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Experts warn that 'ecological shame' already affects the purchasing process

Last Tuesday, the Trends and Challenges of International Retail report of the Association of Manufacturers Aecoc was presented at the Salon Alimentaria (Barcelona). In his speech, the manager of the Retail Knowledge area, Pablo de la Rica, said that consumers are currently more demanding, more impatient, and more comfortable. He also said brands were making an effort to get sustainable buyers to review their products due to the appearance of a sense of ecological shame in the purchasing process.

According to the Aecoc report, the challenge for brands will be to provide customized solutions for this new consumer, who also has new priorities when purchasing products, such as health, sustainability, or proximity.

The study also refers to a hyperconnected consumer who demands transparency in the purchasing process.

Retail Knowledge has also pointed to the relevance of the demographic configuration of households, which will have up to 30% of single-person homes in 2035, with only 14% of households with children and 50% of the population over 45 years of age.

According to the presentation, half of the food launches currently taking place in the UK are vegan products and more and more brands are returning to returnable and reusable packaging.

However, at a round table with manufacturers and distributors, experts analyzed the reality of innovation in order to find out why there is a high percentage of failure in launching new products to the market.

According to Aecoc data, 30% of consumers understand that these innovations do not meet their needs, 21% prefer foods they know, and 13% do not believe in the new benefits being announced.



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