Capitalizing on the shifting

consumer food value equation

Transparency

Health &
Price
Wellness

Safety

Taste Social
Impact

Convenience Experience

Traditional drivers Evolving drivers

remain intact have grown
Transparency substantially

The consumer value driver plate

Evolving drivers: A pervasive shift

“Traditional” Consumers “Evolving” Consumers
Say They Prefer Say They Prefer Evolving
Traditional Value Drivers Value Drivers

49% 51%

Among the 51% of consumers with a preference for Evolving

value drivers, three distinct buyer groups emerge
Each with distinct preferences for components of the emerging driver, Health & Wellness

77% 83% 95%

“Balanced health” buyers “Free from” buyers “Naturally oriented” buyers
who have a preference for have a preference for have a preference for
Evolving drivers Evolving drivers Evolving drivers

Linked to “Health & Wellness” Linked to Linked to “Organic, non-GMO,

and “Nutritional Content” “Free of harmful elements” all natural” and “Limited
processing/preservatives/
artificial ingredients”

Consumer-led disruptions confronting the food industry

Digital Democratization Distrust of the established

technology of information food industry

Evolving drivers is highly correlated to social media and democratized information

Traditional driver
preference
Evolving driver
preference
Health & Wellness
The average consumer seeks
Consumers with Evolving Driver 15.3 pieces of information
preference that actively research related to Health & Wellness
information about food and beverage 16% 32%
topics in the media 5.4 claims on the
front of the package
Those that share information on social
media and online sites 11% 17% 9.9 nutritional content
facts on the back

Many new attributes are now part of consumers’ definition of Safety

The top 5 attributes surveyed consumers ranked in importance

62% 51% 47% 42% 41%

Free of harmful Clear and Clear Fewer Nutritional

elements accurate labeling information ingredients content

What does this mean for the food industry?

1. 2. 3. 4. 5.
Consumer Retailers’ role Smaller, newer Larger competitors Market success
tastes & preferences influencing consumer companies will leverage will adjust to fulfill will be determined
continue to fragment purchase decisions new technologies, new, unique value by building purpose-
increasing 3rd party relationships, propositions driven competitive
and improved advantages
engagement to earn
consumer trust and
to compete

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