Food manufacturers stake their future on being relevant to their customers and distinctive from their competitors. Constant innovation is a necessity, so the process of proposition development is impossible to avoid. However, it’s more difficult than ever to do right. Accessing the knowledge and technology you need to ensure your products are what your customers want may be getting easier. On the other hand, market demand is changing at a blistering pace, forcing you to make hard choices about your product propositions and your brand positioning . That’s when you need the guiding hand of an expert.
Do you see industry trends as obstacles or opportunities? The continuous fight for ‘share of stomach’ dominates the food industry, and changing consumer behaviour has a huge impact on your company’s proposition development. Add to that the growing number of political, legal, environmental and technological issues that affect the industry, and it’s not difficult to see why food manufacturers don’t always have a handle on proposition development. Industry trends can seem an obstacle or even a threat, yet in many cases they offer valuable inspiration for your propositions and brand strategy.