A new report on the food and beverage industry has revealed it will need better investment in multi-disciplinary communications channels in coming years.
The findings in the Future Trends Paper: Business and Communications Challenges for the Food and Beverage Sector show more attention will need to be paid to adapting to the industry to changes in technology, public health, personalised marketing, and policy and regulation.
The major predictions contained in the report include food innovation concentrating on providing foods that are good for specific individuals rather than populations, with communications focusing on experiences rather than just products and that everything from the sourcing and preparation of food to the design and architecture of homes will be impacted by population growth.
It also predicts more stringent regulatory and approval regime for health claims, with new regulations for advertising which will struggle to keep pace with information and communication technology developments.
Some changes to the way foods can be advertised and the limitations on health claims are already underway in Australia, with the Australian Heart Foundation announcing last week that it will no longer be using the Tick in fast food outlets as it concentrates on other food products and consumer watchdog CHOICE pledging to shine a spotlight on misleading health claims and name and shame offenders.
The debate over labelling of foods sold in Australia continues, with the Australian Food and Grocery Council and CHOICE at odds over traffic light labelling or Daily Intake Guides.
The report also predicts there will be a greater collaboration between industry, non-government organisations and government agencies, as voluntary health-related initiatives are developing and the export demand for Australian produce driven by the growing middle class in China, India and other parts of Asia.
Managing Director of Hill & Knowlton, publishers of the report, Sue Cook said it involved exploring global and domestic trends and testing the views and perceptions of those working in the food and beverages sector.
“We asked both our own expert consultants and wider network – including clients, consumer and health advocates and regulatory advisors – to forecast key factors that would affect the industry sector in the next decade,” she said.
“While many of their opinions were in line with current trends, there were some surprising predictions, particularly relating to market competition and consumer product and health demands.
“Consumers will demand individualised health solutions through their food. This will mean that a multi-pronged communications approach is needed to reach highly segmented consumer groups – rather than relying on mass media appeal, as has been the case to date.”
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