Food trends come and go, but as tastes change, so do the needs of consumers. The shift to a wellness-focused lifestyle has resulted in a more mindful approach to food. Consumers are re-prioritizing how and what they eat and the need for reassurance about the safety of food has led to an increased demand for ethically and environmentally sourced products. As consumers seek out healthier food and beverages, brands will have to consider how they position their products and understand what claims are most important to consumers.
Here are four facts you need to know about consumers and their evolving palates:
Making Healthy Choices
Consumers are making an effort to choose healthier foods
93% at least some of the time
63% most, if not all, of the time
25% are committed to at least one health, wellness, ethical or environmental attribute in the foods they eat
Lose Weight! Gain Energy! Live Longer!
Not surprisingly, weight loss is the top motivation for healthier food choices. But, consumers are also taking a long-term view of health.
Top five motivations for adopting a healthier eating pattern
- weight loss
- more energy
- protect my long-term health
- prevent weight gain
- improve health
The Claims That Count
It’s no longer as simple as fat-free or low-calorie, consumers are making purchasing decisions based on a variety of claims.
Consumers who frequently buy products with the following health benefit claims:
Natural
69% no artificial ingredients
67% no preservatives
66% all natural
55% organic
54% non-GMO
Ethical
67% locally sourced/produced
56% antibiotic/hormone free
46% cage-free
38% fair-trade sourced
Enhanced
60% protein-rich
55% Omega-3 fatty acids or “good” fat
47% antioxidant-rich
Less of…
58% low-salt
56% low-calorie
56% low-fat
51% sugar-free
49% low-carbohydrate
Alternative Dietary Lifestyle
42% plant-based
35% gluten-free
31% vegetarian
23% vegan
18% Paleo
Paying for The Privilege
Increasingly, consumers are willing to pay more for products they perceive to be healthier and/or comply with dietary lifestyle guidelines. Consumers say they’ll pay more…
Natural Ethical Enhanced Less of Alt. Diet
All of the time 22% 20% 18% 15% 14%
Some of the time 51% 53% 52% 48% 45%
Never 27% 27% 30% 37% 41%
Contact us today to learn how our suite of experiential marketing services can help you reach and resonate with these health-conscious consumers.
