The U.S. food consumer has changed
From Food Business News
Such traditional factors as price, taste and convenience hold less sway over consumer purchasing decisions, according to a report published by the consultancy Deloitte in a study conducted with the Food Marketing Institute and the Grocery Manufacturers Association. New purchasing influences, such as health and wellness, safety, social impact, experience and transparency, are motivating consumers and forcing food and beverage manufacturers and marketers to adapt.
The research included a survey of 5,000 U.S. consumers, interviews with food and beverage industry executives from 40 companies, and secondary research from Deloitte, the F.M.I. and the G.M.A. A report about the research effort titled “Capitalizing on the shifting consumer food value equation” was released Jan. 25.
Those consumers most susceptible to be influenced by the new drivers are those who are actively engaged in social media and digital channel use. The tools have disrupted the traditional reliance of manufacturers and retailers on traditional communication and marketing efforts, according to the company.
As a result of the emerging purchasing influences, the report predicts consumer tastes and preferences will continue to fragment, the retailer’s role in influencing purchases will continue to grow, smaller and newer companies will remain competitive as they leverage new technologies to earn consumer trust, and market success will be determined by those companies that can build purpose-driven competitive advantages.