Study reveals consumers want control of food issues

The study, called Food 2020: The Consumer as CEO, examined the perceptions, expectations and considerations about food among consumers in the US, the UK, Germany, Argentina and China, and sought to provide an outlook on the food industry by the year 2020. At least half of the 1,000 consumers surveyed said they want more consumer involvement in the use of ingredients and additives; the source of ingredients and the treatment of animals; nutritional content; and who should be responsible for food safety and quality. With the exception of China, only one-third or fewer consumers were interested in being involved in making food easier to prepare or shop for. Linda Eatherton, director of Ketchum's Global Food & Nutrition Practice, which commissioned the survey said: "Food companies often ask consumers about food preparation and convenience, but the areas where consumers want more control are the ones where food companies are least likely to seek consumer input. These survey results indicate that food companies are asking the wrong questions." The survey findings also reveal that consumers around the world expect food companies to be responsible for their health and well-being and that this expectation will continue into the year 2020. Along with this finding and their interest in providing more input on critical food issues, consumers also expect the way they shop for and choose foods to be different by 2020. Among all countries, 75% of consumers said they would like to see food companies place a great emphasis on creating foods that reduce the risk of major health issues in the future. Phil Lempert, who worked with Ketchum to develop the survey and analyse the data added: "Consumers want more information about ingredients and health benefits from both supermarkets and restaurants. Food companies should be aware of these expectations as they focus on product development in the future."