Monthly Archives: August 2014

Don’t underestimate Millennials’ influence on the consumer landscape

Loud speakerAs the largest generation since the Baby Boomers, Millennials are no doubt leaving their mark on the way we as a society shop for and consume food.

Guiding Stars’ John Eldridge on Millennials’ unique demands from food brands; “It’s a totally different way of communicating with the consumer.  It’s more about content and creating interesting, engaging stories that lead people to the brand but don’t put the brand front and center.”

What Foods are US Consumers Avoiding?

US Consumers including and avoiding

Source Gallup | Food Business News Aug’14

Carbohydrates and carbonated soft drinks have taken a dive in American diets, according to a recent poll by Gallup. Nearly two-thirds of consumers say they avoid soda, and almost a third are cutting carbs. Additionally, more than half of consumers are shying away from sugar.

Gallup polled a random sample of 1,013 adults during July 7-10 to gauge consumption habits in the United States. The findings revealed an increase in the percentage of consumers banning soft drinks, from 41% in 2002 to 63%. Avoidance of sugar has reached a new high at 52%, compared with 43% in 2002.

Comparatively, 46% of consumers seek to shake salt from their diets, up slightly from 45% in 2002.

Avoidance of grains has grown from 6% in 2002 to 15% this year; however, 70% of consumers make an effort to eat them. Since 2002, the percentage of consumers ditching carbohydrates climbed from 20% to 29%, while 41% still strive to incorporate them.

Meanwhile, consumers are less frightened of fat, with 56% actively avoiding it compared with 62% in 2002. The percentage of those who try to include fat rose to 22% from 16% in 2002. And slightly fewer folks are banishing beef and other red meat, from 23% in 2002 to 22%.

Americans also are embracing vegetables, fruits and organic products. Nine out of ten consumers make a point to include produce on their plates, and 45% aim to eat organic. Despite an interest in healthy eating, however, the study notes consumers may not necessarily succeed in achieving that goal.

“In a nation that struggles with obesity, Americans’ words about what they eat likely need to be followed up with actions,” Gallup said.