The traditional food and beverage industry is in crisis. Pop, fizz, drink … WEIGHT GAIN is now a growing consumer belief. This shift in consumer perception has driven soda sales to a 30-year low. Traditional food and beverage brands have lost the mainstream consumer’s trust. Seventy-five percent of consumers believe food manufacturers are more focused on profits than human health.
This massive mistrust of mass-marketed foods is pushing consumers to abandon old buying habits. Increasingly, consumers are buying foods and beverages that are outside of mainstream food brands. Mass-marketed food brands now confront tepid sales growth. The sale of natural foods are achieving double annual sales growth.
The business question is: Will food brands realign with customer concerns, or will this industry continue to deliver food that taste greats, costs less, and is destructive to humans, animals and the environment?
To-date the industry is responding with bandaid solutions. The good news is that companies like Kraft are removing artificial coloring from their food. There are daily news releases from companies like Taco Bell that announce product improvements gained from eliminating artificial colors, flavors and added trans fat. But the industry’s weak sales results suggest that these “do less harm” steps will not win back consumer trust or increase sales.
Bill Roth is a cleantech business pioneer having led teams that developed the first hydrogen fueled Prius and a utility scale, non-thermal solar power plant. Using his CEO and senior officer experiences, Roth has coached hundreds of CEOs and business owners on how to develop and implement projects that win customers and cut costs while reducing environmental impacts. As a professional economist, Roth has written numerous books including his best selling The Secret Green Sauce (available on Amazon) that profiles proven sustainable best practices in pricing, marketing and operations. His most recent book, The Boomer Generation Diet (available on Amazon) profiles his humorous personal story on how he used sustainable best practices to lose 40 pounds and still enjoy Happy Hour!