Your Consumer Has No Idea What to Eat

Abundance and stress challenge your consumers to make good choices, every day.

In our recent survey, we found that 86% of people have an interest in ‘eating a clean, whole food diet’ while NONE of the same people surveyed actually ‘eat a diet made of clean foods, defined as foods that are whole and not processed’.

There is clearly a difference between what people say and how people act. Evidence is seen in the discrepancy between the growth experienced by the US organic food market – estimated to have grown 14% between 2014 and 2018 – and obesity rates that continue to grow.

Consumers WANT to make healthy choices but they DON’T do it. Why?

Eating right is hard and expensive, especially if time isn’t on your side. Innovations in technology and food service have stepped in to provide information and resources to guide choices, but cannot control choices. These tools, while helpful, are often expensive limiting accessibility, which is seen in their adoption numbers – not surprisingly, only 1% of consumers have tried Blue Apron.

The notion of a ‘healthy lifestyle’ has grown into something quite aspirational today that for many is a luxury. Not enough brands are providing accessible and affordable tools to help get people achieve their aspiration. People of all demographics and income still need help making the right choices.

Here lies the opportunity. This is where we believe brands can play a stronger role. Brands that can find a way to turn consumer’s healthy aspirations into accessible behavior and innovations will help make a difference and increase their own bottom-line in the process.