To use a business analogy, the automation and 'outsourcing' of household chores
will enable customers to focus on their 'core competencies': to fine-tune their
lives to spend precious time only on things they choose to do or are obliged to do.
This could include anything from gourmet food shopping, visits to cooking
schools, leisure and entertainment activities, to the use of customized health
and financial services. One thing is for sure: people will want to spend more time
outside their home as the social need to be together with people of like mind will
increase in a technology-driven environment.
Tomorrows consumers will not be passive. Used to high levels of information in
their daily lives, they will expect similar standards from retailers. Faith in a brand
is a pre-requisite. The store brands carried by specialized food providers will be
highly regarded as they offer top quality and thereby promote personal health.
Retailers and manufacturers will cooperate more closely to retain customer
loyalty through service and value for money.
Advances in technology will increase consumer concerns about food safety and
provenance. New categories of functional and medical foods have arrived in the
market. Parents will shop for snacks to enhance their teenager's academic
performance. Amateur athletes will build muscle power by drinking sport yoghurt.
Elderly people will consume food that contains calcium to strengthen bone or
ingredients to promote hair growth. There will even be gourmet food to keep our
pets lively and healthy.
At the same time, consumers will be more critical and their demands for reliable
information will drive food providers and manufacturers to establish their brands
as guarantees of quality. Responsible product sourcing and supply chain
transparency will be crucial, especially as consumers will have access to food
items from around the world.
