Infographic: Mind Your Food: A Look at the Evolving Tastes of Consumers

Food trends come and go, but as tastes change, so do the needs of consumers. The shift to a wellness-focused lifestyle has resulted in a more mindful approach to food. Consumers are re-prioritizing how and what they eat and the need for reassurance about the safety of food has led to an increased demand for ethically and environmentally sourced products. As consumers seek out healthier food and beverages, brands will have to consider how they position their products and understand what claims are most important to consumers.


Here are four facts you need to know about consumers and their evolving palates:

Making Healthy Choices

Consumers are making an effort to choose healthier foods

93% at least some of the time

63% most, if not all, of the time

25% are committed to at least one health, wellness, ethical or environmental attribute in the foods they eat

Lose Weight! Gain Energy! Live Longer!

Not surprisingly, weight loss is the top motivation for healthier food choices. But, consumers are also taking a long-term view of health.

Top five motivations for adopting a healthier eating pattern

  1. weight loss
  2. more energy
  3. protect my long-term health
  4. prevent weight gain
  5. improve health

The Claims That Count

It’s no longer as simple as fat-free or low-calorie, consumers are making purchasing decisions based on a variety of claims.

Consumers who frequently buy products with the following health benefit claims:


69% no artificial ingredients

67% no preservatives

66% all natural

55% organic

54% non-GMO


67% locally sourced/produced

56% antibiotic/hormone free

46% cage-free

38% fair-trade sourced


60% protein-rich

55% Omega-3 fatty acids or “good” fat

47% antioxidant-rich

Less of…

58% low-salt

56% low-calorie

56% low-fat

51% sugar-free

49% low-carbohydrate

Alternative Dietary Lifestyle

42% plant-based

35% gluten-free

31% vegetarian

23% vegan

18% Paleo

Paying for The Privilege

Increasingly, consumers are willing to pay more for products they perceive to be healthier and/or comply with dietary lifestyle guidelines. Consumers say they’ll pay more…

Natural Ethical Enhanced Less of Alt. Diet

All of the time 22% 20% 18% 15% 14%

Some of the time 51% 53% 52% 48% 45%

Never 27% 27% 30% 37% 41%

Contact us today to learn how our suite of experiential marketing services can help you reach and resonate with these health-conscious consumers.

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