From healthful ingredients, to sustainable choices, to great-tasting indulgences, consumers want to feel good about the foods they eat. To help brands create the food consumers are craving, Ardent Mills surveyed over 10,000 Americans for its recent Trend to Table report, unveiling the top five industry trends to watch:
- Taking a closer look at ingredients: Most (85% of) consumers said ingredients influence their food choices, and almost 60% would pay more for foods made with whole and/or less-processed ingredients.
- Defining food identity: More than half (51%) of survey respondents said food is part of their identity, and this sentiment is even higher among consumers ages 18-34 (64%). For 63%, childhood experiences and family traditions shape what they eat today, but 60% also want to expand their tastes by trying new foods, flavors, and ingredients.
- Pursuing healthful changes: Eight in 10 consumers feel that “good for you” foods are important to their dietary goals and priorities. More specifically, younger consumers, ages 18-24, are more likely to adopt plant-based eating as a goal than those 55 and older (46% compared to 18%), and more than half (52%) of consumers overall agree that grain-based foods are a cost-effective way to eat nutritiously.
- Measuring environmental impact: More than half (53%) of respondents said they believe their food choices can have a positive impact on the planet, but 57% want more information on this topic. Many consumers cited sustainable or regenerative agriculture practices (49%) and lower carbon footprint (41%) as important to their dietary goals and priorities.
- Making no apologies: “Great tasting foods” are a key dietary component for 92% of consumers, and 68% prioritize “rewarding and treating” themselves.
See the full report for more insights.
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