In recent years, influencers ranging from Marion Nestle and Dr. Oz to Michael Pollan and Michelle Obama have convinced the public that what they eat has a direct impact on their health. A survey conducted by global marketing and communications firm Havas Worldwide finds that 81 percent of consumers now consider food as effective as medicine in helping maintain overall health. Yet major food brands are falling short: Only 4 in 10 consumers trust the food industry to provide them with healthful foods, and 74 percent worry about the health impact of the artificial ingredients they eat and drink.
The latest issue of Prosumer Report, “Eaters Digest: The Future of Food,” explores how various food movements are evolving, what trends are gaining ground, and how food brands can regain the trust of customers.
“Eaters Digest: The Future of Food” draws on findings from an online survey of 11,976 people aged 18+ in 37 markets: Argentina, Australia, Belgium, Bosnia, Brazil, Cambodia, Canada, China, Colombia, Croatia, the Czech Republic, Estonia, France, Germany, India, Ireland, Italy, Japan, Laos, Latvia, Lithuania, Mexico, Myanmar, the Netherlands, the Philippines, Portugal, Russia, Saudi Arabia, Serbia, Singapore, Slovenia, South Africa, Spain, Turkey, the United Arab Emirates, the United Kingdom, and the United States. The survey was created by Havas Worldwide and fielded by Market Probe International.