Food trends: Positive eating and downturn diet

MANILA, Philippines - When the going gets tough, the tough goes eating — healthy eating. This is the latest trend reported by McCann Worldgroup’s market information and research provider CMI (Center for Marketing Intelligence). Countries experiencing economic flux, the Philippines for one, shows new consumer thinking when it comes to food shopping, preparing, and dining.

The CMI report shows that consumers are less dieting, and when they do, it’s not an attempt for weight loss, rather, for wellness. There is a growing desire for simplicity and back-to-basic wholesome and natural foods. Consumers are also looking for more nutrition for their money, and are more conscious in checking nutritional labels.

The report also shows how frugality has become the new “in” thing - now, it’s not about showing off how much is spent, but the ability to control and demonstrate how much is saved. Respondents say that they are cooking more at home and eating out less at restaurants.

Wellness not weight loss = positive eating

According to CMI, when consumers say they are on a diet, they’re dieting for their health. Rather than losing weight or looking better, 68 percent of respondents say that “feeling healthier” is the reason for dieting. Perhaps the difficulty of the process of weight loss dieting has taken its toll, and instead of deprivation, adding healthful foods to meals may be the better option. Consumers now want to be healthy and enjoy life.

Nearly two-thirds of consumers are also more likely to check nutritional information on labels. They’re looking for four important items: fat, calories, sugar and trans fat. Natural is also the most frequently featured claim on food and beverages. This, along with “plus” claims or that which includes vitamins and calcium, are also gaining popularity among consumers. It used to be that “minus” tags are benchmarks of good nutrition. Now, instead of looking for “minus” or low-fat/ low-calorie labels, consumers are now searching for “genuine” nutrition, finding the balance between addition and subtraction.

Downturn diet

As recession hits, consumers not only look for healthy alternatives, they also are embracing a downturn diet - eating smaller proportions, cutting out junk food, drinking beverages instead of snacks, and snacks instead of meals.

CMI says that 71 percent of consumers are cooking at home and eating less out at restaurants. Yet, while at home, they still look for convenience options and short cuts. This is capitalized by increased sales of packaged products which limit preparation time.

Almost 35 percent of consumers who still get to dine out are cutting back on visiting full service restaurants and trade down to less expensive fast food joints during cheaper day parts, like breakfast or snacks. They are looking for value menus, taking advantage of coupons and promotions.

Challenge for marketers

Assessment of these food trends suggests that consumers have become careful shoppers, disregarding impulse buying, listing down what they need and finding time to gauge one product’s benefits from another. For marketers who are likewise tightening belts, this should be regarded as an opportune time to learn how to do more with less.

According to McCann Worldgroup Business Development Director Tricia Camarillo, “Marketers are now faced with the challenge of building confidence for consumers to go out and shop. Trying times should push marketers to re-evaluate messages as truth, trust and transparency become even more important to consumers. These are the most important themes now for brands, not only those in the food category, but all other sectors in consumer goods.”