NEW YORK—Consumers worldwide are demanding fresher food products with increased health benefits and more environmentally friendly packaging versus taste and convenience, according to a new study conducted by Ipsos Marketing, Consumer Goods.
"We are seeing a global consumer movement toward heightened consciousness of health, wellness and environmental factors in their food purchasing decisions," said David Pring, executive vice president of Ipsos Marketing, Global Consumer Goods. "We also are seeing that taste, convenience and product difference—aspects that were probably more characteristic of food product drivers towards the end of the last millennium—are taking a back seat in a world now more focused on making a positive impact on freshness and health as well as the sustainability of the planet."
According to Pring, the challenge for food marketers is to ensure innovation platforms are clearly focused on these consumer needs, not merely in developed markets but also in emerging ones that will undoubtedly become increasingly salient in the near future.
"At the same time, marketers must be careful not to compromise taste, although this should go hand-in-hand with the use of fresh ingredients," he said.
