#4 key food trend for 2018 : Targeted shopping

Busy consumers are attracted to online shopping websites, mobile apps, and other online options as all of these enable them to gain time and possibly money. With the strong development of online food shopping, Mintel sees the birth of a new era: targeted shopping.

By combining consumers’ buying behaviours with their other online activities, companies and distributors can target consumers according to their habits and preferences, both online and in stores.

“The rapid development of different shopping channels for food and drinks will provide more opportunities to offer suggestions, promotions and innovative products based on real buying behaviours from consumers. However, this could compromise the discovery of a brand and endanger loyalty towards the brand itself. This new ear will put pressure on brands as they will need to be more pertinent, efficient and affordable to retain their clients” says Mintel.

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