FUTURE FOOD -- LEARN TO LOVE IT 

My recent column "Consumer Eating Habits Hit The Road", in B.C. GROCER magazine, suggested that microwave ovens would soon appear in automobiles. Campbell Soup Company was the first food processor to become involved (with the Ford Motor Company).

A recent report from Campbell's shows how far ahead they're looking. They realized that, as the river of time flows past, they must modify their modus operandi in order to remain in business tomorrow -- no matter how big their operations today.

As a leading food processor, Campbell's must continuously study all factors affecting business. They look at what is going downhill -- the traditional housewife, the male as sole breadwinner, leisure time and the birth rate -- for starters. They are also extremely interested in what is moving ahead -- female careerism, the twoincome household, more time spent working and the "singles" phenomenon. Today there are twice as many young singles as in 1970, which tosses the traditional marry-at-20 formula upside down. As consumers change Campbell's must change too or join the buggy whip manufacturers of the past who didn't shift to another gear (or business) when they ran into a fast corner (or dead end).

Any food company has to notice the diminishing popularity of bland foods and cooking at home. So higher quality foods, eating out and home-delivery of gourmet foods are becoming more popular. Nutritional awareness of fat and cholesterol accounts for the fading of some old products and an upsurge in new ones. Time-saving convenience foods appeal to an increasing number of two-member working families. In the U.S. the burgeoning Hispanic population has introduced and promoted spicier foods.

Statistics that initially appear insignificant turn out to be highly important. Successful companies anticipate changes and adapt. For example, 15 percent of women today are interested in politics as a career (up from five percent in 1970). That's expected to jump to 25 percent, maybe even 30 percent by 2001. Is your company ready for this? What will it mean to business and industry? Women usually show more concern for social policies which involve the family. Female politicians stress daycare, health and environmental issues, and create a strong resistance to military spending.

Young husbands, who probably grew up in homes where mothers worked, have learned to pitch in with household chores and are more likely to accept such sharing -- in contrast to older husbands, who grew up in homes where mothers handled most home and kitchen chores. Most older husbands regard such sharing as sub-macho, much like young men in many Latin countries today.

In the future, cooking during the week will be regarded as a nonessential task. The heat-and-eat syndrome will take over. Supermarkets with the best and most freshly prepared dinners section will be the most successful. Markets may soon provide home delivery of top quality and value food packages (the packaging will be different to suit new products). Look for growth and widespread acceptance of irradiated foods, which will reduce spoilage and costs of fresh foods.

"Homemade" will lose its lustre as the time famine moves in. Time spent eating is expected to drop. Eating on-the-run will turn, in an anticipated 25 percent of the population, into grazing-during-thedrive. Foods will have to be shelf stable, not frozen, be handholdable, easy to open and quick to heat -- and eat. Variety becomes more important when fewer dishes are involved in any meal. Microwave ovens are expected to be in 25 percent of all cars and in 90 percent of homes (with 50 percent of homes having two or more units) by 2001. Some home builders will install banks of such units -- no time for waiting in line for another family member's dinner to heat -especially when everyone eats differently.

What formerly sold as junk food because of its convenience, will be affected by the new trends too. Food producers will develop foods that stall the aging process and extend longevity of the consumers.

Small, entrepreneurial gourmet operations providing quality deliver to home and office, perhaps direct from a supermarket, are expected to be the fastest growing segment of the food industry.

More information or a copy of the report 2001: A FOOD ODYSSEY

Contact: Richard A. Nelson, Group Manager of Market Research, Campbell Soup Company, Campbell Place, Camden, NJ 08101.

Phone: 609/342-4800.

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