Trend analysis

In Today’s world, obesity is seen as bigger danger than hunger, which sounds going overboard, but it is undeniable because obesity is the leading cause of disability and other chronic diseases, as mentioned in British medical journal. Among many contributing factors to obesity, action of food supplier is one of the main factors. In the journal of Socio-Economics, Tomer (2012) evidently stated that infrastructure of obesity is one of the external social factors contributing to obesity, which basically referred to changing behaviors of the important actors in food industry. Besides, it is true that people are getting busier and having lesser free time, and thus, they prefer ready meals to home-cooked food (Tomer, 2012). Although people are shifting towards packaged and canned foods due to their lesser preparation time for food, they are getting health conscious at the same time and paying more attention to nutritional information on products (Vivianne et al., 2013, Miri et al., 2011 and Kelvin Balcombe et al., 2009). Thus, as being one of the ready meals companies and industry leader in Asia, Ayam Brand should take opportunity of current trend while taking note of consumer’s awareness towards healthy food, and take actions accordingly to differentiate our products from those of competitors as well.

Firstly, ready meals companies should relook the healthfulness of their products since consumers are getting more and more health-conscious. Relating to changes in behavior of important actors in food industry, Tomer (2012, Para 6,7) claimed that ready meals industry are increasingly producing and selling unhealthy foods because they are designing these foods to enhance their appeal and make them hyperpalatable and for body’s satiety. ...

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.... Therefore, if a food company would be considerate with the usage of ingredients, nutrients and chemicals by taking into account of people with lack of nutritional knowledge, it would bring good reputation and stand out in competitive food industry.

In conclusion, it is observed that consumers are getting health-conscious and paying more attention to nutritional information. Thus, processed food companies should take accountability in providing healthy products with clear nutritional information and those companies that are considerate will stand out in competitive food industry. Taking into accounts of these trends, as being industry leader in ready-meals market in Asia, Ayam brand should initiate in adopting the Traffic light system to aid consumers as well as to build good brand image so that it could maintain its market leader position and boost sales as well.