LENEXA, KAN. โ Consumer distrust of large food manufacturers will be a challenge for the industry moving forward, a Corbion global survey found. At Corbionโs 2023 Media Day, Jennifer Halliburton, senior manager, global insights, bakery, and Megan Passman, global insights manager, highlighted consumersโ evolving perceptions around food following the pandemic.
The survey found a loss of trust in large food manufacturers, especially among North American respondents. Food recalls, a perceived lack of transparency and a distrust of artificial ingredients all have contributed to the sentiment, Corbion found.
โAcross the globe, there were sentiments that were pretty common around that loss of trust due to perceived lack of transparency,โ Ms. Halliburton said. โConsumers tell us when they donโt know what something is, they donโt trust it.โ
In North America, products perceived as clean label with ingredients consumers can understand are trending and help alleviate the distrust. More consumers are seeking natural products made without artificial ingredients, chemicals or other unknowns, Ms. Halliburton said.
European consumers shared a need for quality nutrition thatโs affordable, noting that while vegetarian and healthy diets are the ethical choice, they remain cost prohibitive. In Asia, consumers express a desire for โquality foodโ with โnatural ingredientsโ they can taste, while South American respondents wanted foods that provide pleasure and indulgence, while still being healthy.
โLoss of controlโ was another sentiment shared by respondents across the globe. Following the pandemic, consumers are concerned about their financial security, including job stability and the impact from inflation, as well as their health and well-being. Respondents also shared concerns about a lack of time for themselves and anxiety about the climate and societal unrest.
To help bring back a sense of control, North American consumers want time-saving food solutions that donโt compromise on health and quality, Corbion found. European consumers are seeking value, but not necessarily at a lower price, while consumers in developing nations are most concerned about protecting the health and happiness of their families at all costs.
Across all regions of the globe, Corbionโs survey found consumers additionally share a strong desire to better society and the planet. More consumers, especially younger generations, are seeking brands with a greater commitment to sustainability.
Ms. Passman noted this is a great opportunity for food manufacturers to share their story with consumers who want to know what companies are doing to better the planet.
โMake sure your personality comes to life,โ she said. โShowcase your core values. Who are you as a company? (Consumers) are interested in learning from you. What stories can help us connect to you as a manufacturer?โ
Ms. Halliburton noted there is a gap between consumersโ desire for sustainable products and their willingness to pay a premium price for them. But that gap is closing quickly, she said, faster than many food manufacturers may want it to.
โConsumers said itโs okay if youโre not all the way there,โ she said. โBut at least do something to help us understand you recognize itโs important, and that youโre starting to take steps.โ
