Epi*Lense – What drives consumption of healthier food? 

POV

August 16, 2019

For years, consumers said that they wanted to eat healthier food and live healthier lifestyles, but their behavior did not change — until now. Our internal Epi*Lense study on the ‘better for you’-trend shows that consumers are eating differently, redefining what healthy means, and demanding more products that are natural, organic and/or free from sugar, parabens and artificial additives.  

While many consumers would probably like to believe that these changes are driven by collectivistic motivations such as reducing CO2-emissions from the food we consume, protecting the environment and sustaining animals welfare, our study shows that these motivations are secondary to individualistic motivations – such as our personal health and weight loss. 

Many companies know the ‘better for you’-trend, but in order to successfully target their consumers it is crucial to study and understand the underlying motivations, priorities and key drivers of change amongst consumers. 

Want to hear more, please reach out to contact@epinionglobal.com