Mohammed Essa, general manager for Aviko UKI, one of the leading providers for chilled and frozen potatoes for foodservice, has recently outlined some of the key trends for the industry, underlining the fact that the lines between retail and foodservice will continue to blur.
“The boundaries between foodservice and retail will get closer. Consumers will continue to exert power and influence, demanding companies to cater to their needs when it’s convenient for them. The companies that listen & act quickly will be the winners”, said Essa.
In his opinion, some of the most important trends to become noticeable this year, especially on the UK and Ireland markets are, as follows:
From regionalization to personalization. In a multi-channel & multi-cultural environment, there will be smart operators deconstructing their operations and menus, while increasing localized bespoke offers that have greater meaning to consumers.
Ubiquitous use of technology will continue. More organizations will change their approach and reach out to customers through multiple online mediums. The key will be to better understand & translate the data received into meaningful tangible outputs that add value.
The winners will be adept at agility marketing. With the explosion of data into Zettabytes, the best marketing teams will have more customer data, be capable of faster adaptation and shorter lead times, while continually harnessing food trends to drive customer footfall.
Food polarization will continue. Consumers will have an overall healthier diet, accompanied by weekly treats or indulgences such as cappuccinos with cream, donuts and fried food.
Social time will be more special. As the demographics of our society continue to change – including the rise of the grey consumers and the Z-generation – we will value our time with family and friends, making occasions more special.
Casual dining will continue to drive out-of-home. There has been an explosion of casual and fast-casual dining outlets over the last two years, offering quick food at low prices and in a contemporary and trendy environment. This is much more evident in the cities, with food concepts such as Roosters Piri Piri, Chipotle and Five Guys increasing in numbers.
Eating in a retail store. Increasingly, clothing retailers are realizing that they have to provide an in-store experience otherwise customers will simply order online. There are now restaurants, coffee shops and food-to-go options in retail outlets, and this looks set to increase in 2015 as retailers strive to cater for ‘on-the-move’ customers.