曾经有节食消费者的趋势，精益美食及其同名信息不再是消费者想要的东西 - 并证明为母公司雀巢的叫醒电话。
“美国人只是不再节食了，”雀巢美国准备食品总裁Jeff Hamilton说。
Weakening processed food sales, like in the company’s Lean Cuisine sector, are driving it to new strategies — like searching for trends on social media and a quicker R&D turnaround — to focus on individual consumer needs.
一条微博值得大量的原料
The rise of social media has had a ripple effect across industries, and food is no different. A tweet about a restaurant meal is now more palpable than ever before, because an iteration of that meal could stock grocery shelves.
“Where it used to take four to five years for an idea to go from one small restaurant in San Francisco or New York to being something that you might find on the shelves of Wal-Mart ... today that can frequently happen in one to two years," Hamilton says.
出于几个原因，发生了更快的周转;营销人员正在更密切地观看趋势，而零售商同样希望在竞争中取得更远，所有这些都在社交媒体的巨大伞下。
“这肯定是我们首先看的地方，”他说。
Hamilton says they're putting money today in sriracha and chipotle, more bolder, ethnic flavors driving culinary preference, in addition to those from a "new health" perspective, like high-protein, gluten-free, and organic.
消费者转移
对于汉密尔顿的美国饮食习惯的变化，特别是在过去五年内的一个简单点。
“You see a much greater concern around what’s in their food, where it comes from, who makes it," he says. "Certainly that influences the way we need to formulate our own products."
消费者希望标签上的成分来数学，他们在厨房里可以找到什么。
专注于卡路里，脂肪和碳水化合物，并进行了新的健康效益。约有3,800名成年人的20％surveyedby NPD Group said they were on a diet in 2012, a decrease from the highest at 31% in 1991.
质量 - 本地，手工，如何熟悉的成分是 - 以及烹饪偏好 - 民族料理利益增加 - 加上健康益处构成了一个三管齐下的方法，以如何雀巢观察个人消费者。
“实际标准和重要的是一个非常个人的东西，”汉密尔顿说。
The brand makeover
在过去的两年里，精益美食有看a 20% sales decrease. It’s now been divvied up into four sub-ranges:
- Favorites
- 舒适
- 崩溃
- Marketplace
据汉密尔顿的说法，市场 - 在大多数创新和营销美元正在前往的情况下，特别是在市场上市场零售数字后，零售数字的早期回报率强劲。“我们认为这是做正确的事情的好代表性，”他说。
它具有较大胆的，民族美食和高蛋白质，有机物和无麸质卓越品质。
Hamilton says the scale the company has to offer its consumers is something plaguing smaller companies fighting for their place in the food industry. A strategy employed by many companies involvesacquiringsmaller, more nimble brands that are better equipped with products catering to today’s consumer.
“我认为你可以无论如何都可以去，”他说，注意到他的重点是保持现有品牌趋势。
未来是什么样子的
精益美食并不依偎在美国品牌面临的变化。它的frozen pizza分部将不再包括年末的人工调味品。同时，公司vowed2月份仅在其巧克力糖中使用自然色和口味，也到年底。
其他公司制造变更包括牛皮纸食品集团，朝着“更健康”macaroni and cheese，而雀巢糖果竞争对手Hershey追求simpleringredients.
同时，Greek yogurt正在呈趋势与消费者对更多蛋白质的兴趣 - 普通米尔斯的Yoplait品牌是银行业的，尽管它看起来好像酸奶趋势，讽刺足够，现在专注于胖的。
“We are looking at all the food content we have that can come with Greek yogurt recipes and different ways to demonstrate its versatility as opposed to just thinking about it as something to have in the morning for breakfast or mid-morning snack," Yoplait marketing manager Susan Pitt recently told Food Dive.
As old brands fall out of favor and new ones appear, options are waning for brands not paying attention to consumers.
“The brands that will survive very clearly are the brands that keep up with the trends and resonate with the way Americans are eating today ... I do think they’ll continue to be a representation of smaller, newer brands and the larger, more traditional brands," Hamilton says.
