The food industry is undergoing a transformation that is changing not only the ingredients of products but also their production methods. With the growing importance of sustainability and a healthy lifestyle, innovations are becoming everyday life. These changes reflect consumer expectations and shape a new food culture.

Representatives of the Vikonda Group and Kauno kolegija Higher Education Institution (HEI) share how consumer food choices have changed over the past ten years, what has been pushed off the grocery shelves and what occupies the most prominent place on them today.

Consumer expectations have changed over the past decade

Mindaugas Snarskis, CEO of Vikonda Group, says that over the past decade, the food industry has undergone significant transformations that reflect changing consumer needs and priorities: ‘We are noticing a growing trend or at least a desire to choose healthier products – consumers are increasingly looking for products that can improve their well-being and support a healthy lifestyle. The demand for health-promoting products is growing, which testifies to the growing awareness of society when choosing food products.’

He emphasises that the food industry companies belonging to the Vikonda Group adhere to the key axes of these changes, which include the clean label principle, which means the consumer can choose products with more natural ingredients, without artificial additives or preservatives; the use of superfoods, ingredients with particularly valuable health benefits, in recipes – this gives ordinary food products additional beneficial properties.

‘It is also necessary to mention ensuring the highest product quality in production processes, shortening supply chains and selecting or growing part of the necessary raw materials on the local market,’ says M. Snarskis.

He adds that reducing sugar and salt in canned products, and completely eliminating palm fat in ice cream are just a small part of the initiatives aimed at improving the quality of products supplied by the Vikonda Group, while at the same time achieving more sustainable operations.

‘It is important to emphasise that our group of companies, which exports products to 30 countries around the world, actively monitors the latest trends in food consumption. This allows us not only to quickly respond to consumer needs but also to contribute to the formation of healthier consumption habits,’ says the CEO of the partner company of Kauno kolegija HEI’s Internship and Career Days.

Consumers are now more aware

Food industry manufacturers claim that consumers are more demanding than ever before – they are looking for products that reflect not only quality but also values ​​of life. Sustainability, health and responsibility are becoming the most important criteria for choice.

‘Today’s consumer is discerning, curious and much more aware than ever before. Working with consumers from as many as 26 export countries, we have noticed that ice cream lovers are looking for more than just a treat – they need a healthier but by no means less delicious alternative. When choosing a dessert, they value not only the amount of sugar but also expect a maintained depth and intensity of flavour,’ says Brigita Migonienė, Marketing Manager at Vikeda, which produces DADU ice cream.

She notes that the company’s goal is to create recipes that not only meet but also exceed these expectations: ‘We constantly monitor global trends and not only try to adapt them but also create innovations ourselves, as exports account for as much as 65 per cent of our company’s turnover.’

In addition, B. Migonienė points out that consumers, for example, are increasingly looking for unexpected texture combinations in ice cream – they like it when ice cream can be both crunchy and soft at the same time. Ice cream with gummies or even pieces of popular baked desserts in ice cream is also rapidly becoming popular.

However, no matter how trends change, the most popular ice cream flavours remain unchanged – vanilla, chocolate, caramel and strawberry.

‘Today, people travel more than ever, looking for new flavours and experiences. Therefore, our mission is not only to follow but also to create new trends that would surprise and delight even the most demanding ice cream lovers of the modern world,’ says B. Migonienė, Marketing Manager at Vikeda.

Preference is given to products without artificial food additives and preservatives

Rasa Miliauskienė, Marketing Manager of Kėdainių konservų fabrikas agrees: ‘Today’s Lithuanian consumer is an increasingly conscious, responsible and selective buyer, whose choices are determined not only by price, but also by the additional benefits of the product. As the country’s economic situation improves, people increasingly value aspects of health, sustainability and quality. Functional food and clean-label products are becoming an integral part of their everyday lives. Consumers want to know what they are eating and choose products without artificial additives or preservatives.’

Sustainability, according to R. Miliauskienė, also occupies an important place on the list of consumer priorities. Lithuanians increasingly value local producers and willingly choose their products – the origin of the product has been and remains a significant factor.

‘This shows the growing popularity of Lithuanian products and the desire to support the Lithuanian economy. In addition, our market research proves that consumers are now looking for more than just food – a combination of history, sustainability and quality is important to them,’ says the Marketing Manager of the Kėdainių konservų fabrikas. 

She points out that globalisation and widely available information are further expanding the horizons of Lithuanians’ taste. They are willing to experiment with the flavours of various world cuisines but remain faithful to traditions. The products of the Kėdainių konservų fabrikas, such as canned vegetables, mayonnaise or tomato sauces, not only remain in demand but are also becoming increasingly popular.

‘A wide range of products encourages more interest, comparison and choosing only what meets consumers’ needs and values. Active brand communication helps educate consumers, which further encourages thoughtful purchases. Currently, Kėdainių konservų fabrikas exports its products to 25 countries, but these changes also allow it to maintain strong positions in the Lithuanian market, while expanding the range of innovative products,’ shares R. Miliauskienė, Marketing Manager of Kėdainių konservų fabrikas.

Looking for healthier alternatives

Head of the Department of Food and Agricultural Technologies at Kauno kolegija HEI, Associate Professor Dr Ingrida Kraujutienė shares that changing consumer habits are reflected in their choice to consume products that contain less salt, sugar, and fat, which is based on saturated fatty acids.

‘Replacing sugar with sweeteners is not a consumer-friendly solution, as their health effects are unclear. Meanwhile, the sensory negative effects of sweeteners are particularly felt in soft drinks,’ notes Dr I. Kraujutienė.

She points out that consumers today tend to choose food products that are beneficial to health, for example, milk not only without lactose, but also without the A2 protein, which causes allergies in some individuals: ‘Consumers are also increasingly choosing popular gourmet foods, craft beer, and the demand for vegan and vegetarian food is growing.’

The Associate Professor of Kauno kolegija HEI reminds that the only chips that previously reigned on the market – potato chips – are today being replaced by healthier alternatives, such as vegetable, beetroot, carrot and other chips. As consumer needs and priorities change, manufacturers are changing regular chocolate candies to fruit and nut snacks, so that there are no synthetic additives or preservatives. In recent years, freeze-dried fruits and berries have also become particularly popular.

‘Food industry companies respond to consumer needs, so the assortment is constantly changed to meet customer expectations, hear their suggestions and ideas, and seek innovations and feedback by participating in exhibitions, fairs, etc.,’ shares Dr I. Kraujutienė.

She adds that companies are automating processes, following the principles of sustainability and environmental friendliness to ensure food safety and quality requirements. Meanwhile, more advanced companies are additionally applying the RSPO SG standard, which includes a set of environmental and social standards that companies must comply with to produce certified sustainable palm oil.

‘Properly applied, these criteria help reduce the negative impact of palm oil cultivation on the environment and communities in palm oil-producing regions,’ emphasises the Associate Professor at Kauno kolegija HEI.