Motivating Consumers to Purchase
Session Track: Consumer Lifestyles & Demographics
Session Date: Wednesday, February 27, 2013; 12:45 - 1:45 p.m.
In this session, the results of a series of Wellness surveys will illustrate consumer views on ingredients and label claims, including how motivating they are to consumers. Data will reveal whether consumers understand and believe labels and claims on foods, whether they motivate consumers to make positive food choices, whether they influence consumers’ food decisions in the grocery store, and whether they affect different age groups for those looking to lose weight. This session will outline the ingredients and label claims consumers express interest in, the new trends that are evolving, and how messaging is changing to meet consumer demands. You will also learn what products target the needs of each consumer group, and how these products communicate the benefits to the consumer, through messaging, icons, claims, and packaging. Finally, you’ll learn whether there are differences in products and claims in the US, Canada, and Europe.
Kathy Hopkinson, M.S., Consumer Research Manager, ACCE
Lu Ann Williams, Director of Innovation, Innova Market Insights