February 10, 2012
Data point: Millennials want more facts about their food
Unwrapping the Process, one of our 100 Things to Watch in 2012, is the idea that we’ll be seeing more about the “making of” as consumer expectations of Radical Transparency evolve to include interest in the process behind the product. This is especially pertinent when it comes to food, as we found recently when we surveyed 1,270 adults in the U.K. and the U.S for our February trend report, “What’s Cooking? Trends in Food.”
Millennials are especially interested in the story behind their food and looking to learn more about what’s in it and how it’s made: 8 in 10 said they like “behind the scenes” commercials for foods they consume, they want to know more about how their food is produced, and they think brands don’t disclose enough about their food products. Gen Xers are somewhat less interested, while Boomers lag the Millennials by about 15 points on each question.
With a clear majority of all generations wanting to know more and saying that brands aren’t transparent enough, marketers should find ways to give customers a window into the process. In Australia, for instance, the website for ecoeggs features a “ChookCam,” a live remote camera that viewers can control to see for themselves that the chickens are free-range. In Buenos Aires, Lay’s rolled out a supermarket kiosk that displays a “hyper-realistic” video showing how its chips are made, designed to back up its “natural” claim.
The report, detailing what’s trending in food, is available here.