Research uncovers consumer values influencing food decisions
Taste, price and convenience are no longer the sole deciding factors when shoppers buy food and beverages, according to a new study from Deloitte, New York; Food Marketing Institute (FMI), Arlington, Va.; and Grocery Manufacturers Association (GMA), Washington, D.C.
The study, “Capitalizing on the Shifting Consumer Food Value Equation,” found that roughlyhalf of Americans surveyed (51%) weigh “evolving drivers”—health and wellness, safety, social impact, experience and transparency–in their purchasing decisions, in addition to the “traditional drivers” of taste, price and convenience. Moreover, this occursregardless of demographicfactors.