Nutrition, affordability and authenticity are key for consumers, reports SLIM Market Watch

The inaugural research report published by SLIM Market Watch, titled ‘Food Choices in the Post COVID World’ analyses the changes in behavior and expectations of consumers in regard to food consumption. 

In a study about how lockdowns, isolations, uncertainty and fear have all contributed to the way people look at nutrition, the report reveals that as a result, there exists a unique set of opportunities for marketers to rise to the occasion and meet the new and redefined consumer needs. 

As the community comes out to a new way of living, a few themes emerge in relation to food and nutrition. As the pandemic tore down the illusion of control, creating a heightened awareness of fragility, there is a renewed focus on the need for nutrition and quality assured food. 

For many consumers, being able to manage the food they eat is a way of gaining that lost control. However, a surprising number of consumers were reported to be unaware of how to ensure that food remained nutritious, unless prepared at home. 

This need for safety and caution that overpowers daily life during the pandemic, together with the limitations that come with factors such as working from home, pushed consumers to go back to basics, by looking inward for basic means to ensure nourishment. Added to this was the need to re-evaluate food choices. Income sources having been impacted, consumers had to look for affordable alternatives, where nutritious food did not necessarily remain within their economic reach.

The study reports that 41% of consumers have increased importance placed on nutrition. Working from home gives them more time for food preparation, whilst the need for assurance of food quality and attention on increasing immunity makes it more important than before. Avoiding illnesses and visits to health facilities is another reason influencing this decision. 

However, 32% of consumers were dissatisfied with their ability to meet nutritional requirements last year. Apart from reduced incomes affecting this limitation, they also felt that many brands did not efficiently work towards meeting the renewed needs in terms of availability and affordability. 

With observations ranging from the lack of a governing body to ensure quality, to the health guidelines in food handling in retail stores, use of preservatives and chemicals, and the overall focus on profits by companies rather than consumer safety, trust continued to be an unanswered question. 

These findings point out to an opportunity to nourish authentic brand stories that would illustrate how brands actively work towards ensuring quality and nutrition. As consumers continuously look for high quality nutritious food, with 38% claiming that they are willing to pay higher prices, brands need to put these elements at the forefront in their messaging.

The numbers suggest that nearly 80% of consumers consider nutrition as the main focus area when preparing meals. Over 75% of them see vegetable, fruit, fish, meat, green leaves and dairy as key components of a nutritious meal. While over 80% believe that a nutritious meal is one that is balanced with all the key ingredients in place, nearly 40% believed that a home cooked meal was the key to a nutritious life. Yet, only 50% of them admitted to make a conscious effort to make their meals nutritious. 

This is probably due to the fact that 63% do not have the knowledge to make their meals nutritious, except by making sure that the main components are included. While 50% believe that preparing a healthy meal takes time, only 30% were convinced that such food can also taste good. As such, brands that can assure consumers of their nutrient values, ease of preparation and acceptable taste have an entire segment waiting to be served. 

Driven by factors such as availability of time due to lockdown, prevailing economic impact, need for trusted quality as well as an act to relieve stress, 36% of consumers claimed that they turned to home gardening. This also led to seeking locally sourced produce. 

Over 90% pointed out that much of the supply chain issues faced in sourcing goods, and managing foreign exchange could have been prevented by this. They also observed that nearly 80% of the brands that constantly communicated on quality were local, with a few glocal brands also making the list. This sentiment is expected to continue even as society comes out of the pandemic. Brands that can convince consumers about their home-grown, nutritious factors can expect to be rewarded in the long run. 

The impact on individual and household incomes will continue to be a deciding factor in food consumption. While 59% of consumers experienced a decline in their income, 76% declared that their expenses had increased. In addition, 73% pointed out they were unable to set aside any savings during the lockdown period. As a result, consumers will re-evaluate spending patterns which will have a lasting impact on their decision making.

Playing a key role in the choice of nutritious meals, is affordability, where many claimed that such products, including dairy, were unaffordable. According to the study, 73% were unable to access nutritious food products while 53% out of them found they were unable to afford it. 

How can brands tackle this renewed opportunity? The solution, the study records, does not lie in introducing sachets, simply to make products affordable. Brands need to give value to their products and genuinely address consumer needs in meeting their desired levels of nutrition while considering their budget. 

Authenticity and control will be key determiners for brands to navigate their course at present. Brands that appeal to consumers in a personal manner with authenticity in the forefront; through CSR, transparency in supply chain or through marketing storylines, will be the most loved. In addition, facilitating a sense of control in the consumers, in their choice of products in terms of nutrition, value, and picking local over global, will give them the assurance they seek, and help carry the brand home.  

The report was compiled by SLIM Assistant Secretary Sathika Wickramasinghe with over 13 years of market research experience across industries including FMCG, Telecom, Finance and Education, together with Sparkwinn Research Managing Director Suthaharan Perampalam, a market and social research specialist with over 11 years of experience. 

SLIM Market Watch is a key component of the SLIM Research Bureau (SRB). SRB aims at being at the forefront of decision making and planning as a trusted source of information and insights in driving the country towards a knowledge-based economy.