Gen Z generation of consumers embraces technology, expects innovation and demands engagement. Direct to consumer ( DTC) processed food producers have a definite advantage where they can use consumer feedback to continuously improve product formulations. Giving people an impression that their voice is being heard , gives them a new reason to try a product again, even if they didn’t like it the first time. This model – digital feedback loop for ongoing product innovation will create an opportunity for animal protein companies to improve their engagement and products.Online shopping.
COVID-19 is a pivot point for consumers that marks the shift of in-person supermarket shopping as the dominant retail channel to consumers buying food and meat online. Research shows consumers now spend 30 minutes or less on preparation, rely more on online shopping with delivery and/or pick-up. Technology is food shopping is here to stay. This is an opportunity for the animal protein sector to meet (or create) unmet needs through innovation. Is animal protein center of the plate, a meal stretcher or a snack? The answer is yes to all three and more. The real question is, which animal protein companies will be innovative enough to capture this opportunity.
As food producers, a key area is communication with the end consumer. And that will be possible only if there is an understanding of where the consumer is coming from.
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