Menu for me: Consumers want customised solutions to deal with their health goals

Proportion of consumers who say that they are interested in food and drink products that are customized to meet their individual nutritional needs (2020)

82%

77%

73%

Nigeria

Source: Personalised nutrition survey, Q3 2020 (3,000 respondents)

Source: Personalised nutrition survey, Q3 2020 (3,000 respondents)

South Africa Saudi Arabia

Why are you interested in such products? Consumers interested in such products Top five answers

To stay healthy as I get older To relieve my concern about getting an illness/disease To maintain a good quality of life To improve my energy levels To improve my immunity Nigeria 78%

87%

66%

66%

75% South Africa

65%

56%

78%

64%

52% Saudi Arabia

79%

71%

65%

49%

51%

Eating out, dining in: Consumers want genuine innovation within the foodservice market

As already specified in this report, eating and drinking habits in Africa and the Middle East have changed significantly over the last couple of decades. One of these changes has been that consumers are eating and drinking out-of-home more frequently. This is the result of changing meal-time habits in the region, with meal-time fragmentation occurring and eating occasions becoming less structured. In addition, high levels of self-entitlement combined with perceptions of time-scarcity, have resulted in consumers visiting foodservice outlets on a near-daily basis.

Attitudes and behaviours within the foodservice channel are something that have been significantly impacted over the last twelve months. Consumers have been visiting foodservice outlets less, something which can be attributed to national lockdowns in some countries, and some consumers remaining conscious about mass gatherings in public places and sticking to social distance guidelines, even when restrictions on movement have been relaxed. This is something that has proved to be a challenge for foodservice outlets. In addition, there has also been increased competition in urban areas from the growth of direct-to-consumer channels as well as retailers offering higher quality products.

As life returns to normal in the region, foodservice outlets need to offer innovation to entice consumers back to foodservice outlets. Menu innovation is something that is seen as important to discerning consumers who want to visit foodservice outlets that they feel match their attitudes and outlook on life. In addition, menu innovation is something that will encourage consumers to trade-up, which is what brands should focus on instead of engaging in aggressive discounting strategies.

Foodservice outlets can appeal to consumers in the region in a variety of ways. FMCG Gurus recommends that foodservice outlets focus on two key strategies. First, brands should launch experimental and limited time offerings on menus that create a buzz and offer consumers a genuine experience. Secondly, foodservice brands need to demonstrate their ethical and environmental credentials. This goes beyond serving plant-based food and drink on menus and, instead, putting sustainability practices at the core of brand philosophy and identity.