Consumer Food Feelings with Dan Frommer of The New Consumer
In this conversation, Dan Frommer, founder and editor in chief of The New Consumer, discusses the complexities of consumer behavior, particularly in relation to food choices. He explores the dichotomy between what consumers say they want and what they actually purchase, emphasizing the influence of technology, marketing, and generational differences. The discussion also touches on the challenges posed by ultra-processed foods and the importance of real food in promoting health and well-being. Throughout the conversation, Frommer shares insights from his research, highlighting the need for education and understanding in navigating consumer trends.
Takeaways:
Understanding consumer behavior is crucial for effective marketing.
There is often a gap between what consumers say they want and what they actually buy.
Food choices are influenced by technology and social media.
Generational and gender differences play a significant role in food preferences.
Education about food and health is essential for consumers.
Surveys can provide valuable insights but have limitations.
Real food is preferable to ultra-processed options for health.
Trust in institutions is declining, leading consumers to rely on influencers.
Personalization in food choices is becoming more important.
Gratitude and mindfulness can enhance consumer satisfaction.
Chapters
03:00 - Understanding Consumer Behavior
05:59 - Food Feelings: Happiness vs. Health
08:58 - Gender and Generational Differences in Food Preferences
12:10 - The Role of Technology in Food Choices
15:04 - The Impact of Ultra-Processed Foods
18:02 - Consumer Awareness and Education
20:49 - The Future of Food Consumption
23:58 - Cultural Shifts in Food Perception
37:13 - Raising Awareness on Food Safety
38:04 - The Complexity of Defining Health
39:26 - Evolving Perspectives on Nutrition
41:01 - Influencers vs. Experts in Health
42:57 - The Fragmentation of Media and Trust
47:16 - The Debate on Seed Oils
48:47 - Consumer Behavior vs. Intentions
53:14 - Using Research Effectively
59:10 - Personal Insights and Recommendations
01:06:10 - The Importance of Real Food
Sound Bites
“The healthiest foods that make people also the happiest are grapes, blueberries, and broccoli.”
“Chocolate makes Gen Xers happier than any other product makes any other generation in all our research.”
“I'm really interested to see companies finding ways to help people to make food choices that are not only considered smart on a macro level, but are the right thing for them personally.”
“Younger people believe that grocers, online grocers especially, have a responsibility to recommend healthy food.”
“Ultra-processed foods, a great example of something where people have very strong opinions about it, but don't actually know what they are.”
“It's very hard to get Americans to agree on anything, but something that both Democrats and Republicans agree on in our research is that the government should be doing more to regulate ultra processed food than it has in the past.”
“There's increasing awareness around seed oils. Some people are convinced that they are toxic and that they are killing Americans and making us all have terrible health. Other people, including scientists, are saying that is nonsense.”
“The US is not in a recession, but most people think it is. So what do do about that?”
“The people who are buying the cheapest, least environmentally friendly stuff are also the ones who are saying that they are more willing to go out of their way and spend more money for the environment.”
“I think if we all just ate more real food, I think that would probably have a better outcome for so many different elements of the food chain of our health, wellness, etc.”
