Blog: Beware of consumer sophistication
Dean Best | 15 May 2007
Innovation. Health and wellbeing. Sustainability. Three of the most common buzzwords and phrases in the food industry right now.
One tends to see the same terms crop up in marketing messages throughout the industry as companies try to tap into ever evolving consumer trends.
However, there is a danger in this. Industry watchers believe that consumers are getting more sophisticated in their understanding of the food industry’s advertising and marketing techniques. And with people more aware of their personal health, companies need to be wary about the claims they make when promoting their wares.
US consumer goods giant Procter and Gamble has revamped its business into three divisions – one of which is global health and wellbeing. Notably, that unit will include such healthy brands as Pringles crisps.
Now, there is the argument that consumers are unlikely to be aware of how a business organises itself internally. But nevertheless there is something incongruous about running a crisp brand under a health and wellbeing banner.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
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- Nestle to cut UK confectionery jobs
- PepsiCo affirms full-year target as Q1 hits mark
- Tyson to buy burger-to-entree firm AdvancePierre
- Icelandic to sell Saucy Fish Co. owner Seachill