Food purchases are driven by Trust, Health, and Convenience
The Comfort & Uncertainty mega-trend has strong influence over food purchases, with consumers seeking familiar brands to avoid risk. This may make it very challenging for new brands to tap into the sector. While consumers like to opt for trustworthy brands, they are also heavily driven by the Health & Wellness mega-trend. It indicates that there are opportunities for well-established brands to develop products that cater to consumers’ health needs. Consumers seek simple and affordable food products, which fit their busy lifestyles while also aligning with their budget. The challenge for trusted food brands is aligning with consumer health needs while fitting consumers’ need for value and convenience.
Consumers’ diets are diverse, and while most claim not to follow a specific diet, there is a gradual shift occurring in response to health trends. Interestingly, 44% of consumers in Germany follow a low-meat diet, which is a significant increase from 2014 (26%). Similarly, 6% of US consumers now claim to be vegan, up from just 1% in 2014.
- Key meal components are the most common daily foods.
- Pre-packed sandwiches are the least consumed prepared food item.
- Consumers are willing to experiment with prepared food that they do not consume frequently.
- Consumers are less experimental with staple foods such as pasta, rice, and noodles.
- Global consumers want quality, yet are price-sensitive.
The prepared foods sector represents a highly dynamic space for growth as consumers’ quest for convenience and experimentation continues and evolves and ethical and healthy eating gains consumer interest. Overarching themes include the rise of meat-free diets, healthy swaps driven by ingredient-savvy consumers seeking healthy alternatives to traditional starchy food, and experimental prepared food inspired by borrowing ideas from other food categories.
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Published: June 2017
Report Format: electronic pdf