The Future of Food

A HARD LOOK INTO THE STATE OF FOOD, CURRENT CONSUMPTION PATTERNS, AND WHERE FOOD IS HEADED IN THE NEAREST FUTURE.

Source: Diaspora Kitchen

Source: Diaspora Kitchen

Did you know, today, worldwide, for every malnourished person, there are two people who are obese or overweight? 868 million undernourished people and 1.5 billion obese or overweight people globally – according to Eating in 2030: trends and perspectives 2018 report. Guess where the highest concentration of malnourished people reside, yes your guess is obviously as good as mine. Africa remains the continent with the highest prevalence of undernourished people in the world. Affecting almost 21% of the population (more than 256 million people), South America follows immediately after with 5% in 2017, and fewer in Northern America and Europe with 2.5%, according to the state of food security and nutrition in the world 2018 report.

Did you know 36 million people die every year from lack of food and 29 million people from too much food globally? This is a perfect case of choosing your demon, would you rather die from the lack of or too much food? My answer is neither.

And did you know one-third of all food produced worldwide is made for feeding livestock? In addition, a growing share of agricultural land is used for the production of biofuel. This means we are choosing to feed both animals and automobiles instead of people (Eating in 2030: trends and perspectives 2018 report).

Also, did you know every year 1.3 billion tons of perfectly edible food is wasted, while 868 million people suffer from hunger globally? This is the state of food in the world at the moment, we are likely headed for hunger, aren’t we?

Source: Video Blocks

Source: Video Blocks

Right now there’s so much conversation about the importance of food, which is why we see an increasing number of Africans adopting health consciousness and consuming more organic food as opposed to the synthesized meals. However, following the obvious trend of emotional eating the conversation would soon shift from the importance of food to the importance of healthy eating. People are anxious with weight loss and as such take up unhealthy dietary plans that do more harm than good. The growing scale of depression and emotional ill health in Africa is causing people to find solace in food without much care of the composition of what they put in their mouths.

The future of food is seemingly bleak but the great part is, it can be salvaged. We do not have to adopt the knee jerk approach where we have to wait for the future to come before we implement measures to deal with it.

dragne-marius-117368-unsplash.jpg

What can we do?

  • Use the high interconnectedness that currently exists among people to disseminate information around the importance of healthy eating.

  • Institutions should promote the adoption of lifestyles and eating habits that favor the consumption of foods that contribute to a healthy diet and have less impact on the eco-system of the planet

  • The industry should focus more on promoting the purchase of healthy foods and use balanced price leverage to discourage the use of junk food

  • Strategies should be deployed to encourage people to find the space and time to devote to meals in the company of other people. This way they are motivated to eat healthier meals.

  • More so, the food industry must continue to develop new forms of convenience foods that have a high level of nutrition

You’ve Got Your Own Chauffeur

WITH THE INCLUSION OF DOOH TO THE MARKETING MIX, ADS WILL FOLLOW YOU EVERYWHERE YOU GO

ashim-d-silva-106276-unsplash.jpg

The OOH space in Africa has largely been a source of concern for both agency and clients over the years owing to the fact that they have been puzzled with finding ways to track the efficiency of OOH – we want to know when the TA is being reached, how many has been reached, which board had the most eyeballs, what to keep doing, what to quit doing, and more. Although there has never been doubts about the effectiveness of OOH on delivering ROI but everyone just needs to see the numbers at some point. This concern therefore gave birth to DOOH – Digital Out Of Home advertising. With this innovation tracking the metrics isn’t just possible but easy.

OOH in Nigeria has come a long way since the days of traders painting rocks and walls on routes leading to trade centers. These days, we see about 11,443 standing billboard structures in the country, with 4% of our sites as Digital Out of Home (DOOH).

This reflects a whopping growth of over 600% in DOOH penetration in the last decade, commanding about 50% of the total Nigerian OOH media spend. Lagos, the nation’s nerve commercial center, boasts more than 60% of Nigeria’s entire spend in OOH (Dentsu aegis).

jay-clark-508182-unsplash.jpg

The growth of DOOH in the country can be attributed to:

The need to measure growth: as stated before, agencies and clients needed to find a more effective way of measuring KPIs that are OOH specific. Since the traditional OOH boards wasn’t delivering this necessary report it was only a matter of time for digital to take over that space.

Urbanization: Nigeria in the last decade has seen what we currently describe as a technological boom. As result there’s been an upscale of the number of shopping malls, leisure parks, and more. These provide more consumer touch points which amplifies the reach of the digital out of home ads.

They are more interactive: the purpose of advertising is to get the consumer to interact with the brand, also note that the media consumption pattern of Nigerians have evolved as they are drawn to rich communication materials. As a result, the DOOH platforms provides a more intriguing and interactive mode of communicating to the desired TA. It is captivating and compelling.

With the inclusion of DOOH in marketing mix, the ads you may only see while on your phone, laptop, or other devices will be waiting for you outside your home. You won’t miss anything.

In the end, innovation is the lifeblood of business.

What’s Your Eating Plan?

HAVE YOU NOTICED THAT PEOPLE DON’T JUST WAKE UP AND GRAB WHATSOEVER THEY CAN FIND AND THROW INTO THEIR MOUTHS AS THEY GO?

Source: Unsplash

Source: Unsplash

Whether you know it or not, whether you accept it or not, everyone now has an eating plan. Gone are the days where people thought of healthy meals as only the platter sitting on the table – it has evolved into a lifestyle. Now a healthy lifestyle transcends the platter, to exercise, to healthy medical check-ups, to meal combinations, types, and ingredients. Interestingly, there are hardly any discrimination as to how the food is packed, whether in cans, sachets, or whatever as long as it is perceived to be fresh and certified to be healthy.

There are eating patterns such as gluten free meals, low carb meals, high protein meals, keto diet, vegan, and so on. These patterns are designed to achieve a certain goal – stay healthy, lose weight, prevent certain ailments and so on – food is the new medication to buy off of the shelf.

Source: Unsplash

Source: Unsplash

Apparently, consumers through their changing consumption patterns have begun to show that food is the first line of defence against sickness and the first indulgence when it comes to maintaining a healthy lifestyle.

There has been so much talk about the health conscious consumer trend and this right here is the reason. The eating pattern informs what they buy, where they buy, and how they buy.

So for businesses to win with todays’ consumers, they have to find the sweet spot in the consumers eating pattern and pitch a tent there. This way your audience will always yearn for your products and make you a part of their daily routine.