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On Tuesday, representatives of the food industry met in Vilnius to discuss innovation and explain what consumers are paying more for food and that their composition affects the health of the population, that 's what they are doing. they are waiting for the future.
Why do Lithuanians tend to pay more?
I.Lepp, managing director of Nielsen, presented a study on the valuation of innovation by consumers. According to her, most of it is 60 to 70%. – Innovation is simply a kind of product improvement, for example a different taste, a different packaging. About 30% Innovations really make life easier, say for 2-3 days, and nail polish lasts for two weeks.
5-10 percent innovation is really something wool. This is a misunderstood need. We are talking about iPhone, iPad, something that completely replaces consumption. We are talking about iQos. There are not so many creative ideas, says I.Lepp.
"5-10 percent innovation is really something wool. This is a misunderstood need. We are talking about iPhone, iPad, something that completely replaces consumption. We are talking about iQos. There are not so many creative ideas, "said I.Lepp.
She explained that innovative companies engage new buyers seeking to increase sales, consumption of this category of products and even attract customers who do not generally use similar products.
According to I.Lepp, often with innovations, small producers are better off, they can quickly offer what big producers can not offer. She taught that small producers are local and that the population, especially the younger generation, is attached to a certain place or even a brand.
"In addition, small manufacturers are not afraid to take risks, they do not have to go through a big process – the little ones tend to rely on foolishness and improvisation, they are more flexible, they can s & # 39; 39; adapt immediately to change, "said I.Lepp.
Vidmantas Balkūnas / Photo of 15min / Ilona Lepp
She presented the reasons why they buy new products: they meet a specific need, suit the whole family, are comfortable, you can buy a product instead of several, which simplifies your life. I.Lepp revealed that Lithuanians tend to pay more for better and more productive products.
"Time and quality are very important for Lithuanians, how to do it quickly and qualitatively?" Because they save time, they are determined to pay more. A superior product also agrees to pay more. In Lithuania, more and more people are paying for coffee, tea, clothes and shoes, meat and seafood, bread and bakery products, as well as dental and hair care, "he said. I.Lepp, also revealing that 94% people prefer the Lithuanian product.
Just read the product composition is not enough
Daiva Leskauskaitė, a professor in the Department of Food Science and Technology of the Kaunas University of Technology (KTU), said that today, unlike the twentieth century, it is important not to feed a person, but to allow him to feed himself.
Now, in his view, food manufacturers and technologists are paying close attention to how certain dietary compounds are degraded in the body. And the composition of the product, containing proteins, carbohydrates, fats and other substances, tells the story of what the product in question will do to the body.
"The nutritional value of foods does not depend solely on the ingredients, it is very important to know how they are placed in the diet, how to integrate them into the food structure, how they are broken down during digestion and what is the link with the health of the consumer ", explained D.Leskauskaitė.
Vidmantas Balkūnas / 15min pictures / Daiva Leskauskaitė
The structure of materials produced by food technologists when cooking by a person is again digested.
"Depending on what the body receives from this system, it is possible to talk about products for a particular group of people, say children, grandparents and those who control the weight.Nutritional value is now often understood not only by the amount of carbohydrate, glucose, etc., any part is absorbed, what part of the benefits, "explained the professor.
Nutritional value is now often understood not only by the amount of carbohydrates, glucose, etc., any part is absorbed, what part of the benefits, – explained the professor.
According to her, changing the composition can, for example, change the meaning of satiety.
"If more non-digestible substances enter the small intestine, hormones are released, which increases the feeling of satiety and the person does not want to eat any longer," said D. Leskauskaitė.
2025 – More but less food?
"We see that the age of the surplus is approaching, everything will be great, the food is much more demanding, it has to meet certain expectations, the consumers have also missed the verb – read the ingredients and the labels", said Tuesday Stela Sinkevičienė, director of marketing at Puratos Lithuania, as part of a consumer study "Taste Tomorrow". The company manufactures components for the chocolate and bread industry and also works with ice cream manufacturers.
The study shows that in the future, by 2025, food will be more innovative, global, developed in motion, because we have less time to eat at home, she explained.
"67 percent Lithuanians believe that food will be more diverse, 69 percent think it will be more innovative and 45 percent more, says it will be more comprehensive, compared to Latvians and Estonians, Lithuanians are more optimistic Latvians are not inclined to adopt innovation, "Sinkevičienė said.
Vidmantas Balkūnas / 15min pictures / Stella Sinkevičienė
She says people are also worried about whether the food will be quality, natural and healthy in the future. Or maybe the food will be more artificial because it's available so widely.
"26 per cent Lithuanians think it will be less quality, but the food will be better 35 per cent Believe that food will be less natural, 55 per cent fear food will be more artificial 35 per cent Locals think the food will be less healthy, but they also expect the food to be even healthier in the future, "Sinkevičienė said.
She also pointed out that the many myths and teachings on food composition, such as gluten or palm oil, are disrupting consumers.
"Need to educate the user." Bad message – Opinion leaders often have a great influence on the consumer and can destroy strong brands. "The users are desperately searching for the truth," said the woman. .
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