“How do you make Zobo?”, asked my 5-year-old nephew as his curiosity once again got the better of him.

This was last weekend when he (5) and my niece (1) visited for a few hours while I tried to answer all their questions. 5 had suggested some cartoons he’d like to watch and was negotiating how much time he had to watch what.

I reminded him we had agreed I would teach him how to play Checkers instead. As I set out the board and pieces, he walked over to the fridge and found a jug of the Zobo drink I had made the week before. He asked me what it was, and I told him (a hibiscus drink with some fruit blends). That was when he asked how to make it. I started by telling him about the hibiscus plant which was the main ingredient, and then a couple of other fruits like the pineapple, some berries, tangerine, and sugar that I blended and mixed for a fruity serve. Then he asked if he could have some.

Like my nephew, consumers today are becoming even more curious and concerned about what goes into what they consume – from homemade grandmother’s recipes to their favourite items on shelves, there is a growing new awareness in consumers. Consumers are no longer simply accepting the nutritional credentials on #packs, they are asking deeper questions that go beyond labelling claims: is it organic or manufactured? Is this healthy? In what conditions were these produced? What makes this a better alternative than others in my favourite aisle? Can I serve this to my family and friends?

As marketers, our role is to #communicate effectively and efficiently with the customer and try as much as we can to answer the spoken (and mostly unspoken) concerns of consumers. Do we have stories to tell about the ingredients? Or the selection process? The crucial farm-to-table story. Or is the detail in the production process? How only the best products are used? Today’s customers are googling everything and going into deep #research about every nutritional detail. Brands that help customers arrive faster at the answers they are looking for will be the ultimate winners on shelves and in the category in the long run.

In a multicultural country like Canada, understanding how #consumers eat and what they eat will power the winners of today’s groceries. For instance, with growing awareness, there is a shift in consumption patterns with more people opting for less alcohol or zero alcohol to promote overall health. The market is ripe for beverage options that promote these choices.

Like my nephew, consumers are today even more trusting of what friends and family say about brands and products (real and unreal) over #nutrition labels on packs. The food industry will need to tap further into the creator communities and other 1:1 channels to reach audiences more authentically and establish trust with consumers. #Food #Beverage #Marketing #Trends #Trust #Consumer #Labels #Manufacturing