Appetite for change
Whether it’s veganism, gluten-free, or plant-based diets, understanding and aligning your brand with the way that people are eating today can help you capture a wider market share and build a loyal customer base. Lots of trends have come and gone over the years, and any new product coming to the market needs to be aware of the current market wants and needs.
Take for example the Vesta curry
The popular British tea time treat rose to fame in the 1970s and 1980s in response to the growing demand for quick and easy-to-prepare meals. Vesta curry kits typically contain a combination of dehydrated rice, sauce, and various dried ingredients such as vegetables, spices, and meat or seafood options. Like an ancestor of the Pot Noodle. All you needed to do was add water to rehydrate the ingredients and then heat them on the hob or in the oven.
The Vesta curry is still on the market, but has never seen the popularity it enjoyed at the end of the last century. That’s because it doesn’t fit in with the way that people eat in 2023, as we move away from foods containing high levels of sodium and artificial additives. But at the time, it was a pioneer that met customer needs all over the UK.
But back to your product!
To align your food brand with dietary trends, start by conducting comprehensive market research on who you’re hoping to sell to. Gain insights into emerging trends, customer preferences, and the market demand for specific dietary choices. Analyse industry reports, track social media conversations, and engage with your target audience through surveys or focus groups. By understanding the current dietary landscape, you can identify opportunities to adapt your brand positioning, develop new products, or modify existing ones to cater to the evolving needs of your customers.
Tailor your offering
Consider developing new products that cater specifically to the dietary preferences of your target audience. For example, if plant-based diets are gaining popularity, create plant-based alternatives or innovative meat substitutes. Consult and collaborate with nutritionists or dieticians to ensure your products meet the required dietary standards and offer the desired nutritional benefits. By offering diverse and appealing options, you can attract a loyal customer base.
Aligning your food brand with dietary trends requires a proactive and strategic approach while staying nimble and adaptable, consistently evolving your brand’s offerings to meet the ever-changing needs of your target audience. By conducting thorough market research, defining your brand’s values, enhancing product development, implementing transparent labelling, and engaging your audience, you can successfully position your brand as a go-to choice for consumers seeking products that align with their dietary preferences.