Market Differentiation: Growing and Mature

Gradually changing food habits and two working parents are increasing the demand for frozen and easy to prepare products. A gradual increase in female participation in the workforce is likely to raise demand for convenience and packaged food as well as eating out. The economy plays a central role in influencing the size and growth of the market. In the packaging market, a great deal of attention has been devoted to ensuring that the offer responds to the demands of particular demographic segments, and takes into account the ageing boomers of the world’s population that is now occurring. Lifestyle trends are positive, encouraging innovation and expandsion of chilled cabinet selections in supermarkets. Consumers are becoming increasingly demanding and short of time, seeking out convenience food solutions that represent an advance on more traditional processed foods. The expectations of food quality are rising and growing awareness of health and other issues present new challenges to retailers, packers and packaging suppliers alike.

Fabricators of consumer and industrial goods seek competitive distinction via product features—some visually or measurably identifiable, some cosmetically implied, and some rhetorically claimed by reference to real or suggested hidden attributes that promise results or values different from those of competitors’ products.

  • Product personalisation to stay in contact with younger customers
  • Aging Boomers
  • The trend towards smaller households
  • Growing requirements for brand enhancement/ differentiation in an increasingly competitive environment
  • The move towards smaller pack sizes as the incidence of families eating together at the dinner table become less common

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