Today, consumers increasingly prefer the food products that have natural flavors, contain natural ingredients and free-from products. This means that they are rapidly changing their shopping habits to environmentally and health-friendly food products.
It is clear that the increasing trend of the chronical diseases due to the overweight and obesity creates a new consumption culture in the world. Therefore, I have formulated some chocolate products for dieting people.
On the other side, heavy competition between agri-food companies and the effect of the globalisation create a big pressure over the profit margins in the agri-food industry. The use of high technology, robots, digitized systems and truly effective leadership in the manufacturing operations create a good opportunity to lower the cost and increase the margins for some companies.
I have visited many agri-food manufacturing companies in Turkey last weeks.
I am personally excited to see their works to achieving competitive improvements in financial objectives in some of them.
Creating manufacturing efficiency and cost benefits in material usage, material prices, labour efficiency, labour rates, capacity usage, overhead expenditure, departmental budgets and cash management, gross margins and stock turnover are their priority.
Some companies developed and implemented long-term marketing and innovation management strategy that focuses on customer needs, healthy nutrition, current and future trends in food consumption, low price concept, whole foods and healthy foods.
Consumers are very careful about the food transparency and it is becoming a priority for them. Increasing awareness of the consumers about the food allergy and intolerance (gluten, lactose, milk, peanut, etc.) and their long-term damages to the body will be an important food choice parameter in the coming years.
People want more than good taste and flavors and their hunger satisfied today.
They want to consume healthier foods and beverages that can create some functionality for their bodies and their health. Therefore, I have developed some nutraceutical products. One is for pneumothorax treatment.
Hot trends are gluten-free, grain-free, milk-free, paleo and non-GMO foods and clean label on the market.
Differentiation in the products, introducing new products, entering into the new markets, acquisitions, low price strategy, whole, organic, fresh and long shelf-life, gut health and functionality on health are becoming new competitive trends in the agri-food industry.
Some companies are removing artificial flavors and unpopular ingredients such as high-fructose corn syrup from the products by regarding the changing consumer demands.
Nutraceuticals and Cosmeceuticals are also new competitive trends to achieving the growth.
I have completed 3 new product development studies in the last months. Two of them are nutraceutical products and one is a cosmeceutical product. They contain full natural ingredients. I have managed several consumer tests. My cosmeceutical product is really "make it magical" product, glamour of beauty and women fall in love with this skin care and beauty product.
What did you do to change the playing field in your company?
Yusuf Tokdemir is a high-performing senior executive with thirty-two years of experience and know-how in the manufacturing operations of the agri-food and pharmaceutical industries. He has a proven track record of success in business start up and execution, leadership coaching, strategic planning and growth, operational excellence, organisational agility, people training and development and innovation management consulting.