Perhaps the one thing that every consumer from Gen Z to Baby Boomers agree on is that eating healthily is incredibly important. Their commitment to it has become a cornerstone of their value systems and how they live their lives. And while plant-based foods may seem the flavour of the month, there are extraordinary opportunities in every food category including those that might have traditionally been viewed as ‘unhealthy’.
However, effectively leveraging this fundamental shift takes more than just slapping the word ‘natural’ on the label. It requires that deep insights that are only available from carefully designed primary research.
In conjunction with Shopper Scientist Mark Fletcher, we surveyed 750 Australian consumers to delve into the realities of everyday life and supermarket shopping.
Our study found that in just the last 12 months, balancing the competing demands of health and budget has led to radical and widespread changes in both eating and purchasing patterns. It is a new paradigm that requires fresh and innovative approaches to food brand building and product development.
We invite you to join us in actioning these insights and opportunities to make your brand one of the trusted few that consumers take with them on their journey to health and wellness.