Don’t lose sight of future needs

Although businesses need to react in the short term to changing consumer needs caused by the economic downturn, they should not lose sight of longer-term needs, cautioned Steve Mounty, director of sales for Kraft’s wholesale and cash and carry business.

He said that in the current climate, now, more than ever, the focus had to be on the consumer. He said that rather than new needs developing because of changes, such as the economic downturn, existing needs “flexed”. For instance, ‘value for money’ and ‘a great experience’ might become more important at the moment while ‘indulgence’ and ‘organics’ might be less important.

But he added: “These trends are still there even if they are less important in the short term. Organic has been in good growth for a number of years and although it has declined in the year to date I have no doubt that it will come back.

“So my message is, we have to recognise short-term risks and react, but we should not lose focus on our long-term business objectives which should be aligned with consumer mega trends.”

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