UK lacks US’s functional food panache

“A lot of it is driven by the US consumer in terms of their desire and need for functionality, as it’s a little more progressed and salient ​[than in the UK],” ​Jeff Hilton, partner and chief marketing officer at US-based brand promotional company Brandhive, told FoodManufacture.co.uk in this exclusive podcast.

Pumping money into research​

US food businesses had responded well to consumer demands by pumping money into research and development in the category, added Hilton, who was speaking at the tradeshow Vitafoods in Geneva earlier this month.

“The UK market needs to do more qualitative and quantitative research with the consumer to find out what interests they have and to try and find out which conditions are most important to them, so that they can deliver.” ​

Starting with the consumer and working backwards was the best way to address the opportunities available, he said.

Hilton was also optimistic about the potential growth younger consumers – aged 18 to 34 and known as millennials​ – could bring to the category.