A study conducted by FleishmanHillard has identified new food trends and a new set of influencers for food consumption in the USA.
“We call these cross-generational influencers “Gen Food” because food defines them and is an important part of their values and belief system,” said Jamie Greenheck, global managing director of FleishmanHillard’s Food, Agriculture and Beverage practice. “They’re taking personal responsibility for improving the way we eat and drink, which provides a tremendous opportunity for brands looking to connect and drive action through food.”
The following are some of highlights of the study:
- 91 per cent say food is an important part of their values and belief system.
- 35 per cent say that food defines them.
- 79 per cent feel it is their role and responsibility to share food information with others.
- 81 per cent believe they can make a difference in the kinds of foods we eat and how they are grown.
- 78 per cent have taken action to address food issues important to them – with reducing food waste emerging as their top priority.
- 60 per cent say they bear the responsibility for improving what and how we eat – more than food companies, government entities or health professionals.
“The implications for food, agriculture and beverage companies are profound,” said Greenheck. “Speaking Gen Food’s language and understanding their values is important to having relevant conversations about everything from sustainable nutrition to agricultural practices and food waste. It’s also vital to focus on the benefits of innovation as they become the primary drivers of food choice. Additionally, companies should make it easy for consumers to participate and contribute to a better, more responsible food system.”
