Unilever’s Food Product Development Is Rooted In Three “Macro Trends”

Unilever has distilled its global consumer marketing experience into three key or “macro” trends that shape its food product development: trusted choices, “super me,” and “flexi-flow.” The trusted choices trend means shoppers want “real, honest, safe and responsible food” they can trust. They are willing to pay more for these choices that include “green;” natural, organic and GMO-free; certified ethical food (organic and non-GMO); locally grown; and anti-allergenic. The “super me” category means consumers are concerned about wellness. They want: fortified foods; “naturally healthy” foods; and probiotics. They are taking a more proactive approach to health. Lastly, “flexi-flow” is the realization that consumer lifestyles have changed dramatically, resulting in flexibility for shopping and cooking, and versatility of food formats, occasions and venues.