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doi:10.1094/CFW-56-1-0032 |  VIEW ARTICLE


Consumers’ Changing Attitudes About Food

J. Cameron. Pavone, Inc., Harrisburg, PA, U.S.A. Cereal Foods World 56(1):32-33.

Each year, Pavone issues a food trends study that highlights consumer movements that are potential game-changers for manufacturers and marketers. The perspectives of trend-setting culinarians, food scientists, innovation officials, agricultural officials, food marketers, and major grocery retailers as well as the agency’s in-house food experts are compiled for the study. Two themes emerged from the 2010 research that transcend the trends themselves while impacting each of them in some way. First, consumers are making healthier choices, not necessarily healthy choices. They’re refusing to sacrifice the quality, texture, and flavors they enjoy but are cutting back their portion sizes or making trade-offs elsewhere in their diets. Second, consumers are more empowered than they’ve ever been before. They’re taking action and speaking out when they’re displeased with a product or a service. This touches each of the trends we’ve identified in a slightly different way. What ingredients are consumers looking for in 2011? How are consumers’ expectations for taste and healthfulness changing? Read on for top trends in the industry, ranging from flavors to portion sizes to healthy indulgences.


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