Wissam el Khoury

CEO of le Pré

What is your post-covid-19 strategy?

Lockdowns and social distancing measures affected businesses on many levels. At le Pré, we had to adapt our channel distribution to go from horeca to retail. To ensure sustainability in the face of the pandemic, we started developing a new range of products reflecting our brand's diversity in tackling immunity boosters. Last but not least, we are also working on export leads.

What changes have you witnessed in consumer behavior?

Behavior is shifting towards a healthier lifestyle in general and more nutritious products in particular. Today, consumers check the labels and read the nutrition facts. In other words, they are more aware of what they are consuming and prefer products with no added sugar and no artificial colors or preservatives.

What trends have been forecasted in non-alcoholic and soft drinks?

Consumers are becoming more health conscious and are willing to try healthier alternatives to soft drinks while focusing on more premium products that they can rely on. RTD (ready-to-drink) drinks are growing as well in popularity — within a certain category — as they offer the grab-and-go convenience that fits busy yet healthy lifestyles. Also, environmental concerns regarding excess packaging and the use of plastic are on the rise, influencing consumers' decision-making processes. Beverage companies are responding to these concerns by becoming more eco-friendly.