Ingredient Insecurity

Consumer beliefs, attitudes and behaviors about food have forever changed. Today’s consumers are wary of things they used to consume without question. They suspect that what happens on the farm and in factories makes food unhealthy. And they fear anything that’s unnatural, unfamiliar, or unpronounceable.

This rapidly changing environment is nothing new for food communicators and marketers. But are you prepared to respond to it? We surveyed 2,000 Americans and combined those insights with our knowledge and expertise in the food and ag space to produce The Ingredient InsecurityTM Readout: a roadmap for brands in the Age of Ingredient Insecurity.  The report includes insights that are affecting brands across the food chain, such as:

  • The next potential “gotcha” ingredient
  • Transparency and how it doesn’t mean what you think it does
  • Label language that drives purchase intent
  • Lessons in communicating ingredient changes
  • Language that can make the unfamiliar or unnatural less scary

Ingredient Insecurity can be a risk or an opportunity depending on how you deal with it. Make sure your decisions are informed by the latest consumer insights from the experts in communications, framing and language on food and ag issues.


 

And remember, it's not what you say that matters, it’s what your audience hears.