“Storytelling is key”: Role of beliefs in food discussed by FrieslandCampina exec

27 Sep 2019 --- Consumers are adopting a consumption pattern that is increasingly varied and diverse, meaning that it is more important than ever to offer options that are plant-based and free-from. This is according to Anneke van de Geijn, Global Marketing Director FrieslandCampina Ingredients Food & Beverages, who tells FoodIngredientsFirst how the industry is responding to the latest trends in different regions around the world.

“From our perspective, the three major trends of ‘Experiences engaging all senses,’ ‘Conscious indulgence’ and ‘Personalize it yourself conveniently,’ are themes that will influence not just today’s but also tomorrow’s menu. These developments are already visible now in a variety of applications, and they are here to stay, shaping the industry in the coming decade,” says van de Geijn. 

One example she highlights is how many foodservice establishments are offering countless toppings to millennials to give their on-the-go coffee a personal finishing touch. This is also influencing the way people drink their coffee at home, as seen in the explosion of single-serve capsules offering a variety of coffees for in-home preparation. “Though we can never predict the future and how food and beverage manufacturers respond, we expect that the three trends will be increasingly visible in different shapes and forms in the coming decade,” she adds. Anneke van de Geijn, Global Marketing Director FrieslandCampina Ingredients Food & Beverages.

Regional variance
Additionally, the way the trends manifest varies greatly depending on the region. In Europe, Japanese matcha is an example of an experience, while Asian audiences see the speculoos latte as the trendy and hip coffee discovery. Another difference can be seen in the way that markets think about sustainability. 

“In North America, we see that consumers associate vegan and plant-based with animal-friendly products. In Asia, we observe that fresh and natural aspects and a healthier product are the most talked about aspects of sustainable consumption – more than vegan and plant-based. Diving into this in China, for example, we specifically see that a healthier product for Chinese people means ‘low sugar,’” explains van de Geijn.

These types of differences are discussed and investigated with FrieslandCampina’s customers to help create the right product with the correct attributes and communication methods for each market. “Though you might expect that these local differences are becoming more homogenous, we observe on the contrary that they are treasured. In fact, they are a key factor for success,” says van de Geijn.

One example of this regionality she cites is the trend for a smooth white icing layer in cake decorating. However, in the Middle East, this would be applied to a local date cake, while in Germany the same frosting would be seen on Black Forest cherry cakes. 

Within the coffee sector, the sensorial attribute of temperature is crucial as seen in the rise of iced coffees, highlights van de Geijn. “However, for the cake and ice cream sectors, the looks and smell of a product are more important and the experience is not so much about temperature.” Notably, there is also a regional difference in terms of importance placed on the different senses, with smell being the most discussed sensory experience on Asian social media, at 60 percent. Meanwhile, Western consumers are most likely to talk about appearance, at 53 percent, according to FrieslandCampina’s trend report.

The future of food
Van de Geijn notes that while it is not possible to visually share a food’s fragrance, people do still talk about it a great deal on social media. “With the rise in social media, consumers do not just want to consume food and beverages. They also share their experiences online via blogs, social media and apps. Producing ‘Instagrammable’ food and drinks with looks as important as taste has become a must for the industry in serving Millennials.” 

Digitization is changing the food industry by influencing how, what, where and when people consume.Digitization is changing the food industry by influencing how, what, where and when people consume. Van de Geijn predicts that in the future, industry will have evolved around these developments.  

Additionally, the role that food and drinks play in people’s lives is the biggest change happening, according to van de Geijn. “Food and drinks are becoming more important as an expression of people’s lifestyle, which is something that we expect to grow even more in the future.”

While moments of feeling good are still important, consumers are demanding food and drinks that are “better” for them, whether it’s healthier, more natural, more environmentally friendly or animal friendly. “Specifically for coffee, tea, cake and ice cream – traditionally indulgence foods – we see that the indulgence becomes healthier. The awareness of what people consume will continue to increase.”

There is also an explosive growth in out-of-home outlets, which has had a major impact on the rest of industry. “In coffee, for example, the trends from the coffee bars have heavily impacted the demand consumers have for their in-home coffees.”

“For many of us, eating and drinking is no longer just a primary need, but a way of supporting and communicating our lifestyle. What we eat and drink matters nowadays as a conscious expression of our beliefs, opinions, interests, and mental, emotional or economic state. This means for food and beverage manufacturers that the role of storytelling is becoming a key aspect in the food and drinks that they offer. What they stand for, should be clear to win the consumers’ minds and hearts,” van de Geijn concludes.

By Katherine Durrell