3 MIN READ
As we know, these actions primarily focus on volume price promotions and ‘real estate’ – both online and in stores.
With the change and delay to 2025, are we seeing brands push this down their list of priorities?
With a UK skills shortage in many areas including NPD and technical, can we afford too?
Or can we look forward to a renaissance of these skills creating great tasting products without the HFSS labels and issues?
A spoonful of sugar…
The aim (of course) was to promote healthier eating, reduce sugar and calorie intake, as well as combat obesity.
The upshot was companies had to adapt to these changes and maintain sales. FMCG businesses reviewed product portfolios and marketing strategies to a volume rarely seen before.
Most businesses had already prioritised the development and promotion of healthier or reduced HFSS alternatives. Re-positioning their brands to resonate with health-conscious consumers, and more importantly perhaps, keep in line with the new rules.
“By embracing these changes proactively, FMCG companies tapped into the growing demand for healthier products as well as bypassing restrictions.
But this all requires professionals with expertise in sales, marketing, nutrition, food science, product formulation, commercialization, supply chain and regulatory compliance to change volume and methodology in the route to market.”
LIBBY NOBLE, Business Manager – Food & Drink, South
As FMCG continues to respond to the wave of new requirements, talent acquisition strategies must transform too.
Attracting those who possess the necessary skills and knowledge to thrive in this evolving landscape is key to remaining competitive.
The good news is, fostering a culture of innovation and creating a supportive environment for professional growth will always be attractive to innovators, collaborators and creators.
Progressive FMCG companies will continue to hire the skillsets necessary to remain competitive, drive innovation and capitalise on emerging market trends.
But the question is – has it all worked? Will it again before 2025?
Take it with a pinch of salt
According to the latest data – yes.
Kantar Worldpanel data showed sugar in legislation categories was down 8% in October 2022 compared to the same month last year. Similarly, saturates were down 6.4% versus October 2021. Salt was down 5.7%.
So, we should be in good spirits. We have healthier food and a focus on innovation and development.
Quaker have moved the majority of their portfolio into the non-HFSS category and with many brands following suit or having already completed this change, the attitude about the talent community has also adjusted.
We are hearing from commercialisation project specialists to NPD/NPI candidates that the companies actively switching to reduces HFSS lines are now ‘preferred employers’.
And with so many launches and changes, we finally have a stable, educated and well-trained junior work force in these categories who are ready to future-proof their employers.
Fat isn't growth
The HFSS changes marked a turning point for the FMCG industry, impacting sales strategies, talent acquisition and retention in NPD roles.
Adapting to these changes is crucial for FMCG companies seeking to align themselves with healthier eating guidelines, cater to evolving consumer preferences, maintain brand positioning and address societal health concerns.
This delay has bought us more time but two years is still tight for future-proofing your talent pipeline especially with so much competition.
We are excited to see which of our clients pick up and champion these challenges next.
Talk to Denholm
Whether it’s scarce skillsets, elusive locations, or you just needed them to start yesterday… We are experts in hiring the talent you simply can’t find yourself.
So if you have a permanent or interim requirement, need some help scoping a brief, or you are simply looking for some up to date market insight in an ever-changing landscape, our team are ready to help.