Fresh and local should be key principles for US food brands

The importance of product freshness creates opportunities for chilled and fresh food manufacturers.

Food and drink brands seeking to engage consumers in the US with high-quality credentials should focus on product freshness and local ingredients sourcing, with organic and natural credentials also finding significant appeal in this market.

GlobalData’s 2018 primary consumer research found that these factors ranked among the top five associated with ‘high-quality’ in this market. The importance of product freshness creates opportunities for chilled and fresh food manufacturers. However it could pose a challenge to the ambient, frozen, and canned product categories given the presentation of these products.

Nevertheless, exploring locally sourced ingredients from within the US could help overcome this concern across all categories. Partnerships with local farmers and a focus on product quality and authenticity through being truly ‘American-made’ using ingredients available domestically could serve to enhance product quality credentials, particularly those which lend themselves to organic and natural claims.

Overall food and drink brands operating in this market seeking to improve perceptions of quality must consider these two factors and integrate them into the NPD and production process in order to capture increasingly savvy and demanding customers.

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