June 11, 2009 18:22 ET

Freshness, Health, Environment Matter Most in Kitchens of the World

Global Consumer Priorities Regarding Food Products Shift away from Taste, Convenience

Attention: Business/Financial Editor, Food/Beverage Editor, Lifestyle Editor, Media Editor, News Editor NEW YORK/NY--(Marketwire - June 11, 2009) - A new study conducted by Ipsos Marketing, Consumer Goods indicates that global consumers have readjusted their priorities regarding food products. Fresher ingredients. Increased health benefits. More environmentally friendly packaging. These are the top priorities global consumers are placing on food companies.

When asked to choose one area on which companies should concentrate most when developing new food products, consumers from around the world suggested that fresh ingredients, additional health benefits, and more environmentally friendly packaging should be top priorities. With this in mind, factors such as improving taste, developing more convenient packaging, developing foods that are totally different, and making food products that are quicker and easier to prepare appear to have a lower priority.

"We are seeing a global consumer movement toward heightened consciousness of health, wellness and environmental factors in their food purchasing decisions," says David Pring, Executive Vice President, Ipsos Marketing, Global Consumer Goods. "These are key developments in the food market, and not just in North America and Europe. We are also seeing that taste, convenience and product difference - aspects that were probably more characteristic of food product drivers towards the end of the last millennium - are taking a back seat in a world now more focused on making a positive impact on freshness and health as well as the sustainability of the planet."

"For food marketers, the challenge is to ensure that innovation platforms are clearly focused on these consumer needs, not merely in developed markets but also in emerging ones that will undoubtedly become increasingly salient in the near future," concludes Pring. "At the same time, Marketers must be careful not to compromise taste, although this should go hand-in-hand with the use of fresh ingredients."

These are the findings from a study conducted by Ipsos Marketing, Consumer Goods via the Ipsos Global @dvisor, an online survey of citizens around the world. Interviews were carried out between October and November 2008. Approximately 1,000 interviews were carried out in each of 18 countries: Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, India, Italy, Japan, Mexico, Poland, Russia, South Korea, Spain, Turkey and the U.S.

Where possible, Ipsos online panels were utilized - in cases where this was not possible the survey was administered through carefully vetted partnership alliance panels.

Complimentary access to the data in this report for each of the 18 countries is available upon request from Ipsos Marketing, Consumer Goods.

About Ipsos Marketing

Ipsos Marketing - The Innovation and Brand Research Specialists - is the Ipsos brand for Marketing Research.

Ipsos Marketing operates under a global structure that brings clients unequalled research expertise throughout their innovation and brand development process. Supported by specialized teams, Ipsos Marketing offers in-depth understanding of the drivers of consumer choice and of the marketing challenges faced by our clients. Our experts provide integrated qualitative and quantitative research solutions, as well as advanced modelling and forecasting techniques that include simulations and linkages to in-market data.

Ipsos Marketing is a specialization of Ipsos, a global survey-based market research company that offers expertise in advertising, customer and employee loyalty, marketing, media, and public affairs research. Ipsos is present in 64 countries, with a leading position in both mature and emerging markets. In 2008, it achieved global revenues of 979.3 million euros, Marketing research contributing to 48% of Ipsos' total global revenues.

Visit www.ipsosmarketing.com to learn more.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2008, Ipsos generated global revenues of €979.3 million ($1.34 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Contact Information

  • Allyson Leavy, Director of Marketing, Ipsos Marketing, Consumer Goods
    Primary Phone: 516-507-3515
    E-mail: allyson.leavy@ipsos.com