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- Hormel foods uses cultural anthropology Helping the company’s culinary trends and consumer behavior turns ahead of the turn, analyzing consumers and get deep information. As the economic uncertainty increases, it sees as a source of emotional comfort and security for all income levels, but also makes it necessary to express both practical needs and cultural its products.
It is quiet tips on home habits compressed and buried in freezers. They only show how much people eat, but their age, hobbies, relationships, hobbies and even a culinary adventure.
Hormel foods’ internal cultural anthropology, Tayna Rodriguez, these items are a rich picture of the developing consumer behavior.
It’s been as long as spam Fortune 500 The company uses pantry observations to predict food trends. Objective: Shoot the Peak request, not to follow it.
During the installation of economic tensions, this idea was not more critical.
Ramen or pasta?
Rodriguez, an anthropological experience with a market cap to Hormel for more than about twenty years, more than $ 16 billion. In their homes, customers visit “functional and emotional” ties to understand with food.
This has started to come to Rodriguez: “It has been a while for some time that has been something in the house for a while.
After this context, “Landing”, Rodriguez begins to look for the biggest gifts.
“Someone’s one of the main places you can read to be someone will soon be” Fortune. “Do you have spices and taste extras? You can learn a lot there. Do you have more exotic spices or typical salt and pepper?
“Suddenly I see spam and see fish sauce. I see a little more than Asian elements of the exotic-perhaps, and I am:” I’m: “I’m.” “Suddenly, this spam carries them to Asia and Korean experience … and ‘I love the Korean dish and I also get an idea of Korean dramas.”
Age differentiators can be marked by the type of starchy food: “For older generations, you will see pastes, but you can see the traditional Ramen noodles for the younger generation.
Gen Z Pantries, they are also in stock levels, Rodriguez, the goods in the amount of “healthy” in young generations, in any case, it is more common against certain meal styles for a catch.
Products, as well as family connections and friendships, rhormiguez, for example, for example, hormel chili, for example, hormel is newly rented in connection with the new rental of growing cultures compared to Chile.
However, you see another growth of popularity in certain parts of the country, you see other consumers from the Spanish Heritage, “I can do the enchilades at home” or “Wait, I was able to put spam in Chilaques.” ”
Edible experience
Studies generally suggested that only The older generations can afford to face gentle food experiences, especially since the pandemic, Little people enjoy the luxury of culinary elsewhere.
For example, a study last summer Bank of America Consumers along the spectrum choose more and more More comfortable, eating more comfortable than cheaper businessesGen Zers are the least likely Eating in Premium restaurants.
On the contrary, a McKinsey and Company Survey The best spending priorities for wide genes and millennia were the best spending priorities for a category like travel, fitness, clothing and beauty purchases.
“Consumers or transfer to nostalgic memories or transporting memories to nostalgic memories, even transport them to nostalgic memories, and to nostalgic memories, brand fuel, the vice president of the consumer of Hormel.
“Another part allows them a little flex and freedom to show a little flex and freedoms, it is also a way to share culture between both social media, but also friendly groups and family groups.
While Millennials explain Mckinsey Due to the fact that their attention is the fact that they enjoy deleting their attention, genin, quality snacks and beverages to delete status items.
Hormel wants to capitalize this home experience. For example, when looking at pizza trends, hot honey and more of the Morequege (an Italian sausage consisting of pistachio and black pepper), like two items that can easily move from beautiful food or restaurant menus to regular pantry items.
“Consumers always walked on this road and trade off the dollar, so it is not necessarily a new thing,” Heather Vossler, Innection, Assistant Assistant of Innection and Brand Analysts in Herve Fortune.
“We see some different patterns … For example, more sauce and delicious in the houses and think that many of this (if you want).”
Pantry security
Economic uncertainty, at the moment, the courtesy of each major work, courtesy of the melting pot, the courtesy of inflation, the main risk of consuming a consumer full of high costs of life and pandemic.
The financial health of the purchase is a special concern for consumer gems like Hormel, and this is starting to react to a secret financial outlook.
Bank of America card data has decreased by more than 2.3% (YOY) per year compared to 1.9% in January in January, compared to 1.9% in January. As a result, economists are waiting for purchasers to adopt new behaviors such as more target recipients and more budget friendly options in different stores and accept new behaviors as “trade”.
These marks with information collected by various branches of the Fed. For example, Federal Reserve Bank St Luis Five-year inflation expectations are followed by about 2.2%. Meanwhile New York’s Federal Reserve Bank The latest studies have found the average inflation expectations for consumers to the next 12 months, up to 3.6%, buyers are preparing for short-term pain.
In addition, the Fed in New York, the expectations for the material situation of consumers in March 2023 are the worst in October, 30% expect to be worse than 12 months.
Hormel thinks that customers are answered. Rodriguez says the consumer’s concern is handling the public to search the “safe place”.
“I will ask people, ‘What do you think when you say pantry?’ Really you will hear the words that resonate with security, people may not be so excited, but they feel safe. “
Products Hormel foods are known for this homeless feeling, you can make a sandwich, you can make a sandwich, you can simply own a spoon, and I need this joy, saturation, meaningful nutrition, meaningful nutrition, delicious. “
Card information shows that less profitable consumers are smarter than those with income that can be used more. This brings more income than the negative worldview of the economy.
“From a highly profitable point of view, comfort, diversity and entertainment can be health and health as you think about products such as Skippy, Justin, Farmers.
“But the stumbling safety or budget, thinking the way to prepare food, but the most valuable ones I can find, but they do not find the least one brand, but they do not pay for the least.”
This story was first displayed Fortune.com
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