New Study Reveals Food Industry In Crisis

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.

NEW YORK, July 26, 2016 (PRNewswire) β€” 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. Findings include:

  • Me, My Body, and the Planet: There's growing awareness that the foods we choose to eat impact not only our individual health but also that of the planet.
  • Local Is the New Organic: While organic foods continue to be seen as the healthier option, today's more mindful consumers are paying at least as much attention to where their foods are grown.
  • Raw Pleasure: For the new consumer, eating nature-made foods is more than a pathway to health; it confers pleasure and even a sense of status.

"People are genuinely worried about the healthfulness of the modern diet," said Andrew Benett, global CEO of Havas Worldwide and Havas Creative Group. "Around three-quarters of the people we surveyed believe junk food is one of the greatest threats facing our species. There's tremendous opportunity for food and beverage brands to address this concernβ€”but they must first prove themselves worthy of trust by demonstrating that their products are good for both consumers and the planet."

"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.

Prosumer Reports is a series of thought leadership publications by Havas Worldwide β€” part of a global initiative to share information and insights, including proprietary research, across its network of agencies and client companies. For more information or to download the latest white paper, please visit http://mag.havasww.com/prosumer-report/eaters-digest/.

About Havas Worldwide

Havas Worldwide is one of the world's leading communications networks. It was Cresta's Network of the Year four years in a row and was the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Committed to collaboration, Havas brings together experts across creative, media, and data to provide the most integrated offering on the market. In 75 countries, 120 cities, and 316 offices, all 11,500 employees work with best-in-class partners to create, share, and learn.

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