Forrester Agrees: Manufacturing & Life Sciences Have Different ABM Needs
As consumers get choosier and buyers more deeply segmented, food and ingredients production companies are turning to ABM to communicate differentiated marketing messages that speak to the unique needs of specific accounts and audiences.
Customers will pay extra for a clean label. In fewer than five years, a slight preference for clean, natural-sounding ingredient lists among a specific subset of consumers has grown into a full-out demand. A recent study shows that 73% of consumers are willing to pay more for products that contain...
The consumer trend toward “clean ingredients” means product reformulations for food processors, often translating to recipe overhauls and costly downtime. In response, inventive smart-ingredients manufacturers are creating clean substitutes that can be easily added into existing recipes with minimal disruption. But how can these companies best educate their customers? In...