Understanding Consumer Food Technology Perceptions

Did you know that most consumers (60 percent) don’t know if current supermarket foods are produced through biotechnology?

The International Food Information Council Foundation recently hosted a webinar entitled “Understanding Consumer Perceptions of Food Technology,” which highlighted a need for consumer food technology education.

Overall, less Americans (54 percent) avoid specific foods or ingredients as compared to three years ago (61 percent) – see below chart.

When looking at biotechnology, nearly 50 percent of Americans say they are “neutral” or don’t know enough about food production biotechnology to form an opinion. When they do purchase biotech foods, they do it for specific benefits – nutrition/health (32 percent), improved quality/taste (24 percent) and price/economic benefit (24 percent).

With the new USDA Dietary Guidelines scheduled to be released in December 2010, brands have an opportunity to educate Americans on ingredients, food production and nutrition benefits, as well as articulate a clear message about how the foods we market fit into an overall healthy eating plan.

Interested in discussing further? Talk to Current at jseyler@talktocurrent.com.

Food Avoiding

Additional Resources:

Posted in Ask the RD

Food Processing: The Good. The Bad. The Balance?

The word “processed” continues to gain attention and consumer concern – about whether a food is healthy, safe or even necessary.

 

So, what’s the good? Food processing can decrease spoilage, remove toxins, allow for perishable food transportation/distribution and answer consumer demand for convenience, consistency and customization. Think about our desire for flavor with no additional calories (sugar substitutes) or new ways to get fiber in the diet (fiber “additives”).

 

The bad? New products are generally developed to answer a consumer demand or to fill a market category gap. While the ask may be for flavor but no additional calories, consumers, media, public policy holders and even health professionals may be hesitant to accept the provided solutions. For example, 57 percent of Americans agree that “Food additives extend the freshness of food/act as a preservative” and 47 percent agree that “Food additives can help keep or improve the flavor of food products.” Yet, food additives are more and more discussed as “ingredients to avoid.”

 

The Balance? Balancing wants and perceptions with realistic economic options.

·         What are the alternatives and are they feasible? If consumers only eat local fruits and vegetables that are in season, what nutrients are being lost, how can they be replaced during the off season, or is this not an issue?

·         Is there a need for more education? What does “processing,” or “organic,” or “local,” or “natural” formally mean?

·         Should one scientific study dictate consumer actions or should media highlight trends?

·         Should companies respond and change/remove an additive, coloring/flavoring, etc., or is the company reinforcing the thought that something is wrong with that ingredient?

 

Relevant Readings:

  • Changing the Conversation About Processed Foods

    Coming soon (September releases):

    ·         IFT white paper “Feeding the World Today and Tomorrow: The  Importance of Food Science & Technology.”

    ·         IFIC communication tool kit “Forming Effective Consumer Communications” 

     

    Definition:

    ·         Processed food and minimally-processed food as noted within the Report of the Dietary Guidelines Advisory Committee on the Dietary Guidelines for Americans, 2010.

Posted in Ask the RD

Top Ten Product Development Driving Forces

A global perspective can provide future trend insights. According to The Innova Database - an online international new product development tracking tool – upcoming product development driving forces include:

  •  Simplicity: An obvious increase in the use of the words “simple” and “homemade” within new product promotion
  • Sustainability: Water, air, energy consumption, packaging and global warming are all focuses

Sustainable Claims

  • Cooking at Home: Rediscover cooking and entertainment skills; an increase in premium style prepared and frozen meals
  • Inherent Nutrition: Foods with more traditionally perceived benefits, such as fruit and vegetables and milk; consumers are becoming increasingly skeptical of foods that fail to provide an immediate benefit

Natural Goodness Claims

  • Functional Superstars: Plant stanols, beta-glucan, selenium-enriched
  • Immunity: Ingredients driving include Vitamin C, E, A, mineral zinc and probiotics
  • New Delivery for Energy: Top market categories include energy and sport drinks, cereal and energy bars, tea, breakfast cereals, juice and juice drinks and dairy drinks
  • “Free From” on the Rise: In 2009, Innova Market Insights tracked 7,949 new products positioned as either gluten or lactose free compared to 6,192 in the previous 12 months
  • Extreme Flavors: Increase use of the word “intense” and “hottest;” herbs and spices
  • Real Authenticity: It is no longer enough to simply create a product with a regional positioning; the product should be
    based on ingredients from that region and ideally even be produced there

Additional Reading:

 

 

 

 

 

Posted in Ask the RD

Perceptions vs. Reality: Understand Your Audience

Consumer thoughts and behaviors don’t always align. For example, consumers report that diet healthfulness can be improved through food consumption quantity (69 percent) and physical activity (60 percent). Healthy weight maintenance appears to be understood, but…the reality is a majority of Americans – children and adults – are either overweight or obese.

So what does a company market – the perception or reality? As most have experienced, perceptions are reality. If the consumer thinks they understand calorie balance, then marketing efforts that empower and educate can bridge the gap between perceptions and reality. For example, pre-portioned snacks, such as 100-calorie packs clearly reinforce the “calorie control” message and resonate with someone trying to lose weight. It helps empower them to meet their goals.

Reference and Other Relevant Readings:

Upcoming Relevant Post

  • Changing the Health Norm: A Side of Fries or Steamed Vegetables
Posted in Ask the RD

New Approach To US Dairy Needs

Dairy Management Inc.™ and the US Dairy Innovation Center announced the launch of the Dairy Research Institute™. This 501(c)(3) non-profit organization provides a platform to better meet consumer needs, and protect and promote dairy in the marketplace.

Posted in Ask the RD

Food Trend Watch: Clean Labeling

This week’s 2010 Institute of Food Technologists (IFT) Annual Meeting, the largest food ingredients show in the world, revealed industry and consumer trends, including clean labeling, sustainability and total diet/whole foods.

Heading into 2011, we should keep a few things in mind when it comes to food labels and key messages – Today’s consumer is moving beyond “natural” and “organic,” looking for minimally processed foods that combine individual wellness and lifestyles with the well-being of the planet. This evolution of consumer perspective is what the experts and industry are coining as “clean labeling.”

While “organic” and “natural” continue to be “on the money,” consumers want more.

Most Important General Product Claims

So why do consumers want more? It may not be an actual shift in demand, but a previous lack of understanding. Many of these words – organic, natural, etc. - don’t have standard definitions, which could easily cause confusion and possible distrust toward health claims and food/beverage companies.

The need for stronger consumer education was well noted by experts. Consider the impact of social media nutrition discussions, both positive and negative conversations, about products. When “natural” is on a label, what does that actually mean for the product and will the consumer’s thoughts align?

As a food and nutrition communications specialist and dietitian, I think it is important for food and beverage companies to be mindful about product claims and not only look at the legal side of things, but also at it from a consumer point of view – how the consumer will interpret it.

Heading into 2011, discerning consumers are looking for pure ingredients that promote wellness, taste great and deliver a good value. It is the job of communications expects to educate the consumer on all the options. Products aligned against these goals and companies that help educate the consumer, will be well positioned to catch the ear of nutrition influencers and consumers alike. Want ideas on how to do it? Talk to Current

Additional Readings:

Upcoming Relevant Posts

  • How Food & Beverage Companies Can Better Understand Their Audience
  • Whole Foods and A Total Diet: What the 2010 Dietary Guidelines Advisory Committee Report is Saying
  • Food Processing: The Good, The Bad and The Ugly
  • Sustainability: Consumer Driver or Consumer Confusion
Posted in Ask the RD