Food Facts: Where Is The Consumer Looking?

For those involved in the food business, a key question must be where is the consumer looking for information on food?

The Center for Food Integrity (CFI) in the USA has researched into consumer trust of food facts and information and revealed some fascinating insights for marketeers into how we, as consumers understand food information.

The report “Cracking the Code on Food Issues: Insights from Moms, Millennials, and Foodies” examines how information about technology and science is introduced and then perceived by the consumer.

To understand fully what the consumer views about data, a web-based survey by 2,005 respondents revealed what the population in the USA perceives. The data is grouped into three segments: Millennials, foodies and moms. These three groups have the biggest influence on food thinking and are often targeted by product development/marketing teams when identifying new foods.

The survey was run by exposing the recipients with information from three ‘voices’. These were:-

-a federal government scientist representing the formalisation of information,

-a mom scientist which marries both formal science and the strong instincts generated by parenthood,

-a peer “who shares my interest about food” to represent other motivated food lovers who are respected friends and colleagues.

The CFI press release highlighted the trust felt by respondents to both the government and mother presentations on facts and data but not so on the peer. One summary comment was that “having technical expertise and a credential build credibility” only arose once shared values were cemented and established.

It seems most of us use the web-site increasingly as the system to obtain our facts and data rather than the television or social media generally.  Of the groupings, the Millennials and foodies prefer to obtain information form friends more than anything. The foodies like cook shows, and networks dedicated to the subject. The Moms like local TV.

Any business developing a food sector needs to ask the question where is the consumer looking for their information about food? Understanding how and where they get their information will help focus budgets. In this context the research could give helpful insights.