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CBD Releases Results of Proprietary Food Survey
We’re happy to release the latest version of our ongoing survey regarding choice. That is, how young consumers go about selecting the foods that they purchase.
Last summer, more noise started being made about ingredients—what they really are, where they are sourced, and how food manufacturers incorporate them into their products. In preparing for a speech on “Marketing to the YouTube Generation”, I began to wonder if this generation of highly connected shoppers is aware of what’s in their food, and further, whether they really care.
We compiled a panel comprised 100 young women ages 20 – 30 to rank a list of ten criteria they consider when making a food purchase.
Taste and price are at the top of the list. However, six months ago, price was about in the middle. A result of economic uncertainty, no doubt. The middle rankings are related to nutrition—ingredient information, fat content, easy to read labeling, shelf life and organic.
The real shocker? Brand name and packaging ranked #8 and #9. A corporate record for sustainability was #10. However when we broke out the data to look at the youngest of the group (those age 20 – 21) brand name ranked last.
Consumers are finally paying attention and are committed to healthy eating.This means food manufacturers must pay heed and to be much more forthcoming about what’s in their products. Consumers will always be entertained by advertising and probably swayed by promotions. But the real market share, I believe, will go to those who offer substance over image.
