3 min
Playing "Ketchup": Kraft Heinz, Food Industry Work to Meet Evolving Consumer Trends
In September, the Kraft Heinz Company revealed its intention to split into two smaller entities—one focused on in-demand products, like shelf-stable meals, spreads and sauces, and the other on slower-growth businesses, such as the Oscar Mayer, Kraft Singles and Lunchables brands. The move is among the latest in a series of breakups and spinoffs announced by major "Big Food" conglomerates, including Kellogg's, Keurig Dr Pepper Inc. and Unilever, and experts speculate more divvying and downsizing are bound to follow. Beth Vallen, PhD, a professor in the Villanova School of Business who studies consumer behavior and food marketing, contends these demergers and restructurings are the direct result of a recent yet significant shift in shoppers' spending habits. "It is certainly a possibility that we are moving away from 'Big Food,'" says Dr. Vallen. "The companies are likely to be more agile as smaller entities, and the more targeted businesses will allow them to focus on their different market segments as we face increasingly complex consumer and macro trends in the food industry." Among the more noteworthy factors the professor cites are changes in how shoppers evaluate products and how often they make purchases, particularly amid rising costs, economic pressures and increased competition in the marketplace. When it comes to groceries, a LendingTree survey from earlier this year found that nearly nine in 10 Americans are reassessing what items they cart to the checkout lane. "Inflation and uncertainty have driven consumers to look for more value when they shop," says Dr. Vallen. "This might result in behaviors like switching to lower-cost alternatives, and along these lines, consumers are seeking out retailers with high-quality store brand offerings that might replace their typical, branded items. "Consumers are also shopping less frequently. This could be due to reliance on technology, like online grocery purchases, which requires more planning, as well as a desire to make groceries stretch between purchases to save money." Another development affecting the industry is a broader drive across the population toward health-conscious options and low-calorie meals, heightened to a degree by the rise of GLP-1 drugs like Ozempic. A recent KFF Health Tracking Poll evidences that these medications, which have been shown to promote weight loss, are taken by roughly one in eight American adults; and households with users are expected to account for more than a third of food and beverage sales by 2030. According to Rebecca Shenkman, MPH, RDN, LDN, the director of the MacDonald Center for Nutrition Education and Research at Villanova's M. Louise Fitzpatrick College of Nursing, the impact of these drugs' usage on consumers' eating habits should not be underestimated. "GLP-1 receptor agonists reduce appetite and food intake through multiple mechanisms, and evidence suggests both a reduction in snacking frequency and a shift toward healthier choices among users," shares Shenkman. "They report fewer cravings for sweet, salty and fatty snacks, particularly during the first 12 to 24 weeks of treatment. In addition, consumer surveys and clinical trials indicate increased intake of fruits, vegetables and water, and decreased consumption of processed foods and sugary beverages. "With millions of users and average daily reductions of 700 to 900 calories, demand for calorie-dense snacks could decline significantly." Among the brands and businesses at greatest risk, in Dr. Vallen and Shenkman's respective estimations, are "packaged and processed foods" as well as "sugary beverages and high-fat treats." In turn, with shoppers increasingly moving away from these "unhealthy" options and expressing an openness to dispensing with long-term staples, companies in the sector will need to emphasize adaptability in the coming years, making a conscious effort to understand customers' distinct preferences and needs. "Altogether, there are numerous trends that are seemingly pulling consumers in different directions—between health, taste, value and convenience," concludes Dr. Vallen. "Looking ahead, it will be important for firms to understand how these trends impact different consumers—and in different categories. Health likely means something different to Gen X and Gen Z and may vary further based on whether we are talking about a family dinner or a late-night treat. Taking efforts to understand consumer motivations will be crucial for companies to appropriately respond to current trends."
