Health comes first

2021 saw a radical change in consumer buying habits, with an emphasis on increased online purchasing due to lockdowns impacting on individuals and households.

­Mental, physical and emotional health took precedent as the pandemic took hold globally and this has influenced the lifestyle of many, creating a greater emphasis on healthier food and drink purchases.

The change in consumer preference has influenced the performance of many new brands who are now experiencing fast domestic and global growth, supported by the ability for the consumer to buy online in multiple markets.

Consumer choice

­Perhaps one of the most significant changes has been the proliferation of healthier eating opportunities for the consumer.
Often geared to creating a sense of wellbeing, along with the ease of purchase and preparation, it’s now quite feasible to enjoy healthier, more adventurous eating experiences, online.
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And it’s not just what arrives in the food box on your doorstep, it’s also what pours out of the bottle, with new non-alcoholic drinks grabbing global market share being popular with a generation that are seeking a healthier lifestyle.
Lyre’s Non-Alcoholic Spirits is an excellent example of a beverage retailer enjoying exceptionally fast-growth across EMEA and APAC territories.

Retailer’s opportunity

Perhaps the most striking change is the acceleration of digital strategies that enhance the Direct-to-Consumer (DtD) approach now being increasingly adopted by brand owners.
Consumers are now seeking more information about the provenance and sustainability of the food or drink they buy, eat and drink, this creates opportunities for consumer engagement via localised social media.

While the online opportunity creates a means of building lucrative business in new markets, the quality of the translated message that reaches the consumer is critical.
As does the online ordering platform itself; a poor user experience will lose customers before they reach the point of purchase, making a rock-solid localisation of customer-facing apps and internal software systems a critical aspect in the online retail process.

Keep ahead of the trend

The growth in online food and beverage purchasing is not going to end with the pandemic. Making sure that your customers have the very best experience, regardless of their language should be a key part of your digital strategy

Regardless of whether you are part of the food supply chain or a packaged product retailer, ensuring unfaltering performance across multiple territories in 2022 and beyond will be the key to your success.

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Prestige Network’s food and beverages localisation team will be able to help you achieve your goals:

• Localisation of product marketing
• Paid advertising translation
• Website content Localisation
• Social media localisation
• Legal and HR translation
• Language testing
• Translation of Training programmes

In all mainstream languages. Perfectly.

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