Today’s complex food landscape is filled with information surrounding health, wellness, nutrition, sustainability and ingredients, creating a complex path to purchase. Trend to Table™ from Ardent Mills is a research study that identifies five trends driving consumer purchases, providing insights into practical ways to cut through the noise and help people create the food they want.
Trend to Table™ information comes from a recent, large-scale quantitative study conducted by Ardent Mills of over 10,000 consumers. The study provided a nationally representative sample of consumers aged 18 and older who were primary or joint decision makers for food procurement in and out of the home, with a focus on grain-based foods.
We combined these findings with industry market data and macro societal trends to create a comprehensive look at what consumers love to eat, why they love it, what they can’t live without, and the information they need to make decisions. Here’s a quick preview of the five trends we’re covering.
- Materials are important — Consumers often make food decisions based on ingredients. In fact, nearly all (85%) of consumers surveyed reported that ingredients influence their food choices. And more than half (58%) agreed that they would pay more for foods that use whole or less processed ingredients.
- Legacy is a hero — Consumers agree that their choices are influenced by the foods they grew up with, but those enduring flavors also fuel their desire for culinary exploration. Grains, legumes, and flours can really tap into the cultural traditions and curiosities of many consumers.
- Add with intention — It sounds simple, but it’s true. Consumers want to feel good about their food choices by choosing nutrients and good taste. Finding foods that add to and enhance wellness goals is a top priority for consumers who are more focused on mindful diet decisions, and restrictive practices are a distant second. And grains offer a number of benefits to the cuisines that these consumers are interested in.
- The desire to do good — Consumers want to support food that meets sustainability goals, but it’s not always easy. Confusion around sustainability and regenerative agriculture creates a disconnect with higher product prices. There’s a gap between what they want to support and their willingness to make those purchases. In fact, 57% want more information about how their food purchases have a positive impact on the planet.
- Be generous to me — Great taste has moved from an expectation to a demand. Nearly three-quarters (68%) of consumers say regular moments of indulgence, whether it’s to connect with nostalgia, celebrate a special event, or simply add small moments of joy to their everyday lives, are important to their diet/meal goals and priorities. From sweet to savory, consumers are confidently indulging in everyday foods, and grains have a big presence on their plates.
Read Trend to Table™
