"FOOD 2020: THE FUTURE OF FOOD, NUTRITION & WELLNESSViewpoints
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United Kingdom: Results in Sync with Search for Wholesome Foods |
Of the five countries surveyed, the U.K. and the U.S. were the only ones where consumers named ingredients as a major consideration when shopping for foods. This was striking. And it buttressed some recent research from Ketchum London that found that 62 percent of mums want reassurance that “quick options”—especially sauces and other foods in jars—are wholesome and good for them.
At the same time, it was surprising that convenience wasn’t on the list of considerations for purchase in the U.K. In Britain, in particular, busy mums always are looking for shortcuts for meals, and some parents are even cooking two meals a night to accommodate differing schedules in the household—making quick preparation ever more important. Perhaps the relative availability of “quick options” makes it easier for consumers to focus more on nutritional value.
As in every country, taste was cited as a primary factor in food purchases. This shows that in all food campaigns you do, you should always flag taste first and foremost. After all, even consumers who are focused on healthful eating won’t stick to a healthy routine if what they’re eating doesn’t taste good.
Based on earlier research, Ketchum London already has been working with Uncle Ben’s on a campaign that marries these two messages. A goal of the campaign is to help mums create an interesting range of tasty and wholesome meals with minimal fuss. We’re stressing the fact that Uncle Ben’s packaged rice products contain only wholesome ingredients, no artificial colors, flavors or preservatives.
Besides the issue of ingredients, the survey showed that people in the U.K., more than in any other country, feel they should have a say in how animals are treated. This has been fueled by recent campaigns featuring celebrity chefs touting free-range chicken and concerns about animal welfare. While I believe the concern for animals is genuine, I also think we’ll start to see that turn back because some families simply can’t afford to feed their families free-range chickens. That’s not realistic given current economic conditions.
Similarly, while more people in the U.K. thought companies should play a role in addressing crop shortages, it is questionable whether that concern will fade at least in the short term. In an economic downturn people become rather inward-looking. And growing concerns about food prices already are evident. Private-label, long popular in the U.K., is soaring at the moment.
But brands should be careful not to focus solely on price. One way to strengthen a brand, while also addressing non-price issues, is to highlight what consumers are getting for their money. We’re already counseling clients to provide information such as cost per serving on packages and in recipes.
