With a consumer and foodservice portfolio focused on flavourings, McCormick has been well-positioned to capitalise on the pandemic-driven growth in home cooking. We look at why it expects this to persist, even when the pandemic ends.
Global demand for flavour remains the foundation of its sales growth. The business plans to continue capitalising on the switch to eating-at-home and the interest in cooking from scratch and adding flavour to meal occasions. Recent lockdowns in many markets have fuelled this demand.
1. Safer, healthier, cheaper
Company research indicates that consumers are enjoying the cooking experience and feel meals prepared at home are safer, healthier, better tasting and cost less. Three out of four consumers also state that it relaxes them and reduces their stress.
2. Learnings from elsewhere
McCormick expects this trend to persist beyond the pandemic. In China, it is seeing strong consumer consumption with the recovery in foodservice. In Australia, with restaurant restrictions easing and away-from-home demand increasing, at-home consumption remains elevated.
3. Digital support to reinforce inspiration
The company will also maintain its brand marketing investments and initiatives to deepen its digital engagement with consumers. It’s capitalising on the opportunity to build long-term brand equity after trial, and increased usage by existing customers. It has designed targeted media messaging focused on cooking at home, providing information and inspiration. The aim is to help consumers keep meals exciting and easy. New product development and category management initiatives will also play a role in sustaining demand, with the company pushing ahead with the roll-out of its reinvented spice aisle to stores.
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