3 Transformational Food Movements

February 1, 2019 04:00 AM
 
The rise of farmer’s markets to home-delivery meal kits to niche brands claiming gluten-free and sunshine-fed products are just a few clues the food landscape is cluttered, confusing and changing. 

The rise of farmer’s markets to home-delivery meal kits to niche brands claiming gluten-free and sunshine-fed products are just a few clues the food landscape is cluttered, confusing and changing. 

“We have so much more information than ever before, and that leads us to trust everything less,” says Steve Lerch, Google account executive for advocacy and associations. “Trust has declined in the food system.”

Today’s food movements, Lerch says, fall into three categories: purpose, plan and preparation.

Purpose: Consumers are shifting away from focusing on weight loss—strong is the new skinny. “For the first time in Google history, we’re seeing a reduction in interest to ‘get skinny,’ and seeing more focus on ‘get fit,’” Lerch says. In fact, one in three people say physical activity is important to their identity.

Plan: Today, no purchases are considered a low-consideration buy. Consumers are faced with more choices than ever and heavily research items—even low-dollar ones (every week there are millions of Google searches related to toothpaste). Over half of all offline purchases are digitally influenced, Lerch says. Although grocery shopping has been one of the slowest categories to move online, it’s rapidly being adopted. Lerch says 35% of U.S. household will spend at least one-third of their annual grocery budget via online channels. 

Preparation: “Food is becoming an increasingly personal thing for people,” Lerch says. “Consumers want to talk about how they are feeding their families.” Consumers use their smartphone as a sous chef, he says, as six out of 10 millennials use their smartphones or tablets to help in the kitchen. 

Read More: Google Identifies Three Marketing Trends Affecting Pork Consumption

 

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Comments

 
Spell Check

ck
bad axe, MI
2/1/2019 05:59 AM
 

  If the government shut down taught us anything it's that most of the government workers in this country with full benefits are living paycheck to paycheck. They had them on TV basically every channel crying they had to get loans two weeks into the shut down. So if the hyperinflation of assets and food is plaguing them from all this fiat printed credit market debt of 72 trillion there boss has made. My question is are they going to contribute to the growth of niche food markets if there that broke?

 
 
ck
bad axe, MI
2/1/2019 11:20 AM
 

  Bob you seam to have a serious obsession with me, nobody else seems to care what I write. Maybe you should do the same.

 
 
Bob
cooper, IA
2/1/2019 08:23 AM
 

  ck i suggest you see a neurologist. Any subject you post your same drivel. That is the sign of a serious problem. Meanwhile In CA the supermarkets are expanding to fill the demand of more home food prep. Keto and Paleo diets are demanding more fresh meat. Bakeries? not doing so well.

 
 

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