Food beyond food

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LEXIA Insights & Solutions

At LEXIA, we want to be your allies and help you understand why people choose certain things, things as basic as the food they eat. Today, the food a person chooses is, in addition to being a necessity, a statement of principles, desires and worldview and we will tell you why.  

We hope the following note is of interest to you.   

Let's keeptalking.   

  

In Mexico, more and more people are willing to pay a little more for healthy foods that, in addition to being rich in flavor and nutritional value, meet certain requirements such as sustainable production methods, fair trade practices and freshness. Moreover, what you eat is no longer just a food, but a statement of principles and part of your lifestyle.

In other words, food not only feeds the body, but also the ego and, just as wearing a pink bow tie, a red ribbon or a green cloth speaks of your convictions and postures, what you put on your plate also does.If we were to exemplify this concept, we would say that a person who consumes hamburgers made with meat from cows fed on free meadows, without chemicals and with bread and condiments produced in a local establishment (or better yet, a vegan hamburger) is a citizen of the world who cares about his or her health and his or her planet, that is to say, a person who consumes hamburgers made with meat from cows fed on free meadows, without chemicals and with bread and condiments produced in a local establishment (or better yet, a vegan hamburger). conscious consumer.

Conscious consumers want absolute brand transparency, they want to know how and where products are manufactured, the ingredients they contain, whether they are made in a socially and ecologically responsible manner and the short, medium and long term effects they can have on their health.

Reject generic and mass-produced products and look for products and alternatives such as food hyperlocalexperiences of glamping of eco-luxury, handmade liquors and beer, homemade baby foods or handmade beauty products, among others.

They are increasingly betting on personalized diets and want healthy products, but, and this is very important, without sacrificing taste.

They are believers in the welfare economy, which incorporates a greater awareness of health, and chronic diseases such as obesity, hypertension and diabetes, which makes them prefer products that have an added value of prevention and / or cure, such as spirulina or vegan protein powder, even if they cost more.But the welfare economy is not limited to conscious consumers taking care of their own health, the health of the planet and its other inhabitants.

To be successful with these buyers the food industry offers more sustainable packaging and absolute transparency in its production methods, from how they get their raw material, their work practices, distribution methods and waste management, because all this influences the decision of the conscious consumer who also moves and moves based on emotions.

Brands must use the power of emotions and the consciousness of communities (real and virtual), to create attraction and generate commitment, because conscious consumers have higher and higher expectations. They want brands not only to know who they are, what they have bought and what content they have committed to, but to go much further.

They expect them to understand their mentality, their personal ambitions and longings and that, based on that, they can create experiences that inspire, not intimidate.

They don't want to be told "If you don't eat calcium, you'll get osteoporosis.", but "a diet rich in calcium will allow you to continue climbing mountains throughout your life." and they've had enough of the pursuit of unattainable physical perfection, represented by models of impressive bodies that advertise French fries and don't get fat.

They are looking for real people and concepts that they can empathize with and speak to. That's why their choices are not only driven by the desire to try new and different things, but by trends promoted by celebrities on social networks such as veganism.

This food philosophy is no longer for a few extremists and, thanks to the support of celebrities like Jennifer Lopez, Miley Cyrus and Chinese pop singer Long Kuanis not only accessible but also attractive, even if you have to pay more or move farther to find a vegan restaurant.

In short, new conscious consumers are thinking beyond food to fill their cupboards and, as long as they get what they want, are willing to pay for it.

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Lexia Insights & Solutions

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Berenice Estrada

Berenice Estrada, researcher at LEXIA Insights & Solutions, has a degree in Psychology from UNAM and a diploma in Marketing and Market Research from UNAM.

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