HCM City (VNS / VNA) – Experts said that sharing raw material sourcing clearly is among the best ways for food and beverage brands to build more trust with customers as eating habits have changed dramatically amid the COVID-19 pandemic.
“Due to the general development trend of the Food and Beverage (F&B) industry, two main factors are getting a lot of attention: processing and ingredients. Business owners can share the source of the raw materials they use for the product. This is one of the biggest growth factors for Kamereo,” said Vu Tien Long, Chief Growth Officer at Kamereo. Ways brands can build more trust with customers.
Vietnam is among the fastest growing countries in Asia in terms of spending on food. With GDP expected to start growing sharply, the food and beverage industry will have plenty of room to grow.
However, there is also a lot of competition as more and more global brands are now starting to come to the country to research and launch their products.
Moreover, eating habits have changed dramatically after a long period of social distancing. Therefore, brands need to take wise steps to better serve the needs of consumers, as well as maintain their position in the market.
For many Vietnamese consumers, the nutritional value and health benefits of food and beverages are the most important factors when choosing a product.
A report, Helping Brands Capitalizing on Changing Eating Habits in Vietnam, recently released by Vero and Decision Lab, found that more than 60% of consumers choose healthy eating to improve mental health.
Mental health across Vietnam is an issue and trend that began even before the pandemic, the report said. Approximately 15% of the population of Vietnam suffers from depression or anxiety disorders, with the number of cases increasing among young people.
In 2021, Vietnam was hit by one of the strictest lockdowns in the world. From June to September, residents were explicitly asked to stay indoors. From 2020 to 2021, the term “unit” had one of the highest increases in search terms on Google, with “overweight” as the concern with the largest search volume.
Judging from the pandemic, consumers have come to realize that eating healthy food also brings crucial benefits, in addition to keeping the body fit and healthy. Several studies have shown that food can help improve mood and overall wellness. This movement is on the rise, and it has become a trend or a buzzing topic among consumers.
About 64.3% of Generation Z and 71.6% of Generation Y answered that the main reason they chose to eat healthy food was the long-term health benefits. In addition, more than 60% of consumers of both generations agree that mental health is also one of the biggest motivators for them to change their eating habits.
The pandemic has speeded up the use of vitamins, making them an important part of lifestyles and daily routines.
According to the report, more than 50% of Vietnamese consumers search for information about healthy eating through social media.
Authority figures and experts are no longer the only trusted source for clients. Social media, friends, families, and influencers are becoming increasingly trusted authorities for consumers to seek information about healthy eating.
“We have observed that consumers are more open to trying new brands, citing sustainability, quality or experience as the reason for this,” said Vero strategist, Pham Hoai Anh. As the health and wellness movement grows in Vietnam, consumers are gaining more knowledge on how to lead a healthier lifestyle.
There are many ways in which brands can move forward with products that support healthy lifestyles or add more value to consumers’ everyday and casual meals. Helping consumers make better choices when it comes to what they eat, how they exercise, and how they cook will be key to developing strong, authentic relationships. /.