FOOD & BEVERAGE PRODUCTION INDUSTRY

problems in marketing of food and beverage products

Despite a number of opportunities that this industry has when it comes to marketing,
there are several challenges that marketers encounter. This is because food and beverage are
some of the products that the targeted consumers are always sensitive to. Some of the problems
that marketers in this industry encounters include; health consideration issues, product shortage,
issues of transparency, packaging problems, and increasing demand of some food and beverage
products ("Food and beverage marketing," 2013).
Health consideration issues
The market research for food and beverages clearly stipulates that most of the consumers
are becoming more aware of the disorders and complications that are related to food. This has
led to the function of food in every day life to progress from just taste to wellness and nutritional
value. This has posed a great threat and challenge to the marketers in this field. As marketers, the
content of their marketing and their marketing strategies need to address the issues of health and
nutrition. Most of the foods and beverages industries have always been adding sugar or other
sweeteners in order to attract their targeted consumers (Beacom et al., 2021). However, most of
the consumers have become more sensitive in reading the labels on the food products. This
implies that marketers need to address the issue of health and nutrition while marketing the food
and beverage products. In order to handle and solve the issue of health consideration in food and
beverage marketing, marketers need to ensure that the food products being marketed meet the
needs of consumers. the marketing strategy should incorporate the idea of nutritional benefits
that the consumer will get after buying the food product. In addition to this, the marketers in the
food and beverage industry need to sensitize the production department about the health issues
that need to be addressed while producing food-related products.
Product shortages
Shortage of food and beverage products have been one of the major challenges that the
food industry have been facing and is still facing even today (Beacom et al., 2021). this is one of
the challenges that most of the marketers need to capitalize on while coming up with the
marketing strategies. Product shortages comprises of all aspects that surround the whole process
of product production. These include; raw materials, ingredients, packaging and even distribution
mechanisms. When any of these elements is in short supply, the entire chain of production will
be affected. As a result, the end product (which is food and beverages) will be in short supply.
While carrying out marketing, marketers need to note the issue of demographic distribution and
population of the assigned areas of marketing. Knowing the population of a place is very key in
marketing. This is because it will help in curbing the issue of product shortage. Unlike other
products, food and beverage products are majorly used by a lot of people. However, it is good to
understand the culture of people in a given area so that the kind of food being supplied to the
area will not contradict with the cultural beliefs of the natives of the place. This is another reason
that can lead to food and beverage shortage in any given area. As marketers, it is essential to not
that good marketing strategies will significantly help in curbing the issue of food shortage. This
can be achieved through marketers providing real information about the kind of food processing
industries that can be set up in particular places and the consumption rates of the people within
that geographical distribution.
Lack of transparency
The most occurring crisis in the business marketing areas is the lack of transparency.
Transparency is the key to maintaining the business and public trust. For instance, in food and
beverages production, the clients need to have enough information about the industry and the
types of products they consume. Consumers of different ages and incomes need to know why
they have to consume a particular product and the need to purchase it. Therefore the industry has
to be open about their products and communicate effectively since they are held accountable for
the outcomes. Transparency is the key to growth since the business relies on it in order to allow
competitiveness, supply chains optimization and further innovation. Therefore with the lack of
transparency, there may be devastating and severe effects on the industry, which can sometimes
leave a permanent issue that may destroy the company brand. Any sector relies on the public to
strive, therefore lack of trust results in failure. However, to reduce the transparency in the
beverage and food production in industries, the firm must involve themselves with transparent
communication, which should be effective by sharing relevant information which should be
readily available to people. The information should be genuine and the truce behind it. In
addition, the industry should treat the employees in an honest way without faking and also close
the gaps between the employee knowledge levels. Lastly, the industry should always be prepared
to explain the decisions made since they can affect the business either positively or negatively.
Packaging
Packaging is the art of science that involves enclosing products and goods for storage, dale, use
and distribution. This consists in designing the products, evaluating them and finally producing
the packages (Elliott & Truman, 2020). Most products go through the same process, including
foods and beverages. However, this packaging can sometimes be costly. The reason is every
product needs a package that has the capability to keep it safe. For instance, the beverages need
bottles or packages which are protective.
In contrast, the foods require packages that keep the food safe from damage, including packages
that keep them fresh. In addition, all types of foods packets are associated with a positive
impression, increasing the client's demands. This is because impressive packages lead to
recognition which therefore leads to a request for the product. Another challenge linked to
packaging in food and beverages is the rising costs of the packages; for instance, some foods are
perishable. Therefore this means that the packages should be able to maintain the product for
long in order to preserve its freshness. Finally, all the products are moved from one place to
another due to the sales. This means that the distribution process takes place, which should be
highly considered. Therefore the packages should maintain all the distribution processes since all
the problems have solutions. The industry should consider reusing and recycling all the bottle
packaging. Additionally, the food and beverages industry should consider using rigid plastic
packaging, such as high-density polythene, which is robust, durable, and lightweight.
Increased demand for competitors
Food and beverages production involves preparing food and drinks, which are referred to as
beverages. The businesses involved are widely recognized since the supply is high. Many people
consume the products, though not all. There are competitors such as meat consumption which is
an alternative. The meat industry is booming in food and beverages, which impacts the
production and distribution of foods and drinks and sales. Many food and drink produce the same
products, such as plant-based meat, which has resulted in internal competition. There is
enormous competition in the food and beverages production sectors due to health and
environmental concerns. However, the solution to this problem is to improve the production of
healthier foods and drinks and level up customer service. Additionally, the industry should be
sustainable. However, the sector should involve the alternatives such as plant-based meats to
increase sales.
Conclusion
Marketing of food and beverage related products is one of the most challenging tasks in
the filed of business. Unlike other fields, marketers in this field need to ensure that they provide
the consumers with real information about the products that they are marketing. in addition to
this, marketers also need to understand that the consumers are much aware of the nutritional
benefits and values of the most of the food products. This implies that the food products that the
marketers intend to market should be the ones that will match with the desires of their targeted
audience. As mentioned above, there are several challenges that the marketers of food and
beverage products usually encounter in the process of marketing. However, most of these
challenges are manageable. This implies that marketers only need to a well-laid procedure and
marketing strategies.
 References
Beacom, E., Bogue, J., & Repar, L. (2021). Market-oriented development of plant-based food
and beverage products: A usage segmentation approach. Journal of Food Products
Marketing, 27(4), 204-222. https://doi.org/10.1080/10454446.2021.1955799
Elliott, C., & Truman, E. (2020). The power of packaging: A scoping review and assessment of
child-targeted food packaging. Nutrients, 12(4), 958.
Food and beverage marketing. (2013). Food and Beverage Management, 330-358.
https://doi.org/10.4324/9780080966717-22