The term “new normal” has been thrown around a lot since the beginning of the pandemic. However, Melanie Bartelme, global analyst at Mintel, is focusing on the “next normal,” looking ahead to see how consumers will continue to change and adapt in the next phase of the pandemic.
During the session, Understanding the Needs of the Evolving Pandemic-Era Consumer, which took place during SFA's Fancy Food 24/7 digital event, Tuesday, Bartelme shared where consumers are currently, what that will mean for makers and retailers going forward, and what the immediate priorities for shoppers are.
Here are four takeaways:
1. The anticipated shift to hybrid work schedules will make easy-to-use products essential.
Thirty-eight percent of U.S. adults expect their employers to institute hybrid arrangements that blend going to work and working from home in 2021, according to research from Mintel.
“Consumers are finding themselves more able to have a hybrid work life,” said Bartelme. “And there are no more rules anymore about how and when you eat.”
For that reason, convenience foods will remain important to consumers. And that doesn’t just mean food they can take on the go (though Bartelme expects the snacking trend to continue), but products that help them feed their families easier like meal kits, pre-prepared foods, or sauces and spices that give a meal an extra “wow” factor.
And, as lives get busier, products that help consumers keep to their pandemic meal patterns will also be sought out going forward, said Bartelme.
For example, Ayo Foods makes a line of hand-crafted West African dishes that are ready in less than five minutes. Bartelme notes that these meals offer the quality and flavors that consumers seek while also making it easier to prepare.
2. Time-saving ecommerce options have thrived during COVID and will continue to offer consumers an easy and seamless way to obtain food and drink.
“We know that consumers don’t just want convenience in what they make, but in how they get their food, too,” said Bartelme.
According to Mintel, 54 percent of U.S. consumers who have shopped online during the pandemic say that it’s more convenient than they thought.
Millennials are the most likely of the generations to shop online, but there are ways to encourage ecommerce use, especially by understanding and breaking down the barriers to adoption.
Baby Boomers, specifically, are the most at risk of defecting from online shopping. One U.S. male aged 55-64 told Mintel that minimum purchase requirements for free delivery were a downside to online shopping.
One way to break down this barrier is by bundling. Whether it’s by grouping together products from the same brand or by partnering with other makers, the more you can bundle, the better, said Bartelme.
There will also continue to be more ways for consumers to try new food and drink, she noted, with help from new technologies like in-store sample kiosks from Freeosk or websites like Social Nature, which offers free sample coupons.
3. A more proactive focus on health and self-care will require products to address physical, mental, and emotional health.
Mintel reported that 48 percent of U.S. adults felt more in control of their health in November 2020 than in January 2020, while 28 percent felt less in control.
No matter where consumers lie on this spectrum, there are opportunities for brands to help them.
“Consumers are thinking more about what it means to be ‘well,’” said Bartelme. “They are considering how food and drink makes them feel holistically.”
Mintel data revealed that 18 to 34 year olds are the most likely to be seeking mental health solutions, meaning that products that support mind and body health will continue to be important in the years to come.
These products may come in the form of better-for-you comfort food, like Annie’s Classic Shells and Cheese with Hidden Veggies, or more functional items, like Rebbl’s Straight Black Stacked coffee that contains nutrient-dense ingredients lion’s mane and reishi mushroom.
4. Brands must be mindful that consumers face varying levels of financial security.
“When shopping, it’s not just physical safety shoppers are concerned about, it’s financial,” said Bartelme.
As with their health, each consumer is in a unique place when it comes to finances. Some have been able to save throughout the pandemic, while some are struggling to make ends meet.
Twenty percent of U.S. adults describe their financial situation as tight, struggling, or in trouble, according to Mintel. The hardest hit groups are those ages 18-24, people of Hispanic origin, Black adults, and people who describe themselves as an "other" race.
In addition, supply shortages and rising food prices are making value even more important to customers.
But value isn’t just cost related, noted Bartelme. One of Mintel’s 2021 trends is “value redefined,” meaning it’s not just about what a food retails for, but also what it gives to the consumer.
Brands should be clear how their product provides value to the customer, she said.
“Help them to understand how something with a higher price may make things easier down the road,” suggested Bartleme. “Or for a true value consumer, give them a sampler at a lower price. Meet them where they’re at.”
Related: Fancy Food 24/7: Trends on the Radar; Mintel's Bartelme on the Needs of Pandemic-Era Consumers.