Food traceability and the clean food trend have been given a fundamental endorsement within a key Nielson poll focussing on 2015 food trends. The widely circulated poll results estimated that 2.1 billion people had an overweight or obese health problem. Furthermore, the study validated the social network campaigns are well supported, with Consumers across the world demanding more transparent products with a big preference towards certified organic and “non-GMO”.
The Nielson study shows that consumers are attempting to take charge of their health. Companies are also facing real pressure from consumers who demand clarity on things like ingredients in food. The study results indicate that 50% are actively trying to lose weight and 88% are willing to pay more for foods with healthy attributes to some degree.
McDonald’s Corp, which has more than 35,000 locations around the world, is struggling with the consumer conditions published in the Nielson Poll. Mc Donald’s USA CEO, Don Thomspon has stepped down amid intensifying competition and changing attitudes about food. After all, the Nielson poll shows that nearly 30% of the global population is overwieght and looking to spend their way out of the problem.
“Part of the problem for McDonald’s and other traditional fast-food chains is that people are increasingly gravitating toward food they feel is more wholesome or made with higher quality ingredients. Mc Donald’s is trying to shake the image that its food is cheap, greasy and made with mysterious ingredients.” – News Corp
There is a wide variety of large and small organizations in the physical and digital worlds educating customers and the public about the qualitative superiority of organic and Non-GMO foods. Their social network driven marketing strategies appeal to the “sit-down-and-click to share one’s thoughts” trend which will likely continue because consumers have begun to see the
power these viral revolts can have. These revolts can be terrible for brand value once a particular cause focosses on specific brand or company names.
However, food manufacturers who adapt to offer healthier and transparent food choices are given a head start to their advertising and penetration strategy. Reformulating products based on blogger campaigns and online petitions facing other companies is a sure way to listen to what consumers want and to avoid being the target of a future wave of click-activism. New, healthy product releases can be matched new, more positive marketing campaigns in tune with consumer opinion. It is not hard for food manufacturers to see what masses of consumers support or dislike through online petitions, viral video views, and social media posts.
