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Capitalizing on the shifting consumer food value equation

The drivers of consumer value appear to have fundamentally changed, with far reaching implications for the food and beverage industry. This infographic examines these consumer-led disruptions and how they represent an opportunity, even an imperative, for manufacturers and retailers to reposition themselves with consumers and shoppers. http://www2.deloitte.com/us/en/pages/consumer-business/articles/us-food-industry-consumer-trends-report.html

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Capitalizing on the shifting
consumer food value equation
1.
Consumer
tastes & preferences
continue to fragment
2.
Retailers’ role
influencing consumer
purchase decisions
increasing
3.
Smaller, newer
companies will leverage
new technologies,
3rd party relationships,
and improved
engagement to earn
consumer trust and
to compete
4.
Larger competitors
will adjust to fulfill
new, unique value
propositions
5.
Market success
will be determined
by building purpose-
driven competitive
advantages
What does this mean for the food industry?
www.deloitte.com/us/Food2020
Copyright © 2016 Deloitte Development LLC. All rights reserved.
Member of Deloitte Touche Tohmatsu Limited
The consumer value driver plate
Among the 51% of consumers with a preference for Evolving
value drivers, three distinct buyer groups emerge
Each with distinct preferences for components of the emerging driver, Health & Wellness
77%
“Balanced health” buyers
who have a preference for
Evolving drivers
Linked to “Health & Wellness”
and “Nutritional Content”
Linked to
“Free of harmful elements”
Linked to “Organic, non-GMO,
all natural” and “Limited
processing/preservatives/
artificial ingredients
95%
“Naturally oriented” buyers
have a preference for
Evolving drivers
83%
“Free from” buyers
have a preference for
Evolving drivers
Traditional drivers
remain intact
Evolving drivers
have grown
substantially
Evolving drivers: A pervasive shift
“Traditional” Consumers
Say They Prefer
Traditional Value Drivers
“Evolving” Consumers
Say They Prefer Evolving
Value Drivers
Health &
Wellness
Price
Taste
Convenience Experience
Safety
Social
Impact
51%49%
Transparency
Transparency
Consumer-led disruptions confronting the food industry
Digital
technology
Democratization
of information
Distrust of the established
food industry
Evolving drivers is highly correlated to social media and democratized information
Traditional driver
preference
Evolving driver
preference
Consumers with Evolving Driver
preference that actively research
information about food and beverage
topics in the media
16% 32%
Those that share information on social
media and online sites 11% 17%
Many new attributes are now part of consumers’ definition of Safety
The top 5 attributes surveyed consumers ranked in importance
Free of harmful
elements
Clear and
accurate labeling
Clear
information
Fewer
ingredients
Nutritional
content
62% 51% 47% 42% 41%
Health  Wellness
The average consumer seeks
15.3 pieces of information
related to Health  Wellness
5.4 claims on the
front of the package
9.9 nutritional content
facts on the back
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Capitalizing on the shifting consumer food value equation

  • 1. Capitalizing on the shifting consumer food value equation 1. Consumer tastes & preferences continue to fragment 2. Retailers’ role influencing consumer purchase decisions increasing 3. Smaller, newer companies will leverage new technologies, 3rd party relationships, and improved engagement to earn consumer trust and to compete 4. Larger competitors will adjust to fulfill new, unique value propositions 5. Market success will be determined by building purpose- driven competitive advantages What does this mean for the food industry? www.deloitte.com/us/Food2020 Copyright © 2016 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited The consumer value driver plate Among the 51% of consumers with a preference for Evolving value drivers, three distinct buyer groups emerge Each with distinct preferences for components of the emerging driver, Health & Wellness 77% “Balanced health” buyers who have a preference for Evolving drivers Linked to “Health & Wellness” and “Nutritional Content” Linked to “Free of harmful elements” Linked to “Organic, non-GMO, all natural” and “Limited processing/preservatives/ artificial ingredients 95% “Naturally oriented” buyers have a preference for Evolving drivers 83% “Free from” buyers have a preference for Evolving drivers Traditional drivers remain intact Evolving drivers have grown substantially Evolving drivers: A pervasive shift “Traditional” Consumers Say They Prefer Traditional Value Drivers “Evolving” Consumers Say They Prefer Evolving Value Drivers Health & Wellness Price Taste Convenience Experience Safety Social Impact 51%49% Transparency Transparency Consumer-led disruptions confronting the food industry Digital technology Democratization of information Distrust of the established food industry Evolving drivers is highly correlated to social media and democratized information Traditional driver preference Evolving driver preference Consumers with Evolving Driver preference that actively research information about food and beverage topics in the media 16% 32% Those that share information on social media and online sites 11% 17% Many new attributes are now part of consumers’ definition of Safety The top 5 attributes surveyed consumers ranked in importance Free of harmful elements Clear and accurate labeling Clear information Fewer ingredients Nutritional content 62% 51% 47% 42% 41% Health Wellness The average consumer seeks 15.3 pieces of information related to Health Wellness 5.4 claims on the front of the package 9.9 nutritional content facts on the back