Prioritizing Premium
Healthy indulgence, more specific health claims, and pure pleasure are driving astronomical growth in the specialty food and beverage sector, where discriminating consumers are willing to spend extra to purchase products that are important to them.
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Today’s food and beverage consumers will spare no expense and scour a wide variety of channels to get the sophisticated culinary experiences, added convenience, or personalized health benefits they are seeking. They are even trading down on staples to be able to afford the premium products that are most important to them (IDDBA 2018). Forty percent of natural food channel shoppers were on a food budget last year (Packaged Facts 2017a).
Even consumers in less affluent households, with annual inco…
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