Consumer self-sufficiency
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According to a recent report from Innova Market Insights, consumer concerns have shifted to focus on protecting finances, personal health and health of the planet, all of which are identified as significant drivers of the 2025 ‘self-sufficiency’ trend.
One major path to self-sufficiency, Innova identifies, is “cooking from scratch,” which sees a shift away from takeaways and readily-prepared meals. Cooking at home has become less of something which is viewed as time-consuming, and more one that is not only perceived as a ‘wholesome’ activity – particularly by Gen Z consumers, as the report notes – but one that saves consumers money. Food cans are a crucial part of home-cooking, providing an excellent, cheaper way to preserve ingredients and an easy way to ensure some if not all of your five-a-day are included, from canned fruit and vegetables to pulses and sauce.
I’ve long been a champion of using cans for home-cooked meals, and the staple of the steel food can was something SfPE‘s Richard Lézé touched on during his presentation and the panel at CanTech the Grand Tour last week. The biggest push we can see right now for canned food is ensuring brands producing this type of metal packaging are pushing the right messages about the food can and its versatility in modern, exciting recipes.
Staying on the subject of cost, according to the report, consumers have become wary of bigger global corporations and are turning more towards smaller brands whom they perceive to place consumer experience above profits. This is a more complex issue but one that could put the spotlight on more artisanal products packaged in metal, or print runs specialising in personalisation and smaller batches.
Re-use and recycling of course make up a huge part of consumers acting in a self-sufficient way and metal is champion here, but again, brands must continue to be vocal in the sustainability credentials of their packaging.
The final aspect the report acknowledges is advancement in technology and how it empowers consumers in their quest to be savvier purchasers. Traceability and transparency are becoming non-negotiables in this space.
In a concluding note, Informa states that “manufacturers have a lot of opportunities to support consumer self-sufficiency. These strategies and platforms for greater self-sufficiency need to be holistic, involved with health, and motivational around health of the planet and health of the pocketbook. Solutions that are savvy solutions help consumers access food, beverage, and beauty products and experiences that are less expensive and can be enjoyed at home.”
- Alex Rivers (she/her), CanTech International editor
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