What is Sales and Marketing Strategy of Ingredion Company?

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What is Ingredion's Sales and Marketing Strategy?

Ingredion's 'Taste Sweet Liberation' campaign in EMEA exemplifies a strategic approach to evolving consumer demands for healthier options. This initiative highlights their extensive portfolio of sweeteners and texturizers, aiding manufacturers in creating appealing reduced-sugar products.

Ingredion, a global ingredient solutions company founded in 1906, has evolved significantly from its origins as a corn refiner. With approximately $7.4 billion in net sales in 2024, the company now serves diverse markets across nearly 120 countries.

Ingredion's sales and marketing strategy focuses on providing innovative ingredient solutions that meet consumer needs for healthier, better-tasting products. They leverage their broad portfolio and technical expertise to partner with food and beverage manufacturers, supporting product development and market penetration.

The company's historical expansion, including acquiring Canada Starch Company in 1919 and establishing operations in South America and Mexico in the 1920s, laid the groundwork for its current global reach. This strategic growth, coupled with a rebranding in 2012 to reflect its expanded role beyond corn refining, underscores its commitment to adapting to market dynamics and consumer preferences.

Ingredion's marketing efforts, such as the 'Taste Sweet Liberation' campaign, emphasize their ability to deliver on taste and texture while enabling sugar reduction. This approach positions them as a key partner for brands seeking to innovate in response to health trends and regulatory landscapes. Their diverse product offerings, which can be analyzed through frameworks like the Ingredion BCG Matrix, demonstrate a commitment to innovation across various ingredient categories.

Ingredion primarily employs a business-to-business (B2B) sales model, reaching its extensive global customer base through a strategic mix of direct sales teams, wholesale distributors, and key partnerships. This approach is central to the Ingredion sales strategy, ensuring broad market coverage and tailored customer engagement.

Direct Sales Force Engagement

The company's direct sales force is instrumental in serving major manufacturers across the food, beverage, animal nutrition, brewing, and industrial sectors. This direct engagement fosters strong customer relationships and facilitates collaborative solution development.

Innovation Centers for Co-Creation

Ingredion leverages its global Ingredion Idea Labs® innovation centers to work closely with clients. These centers are vital for accelerating the creation of on-trend product innovations, a key aspect of Ingredion's marketing strategy.

Strategic Distribution Partnerships

Expansion into new markets often involves strengthening distribution networks. For example, an expanded partnership with Univar Solutions in October 2025 will broaden the distribution of premium product lines in the Benelux region.

Omnichannel Customer Access

The company also caters to emerging brands and smaller businesses through an online ingredient ordering platform. This direct-to-customer (DTC) option complements its broader B2B marketing efforts, demonstrating an omnichannel approach.

Channel Partner Expansion and Collaboration

Ingredion's business strategy includes cultivating robust channel partnerships to enhance market reach and efficiency. These collaborations are crucial for accessing new customer segments and expanding the availability of its diverse ingredient solutions.

• Leveraging established distributors like Univar Solutions provides immediate access to new customers and minimizes market entry costs.
• Partnerships with specialized distributors, such as LBB Specialties for the personal care portfolio, demonstrate a targeted approach to market penetration.
• The long-standing relationship with Univar Solutions, spanning over 30 years and covering more than 20 countries, highlights the strategic importance of these alliances.
• This multi-channel approach allows Ingredion to effectively serve a wide range of clients, from large-scale industrial manufacturers to smaller, innovative businesses.

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Ingredion employs a multifaceted approach to its sales and marketing strategy, blending digital engagement with deep consumer insights to drive its B2B operations. The company's initiatives focus on building brand awareness, generating qualified leads, and ultimately fostering sales growth within the food and beverage industry.

Digital Engagement and Content Marketing

Ingredion utilizes a robust digital marketing strategy, including content marketing exemplified by its 'You Are How You Eat' campaign. This campaign leveraged web content, public relations, display advertising, pay-per-click (PPC) advertising, social media, and outbound email campaigns to promote multi-sensory food enjoyment.

Marketing Automation and CRM Integration

The company employs marketing automation platforms, such as Eloqua, integrated with Adobe Experience Manager and Salesforce.com CRM. This integration is crucial for nurturing prospects and delivering highly qualified leads to the sales team, streamlining the customer acquisition process.

Data-Driven Consumer Insights

Extensive consumer research, like the 2025 Texture Research study, informs Ingredion's product development and marketing messaging. This research revealed that 79% of consumers consider texture a determining factor in eating satisfaction, enabling personalized solutions and effective customer segmentation.

Sustainability as a Growth Enabler

Ingredion's business strategy increasingly emphasizes sustainability, aligning with evolving consumer and industry needs. The company's 2024 Sustainability Report details efforts to enhance its business strategy, with sustainability identified as a key driver for growth.

Technological Integration for Sustainability Goals

Technology platforms and analytics tools are used to assess agricultural biodiversity risks and monitor progress towards sustainability targets. Ingredion aims to sustainably source 100% of its Tier 1 priority crops by 2025, having achieved 66.8% by the end of 2023.

Industry Event Participation and Innovation Showcases

Participation in industry events, such as Dairy Innovation Strategies 2025, allows Ingredion to showcase concept menus that focus on health, affordability, and sustainability. This direct engagement highlights their ingredient solutions and market understanding.

Leveraging Innovation Centers for Customer Collaboration

Ingredion's global 'Idea Labs' innovation centers are pivotal marketing tools. These centers demonstrate the company's expertise and facilitate co-creation opportunities directly with customers, reinforcing its position as a solutions provider.

• The 'You Are How You Eat' campaign utilized a mix of digital channels to promote food enjoyment.
• Marketing automation and CRM systems are key to nurturing leads and supporting the sales funnel.
• Consumer research, such as the 2025 Texture Research, provides actionable insights for product and marketing strategies.
• Sustainability is integrated into the core business strategy, driving innovation and market positioning.
• Global innovation centers serve as platforms for showcasing expertise and fostering customer collaboration.
• Ingredion's approach to sales in the food industry is deeply rooted in understanding consumer preferences and market trends.

Ingredion's overall marketing strategy is designed to build brand awareness and establish its identity within the global ingredients market. Understanding Mission, Vision & Core Values of Ingredion provides further context to their strategic decisions and market approach. The company's focus on innovation and data-driven insights underpins its Ingredion business strategy, ensuring its ingredient solutions remain relevant and competitive.

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Ingredion positions itself as a global leader in ingredient solutions, emphasizing innovation, specialized expertise in texture and health, and a deep commitment to sustainability. Its core purpose, 'bringing the potential of people, nature, and technology together to make life better,' guides its brand narrative.

Core Brand Identity

Ingredion's brand identity is built on being a leading global ingredient solutions provider. It differentiates itself through innovation, expertise in texture and health, and a strong sustainability focus.

Visual Representation

The company's logo features four merging paths, symbolizing integrated expertise. Green elements represent nature as the ingredient source, with a global scope conveyed by its round shape.

Target Audience Appeal

Ingredion appeals to food, beverage, animal nutrition, brewing, and industrial manufacturers by offering solutions that meet demands for texture, sweetness, nutrition, and sustainability.

Consumer Insight Driven Innovation

Leveraging proprietary ATLAS consumer research, Ingredion helps customers develop products with 'clean and simple' labels, responding to consumer preferences for specific ingredients and claims.

Ingredion's brand positioning is strongly influenced by its commitment to sustainability, a key differentiator in the global ingredients market. This commitment is formalized through its 2030 All Life plan, which includes the ambitious goal of sourcing 100% of Tier 1 priority crops sustainably by the end of 2025. This dedication to responsible sourcing has garnered external validation, evidenced by its inclusion in Barron's 100 Most Sustainable US Companies list in 2024. The company actively adapts its portfolio and innovations to align with evolving consumer sentiments, such as the increasing demand for plant-based ingredients and sugar reduction, thereby reinforcing its market relevance and competitive standing. Understanding Ingredion's go-to-market strategy for specialty ingredients highlights how it translates these consumer trends into tangible product offerings.

Sustainability as a USP

Sustainability is a significant unique selling proposition for Ingredion. The company aims for 100% of its Tier 1 priority crops to be sustainably sourced by the end of 2025.

Consumer Demand Alignment

Ingredion continuously innovates to meet consumer demands for plant-based options and sugar reduction. This proactive approach ensures its portfolio remains relevant and appealing.

Market Research Integration

The company utilizes proprietary ATLAS consumer research to identify consumer preferences, enabling the development of products with 'clean and simple' labels.

Brand Consistency

Brand consistency across all channels is maintained through comprehensive guidelines that dictate the brand's tone, look, and feel.

Texture Focus

Ingredion's 2025 Texture Research highlights the importance of texture, with 79% of consumers influenced by it, underscoring its strategic focus in this area.

External Recognition

The company's commitment to sustainability has led to external recognition, including being named to Barron's 100 Most Sustainable US Companies list in 2024.

Ingredion's Brand Positioning in the Global Ingredients Market

Ingredion's brand positioning is multifaceted, aiming to be the preferred partner for ingredient solutions. This involves a strategic blend of innovation, consumer insight, and sustainability, all while maintaining a consistent brand message across its B2B marketing efforts. The company's approach to channel partnerships in sales is crucial for reaching its diverse customer base effectively.

• Focus on innovation and specialized expertise.
• Commitment to sustainability and responsible sourcing.
• Leveraging consumer research for product development.
• Adapting to market trends like plant-based and sugar reduction.

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Ingredion has strategically deployed several key campaigns to highlight its ingredient solutions and address evolving consumer demands. These initiatives underscore the company's commitment to innovation and market responsiveness in the food industry.

Taste Sweet Liberation Campaign

This EMEA-focused campaign targets the growing demand for reduced-sugar products. It aims to assist manufacturers in enhancing their Nutri-Score while supporting public health goals.

You Are How You Eat Campaign

Recognized for its content marketing effectiveness, this campaign focused on consumer eating behaviors. It successfully generated sales revenue and improved digital engagement metrics.

Industry Event Participation

Active participation in events like the 2024 Texture Innovation Day showcases Ingredion's focus on texture as a key consumer preference driver. Approximately 70% of consumers agree that texture enhances their eating experience.

New Product Launches

The launch of products like the NOVATION® Indulge 2940 functional native starch in February 2024 demonstrates a commitment to clean-label and plant-based ingredients, aligning with market trends.

Ingredion's sales and marketing strategy is deeply rooted in understanding and responding to consumer trends, as evidenced by campaigns like 'Taste Sweet Liberation,' which directly addresses the demand for healthier options. This approach is crucial for their B2B marketing efforts, aiming to provide ingredient solutions that enable manufacturers to meet these evolving consumer needs. The company's success in this area is a testament to its comprehensive Marketing Strategy of Ingredion, which integrates digital tactics and market research to drive customer acquisition and brand awareness in the global ingredients market.

Addressing Consumer Demand

Campaigns are designed to meet specific consumer desires, such as reduced sugar content and clean-label ingredients, influencing the Ingredion sales strategy.

Showcasing Portfolio Breadth

Initiatives highlight the extensive range of sweeteners and texturizers available, demonstrating how Ingredion ingredient solutions can meet complex formulation challenges.

Interactive Engagement

The use of interactive hubs, tasting kits, and educational content enhances prospect engagement and provides valuable insights into consumer trends and formulation support.

Focus on Eating Experience

Campaigns like 'You Are How You Eat' emphasize the importance of sensory attributes, such as texture, in product development, a key element in Ingredion's business strategy.

Digital Integration

A multi-channel approach, integrating web, PR, display ads, PPC, social media, and email, is utilized to nurture prospects and drive campaign success.

Innovation Showcase

New product launches and participation in industry events serve to showcase the role of innovation in Ingredion's sales and marketing plan, particularly for specialty ingredients.

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