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Food for thought: Consumers’ changing attitudes toward food

Food manufacturers and retailers should take note of the shifts in today’s food culture, which are impacting consumers’ expectations for new grocery products and packaging.

Pw 54011 Demeritt

Do you think you know the average American grocery shopper? New statistics and trends may surprise you. At the 2013 Global Sustainability Summit, organized by the Food Marketing Institute (FMI) and the Grocery Manufacturers Assn. (GMA), held in mid-August in Seattle, Laurie Demeritt, CEO of consumer market research firm The Hartman Group, shared some revealing insights on how the consumer’s experiences with food shopping, preparation, and consumption are changing. “There are some really fascinating shifts in what we call food culture that have huge implications for a wide variety of marketplaces,” she told the audience.

For a food or beverage brand owner, these trends bear watching, as they offer both opportunities and challenges for new product presentation and packaging.

Among the trends highlighted by Demeritt:

• Consumers are becoming much more engaged in the world of food—a trend Demeritt said is being enabled by technology. For example, consumers post pictures of their food on Pinterest, Facebook, etc. “Consumers are really embracing food in a way they haven’t in many, many decades,” she said. “Today, food to most consumers is about enjoyment, passion, love, taking good care of their families—it just means so much more. And imagery is changing the way we are thinking about food.”

• Consumers are expecting more from food and from the companies that provide that food to them. “This is not just in the realm of sustainability, this is across all food and beverage products,” Demeritt said. “They want to know more about where that food is from. Not because of safety issues per se, but just because it’s interesting.”

• Increasingly, consumers are shedding the constraints of traditional foods and old loyalties. Demeritt noted that very few of the consumers surveyed lately by The Hartman Group under the age of 50 say that one of their favorite foods has anything to do with traditional American fare. “If you ask Millennials especially where they learn about food, the last person they say these days is their mom,” she said. Instead, there is a vast store of information they can access for this information, including the Internet, cooking shows, blogs, etc. “And they are learning about food from all over the world,” she added. “We are delinking from tradition and historical ways of cooking and eating. We really have to think about how global foods can permeate the store—not just in the packaged goods section either, but in the perimeter, in the fresh department, in the perishables. Consumers want to be exposed to all of these global foods.”

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