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2012 Hot Trends in Food
“The fact that we’re giving food this kind of attention means that it just gets bigger from here.”
— Ruth Reichl, Cookbook Author and Editor-in-Chief of the late Gourmet magazine
Food has exploded into the spotlight! Increasingly seen as more than just an everyday commodity, it is a huge influence on consumers' lifestyles. Food is vitally important to us, providing sustenance and pleasure – and it is also big business.
In a survey conducted among 1,000 Canadians aged 18+, we asked consumers if they considered themselves to be a “Foodie” (broadly defined as someone who has an enthusiastic interest in preparing foods and a comprehensive knowledge or interest of world cuisines, spices, food trends and food preparation techniques).
The results showed that 3 in 10 respondents relate highly to being a Foodie. Taking a closer look at Foodies, this group combs through the ingredient label when buying products, much more so than a Non-Foodie.
The consumer exerts a strong influence on food and beverage companies, providing direction on what is currently relevant on the grocery market shelves and also what the “next big trend” could be.
The Hot Trends in Food syndicated study will look at which food trends resonate with consumers, who is buying (or not buying) what and see what is on the cusp as the Next Big Food Idea. Ipsos Social Media Listening capabilities will be integrated into the study to provide additional context and insights.
In addition, consultation with industry experts will provide an “insider” perspective on what’s up and coming.
This study will provide your organization with current information directly relevant to product development, marketing, and positioning.
Methodology Menu
- Quantitative Online Survey: Ipsos Reid will conduct an online survey among a random sample of 1,000 nationally representative adults aged 18+. Respondents will be drawn from Ipsos Reid’s iSay Panel, renowned for its size and quality.
- Social Media/Listening Analysis Trend Audit of what people are talking about online and what they are saying – good or bad – about food and related topics and trends identified by the quantitative research.
- Industry Expert Insights: Consultation with those working in the food industry on the 2012 study results to gain a deeper perspective on the food trends.
Your report will include…
- Food Trend Tracking. See how food trends have evolved over time. Some questions for the online study will be carried over from a previous Ipsos Reid syndicated study conducted from 2005–2008, “Hot Food Trends and Consumer Purchase Behaviour.” Tracked trends are primarily health and nutrition focused, including items such as low/reduced content (e.g. carbohydrates, sugar, salt) and added nutrients and fortification.
- Hot Food Trends Interest Beyond Health and Nutrition. What are other hot button items that consumers are clamouring for? Is it comfort food, “green” packaged products or the latest Food App for their Smartphone?
- Purchase & Early Adopter Profiles: Who is buying what, and also who is consuming these products within the household? What distinguishes the Early Adopter? What is the adoption continuum for new trends?
- What’s Hot to Consumers Now? And in the Future? Find out what consumers have recently added to and will remain on their shopping list, and also their voice on what they would like to see as the next big food trend.
- Morsels of Insights from Experts in the Food Industry. Learn what is up and coming from food professionals to garner ideas you can leverage for product development and marketing.
Cost for Your Subscription:
$12,000 (includes report on quantitative study, social listening trend audit and industry expert insights)
Inclusion of proprietary questions is at the additional costs of:
- $1,200 plus HST per Closed-ended question
- $2,100 plus HST per Open-ended question
There are also options to have demographic boosts at incremental costs (e.g. Parents with young kids,Young adults and Foodies)
(*Study will be fielded in early Spring 2012 subject to sufficient subscriber commitment)
For more information:
Heather Shuve
Vice President, Ipsos Reid
506.693.7014
heather.shuve@ipsos.com
Michael Waters
Senior Vice President, Ipsos Reid
416.324.2005
michael.waters@ipsos.com