What is Sales and Marketing Strategy of Ingredion Company?

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What drives Ingredion's sales and marketing?

In a market focused on health and sustainability, Ingredion's strategy is key. The 2012 rebranding from Corn Products International to Ingredion highlighted a move towards diverse 'ingredient solutions,' emphasizing innovation beyond its corn refining roots.

This strategic shift reflects a century-long evolution from a corn refiner to a global leader in plant-based ingredients, serving over 120 countries with approximately $7.4 billion in net sales in 2024.

Ingredion's sales and marketing strategy focuses on innovation and sustainability, showcasing its diverse portfolio of ingredient solutions. The company leverages various sales channels and sophisticated marketing tactics to reach its global customer base. This approach is crucial for maintaining its competitive edge in the B2B ingredient market, as seen in its Ingredion PESTEL Analysis.

Ingredion employs a comprehensive sales channel strategy to serve its diverse B2B clientele. This approach primarily involves direct sales teams, a global distribution network, and an expanding digital footprint. The company's Ingredion sales strategy is designed to provide tailored ingredient solutions and foster innovation through direct customer collaboration.

Direct Sales and Innovation Centers

A direct sales force is vital for engaging major food and beverage manufacturers. These teams offer significant technical expertise and leverage Ingredion Idea Labs® innovation centers worldwide for co-creation and tailored ingredient development.

Global Distribution Network

Ingredion utilizes a broad network of wholesale distributors and retail partners to extend its market reach. This network is essential for serving small to medium-sized businesses and emerging brands effectively.

Digital Adoption for Emerging Businesses

The 'Ingredion for Emerging Business' initiative, launched around 2017, introduced an e-commerce platform. This platform allows smaller businesses to easily purchase ingredients using credit cards, reflecting a strategic move towards digital accessibility.

Strategic Partnerships for Growth

Key partnerships, such as the one with Better Juice announced in January 2024, highlight strategic distribution deals. These collaborations aim to accelerate solutions like sugar reduction in specific markets, thereby driving growth and expanding portfolio offerings.

Ingredion's overall business strategy emphasizes a 'solutions selling' approach to identify and capitalize on new growth avenues. This customer-centric model, detailed further in the Growth Strategy of Ingredion, underpins its efforts to build strong B2B relationships and adapt its marketing to regional preferences.

Key Sales and Marketing Initiatives

Ingredion's Ingredion marketing strategy focuses on innovation and customer collaboration. The company actively targets food manufacturers with specialized ingredient solutions, including those for clean label and plant-based applications.

• Direct sales teams engage large food and beverage manufacturers.
• Global distributors serve small and medium-sized businesses.
• An e-commerce platform caters to emerging businesses.
• Strategic partnerships accelerate market penetration for specialized solutions.
• Innovation centers facilitate co-creation and product development.

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Ingredion employs a multifaceted marketing strategy, focusing on thought leadership and digital engagement to connect with its B2B clientele. The company prioritizes building awareness and generating leads through valuable content and industry presence.

Content Marketing & Thought Leadership

Ingredion leverages content marketing by publishing whitepapers and webinars on key consumer trends. This approach positions them as industry experts and valuable partners for manufacturers.

Digital Engagement & Innovation Showcase

The company actively uses its website and professional platforms like LinkedIn to highlight food innovation and global capabilities. In July 2025, their LinkedIn activity emphasized their extensive network of scientists and innovation centers.

Data-Driven Consumer Insights

Ingredion utilizes proprietary research, such as the ATLAS consumer insights database, to provide market views. This data supports customers in product formulation and strategic decision-making.

Targeted Paid Advertising & Email Marketing

Paid advertising and email campaigns are likely employed to reach specific industry segments. These efforts deliver tailored messages about new product launches and specialized solutions.

Industry Events & Direct Engagement

Participation in trade shows and industry events, such as FiE 2024 and IFT FIRST 2025, is crucial for direct customer interaction. These platforms allow for showcasing prototypes and fostering collaborations.

Sustainability & Transparency Partnerships

Partnerships with platforms like HowGood enhance transparency by assessing ingredient sustainability. This aligns with a growing marketing focus on eco-conscious solutions and provides customers with valuable impact data.

Ingredion's marketing tactics are deeply rooted in understanding and responding to evolving consumer demands, particularly in areas like clean label and sugar reduction. Their proprietary ATLAS research, for example, indicated in April 2024 that clean label products are expected to represent over 70% of ingredient portfolios within two years. This data informs their content strategy and product development, aiming to provide solutions that meet these market shifts. The company's digital presence, including its website and LinkedIn, serves to amplify its global innovation capabilities, featuring its network of over 500 scientists and engineers across more than 30 innovation centers as of July 2025. This emphasis on scientific expertise and innovation is a key component of their B2B marketing approach. Furthermore, Ingredion's commitment to sustainability is integrated into its marketing, exemplified by collaborations with sustainability databases to offer transparency to its clients. This comprehensive approach to marketing, blending digital outreach, data-driven insights, and a focus on innovation and sustainability, underpins their Marketing Strategy of Ingredion.

Key Marketing Initiatives

Ingredion's marketing strategy is characterized by a strong emphasis on data, innovation, and customer collaboration.

• Content marketing focused on consumer trends like clean label and sugar reduction.
• Digital engagement through website and LinkedIn, highlighting innovation and global capabilities.
• Utilization of proprietary research (e.g., ATLAS) for market insights and customer support.
• Participation in key industry events for direct engagement and relationship building.
• Partnerships to enhance transparency, particularly in sustainability.

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Ingredion positions itself as a premier 'ingredient solutions provider,' emphasizing innovation, sustainability, and collaborative co-creation with its business-to-business clientele. The company focuses on delivering specialized ingredient solutions that enhance taste, texture, nutrition, and functionality in food and beverage products.

Innovation and Co-Creation Hubs

Ingredion leverages its global Ingredion Idea Labs® innovation centers to foster co-creation with customers. This collaborative approach, supported by over 11,000 employees, aims to bring together people, nature, and technology to improve everyday life.

Unique Selling Proposition

The brand's unique selling proposition centers on delivering functional, nutritional, and sustainable ingredients. This strategy appeals to a growing market demand for healthier and more environmentally conscious products.

Sustainability as a Differentiator

A key aspect of Ingredion's brand positioning is its commitment to sustainability, targeting 100% sustainably sourced Tier 1 priority crops by the end of 2025. This focus on sustainable ingredients, including investments in plant proteins, provides a significant competitive advantage.

External Validation and Brand Consistency

External recognition, such as inclusion on Barron's 100 Most Sustainable US Companies list, validates Ingredion's brand perception. Brand consistency is maintained across all global operations and customer touchpoints, reinforcing its core values.

Ingredion's brand identity is further solidified by its proactive response to evolving consumer preferences, such as the decade-long focus on the 'clean label' trend. This adaptability ensures its portfolio aligns with demand for transparent and natural ingredients, a critical element in its overall Mission, Vision & Core Values of Ingredion.

Visual and Tone of Voice

The brand's visual identity and tone of voice convey a scientific, collaborative, and forward-looking approach. This communication style emphasizes technical expertise and effective problem-solving for its B2B clients.

Addressing Market Trends

Ingredion actively addresses market trends, particularly the increasing consumer interest in plant-based and sustainable products. This strategic alignment is crucial for its B2B marketing efforts.

GHG Emission Reduction Goals

The company has set ambitious sustainability targets, including a 25% reduction in absolute GHG emissions by 2030. These goals underscore its commitment to environmental responsibility and reinforce its brand promise.

Customer Relationship Building

Ingredion's approach to building customer relationships in the B2B space is rooted in its ability to provide tailored ingredient solutions. This focus on partnership is central to its sales strategy.

Market Share Expansion

The company's business strategy includes expanding market share in key segments, such as sweeteners and specialty starches. This growth is driven by its innovation pipeline and market responsiveness.

Digital Marketing for Suppliers

Ingredion's approach to digital marketing for ingredient suppliers involves showcasing its technical expertise and product benefits. This strategy aims to attract and engage food manufacturers seeking advanced ingredient solutions.

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Ingredion's sales and marketing strategy is heavily influenced by its key campaigns, which highlight innovation in health and sustainability. These initiatives are designed to resonate with evolving consumer demands and solidify its position as a leader in ingredient solutions.

Sugar Reduction Solutions Campaign

A core campaign focuses on sugar reduction, exemplified by the January 2024 partnership with Better Juice. Ingredion Ventures led a Series A funding round to advance enzymatic sugar reduction technology in the U.S. juice market.

Clean Label and Plant-Based Protein Focus

The company champions clean label ingredients and plant-based proteins, earning recognition at the Just Food Excellence Awards 2024 for products like FIBERTEX™ citrus fibers. This aligns with consumer preference for natural ingredients, with clean label claims being a top driver for premium pricing.

Market Expansion in Sugar Reduction

The objective of the sugar reduction campaign is to capture a significant share of the estimated $5 billion sugar reduction market. This strategy aims to equip food and beverage companies with effective solutions to meet consumer demand for reduced sugar content.

Showcasing Innovation at Industry Events

Ingredion's participation in events like FiE 2024 in Frankfurt demonstrates its channel strategy for these key campaigns. The company showcased innovative plant-based prototypes, reinforcing its commitment to providing solutions for evolving consumer preferences.

These strategic campaigns are integral to Ingredion's overall business strategy, driving growth through innovation and addressing key market trends. The company's focus on sugar reduction and clean label ingredients, supported by strategic partnerships and product launches, reflects a forward-thinking approach to its sales and marketing efforts in the B2B ingredient solutions space.

Driving Growth Through Innovation

Ingredion's campaigns are designed to drive growth by innovating in areas of high consumer demand, such as health and sustainability. This approach is central to its Ingredion sales strategy.

Addressing Consumer Demand for Healthier Options

The emphasis on sugar reduction and clean label ingredients directly addresses the growing consumer desire for healthier food and beverage choices, a key aspect of Ingredion's marketing strategy.

Strategic Partnerships for Commercialization

The collaboration with Better Juice highlights Ingredion's strategy to accelerate the commercialization of new technologies, a crucial element in its B2B marketing approach for ingredient suppliers.

Market Positioning for Clean Label

Ingredion's market positioning for clean label ingredients is strengthened by its product innovations and industry recognition, aligning with consumer willingness to pay premium prices for natural options.

Expanding Market Share in Sweeteners

The focus on sugar reduction solutions directly supports Ingredion's strategy for expanding market share in the sweeteners category, a significant growth area.

Leveraging Data in Sales Forecasting

While not explicitly detailed in these campaigns, Ingredion's business strategy likely involves leveraging data to forecast sales for its ingredient solutions, a common practice for ingredient suppliers.

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