Voices of Influence
Ketchum Food & Nutrition Practice Director Linda Eatherton and Supermarket Guru Phil Lempert discuss food purchasing power and what food shoppers want
Food 2020
A recap of the study’s major findings and implications
Viewpoints
Five leaders from Ketchum’s Global Food & Nutrition Practice break down the Food 2020 results for their countries
Roundtable
A Q&A with four experts on today’s most important food issues
Forecast
A look at four trends that emerged in 2008
Resources
Additional publications that highlight trends in food marketing
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"FOOD 2020: THE FUTURE OF FOOD, NUTRITION & WELLNESS
Viewpoints
As a pure matter of survival, food is essential to life. Yet people around the world see it as being even more than that. Of the five countries in the Food 2020 study, consumers everywhere except China ranked “enjoyment” as being at the top of their minds when they think of food. And in China, consumers see it first as “a key to good health,” rather than simple survival. In most cases, “necessity of life” ranked second, but in Germany and Argentina, “nourishment” and “family” surveyed higher.
To market their products successfully, food companies—especially global ones—need to be aware of these associations with food and how they differ around the world. Here, five experts from Ketchum’s Global Food & Nutrition Practice discuss some key survey findings for their countries and the resulting implications for food marketers.
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