Case Study: Food Communications

Consumers’ changing attitudes toward food

In a world where everyone seems to be eating high-protein, low-carb, no-carb, plant-based, etc., one food – despite being loaded with health benefits that fit into these new eating patterns – was seeing a decrease in consumption.

A food company wanted to explore what changes in consumer perceptions have occurred since 2005, when they last conducted consumer research. We fielded an online survey among 1,400 consumers to understand their habits around and knowledge of the benefits of this food.

Results helped inform a category-building campaign aimed at improving consumer perceptions and increasing sales.

Consumers’ Changing Attitudes Toward Food

Challenge: In a world where everyone seems to be eating high-protein, low-carb, no-carb, plant-based, etc., one food – despite being loaded with health benefits that fit into these new eating patterns – was seeing a decrease in consumption.

Approach: A food company wanted to explore what changes in consumer perceptions have occurred since 2005, when they last conducted consumer research. We fielded an online survey among 1,400 consumers to understand their habits around and knowledge of the benefits of this food.

Result: Results helped inform a category-building campaign aimed at improving consumer perceptions and increasing sales.