PageM4 May9,1990. This Week FUTURE WATCH | Heat-and-eat foods will take bigger bite of consumer dol A recent column in B.C. Grocer Magazine head- lined Consumer's eating habits hit the road sug- gested that microwave ovens would soon appear in automobiles. Campbell Soup Company is the first food processor to become involved (with the Ford Motor Company). A recent report from Campbell’s shows how far ahead theyre looking. They realized that, as the river of time flows past, they must modify their modus operandi in order to remain in business tomorrow — no matter how big their operations are today. As a leading food processor, Campbell’s has to continuously study all factors affecting business. They look at what is going downhill — the traditional housewife, the male as sole breadwin ner, leisure time and the birth rate — for starters. They are also ex- tremely interest- ed in what is moving ahead — female careerism, the two-income household, more time spent work- ing and the “sin- gles” phenome- non. Today there are twice as many young singles as in 1970, which tosses the traditional marry-at-20 formula upside down. As consumers change Campbell’s must change too or join the buggy whip manufacturers of the past who didn’t shift to another gear (or business) when they ran into a fast corner (or dead end). Any food company has to notice the diminishing popularity of bland foods and cooking at home. So higher quality foods, eating out and home-delivery of gourmet foods are becoming more popular. Nutritional awareness of fat and cholesterol ac- counts for the fading of some old products and an upsurge in new ones. Time-saving convenience foods appeal to an increasing number of two- piitit DElomerrew By FRANK OGDEN interested in politics as a [ member working families. In the U.S. the burgeoning Hispanic population has introduced and promoted spicier foods. Statistics that initially appear insignificant turn out to be highly important. Successful companies anticipate changes and adapt. For example, 15 per cent of women today are lar to the new products). Look for growth and widespread acceptance of irradiated foods, which will reduce spoilage and costs of fresh foods. “Homemade” will lose its lustre as the time famine moves in. Time spent eating is expected to drop. Eating on-the-run will turn, in an anticipated 25 per cent of the population, into career (up from five per cent in 1970). That’s ex- pected to jump to 25 per cent, maybe even 30 per cent by 2001. Is your com- pany ready for this? What will it mean to business and industry? Women usually show more concern for social policies which in- volve a family. Female poli- ticians stress daycare, health and environmental issues, and create a strong resistance to military spending. “Young” husbands, who probably grew up in homes where mothers worked, learned to pitch in with household chores and are more likely to accept such sharing — in contrast to ol- | der husbands, who grew up in homes where mothers handled almost all home and kitchen chores. Most older husbands regard such shar- ing as sub-macho, much like young men in many Latin © countries today. grazing-during-the-drive. Foods will have to be shelf stable, not frozen, be hand- holdable, easy to open and quick to heat — and eat. Variety becomes more im- portant when fewer dishes are involved in any meal. Microwave ovens are expect- ed to be in 25 per cent of all cars and in 90 per cent of homes (with 50 per cent of homes having two or more units) by 2001. Some home builders will install banks of such units — no time for waiting in line for another family member's dinner to heat — especially- when ever- yone eats differently. What formerly sold as junk food because of its conven- ience, will be affected by the new trends too. Food produc- ers will develop foods that stall the aging process and extend longevity of the con- sumers. Small, entrepreneurial gourmet operations provid- ing quality delivery to home ~ and office, perhaps direct In the future, cooking dur- ing the week will be regarded as a non-essential task. The “heat & eat” syndrome will take over. Supermar- kets with the best and freshest prepared dinners section will be the most successful. Markets may soon provide home delivery of top quality and value food packages (the packaging will be different to conform from a supermarket, are ex- pected to be the fastest growing segment of the food Py industry. More information or copy of report 2001: A Food Odyssey contact: Richard A. Nelson, Group Manager - Market Research, Campbell Soup Company, Campbell Place, Camden, N.J. 08101. Phone: 609/342-4800. problems and require 24 hours a day. ii BARRISTERS FAMILY PROBLEMS? If you re experiencing marital or family professional advice call the Legal Action Hotline and receive consultation from a lawyer, 3841040 PRIVATE, PROFESSIONAL. PROBLEM SOLVERS SOLICITORS For 10 years, Rattan Unlimited has been committed to supplying Victorians and Vancouver Islanders with the finest selection of WICKER & RATTAN furniture & accesso- want and we've put it in stock as soon as possible—or when it became available. IT’S OUR 10TH ANNIVERSARY AND WE'D LIKE YOU TO HELP US CELEBRATE IN STYLE! ries. You've told us what you — To celebrate our 10th year we invite you to. come down and choose from our very special selection of anniversary pieces — at very special anniversary prices! 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