By Uche Akolisa
Marketing research expert, Simba Ngandu, has identified changing women’s lifestyle and growing influence of children on family diet as emerging influencers of buying decisions in the fast moving consumer goods (FMCG) sector.
Ngandu who is the Associate Director, Ipsos, a marketing research company, explained that insights from research by Ipsos showed that with more women combining work and family life, they are looking for less time devoted to meal preparations. Even as children are allowed to chose what they want to eat.
“When it comes to food and food products, we see very repetitive themes coming up. In the FMCG, women are the gate-keepers. We found from our research that women’s lifestyles are changing. More women are combining work and family life, so, they are looking for less time devoted to meal preparations.
“We also found that unlike before, children are now allowed to choose what they want to eat. So a family may just follow the choice made by their child’s choice,” said Ngandu while speaking at a business forum in Lagos, recently.
Other factors that influences buying decisions highlighted by Ngandu include health-consciousness, , preservation of traditions through generations, hygiene and indulgence(eating for pleasure).