Although feed manufacturers' principal contacts as regards customers are with livestock producers who buy their products, there will always be a preoccupation about what is going on amongst final consumers, particularly in the present economic climate. How have consumers responded to falling real incomes since the recession brought on by the banking crash of 2008 and 2009? Although this question applies across the whole economy, it is of particular interest to feed manufacturers. 'People must Eat' itis said and this is true, but it takes no account of the fact the retail food market is dominated by intensely competitive chains that are intent on securing as large a share of the available market as possible. Prices pay a central role in this strategy which means that prices paid to suppliers are subjected to close scrutiny. In the case of livestock products, pressure is, in turn, exerted on farmer's suppliers, including feed manufacturers.
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