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Revealed: The exact point at which shoppers will consider a product to be too expensive

Consumers will stop buying a product when its original price has risen by an average of 40%, according to a new survey commissioned by specialist PR agency Ingredient Communications and conducted by SurveyGoo.

Just over 1,000 US and UK consumers answered a series of questions designed to reveal just how price-sensitive they really are.[1] As many as 94% of participants said they had noticed their food shopping bills going up in the previous three months, with 79% stating they believed supply chain problems such as driver shortages were to blame.

Respondents were then asked to select the point at which they would stop buying a selection of food, beverage and nutrition products due to price rises, using a scale of +5% to ‘I would buy this product whatever the price’.

Overall, the results indicated that shoppers were more immune to price increases for low-cost staple goods. For example, the category in which consumers were least price sensitive was milk (dairy), which could increase in price by an average of 65% before respondents would stop buying it. This was followed by bread (62%) and fresh vegetables (60%).

Conversely, there was greater resistance to cost increases in nutrition categories, where the base price of products tends to be higher. For instance, respondents said they would stop buying protein powder once the price had risen by an average of 17%. The corresponding pinch point was 23% for probiotics, 26% for dietary supplements, and 28% for Omega 3 fish oil supplements.

High quality ingredients are key

The survey findings also indicate that consumers are happy to shop around in order to offset the impact of upward price pressures. Nearly half of respondents (48%) said they had switched to a cheaper brand in the previous three months as a result of price rises, while 26% said they had changed to a retailer’s own-label version of the same product.

Richard Clarke, Managing Director of Ingredient Communications, said: “For basic goods, even a large percentage price increase might still only be a matter of cents or pennies. By contrast, a small percentage increase in the cost of a premium nutrition product might be measured in dollars or pounds.”

He added: “In such challenging market conditions, brands will need to work hard to retain consumer loyalty. An effective way to achieve this is to demonstrate added value by using high quality ingredients that provide clear differentiation and command high levels of trust, whether that’s through proven efficacy, sustainability, strong co-branding, or a combination of these. These values, communicated effectively, will tie a consumer to a brand more closely, mitigating the impact of price increases on purchasing behaviour.”

Testing times – another tough year on horizon for US food industry

Another tricky 12 months lie ahead for the US packaged food industry but, Just Food columnist Victor Martino argues, recent challenges have given the sector some resilience.

 

The US packaged food industry faces a challenging 2022 as numerous major issues, many of which are hangovers from the last half of this year, will create uncertainty across the board, from manufacturing and operations to marketing and sales.

Topping the list of major issues facing packaged foods companies is, of course, of Covid-19. The Delta strain has driven up case numbers and hospitalisations in hot spots like the Mountain West, the North, and even in many parts of California, which until recently was steadily reducing the percentage of new cases and hospital stays.

The lingering effects of Covid-19 due to Delta – and with Omicron now having the potential to make the situation worse – along with low vaccination rates in many parts of the US, will cause significant uncertainty for packaged food companies well into 2022, making it difficult to adequately plan manufacturing and supply chains.

The two key concerns

Two other major current issues, inflation and the breakdowns seen in parts of the supply chain, which will continue to exist well into next year, will add to this uncertainty for food makers.

On the supply chain, industry experts and trade groups like the Consumer Brands Association, which represents packaged food companies, and the Food Marketing Institute, the major national trade organization representing grocery retailers, don’t expect any significant improvement to the mess until mid-2022 at best.

If the current increase in Covid-19 cases continues into next year, it’s possible we could see increased consumer stocking-up behaviour at grocery stores like was the case in 2020. This would play havoc for the US food industry, which is already struggling with a shortage of everything from ingredients to packaging supplies. Even without a rise in pantry-loading, the challenges and uncertainty for food makers from supply-chain issues is going to get worse before it gets better, particularly in the first quarter of 2022, coming off the busy fourth quarter holiday shopping season.

On inflation, the price of nearly every necessity, from groceries and rent to gasoline and heating oil, is going up in the US.

Prices for US consumers jumped a whopping 6.8% year-on-year in November, the largest 12-month increase since the period ending June 1982, the US Labor Department reported on 10 December.

The data showed food prices have climbed 6.1% in the past year, with prices for food-at-home up 6.4%, the biggest 12-month increase since the period ending December 2008. The Labor Department said all its six major indexes monitoring grocery store food prices increased over the period. The index for meats, poultry, fish, and eggs was up 12.8%, with the index for beef rising 20.9%. In fruit and veg, the index was up 4%. The index for dairy and related products posted the smallest increase, rising 1.6% over the last 12 months.

The increase in grocery prices is a direct reflection of the across-the-board hikes in the cost of ingredients, packaging, fuel, transportation, labour and more that food manufacturers have been experiencing all year.

Most major, as well as many smaller, packaged food companies held the line and didn’t increase wholesale costs to retailers and distributors earlier in 2021. However, they’ve had no choice but to raise prices in recent months due to frequent and unpredictable cost increases that have been the case throughout the year. Many food makers haven’t increased wholesale costs enough to cover margins. As such, expect to see more wholesale price increases in early 2022, which is going to add fuel to the inflationary spiral the US economy is experiencing.

Staffing squeeze

The worker shortage in the US is also affecting packaged food companies in a negative way and will continue to do so in 2022. This will particularly be the case when it comes to increasing transportation costs because there’s a severe shortage of truck drivers in the country. There will be little, if any, improvement in the situation next year.

Packaged food companies are also experiencing worker shortages in their manufacturing plants, which is a situation that’s going to get even worse during the first two quarters of 2022.

For the first time in decades, the labour shortage is also emboldening food manufacturing workers and their labor unions to demand higher pay, better benefits and stronger job guarantees from major food companies like Kellogg, where workers have been out on strike since 5 October.

The Kellogg strike includes roughly 1,400 workers at four plants that make all the company’s cereal brands. Major packaged food CEOs are watching this contentious strike closely and are worried their unionized manufacturing plants could be next in line for a dispute, adding yet another headache to the list of problems they will have to face in 2022, as well as adding more uncertainty to a business already plagued by uncertainty.

Causes for optimism

All is not gloom and doom, though, for packaged food execs as we get ready to turn the page on a challenging 2021 and usher in what is also going to be a challenging 2002.

The 2020 shutdown taught food makers to be more resilient and the supply chain breakdown, inflation and other challenges this year have added to the experience they have accumulated.

Therefore, coming out of the last two challenging years, packaged food companies are far more agile and adaptable than they were as recently as 2019.

For example, major companies have advanced their technological capabilities in the manufacturing and supply chain areas more in the last two years than they have in the preceding decade.

The food sector’s hiring for industrial automation is on the rise – GlobalData analysis

The same is true when it comes to digitalisation. Prior to 2020, most major food makers were doing very little selling online. In the last two years, this has changed dramatically. Nearly every packaged food company, from the giants to start-ups, is not only selling products online but have transformed into omnichannel players, making clicks (online marketplaces and direct-to-consumer) a part of their selling mix along with the bricks (physical retail stores).

The worker shortage is also already serving as a catalyst for food manufacturers making major investments in plant technology. Robotics is booming and I expect to see major investments and initiatives by companies in manufacturing and transportation technology in 2022.

The truck driver shortage is accelerating the adoption of autonomous or self-driving truck usage by probably a decade and the lack of plant workers, which is going to be a long-term trend, is pushing food manufacturers to automate their plants at a highly accelerated pace.

2022 will be a challenging year fraught with uncertainty for packaged foods companies. The key to meeting those challenges, as this year and 2020 have taught us, is resiliency.

Equally important in such times is to create a company culture and environment that attracts the best and the brightest. Team still matters in the age of technological innovation.

Challenging times – and 2022 is going to be a challenging year – can bring out the best in people, companies and industries, as well as lead to innovation that would never be attempted in less-challenging times. So, despite the major issues facing packaged food companies in 2022, I expect it to also be a year filled with innovation and positive surprises, along with the difficult challenges and uncertainty. Stay tuned.

Data analytics hiring levels in food industry – the latest stats

What's the trend in the hiring for data analytics at food manufacturers? GlobalData presents the latest figures.The proportion of food manufacturers hiring for data analytics-related positions dropped marginally in October, according to GlobalData research.

Some 59.5% of the companies included in the analysis were recruiting for at least one such position, down from 61.3% a year ago and a decrease compared to the figure of 63.2% in September 2021.

When it came to the proportion of all job openings that were linked to data analytics, related job postings rose in October 2021, with 4.8% of newly-posted job ads being linked to the topic.

This latest figure was the highest monthly figure recorded in the past year and is an increase compared to the 3.7% of newly-advertised jobs that were linked to data analytics in the equivalent month a year ago.

Data analytics is one of the topics that GlobalData has identified as being a key disruptive force facing companies in the coming years. Companies that excel and invest in these areas now are thought to be better prepared for the future business landscape and better equipped to survive unforseen challenges.

Our analysis of the data shows food manufacturers are currently hiring for data analytics jobs at a rate lower than the average for all companies within GlobalData's job analytics database. The average among all companies stood at 5.9% in October 2021.

GlobalData's job analytics database tracks the daily hiring patterns of thousands of companies across the world, drawing in jobs as they're posted and tagging them with additional layers of data on everything from the seniority of each position to whether a job is linked to wider industry trends.