According to a recent study, “Capitalizing on the Shifting Consumer Food Value Equation,” roughly half of Americans surveyed (51 percent) weigh “evolving drivers”—health and wellness, safety, social impact, experience and transparency—in their purchasing decisions, in addition to the “traditional drivers” of taste, price and convenience.
Market analyst Deloitte collaborated with the Food Marketing Institute (FMI) and Grocery Manufacturers Association (GMA) on the year-long study that surveyed 5,000 consumers and interviewed executives in the retail, food and beverage manufacturing, ingredient and agricultural industries.