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When it comes to food, consumers are focused on refueling, and they don’t discern between retail channels or food outlets. Increasingly, food is eaten the same day it’s purchased, and often is consumed within 15 minutes after purchase. These trends are driving the Kellogg Co.’s initiative to compete more aggressively in the snacking and foodservice segments, and it has identified a number of opportunities to put its brands within arm’s reach of consumers, wherever they happen to be, says Wendy Davidson, president, U.S. Specialty Channels, Kellogg North America.
Davidson will share “The Evolution of Eating Away From Home: Serving Up Tomorrow, Today” at Western Michigan University’s Food Marketing Conference, April 11, 2016, in Grand Rapids, Mich.
Consumers' eating behaviors are evolving at a rapid rate. With increasingly busy lifestyles, more people are choosing to eat away from home as part of their daily routine. “On-the-go channels are outpacing traditional retail growth; this is important for all retailers,” says Davidson. She cites data that indicates cash-and-carry, convenience stores, discounters and e-commerce as the fastest growth channels, in part because of “consumers’ 24/7 lifestyles,” she says.
Davidson will also share key flavor and product trends. "It’s all about delivering the right flavor, the right format and the right pack, as well as having that product where the consumer wants it to be,” she adds.
Davidson’s presentation reflects “People, Purpose and Passion: The Pathway to Success,” the theme of WMU’s 2016 Food Marketing Conference. Marking its 51st year, the Food Marketing Conference brings leading retail and CPG speakers to share the latest developments in the food and CPG industries. More than 700 industry executives will gather at the DeVos Place, Grand Rapids, Mich., April 11-12, to hear from such industry stalwarts as Hank Meijer, co-Chairman and CEO of Meijer Inc.; Millennial and Gen X expert Jason Dorsey; and musician and entertainer David Carroll. An Executive Forum moderated by former H-E-B executive Paul Madura includes Tom Burkemper of 7-Eleven, Kathy Casey of Kellogg Co., and Chris Albi of Kroger, who will address leadership strategies and tips for building strong company cultures. The event supports scholarships and unique educational experiences for students enrolled in WMU’s acclaimed Food Marketing program.
Visit http://www.wmich.edu/foodmarketing/fmc/ for more information and to register to attend.