Consumers Driven By Emotional Appeal When Purchasing Products

Wednesday, September 13th, 2017 | 815 Views

Manufacturers need to appeal consumer’s emotions by creating a story around their products that fit well into the lifestyle of consumers if they want to get ahead of the competition in Asia’s developed nations, according to Natasha Telles D’Costa, Frost & Sullivan, Asia pacific, director. 

A lifestyle concept needs to be incorporated into food and beverage products; a factor that drives this concept is due to consumers prioritising traceability and responsible nutrition when purchasing products. For example, to cater to the sports nutrition segment, manufacturers should address demands for supplemental nutrition across an active lifestyle focussing on providing healthy energy sources for consumers.

Ms D’Costa spoke during a conference session at Vitafoods Asia and said the developed world worries about rising healthcare costs, thus driving demand for food as nutrition. If the current trends hold, by 2050, healthcare spending will double and claim 20-30 percent of a country’s gross domestic product (GDP) for some economies.

Food security and food safety is a major focus in the developing world. Five percent of GDP is spent on healthcare in most Asia Pacific countries, driving interest in preventative nutrition. Products with value for money are becoming a priority for consumers and affordable nutrition is important to consumers in the region.

The demand for natural and clean labels is a key focus area for food manufacturers. With increasing, concerns about chemical side effects and introduction of synthetic additives into foods, consumer demand for natural alternatives have increased dramatically. The industry has responded to such demand by focussing on customisation of products to focus on natural alternatives for established variants of their products. In Asia Pacific, there is increasing focus on local raw materials such as Noni, green tea and Ayurveda.

To convey their product’s value to consumers, manufacturers should create a concept around providing a nutritional story that blends into daily life.