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Unilever’s Food Product Development Is Rooted In Three “Macro Trends”

July 1, 2016: 12:00 AM EST
Unilever has distilled its global consumer marketing experience into three key or “macro” trends that shape its food product development: trusted choices, “super me,” and “flexi-flow.” The trusted choices trend means shoppers want “real, honest, safe and responsible food” they can trust. They are willing to pay more for these choices that include “green;” natural, organic and GMO-free; certified ethical food (organic and non-GMO); locally grown; and anti-allergenic. The “super me” category means consumers are concerned about wellness. They want: fortified foods; “naturally healthy” foods; and probiotics. They are taking a more proactive approach to health. Lastly, “flexi-flow” is the realization that consumer lifestyles have changed dramatically, resulting in flexibility for shopping and cooking, and versatility of food formats, occasions and venues.
Linda Winick, "New Shopper Preferences Shaping Unilever’s Product Development", CPG Matters, July 01, 2016, © CPG Matters
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