Consumer Behavior in 2015

Canadean forecasts the top trends which will influence consumer behavior in 2015, and provides an insight into how manufacturers and marketers can target these evolving consumer needs to drive sales over the year.

By Sam Allen, analyst at Canadean

From mass-produced to personalized

Canadean predicts that the desire for craft offerings will become increasingly influential. Consumers want their products to be produced and manufactured on a smaller scale to ensure quality and to feel a closer connection to the brands they choose. By emphasizing the exclusivity of a product and the care with which it was formulated, brands will encourage sales among a growing number of consumers who want to move away from mass-produced items across the FMCG market.

“Better-for-you” ingredients

Consumers will be increasingly concerned about unhealthy ingredients such as sugar. 2014 saw the introduction of stevia into many popular products. Over the coming year, a greater number of “better-for-you” offerings will emerge with healthier and more natural alternatives. One of the main challenges will be to overcome the negative taste perceptions of these new products through innovation and reformulation as consumers still put indulgence first.

Bakery currently benefits from a more natural association among consumers, particularly in fresh categories. Brands should continue to promote the transparency of manufacture and the quality of their ingredients to consumers who are increasingly concerned over additives.

You can read more on this feature on our latest issue of World Bakers Digital magazine!