How do food heroes stay relevant?

Retaining new customers is the overriding challenge faced by many food and drink businesses in Scotland as lockdown eases.

Staying relevant and embracing developing market trends is key, says Ceri Ritchie, head of food and drink at SAC Consulting, part of Scotland’s Rural College (SRUC).

‘The cynics say the majority of customers will just revert to type and move back to their traditional mainstream UK grocery multiple buying habits – and many probably will,’ said Ms Ritchie.

‘But research suggests they will share their shopping basket over a number of outlets and, if this is so, what can local food and drink businesses – the lockdown heroes – do to make sure they are part of this?’

As lockdown eases, local retailers need to think laterally about how they can package and promote their range and offers to take advantage of this, said Ms Ritchie. ‘It’s more important than ever to keep close to your customers, take the opportunity to speak to them and gather feedback to understand what influences their buying behaviour and make your business and your product relevant. Research your customers.’

Food and drink businesses must remain relevant to ensure customers remain loyal by embracing consumer trends, including socialising at home, holidaying in rural places and healthy eating as well as a renewed appreciation for local produce.

Ms Ritchie continued: ‘Socialising is largely happening at home with barbecues, parties and picnics and the great British staycation is a major opportunity and not just for the summer season. Businesses need to emphasise their community role, their place in the locality, their local story or link to local traditions, heritage celebrations, landmarks and activities. Can you provide the ‘walkers picnic’, the ‘Munro baggers lunch’ or the ‘beach brunch’? Many people are still working from home and potentially looking for easy cook food and healthy snacks or, those going back to work, seeking healthy pre-packed options for hygiene reasons. Looking forward, what will consumers want this Christmas? What will your unique e-Christmas offering be?’

She added: ‘Perceived value for money will be an increasingly important issue for consumers. Your offer needs to match your customers’ perceived needs and aspirations.

‘Local food and drink businesses were the heroes of lockdown and have the opportunity to continue be the heart of their community.’