New media offers opportunities for ingredients companies
According to Euromonitor, ingredients companies should be reaching out to end consumers and driving ingredient demand
Ingredients manufacturers have not yet capitalised on the full potential of social media, according to Anais Mirval, Analyst - Ingredients, Euromonitor International. According to Mirval, ingredients companies are currently directing communications at businesses or employees, while they should be reaching out to end consumers and driving ingredient demand.
Companies could also take a greater role in conversations: “The efficacy of FMCG products is a key topic on social media sites, with consumers frequently writing reviews to share their opinions on various products. But even though ingredients can be directly linked to effectiveness, discussions about them tend to be limited to safety issues.”
Mirval added: “Ingredients manufacturers should be more involved in the dissemination of information on social media sites about the ingredients they produce. This represents an opportunity to turn negative feedback into positive comment. This could be achieved by raising consumer awareness and knowledge, with ingredients manufacturers having an educational role.”
