You heard it here first – April 2020

You heard it here first

Consumers

Sharing recipes in ‘chainmails’ (I’ve had a few myself), looking online for inspiration on what to cook next, enjoying Zoom dinner dates/parties, can’t eat out so eating in. These activities must surely drive Consumers to look for new exciting ingredients, interesting suppliers, complete restaurant quality meal solutions to overcome boredom?

Yet we hear that retailers don’t want to talk about new products and manufacturers are putting NPD on hold and furloughing product development teams, I get that it makes short-term financial sense but wonder if this short-term outlook will prevent retailers winning back a share of that ‘eating out’ spend they have been chasing, and could now be winning back?

Surely now is the right time for you to think more longer term and write that NPD brief for that fantastic restaurant quality product you know your team can produce, or the brief that is all about making it easier for consumers to serve up something wonderful, because you gave them a wow inducing ingredient or the centre of plate highlight.

Categories

Bakery must be the category of the moment, parents cooking with kids, everyone wanting to make bread and homemade treats, yet it seems to be the one aisle that is nowhere close to having normal availability, I can’t remember the amount of trips I’ve taken to stores and every time come away deflated without flour or yeast. It takes 60 days to change or create a new habit, will bakery miss the boat if it takes 60 days to sort out supply?

Solutions and innovation are often sparked by things happening in adjacent sectors, perhaps mills need to look to other categories for inspiration around packaging solutions, or maybe you aren’t a miller but have a packing line that is idle due to fall off in sales in some channels, and you could look to co-pack for a local mill, and help make a lot of amateur bakers a lot happier.

Companies

We all know how amazingly hard food manufacturers have worked with the retailers to overcome the challenge of getting products back into stores and feeding the nation, but I think for many the longer term challenge will be how to remain relevant in a Post Covid world, particularly when consumers may be worrying about money in their pockets.

Community forum chats are full of predictions that we will stop being nice to each other when the lockdown ends, and this is said with a real sadness. My view is that the companies who support and encourage people to continue to think about their communities and get involved are the ones that will thrive.

Are there ways that your brand can keep the community spirit going, perhaps through links with community networks that you actively promote/contribute to? But don't think you can get away with just playing at it - we all know just how effective the internet is at seeing through 'fake' anything really quickly.


Clodagh
April 2020

Posted in You heard it here first.