Consumer segmentation, “careful” consumption, and the boom for plant products are currently shaping the FMCG market research in Poland.

Fast, easy and aesthetically pleasing

Consumer segmentation and new nutritional opportunities provide companies with development opportunities. New products that allow consumers to snack anywhere, anytime are the answer to the busy lifestyle and the needs of today’s consumers. People just don’t want to consume products – sensory experiences play a key role in their choice of food.

As shown by a recent study, today’s consumers are looking for food products that match their busy lifestyles. They need to satisfy hunger but also provide sensual sensations. Pre-packaged food producers are trying to adapt to new eating habits.

Two stages of life

The oldest and youngest consumers are two groups that have become the focal point in the pursuit of “more segmented” product portfolios. Food producers are introducing innovations to meet the unique nutritional needs of older people in a new way. At the same time, baby-specific preparations, apart from infant formula, remain underdeveloped and have become the focal point of increasing their value.

Around 991 million people will be over 65 by 2030. This means an increase of 47% since 2018. No country had to adapt to an aging population faster than Japan. An example of a product introduced specifically for this group is Saeed Cacao 73 by Meito, which has 160 mg of Gingko Biloba leaf extracts to maintain memory health.

FMCG market research trends

Following such trends is necessary for all smaller and bigger FMCG companies. Our lives are changing rapidly and so are our habits and preferences as regards food, beverages, or cosmetics. Any brand wishing to win consumers’ hearts need to understand the needs of their audience, and that is why FMCG market research remains (and probably will remain) one of the largest market research industries.