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The world is changing: current trends and their impact on food choices

Agroinvestor magazine published an analytical article about the changes faced by the consumer market in 2022 in light of various kinds of restrictions. The authors believe that once the pandemic is over and all the measures are lifted, the behavioral model of the average consumer will no longer be the same.

What’s important for business, especially for the agro-industrial sector, is to adjust to the new purchasing habits and actualize the models of customer interaction. This was the topic of discussions between the magazine journalists and leading domestic producers and business analysts. Among the experts was Anna Suvorova, the Head of the Sales Department of ECO-Culture holding.

The conversation was mainly triggered by the results of a study run by Euromonitor International. The report published by the analysts presented 10 global trends to affect the market in 2022. While the study was conducted before the global geopolitical situation changed, the results are certainly subject to certain adjustments. Still, the general vector remains unchanged. According to the researchers, consumer habits as they have been shaped by the pandemic will only get stronger.

The major trends include:

  • searching for alternatives for goods that become unavailable due to supply chain failures or manufacturers leaving the market;
  • sustainable consumption and waste reduction;
  • increasing digitalization of the population;
  • enhancing financial literacy and cost control;
  • growing number of remote workers;
  • tendency to choose a varied and healthy diet.

Anna Suvorova finds that almost all of the above trends are manifested in one way or another in the behavior of Russian buyers. Thus, the experts from ECO-Culture’s sales department have observed significant changes in people’s habits and behavioral patterns for a few years now. Anna also states that the online activity of buyers is constantly growing, with product quality still having the highest priority. As for the packaging and even the brand, they will play a lesser role in purchase-related decision-making.

The pandemic has taught people to be more attentive to their health, with low-calorie and healthy food becoming preferable to high-fat and heavy one. This means that greenhouse vegetables are slowly becoming a compulsory part of the diet. Many people have realized the need to have fresh vegetable products on the table all year round.

Suvorova believes that after the pandemic, the popularity of remote services will not decrease but will grow instead. After all, it saves time and spares people from routine operations, providing consumers with a convenient and comfortable shopping experience.

As for the trend for nutritional diversity, it also gets more and more visible even in familiar products. As an example, ECO-Culture is constantly expanding its tomato variety assortment, offering new non-classical colors, such as yellow or brown. The demand for so far unfamiliar flavors is growing, as well. The company actively performs variety trials in special blocks inside the greenhouse complexes. Here, dozens of new hybrids are being tested to be added to the assortment in the future. This is the way the company responds to the changing habits and behavior of customers, while also guaranteeing the preservation of the excellent taste, health benefits, and quality of its eco-friendly vegetables.

The connoisseurs of fresh and juicy tomato flavor can discover unique gastronomic offerings, including yellow and brown tomatoes, in the Products section.

For the full text of the article, please visit Agroinvestor’s website.