SIAL 2018 is a 5-day food innovation exhibition that took place last week in Paris, France. The largest international food and beverage innovation show, there were over 7,200 exhibitors from 119 countries around the world. And in a space that spanned the equivalent of more than 100 supermarkets end to end, there were more than 400,000 products shared across the 300,000 stakeholders from the industry.
WHY WE WERE THERE
Aside from the sheer scale itself, this show is not to be missed when it comes to understanding food trends at a global scale. We’ve attended a number of North American-based shows like Expo West and Fancy Foods, and we’ve seen that innovation in food and beverage is occurring across nearly every category—rapidly. SIAL provided a unique EU and global viewpoint. It showcased trends that align with what is happening in different markets around the world – a combination of innovation and representation of high-demand consumer products in familiar categories.
SIAL had specific tracks dedicated to sharing these trends in an organized fashion – innovation, culinary, and country/region representation—in an atmosphere that was inspiring and interactive. A “Future Lab” captured what may be the biggest influencers on the industry by the year 2030. And by gathering producers, distributors, brands (both large and small), restaurateurs and ingredient providers, this was truly a show that brought the global food industry together for a productive week.
We came back with a lot to share – including what we saw on the show floor, the seminars we attended hosted by leading research firms, trends and innovations, and the many conversations with industry stakeholders around the world. Over the upcoming issues of Thought for Food, we will be sharing our thoughts and experiences with you.
Photo credit: SIAL Paris
As consumers have a wider range of choices in the businesses and brands available to them, social causes are beginning to play a more substantial role in their selection process. When 8 out of 10 consumers do not believe that large food companies try their best to be socially responsible or act in the best interests of their customers1, it’s important to uncover what consumers are looking for instead.
WHY IT’S HAPPENING
More than 75% of consumers support philanthropic causes in their personal lives and many are actively contributing time and energy to make a positive impact.1 Additionally, 64% of consumers want food companies to be engaged in a public way regarding their social impact.1 Transparency – in all industries – is increasing with speed of access to information. In turn, consumers realize that they can ask to know more about the businesses they support in their daily lives.
WHAT WE THINK
Personal values are just that – personal. And while consumers are interested in knowing more about what you as a company support, it’s just as important to know “how”. With a complex landscape of priorities around sensitive topics like food access, waste, transparency, ethical sourcing and more, supporting a cause that aligns with your core values matters more than ever. Consumers want to see their dollars in action. In fact, more than 80% say that your public donations are the most convincing effort you can make to prove your support. 1
And what role does this play on a consumer’s “final decision”? When you are aligned, the positive impact makes a difference. In fact, 64% of consumers will continue to purchase from a specific brand or company even when a better product is available, simply because they value what that brand or company stands for. And 25% of those same consumers will not only continue to purchase, but they’ll encourage others to do the same. 1
The integration of business, personal values and charitable causes will continue to grow in importance. Younger generations consistently skew their focus on what, why and how this is communicated, with the intention of making better informed decisions. This dynamic presents an opportunity to step back and think about how to push for a more socially integrated business.