat, etc., and how
to amplify the growing problem in the US by educating consum- they are helping schools and consumers become more educated
ers and encouraging them to get involved. about nutrition and childhood obesity. A recent study showed that
the average consumer is more likely to support a brand if it is
Consumers will continue to demand food & beverage (F&B) giving back to the community or helping to support a cause. And
products that have a strong reputation, but that also provide value. improving education is the second most supported charity after
Although the recession will still be on their minds, consumers will protecting the environment.
show that they are willing to spend more money on a food
product they perceive as trustworthy. When it comes to buying food products, consumers continue to
look for three attributes: quick, easy and budget friendly. With
In addition, consumers will continue to rely heavily on technology many grocery stores now creating their own private label brands
to drive their food purchases. with inexpensive products, companies will have to step up their
game and show consumers why their products are meaningful.
This means increased consumer PR activities to drive credible
brand product messages, but also increased social media activity.
This means brands will need to actively listen to their communities
online, respond appropriately, and continuously find new ways to
engage consumers and keep them loyal to their brands.
Technology will play an increased role in consumer purchases,
both in store and out of store. Through social media channels,
such as Twitter and Facebook, and gadgets, such as the iPad and
iPhone, consumers have information at their fingertips 24/7. They
can be in a grocery store and download a coupon within seconds.
To keep pace, food brands will have to get out there and offer
instant gratification through coupons, recipes and tips.
Maruta Bergmanis, based in Chicago, leads H&K’s food and
beverage group.
