INSIDE THE MINDS OF INFLUENCERS - The Center for Food ...

INSIDE THE MINDS OF INFLUENCERSThe Truth About Trust2016 Consumer Researchfrom The Center for Food Integrity®

COMPREHENSIVE GUIDEA SERVICE TO CFI MEMBERS

FOR CFI MEMBERS ONLY PLEASE DO NOT SHARE WITH NON-MEMBERS

FOR

CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S

Copyright © 2016 The Center for Food Integrity. All Rights Reserved.

CFI ’s annual consumer trust research is funded by sponsors through the Foundation for Food Integrity, a non-profit

foundation created to conduct research and provide educational outreach about today’s food system.

OURMISSION

Help today’sfood system earn

consumer trust

OURVISION

CFI envisions a transparent,

sustainable food system in which practices align with consumer

expectations and the public discussion is well-informed and

balanced.

Be a leading voice in a balanced public conversation about food

Align the culture of today’s food system with consumer expectations

Convene, empower and support food and ag stakeholders to operate in a manner that builds consumer trust

We strive to...

This comprehensive 2016 CFI consumer research guide is provided to you as a CFI member benefit. We hope it serves as a valuable tool as you look to engage more directly and effectively with audiences influencing today’s conversation about food. Thank you in advance for not sharing the content with non-members.

table of contents

4

12

14

36

42

50

The Influencers

Put the Research to Work

Consumer Types

Consumer Concerns

Consumer Attitudes

Sponsors

FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS Inside the Minds of Influencers | 2016 Comprehensive Guide 3

FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

The Influencers

Which consumers are setting trends and shaping opinions about food? Who are they talking to? What are their motives and behaviors? What topics intrigue them? Which information sources and brands do they trust most?

Wouldn’t it be nice to know? Now we do.

The information in this book provides a comprehensive summary of the in-depth findings from the 2016 CFI consumer trust research. Full research results, which include full insights, detailed audience segmentation, cross-tabulation and trust-building engagement strategies, are provided to CFI members. To access the full research report customized for your organization and to inquire about presentations and additional benefits of membership, contact CFI at [email protected] or 816-556-3141.

We all have opinions about food: how it’s produced, what’s in it, who’s producing it and how it impacts our health.

However, not all opinions affect change. The latest consumer trust survey from The Center for Food Integrity (CFI) identifies the voices that impact the decisions of others as they make choices at the grocery store or form opinions about the products, processes, people and brands that define today’s food system.

In fact, CFI’s research identifies the two consumer types that are setting trends and driving the conversation, particularly online. At times, these conversations may fuel skepticism and undermine trust in food and agriculture. However, as CFI has long proposed, the values of the food system in many cases are much more closely aligned with consumer values than some may believe. The results from CFI’s 2016 consumer trust survey shed tremendous light on how to positively affect change in the way the food system communicates with consumers regarding our shared, authentic values.

For nearly a decade, CFI has conducted annual consumer research to better understand public attitudes and how to best engage to earn trust. It has helped us define what people are saying and doing.

In 2016, we went a step further to understand why. As the CFI consumer trust model tells us,

communicating our shared values is the founda-tion for earning trust. Values are all about the why.

In partnership with digital ethnography pioneers MotivIndex™, we identified five Consumer Types to pinpoint their:

• Values• Motivation s• Bel iefs• Concern s• Emotional Triggers• Behaviors

The approach gives us a new level of insight – allowing us to understand how and where they connect online, emerging trends, trusted brands, sources and channels they use to shape their beliefs and opinions about food and agriculture.

In other words, we can identify who and what are changing beliefs, attitudes and behaviors – understanding why ideas move into or out of the marketplace. In turn, that allows us to identify where our values align, and where and how we engage to earn trust.

In addition to the MotivIndex™ results, our survey – as in years past – tracks consumer concerns and trending attitudes on topics ranging from food safety and animal welfare to attitudes about farm-ing and trusted sources of information.

(See pages 36 to 49)

MotivIndex™ is a pioneer in the field

of Digital Motivation

Research (DMR), an approach

that:Removes the

subject bias found in surveys and

focus groups

Uncovers people’s unspoken

motivations

6 Inside the Minds of Influencers | 2016 Comprehensive Guide FOR

CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

W E L L N E S S

S E E K E R S ℠

F O O D

F ATA L I S T S ℠

P E A K

P E R F O R M E R S ℠P R O V I D E R S ℠

C O M F O R T

S E E K E R S ℠

When it comes to food, there are five Consumer Types that reflect U.S. population beliefs and attitudes toward food.

Each Consumer Type has a unique set of motivations, feelings and actions that are directly tied to whether they feel they are living well as it relates to food.

Each segment defines living well differently. On one end of the spectrum are the Wellness Seekers℠ who define it as treating their bodies like a temple and focusing on the future. You’re likely to find them at the local farmers market shopping for organic produce and telling others about their healthy lifestyle.

At the other end are Comfort Seekers℠ who define it as enjoying life’s pleasures and living

in the moment. Look for them celebrating life with comfort food or taking a break from their stressful routine with a quick burger. Each segment defines living well and the meaning of food uniquely.

The influence that a particular segment has is not necessarily determined by size, but rather share of voice in the public discussion about food and its influence on other segments. For example, Wellness Seekers℠ are only 11 percent of the population but have a 25 percent share of voice. Comfort Seekers℠ are 35 percent of the population, yet have only a 20 percent share of voice.

Questions We Can Answer About Consumer Types ( See pages 14 to 35 )

• Who are they?• Why do they talk about food-related issues?• What does food symbolize?• What do they believe?• How do they behave?• Who is driving change?• What communication channels do they use?

• What information sources do they trust?• What conversation themes emerge?• Why do some seek “evolved” food?• Which brands do they prefer?• Which foods are “in” and which are “out?”• Which foods are “on the fence?”

Inside the Minds of Influencers | 2016 Comprehensive Guide 7FOR

CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

We are currently in the midst of a shift in the marketplace where the culture and conversation around conventional food is changing as consum-ers navigate which foods to adopt, moderate or abandon. But who influences those decisions?

Based on share of voice, you might think Wellness Seekers℠ are responsible for that shift. But many see them as too ideologically rigid and therefore they are less influential. It’s actually the combined share of voice (40 percent) and motivations of

Food Fatalists℠ and Peak Performers℠ who together are driving change.

Why? The 2016 CFI research shows that Food Fatalists℠, who are more adventurous and don’t want to be left behind when it comes to food, and Peak Performers℠, who maximize life through food and seek continuous improvement, set the trends and significantly influence Providers℠ – a group that represents a third of the U.S. population.

Share of Population

vs.Share of

Voice

FOR

CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS8 Inside the Minds of Influencers | 2016 Comprehensive Guide

PEAK PERFORMERS℠ PROVIDERS℠FOOD FATALISTS℠FOOD FATALISTS℠

Providers℠ never feel quite good enough and the last thing they want is to be seen as a neglectful parent or to be caught snoozing when something new is known about the foods they buy for their family. When a food issue is placed before them they feel anxious that they don’t have the information or trusted sources they need to decide what’s right or wrong. To ease the anxiety, they look to Food Fatalists℠ and Peak Performers℠ for guidance.

Influencers Driving ChangeThe Consumer Types reflect foundational research that illustrates how new ideas or products are adopted by society, with Food Fatalists℠ and Peak Performers℠ influencing Providers℠. The adoption process has been well researched for more than five decades, and the digital ethnography by MotivIndex™ allows us to leverage that knowledge in today’s communication environment.

“DO YOU HAVE ANY IDEA HOW PROCESSED FOODS

IMPACT YOUR PERFORMANCE?”

?

FRED THE FOOD FATALIST

FRED THE FOOD FATALIST

PAUL THE PEAK

PERFORMERPAM THE

PROVIDER

“PROCESSED FOODS,

REALLY?!”

“PROCESSED FOODS,

REALLY?!”

FOR

CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB


Pam the Provider

The influence of these Food Fatalists℠ and Peak Performers℠ is why more Americans are flocking toward various attributes of food that are – what they consider – evolved and that signify progress. The large segment of Providers℠, in particular, are taking cues from those two Consumer Types on evolved foods – in others words, what’s “in” and what’s “out.” We see that in the demand for less processed food, simpler labels and labels that indicate the product is “free from” everything from gluten to GMOs.

E V O LV E D

U N E V O LV E D

Q U E S T I O N A B L E

PRODUCTS THAT ARE “ IN”

PRODUCTS THAT ARE “OUT”

PRODUCTS THAT ARE ON THE FENCE

• Ingredients Used Especially those that

come from other cultures

• Simpler Ingredients Ingredients that

people can recognize (less is more!)

• How Food is Grown Clean and a place

consumers can picture in their minds

• How Food Tastes or Feels Food less

processed (FLP)

• Casein / Soy Protein• Gluten• Meat from Animals Given

Antibiotics or Hormones

• GMO Grains• Aspartame and Other

Artificial Sweeteners• Food Dyes

Currently, it’s about…

• Tons of Preservatives

• Added Sugars or High Fructose Corn Syrup

• Trans Fats

• MSG

Typically, products with…

Typically, products with…


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

The research illustrates an opportunity for the food system to be more engaged in the conversation about today’s food and earn trust, particularly with the large segment of Providers℠, who simply are looking for balanced information and validation that what they’re buying and consuming is the respon-sible choice for themselves and their families.

We also can pinpoint conversation themes, where they’re taking place and who’s driving them – and engage with influencers in ways that are aligned with their values, beliefs and attitudes.

Comprehensive attributes for Consumer Types are detailed on pages 14 through 35. We hope you find the information beneficial as you develop strategies to effectively target and engage with consumers to earn trust. Let CFI know how we may assist you in applying the 2016 research.

With all Consumer Types, we now can engage to:

• Help define what constitutes evolved food and lead the evolution

• Share with consumers the rewarding health and performance benefits of new ingredients, especially those ingredients that originate from non-American cultures

• Increase your share of voice in the digital discussion

• Establish and communicate the existing link between food and performance (this includes both body and mind), and become the go-to, trusted source of information on “good for you and your performance” food

• Showcase products that have evolved

• Target specific segments (Food Fatalists℠, Peak Performers℠ and Providers℠) through hypertargeting

Contact CFI [email protected] or 816-556-3141


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

Put the Research to Work

Pam the Provider and Processed FoodsFrom articles on her Facebook feed to parent conversations at the kids’ soccer games, Pam the Provider℠ feels increased pressure from the voices of Peak Performers℠ and Food Fatalists℠ to steer clear of processed foods and adopt a “clean eating” lifestyle.

Her angst is high as she often struggles to provide healthy meals for her family on a tight budget and overbooked schedule that lends itself to processed, easy-to-prepare and affordable foods that aren’t considered particularly “clean” by the influencers whispering in her ear.

AS SHE MAKES CHOICES ABOUT WHAT SHE FEEDS HER FAMILY? . . .

HOW CAN THE FOOD INDUSTRY USE THE IN-DEPTH 2016 CFI RESEARCH TO ENGAGE WITH PAM TO:

AND EARN TRUST

SUPPORT AND EMPOWER HER

PROVIDE BALANCED INFORMATION

INSTILL CONFIDENCE ABOUT THE VALUE OF PROCESSED FOODS

12 Inside the Minds of Influencers | 2016 Comprehensive Guide 12 Inside the Minds of Influencers | 2016 Comprehensive Guide

Targeted Values-Based Approach

CFI’s trust model demonstrates that communicating with shared values is the key to earning trust. Now, equipped with in-depth MotivIndex™ influencer findings, we can tailor and target strategies much more precisely.

A campaign to engage Providers℠ could feature the following strategies that include values-based messaging about health, nutrition, convenience, affordability, confidence and family – issues that are top of mind for people like Pam:

• Feature an on-staff “mom” dietitian in online videos creating healthy, affordable recipes in the kitchen with her kids (Previous CFI research shows “mom scientists” are a highly trusted source)

• Feature company products and include messages about how processed foods can be part of an affordable, convenient, balanced and nutritious diet for today’s families

• Offer prizes or coupons for liking and sharing the videos, or for sharing pictures of themselves making the recipes – perhaps a trip to meet the dietitian and star in a recipe video

• Create consumer Q & A videos with the dietitian or a Twitter party where Providers℠ can ask questions about processed foods or a particular ingredient that raises questions

• Provide an online website forum where consumers can get questions answered by the dietitian

• Use digital hypertargeting to reach Providers℠ and influential bloggers online with the above content

• Plan an influential blogger tour with the dietitian at the company to see how products are made. CFI has facilitated several successful food system blogger tours and would be happy to assist members in planning and coordinating a tour. Contact CFI to learn more.

W H AT W E K N O W A B O U T P R O V I D E R S ℠ (MORE CHARACTERISTICS ON PAGES 28 TO 31)

• Share recipes, articles on popular food issues, and coupons or posts that could earn them discounts or prizes

• Trust food companies

• Converse with brands online (How they can’t wait to try a new product or would appreciate coupons)

• Post pictures of themselves and their family

• Feel anxious that they don’t have information to make good decisions

• Never feel quite good enough

• Believe in family

• Like Facebook

• Interested in recipes and cooking videos

*Campaign Includes initial and continuing monitoring of online content activity of Providers℠ to drive content development

Inside the Minds of Influencers | 2016 Comprehensive Guide 13

FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB


W E L L N E S S S E E K E R S ℠

F O O D F ATA L I S T S ℠

Consumer Types

P E A K P E R F O R M E R S ℠ P R O V I D E R S ℠

C O M F O R T S E E K E R S ℠

WE

LL

NE

SS

SE

EK

ER

S

Demographics You Need to KnowThis group is predominantly women (skews 85 percent female)

and between the ages of 25-44, lives in urban areas and is

well-educated. Many are married and have children.

11% 25%

P O P U L AT I O N S I Z E S H A R E O F VO I C E

H IGH LY EDUCATED

ABOUT FOOD & POLITICS

Wellness Seekers℠

CONSUME CONVENTIONALCONVENIENCE FOODS


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

WE

LL

NE

SS

SE

EK

ER

S

Work and Political StylesWhile 30 percent of Wellness Seekers℠ are stay-at-home moms, many work in the healthcare or wellness industry (physiotherapists, yoga instruc-tors etc.).

Wellness Seekers℠ are politically left of center and are considered armchair activists and new age. Wellness Seekers℠ are predominantly upper and upper middle class in working, white collar professional positions.

Food ethics and politics (organic, animal rights, fair trade, etc.) are highly important to Wellness Seekers℠, an audience that is educated about the issues.

Food PhilosophyFood is wellness.

The body is a temple and food is very connected to their identity – almost in a spiritual way. They look at food as an investment they are making in themselves so they can live a rich and meaningful life. Very few consume conventional convenience foods.

They’re fit, are naturally healthy looking and use minimal makeup or skincare products. Wellness Seekers℠ have lost faith in the conventional food system and abandoned the traditional “American” diet, giving up meat primarily or reducing intake significantly.

Instead, Wellness Seekers℠ have turned toward ancient grains, simple foods without additives, organic fruits and vegetables, juicing, making smoothies, etc. They grow their own food when they can, cook from scratch (especially baby food), attend farmers markets and buy in bulk because there is always room for one more at their table.

Wellness Seekers℠ are interested in community living and eating collectively, sharing food and recipes and the happiness they get from food.

Wellness Seekers℠ are interested in unpasteurized milk and breast feeding, natural teas and foods that you can find in your backyard (local, sustain-able, no pesticides, non-GMO and organic, though Wellness Seekers℠ are as interested in local as they are in organic). They will buy eggs from chick-ens fed grain or brown rice in their town rather than organic vegetables that have been imported because community building starts at home.

Population and World View PhilosophiesWellness Seekers℠ make up 11 percent of the popu-lation, but account for a 25 percent share of the voice about food. This archetype has a high sense of personal agency (a sense of control over their life or destiny) – believing that only they can impact their own future.

They want to be admired for their intellect and fear feeling insignificant – i.e. they want to leave their imprint on the world by moving others toward a new way of living and thinking in a brave new world. However, this group does not like conflict.

They like to mix with “like-minded” people and communities. Wellness Seekers℠ will also steer to the far, far left – are vegan, animal protectors, and loud and proud about that. They are all about educating others about living a “whole life” with

“healthy choices.”

They believe in living your own way – following your dreams, self-confidence, progress not perfec-tion, being a “good person,” focusing on personal development, self-fulfillment, having healthy kids, helping others and building a community of like-minded people.


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

WE

LL

NE

SS

SE

EK

ER

S

They will quote powerful leaders in their lives (Paulo Coelho, Deepak Chopra) and philosophers who talk about love, compassion, goddesses, Mother Earth and the Creator. They will talk about new books that have changed their lives. They believe in their core that the U.S. power structures are greedy. They are angry and in some cases venge-ful (the young Wellness Seekers℠ feel paralyzed by the system). Some believe in tough love and social upheaval (i.e. the fall of capitalism).

Why They Talk About Food-Related Issues

Many of their food conversations focus on their children, alternative ways to educate and parent, their pets, and secrets to making healthy food sustainable and tasty for children (and themselves).

Wellness Seekers℠ also talk about dangerous food practices (GMOs), environmental concerns and food issues that they have discovered, such as extreme recalls (i.e. a food product being recalled due to the potential presence of glass pieces) and how these recalls are indicative of a larger, systemic problem with corporate power. They argue that buying organic is not only important, it’s necessary and worth all financial costs. They are interested in scientific evidence from various perceived trustworthy sources. They are always open to new information and try to update their diet every time they feel there is strong evidence that they should do or avoid something.

On social media, Wellness Seekers℠ generally are very active across all platforms. They favor blogs and Tumblr because they can post articles at length and connect to other bloggers. Their educa-tion circulates across these blogs and they connect to others and to these blogs often for information and validation.

They feel no need to be anonymous and they post their pictures openly. They talk about retreats and the necessity of having space for your mind. They use their online presence to teach and inform others, and also to celebrate their own lives. They also are very much into the Do-It-Yourself (DIY) movement and post recipes for DIY deodorants, shampoos and menstrual products.

They are highly educated and will take to Twitter to advocate for what they believe in. For Wellness Seekers℠, Facebook tends to be the social channel they use to show pictures of their children, post inspirational quotes and stay connected to family and friends.

Additionally, they post many articles concerning harmful chemicals found in food and cosmetics, water contamination, healing illnesses with natural foods and spices, and healthy snacks for the kids. They also post articles that compare the U.S. with other countries when it comes to the more stringent laws against food additives, harmful dyes, GMOs, etc., that exist outside the U.S.

While they have a social media presence, many are anti-social media as a concept because they believe it takes away from face-to-face community and connection. However, they realize they cannot simply dismiss it in today’s environment.

❝“Food is proof of my better life choices. But typically, people don’t believe me or they tend to dismiss my advice. So the volume of my conversation is really driven by the need for validation. Every time something happens in the marketplace that proves my personal theory, I leverage it to say – see, I was right all along.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

WE

LL

NE

SS

SE

EK

ER

S

Brand Loyalty

A Sample of Brands Common to Wellness Seekers℠

Clif Bar, Stonyfield, Credible Cravings, Eden Organics, Lightlife, Skeeter Nut Free, Healthy Choice, Kashi, Annie’s Homegrown, Applegate, Mary’s Dare Crackers, Earth Balance, Daiya, Noosa, So Delicious Dairy Free, Suja Juice, Bumbleroot, La Croix Water, Traditional Medicinals (food/beverage), Healthy Food House, Gnarly Nutrition, Bob’s Red Mill Natural Food, Luna, Simply Organics, Perrier, Thin Slim Foods, Vega Protein Powders, Simply Raw, Healthy Delights, Barney Butter, Tsamma Juice

Relevant ConnectionsAssociations: Plant-Based Foods Association, Compassion in World Farming, Thug Kitchen, Green Recovery (food activism blog), Taking Sides (animal rights)

Documentaries: Forks Over Knives and Food Inc.

Politics: Kamala Harris (Attorney General, California), Elizabeth Warren (U.S. Senator, Massachusetts), Bernie Sanders (U.S. Senator, Vermont)

Other Influencers: Joel Fuhrman MD (pro-vegan doctor), Colin Campbell (author of China Study), Nick Ortner, Mark Hyman MD (pro-vegan doctor), Dave Bemel, Howard Lyman (activist), T. Colin Campbell (nutritionist), Jonathan Safran Foer, general vegan recipe blogs, Vandana Shiva, Michael Pollan, David Wolfe


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

FO

OD

FA

TA

LIS

TS

Demographics You Need to KnowThe Food Fatalists℠ segment typically skews younger and falls within the age range of 25-44. They typically are well-educated, live in urban areas and can be considered the “young, hip middle class.” They are single or living with partners and very few have children. They are considered the diverse generation making up numerous races and backgrounds.

5% 15%


H IGH LY EDUCATED


Food Fatalists℠



CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

FO

OD

FA

TA

LIS

TS

Work and Political StylesFood Fatalists℠ are the creative class, with jobs like teaching, working for NGOs, jobs in social media or the startup field, theater, graphic design, etc.

They are counter-cultural, religiously agnostic and lean very liberal, politically.

They are highly educated about food and food politics.

Food PhilosophyFood is proof of a life well experienced (think globally).

Food is power. It’s a statement Food Fatalists℠ can make about the world they have inherited. By taking risks around food, they can reject everything that has been handed down to them by previous generations. They have little faith in traditional consumption. By opening the door to new types of foods, they play their part in changing the way Americans consume food on a daily basis.

They see thinness as healthy. They will not allow themselves to get obese because they believe it represents their inability to move forward and progress as Americans.

This group doesn’t eat three meals a day and rarely stops to sit down to eat. Instead, they snack throughout the day and often eat “linner, brinner and slunch.” They are anti-big business and food chains, support local breweries and craft beer, and independently run and owned restaurants.

Food Fatalists℠ like being scared or anxious about trying something and then conquering that fear, and they are impulsive. This group likes intense

flavors and extreme textures that might seem disgusting. They seek the uncomfortable – pain-ful even – food choices and experiences because comfort equals settling, which equals wasting the potential that life offers around the dark, unex-plored corners.

They like to shop in groups and research what they are going to eat in order to get pumped about it. Taste and texture overpower nutritional value. Food is an experience; it is an art (culinary art). They believe in adventurous eating and never saying “that’s gross” because doing so is offensive and indicative of small mindedness.

When cooking for themselves, they will try mash-up menu foods to create experiences. Food Fatalists℠ buy quality meat, cheese and produce. They usually shop close to home at stores like Whole Foods and at local farmers markets.

They like diverse food markets and festivals, hostels and cheap, “authentic” experiences.

Population and World View PhilosophiesFood Fatalists℠ make up five percent of the popu-lation, but account for a 15 percent share of the voice about food.

They believe that the world they’ve inherited has gone too far in the wrong direction and they want to taste everything good before it’s all gone.

They have a fear of being forgotten and/or left behind by a fast-changing world that they believe has already written off Americans. They seek knowledge and transformation and fear being seen as small-minded.


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

FO

OD

FA

TA

LIS

TS

Food Fatalists℠ take risks and look for new expe-riences because they believe everything that has been taught to them is likely wrong or unsustain-able. They take pride in revealing untouched areas they have discovered in their own states – cool, off-the-wall restaurants and “secret menus.” They read travel blogs, follow NGOs and have high interest in creative technologies and pets (oftentimes u n c o n v e n t i o n a l pets like pigs and bunnies), and enjoy couch surfing (stay-ing on the “couches” of host families for more economical accommodations while traveling). They write their own blogs and are vocal about political movements occurring outside the U.S.

To this segment, gentrification – or the process of renovating deteriorated urban neighborhoods through an influx of more affluent residents that can displace low-income individuals and small businesses – is both frustrating and exists, in part, because of them.

Members of this group believe the U.S. (and their complacent parents) have secured them all a seat in the pit of darkness. This group has been accused of being indifferent to it all, but in reality, they are scared. They want to leave their mark as the group of people that tried new things, went places and weren’t afraid of taking risks or attempting to be different. They hate fear mongering and being told that something is off limits. They’ll Tweet openly about their politics and be harsh with anyone who seems to them to be “close-minded” or all-American.


Food Fatalists℠ use social media to promote their life style. It’s a living archive, like a scrapbook, and also proof to them and others of how they live their lives. They talk about traveling, National Public Radio and cool radio podcasts they’ve discovered.

They’ll share their opinions regarding food safety and recalls, for example, but not as a means to educate others. Instead, they do so to pessimisti-cally demonstrate what they’ve believed all along.

An online presence is essential for this group. They use all of the formats available and see part of their role as a risk taker, as one who shares their accomplishments, risks and opportunities with others. Eating risky foods and then sharing their adventures online makes them feel more worldly, diverse and open to change than others, without having to be any of these things (i.e. without having to move outside of the U.S.). They also can build communities with other risk takers outside of their hometowns and states.

❝“Yes, food represents a life well lived and experienced for me. But, I talk extensively about global foods because it’s my lifeline. I’ve been a part of the problem in our country for far too long – closed off to new ideas, new experiences and other cultures’ wisdom. Spreading awareness about global foods is my way of making a small change – showing my fellow Americans that there’s something different, and maybe even better, out there.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

FO

OD

FA

TA

LIS

TS

You might find this group experimenting with mouth-numbing spices or “in-edibles” and then sharing the experience broadly through social channels – Instagram, Twitter and Tumblr, for example – cross-posting for maximum traffic.

On Facebook you’ll see pictures of them with groups trying the latest spicy Korean restaurant that is famous for “killing a guy once” or you’ll see videos of them eating fried bugs or “still alive” foods in their travel blogs or on their Facebook feeds. They love to travel and will talk endlessly about the “crazy” things they’ve eaten while away, and will post links to information about their travels, favorite blogs and top 10 lists they create.

Brand LoyaltyA Sample of Brands Common to Food Fatalists℠Sriracha, Mad Dog, Blair’s Hot Sauces, Gardein Patties, Tempeh Bacon, Cascadian Farm Granola, Bioglan Raw Bites, Chapul powder (protein from crickets).

As a segment willing to try anything, here are some interesting types of food they are willing to try: balut, Rocky Mountain oysters, civet coffee, century eggs and rare foreign delicacies of that nature.

They frequently eat out at restaurants not considered “home grown” in the U.S.: isakaya (ramen espe-cially), Thai, Korean, Chinese, Indonesian, sushi, Peruvian and Nigerian.

Relevant Connections

YouTube Channels: The Gastronauts (a “club for adventurous eaters”) and Bizarre Foods with Andrew Zimmern

News/Sites: VICE journal and documentaries, Buzzfeed top 10 lists, rocketnews24.com, tastemade.com, Tastemade TV Network (food and travel shows, recipes and videos)

Politics: Bernie Sanders (U.S. Senator, Vermont)


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PE

AK

PE

RF

OR

ME

RS

Demographics You Need to KnowPeak Performers℠ generally range from 25 – 44 years of age.

They’re single. Many are divorced and into online dating. The

segment skews male (60 percent) and includes upper middle –

and upper-class individuals with higher education.

17% 25%


MODER ATELY EDUCATED


Peak Performers℠



CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PE

AK

PE

RF

OR

ME

RS

Work and Political StylesPeak Performers℠ have professional jobs, work-ing as business owners, entrepreneurs, consultants, lawyers or bankers. While the residences skew urban, suburban areas are present as well. This segment has Republican leanings and is religiously agnostic because Peak Performers℠ believe they control their own fate.

Food PhilosophyFood is all about self-improvement.

More than half eat conventional convenience foods.

This group fears aging and becoming obese. Their self-esteem is based on appearing perfect. If Peak Performers℠ look good, they feel a sense of progress and social class. Food is a critical ingredient for looking good and enhancing performance. When they give into weakness, they admonish themselves to hold themselves accountable.

For men in this group, healthy, high-energy and protein-driven foods are simply a fact of life (the cost of a hard-won, hard-fought work ethic – the pinnacle of a prosperous future). In their opinion, healthy food is both the scientific and rational choice (but what they consider “healthy” is not always so).

Anorexia and bulimia or “fitness fatigue” are commonplace for female Peak Performers℠ as their standards for themselves are as high as they are for others. Women in this group tend to compare themselves to celebrities and have no

problem talking about women or men they deem lacking.

Breakfast is considered the most important meal of their day as it gets them up and ready to dive into their work. They like basic foods (meat, cheese and vegetables) and avoid sugar, rice and bread. This group loves dairy (cottage cheese in particular). They love good fats: fish oil, flax seed oil, eggs and nuts. Food choices are often consistent and routine, and it’s likely this group eats the same foods daily/weekly.

Protein is sacred. They are obsessed with proteins, always worried they’re not getting their (very high) daily “required” amount of proteins. Carbs are the enemy (potatoes, rice, pasta, etc.), but they don’t always realize that added sugars in protein bars are carbs.

Peak Performers℠ are workaholics and, therefore, food does not have to taste good as it is often ingested quickly and on the go. The pleasure of the meal is not a huge concern.

Population and World View PhilosophiesPeak Performers℠ make up 17 percent of the popu-lation, but account for a 25 percent share of the voice about food.

They are part of the “gym community” and will adopt diets that are promoted by gym nutritionists (high protein, caveman diet, low carbs, etc.).

Food is a constant source of anxiety for this segment. Through food, and consequently how they look, they want to feel like they are constantly maximizing their potential in life. They’re highly concerned about how others view them. Food’s an obsession, but only because they’re obsessed with


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PE

AK

PE

RF

OR

ME

RS

their body and their performance. At all costs they cannot get fat. They cannot succumb to the same temptations that have made their lesser coun-terparts (middle-aged men and women of lower economic classes) less successful. They believe they are better than that, and that suffering for their successful fit body and fit mind is part of the game you play in life. They want to be winners, not losers.

They seem to have built-up anger and resentment for those who refuse to follow a highly active, low-sugar lifestyle and for “taxpayer money” that pays for lack of motivation (obesity, heart diseases, fatty livers, etc.).


This group loves its personal mantras for life. Peak Performers℠ are all about competitions that they are training for (triathlons, cross-fit, etc.) and interested in how to best “repair” after a workout, successes in working out (posting body pictures), training regimes, gyms and new workouts or methods for pumping up (videos that show how to perform the perfect push-up, for example).

Regarding nutritional advice, they only trust people from their community (gym dietitian, trainers, fitness blogs/forums, supplement stores, website, etc.).

Online, Peak Performers℠ are judgmental and highly entitled. They will talk about a combination of lifestyles that are at times downright punishing and grueling. They will post information about healthy food as it’s an easy way to feel higher on the social and cultural hierarchy than those who do not eat this way.

In their online opinion, people who are not healthy (alcoholics, obese people, smokers, etc.) don’t work hard enough, don’t make the necessary sacrifices needed to succeed and don’t deserve handouts because of their choices. They tend to use Facebook as their platform for showing the world (and their colleagues) that they are fit and performing. They use forums to seek out their fitness knowledge anonymously and post YouTube videos they like on their Facebook pages. Younger Peak Performers℠ will use Instagram, but only to boast and “look tough.”

When it comes to television, female Peak Performers℠ enjoy reality shows that make them feel better about themselves like “The Biggest Loser.” It demonstrates their value of self-con-trol and judgment over others who are obese. The Kardashians makes them want to be better, famous, rich and “hot.”

Male Peak Performers℠ like high-power shows and movies with strong male protagonists, in addition to Fox News, CNN and information channels. Men are also drawn to documentaries and informa-tion-based shows about climbing Mount Everest or the Barkley Marathon, for example, that promote learning and high-intensity training.

❝“If I don’t keep talking about performance, I fear that I’ll fall off the wagon. That I’ll go soft. Talking about it with my peers allows me to exert social pressure on myself, so I’m constantly exploring better options with the food I consume or reducing the anxiety I feel around the foods I regularly consume.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PE

AK

PE

RF

OR

ME

RS

Brand LoyaltyA Sample of Brands Common to Peak Performers℠

Optimum Nutrition Gold Standard Whey , Glanbia, Vega, Pumped Up Pancakes, Bright Cellars, Ginger Bean Coffee, Yogi Tea, Fitness Publix, Detour Protein Bars, Fixt Food, Teaza Energy, Metabolic Nutrition, Europa Sports Product, Arctic Pretzels, Zero blueberries, Pure Protein, Labrada Nutrition, Trim Nutrition, Monster Energy, Synedrex (weight loss drink).


Stores: The Vitamin Shoppe, Whole Foods, Starbucks

Interests: Fitness magazines, fitness competition, gyms, fitness clubs or associations, athletes, fitness websites, Gold’s Gym, Men’s Health, CrossFit, Shredded Academy, IronMan

Influencers: John Durant, Bodybuilders.com, Kayla Itsines, Casey Ho, Bob Harper, Popsugar, Alex Honnold, The North Face, Wired, Sweetgreen; Robin Sharma, Elon Musk, Tesla, Tough Mudder, Coachified


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PR

OV

IDE

RS

Demographics You Need to KnowThe Providers℠ segment covers a wide age range, skews female (60 percent) and is pocketed in suburban and rural areas. This segment is moderately educated; many didn’t attend college. Most Providers℠ have children and are demographically split between married and divorced.They are the only archetype interested in coupons.

32% 15%


LOW EDUCATION


Providers℠



CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PR

OV

IDE

RS

Work and Political StylesProviders℠ encompass a broad spectrum of classes and occupations. They are blue and white collar professionals who tend to play the juggling act of managing home and work life. There are no clear political leanings, but some Providers℠ show Christian leanings.

Food PhilosophyFood is fuel.

Providers℠ are the second highest segment to consume conventional convenience foods.

The primary focus of Providers℠ is on providing for others. Therefore, food is secondary. They don’t live to eat. They eat to live. Food is considered fuel for the body at the basic macronutrient level.

Providers℠ express needs such as: convenience, affordability, ease of preparation and wanting reasonably tasty food. They wish they could cook more often and a little bit healthier, but they have accepted that they can’t have it all. They generally have a low sense of personal agency (a sense of control over their life or destiny).

They do not think about food on a daily basis, unless it makes them feel like they’re not fulfilling their role as Providers℠. So when a food safety* or nutrition issue is placed before them, they feel anxious that they don’t have the information or trusted sources they need to decide what is right or wrong.

*Note: Providers℠ tend to associate most food-related issues as those affecting the safety and security of their loved ones. Even in cases where the issues are not technically safety related.

Population and World View PhilosophiesProviders℠ make up 32 percent of the population, but account for only a 15 percent share of the voice about food.

These people never feel quite good enough. They live a life of regret, feeling like they are not doing enough for their children, spouses or themselves. They feel concerned that no matter what they do, they can’t seem to get ahead in life. At the same time, they are more self-confident than most of the other groups because they do not overcompensate for their insecurities.

They have real friendships and relationships that are based on shared values and trust and not just on “belonging to a similar group.” They like to talk about personal issues (themselves, their accom-plishments, their family’s accomplishments) or issues related to their community.

This group believes in family. They work hard, believe that they are never going to be CEOs because they chose to have families, and are juggling all of the responsibilities of work and family life.

Most of them will get their information about poli-tics the same way they get their information about food – through “trusted” news channels, friends’ online posts, articles they read on social media, friends’ opinions, discussions with friends at social events, family gatherings, etc.


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PR

OV

IDE

RS


Providers℠ favor a Facebook presence. They tend to be the ones who go to the comment page on a brand’s site, so they are very susceptible to listen-ing to what the brand is telling them. They like getting free things in the mail, too, like coupons and samples.

They post pictures about themselves, their family and their kids. They re-share discounts, coupons, sales and anything that might make them eligible for a lottery or to receive a coupon or discount in a store or restaurant. They write posts regarding the accomplishments of their friends and family, will thank and praise publicly their friends and family, and share what their kids made for them. They share information about personal fundrais-ers, community events, police news and community news from online local newspapers.

They re-share easy recipes shared by their friends, bloggers or Facebook groups. They re-share videos that their friends shared (protégé children playing music, tips for winter), videos regarding an average person talking about issues (child support, body image).

On social media, Providers℠ are mainly interested in recipes and Do-It-Yourself (DIY) cooking videos. They may “like” pages or share articles they read on their Facebook timeline that concern some popular food issues (GMOs, food safety, random news articles and posts regarding food issues or antagonistic toward fast food companies, etc.). This

group is changing and slowly learning more and more about food safety, health and about the brands they blindly trust. Providers℠ learn from and draw cues from Food Fatalists℠ and Peak Performers℠ to develop their food philosophies.

They share miscellaneous news articles and edito-rials (weird behavior of animals, funny sex editorial, body image tips and issues, scientific discoveries, personal development quizzes like, “What type of animal would I be? Which career should I have? What spice are you?”). They write “opinions” (not always well-supported) on social media – primarily Facebook, regarding various issues.

On one hand, Providers℠ is the only group that actually converses with brands online. They will talk about how they can’t wait to try a new product, or would like some coupons sent to them, or about how as kids they grew up on a company’s products and are proud their children do, too. They will trust the food companies and the front label. Conversely, they also are beginning to pay attention to media reports concerning recalls, harmful dyes and addi-tives that have hurt children.

❝“The last thing I want is to be seen as a neglectful parent or to be caught snoozing when something new is known about the foods I buy for my family. If there’s something that is a risk to my family’s health or well-being I want to be knowledgeable.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

PR

OV

IDE

RS

Brand LoyaltyA Sample of Brands Common to Providers℠

Stouffer’s, Snapple, Honey Maid, Krusteaz, Old Orchard Brands, Lindt Chocolate, Nestlé, Del Monte, Naked Juice, Uncle Ben’s, Mott’s, DiGiorno, Balance Bar, Crystal Light, Quaker, Ritz, Naked, Monster Energy, Ferrero Rocher, Pringles, Oreo, Skittles, Mini Babybel, Gatorade, Newcastle Brown Ale, Starbucks Frappuccino, Red Bull, Coca-Cola, Dr. Pepper, Knorr, Betty Crocker, Florida Orange Juice, Juicy Juice, M&M’s, Kraft, Oreo, Taco Bell, Kit Kat, Butterfinger, Reese’s, Delight, Blue Diamonds Almonds, GoGo Squeez, Domino’s Pizza, Hot Pockets, Welch’s Fruit Snacks, Special K, Coffee-mate, Starburst, Mountain Dew, Lipton


Stores: IKEA, Costco, Gap, Bed Bath & Beyond, AliExpress, SavingStar, Kohl’s, Walgreens, Starbucks

Non-Food Consumer Brands: Pampers, Disney, Post-it, Conair, Scott Products, Garnier, Swiffer, Shout, OxiClean, Colgate

Online Communities: Crock Pot Community and Mommypage.com

Influencers: Martha Stewart, Bill Gates, Hillary Clinton, Ellen DeGeneres, Rachael Ray, Dr. Oz, Oprah, Dr. Phil


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

CO

MF

OR

T S

EE

KE

RS

Demographics You Need to KnowComfort Seekers℠ encompass a wide age range and skew

male (65 percent). They are typically married with kids but this

segment also includes many single moms. Comfort Seekers℠

tend to have a lower level of education, typically high school or

trades diplomas. Many live in suburban or rural communities.

Comfort Seekers℠

35% 20%


LOW EDUCATION




CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

CO

MF

OR

T S

EE

KE

RS

Work and Political StylesThe majority of Comfort Seekers℠ belong to the lower or working class. They work in skilled trades and the service industry: bartenders, construction workers, security guards, etc.

Politically, Comfort Seekers℠, are very right leaning with a high sense of religiosity (strong Protestant and Catholic leanings).

Their jobs are hard and oftentimes boring. They don’t make much money, but will spend most of it on comfort and fun. Financially, they have accepted the fact that they are not the “1 percent” or the 10 percent – and never will be.

Food PhilosophyFood is comfort and security; an indulgent pleasure.

Food is comforting both mentally and physically. It makes Comfort Seekers℠ feel safe in a world full of unknowns. They want self-restraint, but also know that giving into their impulses makes them feel “at home” or “comfortable” in the moment.

Food (particularly from Quick Service Restaurants) offers daily moments of detachment from a harsh reality. Food symbolizes a reward and a much-deserved break. They brag about eating junk foods and comfort meals, and make fun of other men who are thin and fit – accusing them, for example, of being less masculine.

Many in this category are overweight and they wish not to be. Many don’t seem to realize how much their lifestyle and diet has to do with their weight. Lack of exercise is the reason for being overweight. Some are ashamed of being fat because they see

it as a lack of control. They also blame outside factors for their poor physical condition, such as genetics, health conditions, physical conditions and disabilities.

This group doesn’t want to be educated or educate others about food, but they are very much into cele-brating the spectacle of their unhealthy choices.

This group has mainly given up. They are food addicts and food is comfort. Even if they try to diet and workout, they always go back to their old habits. This group eats fast food a minimum of three times a week.

Population and World View PhilosophiesThis segment is number one when it comes to consuming conventional convenient foods. Population size is 35 percent; share of voice is 20 percent.

This group has a low sense of personal agency (a sense of control over their life or destiny) and limited self-control. To Comfort Seekers℠, living well is about living in the now and “enjoying your-self while you’re here.” Because food is affordable, it allows them to feel a sense of accomplishment in life (since they often can’t afford things that typi-cally signify wealth like travel, a big house, nice cars, etc.).

Comfort Seekers℠ deal with a lot of life’s pres-sures – feeling tired, over-worked and financially strapped.

Men in this segment use food as a way to assert their masculinity – as a tool to show that they are free to live without restriction. Women who are Comfort Seekers℠ tend to struggle with weight gain and use food as a reward for their daily struggles.


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

CO

MF

OR

T S

EE

KE

RS

Women in this group also are less social and open about their food enjoyment. They are escapists and it’s not a social spectacle that gives them power. Eating a dozen donuts or coming home from work to drink soda and eat fast food alone is not some-thing that evokes high fives with other women. The women want to fit in, but feel they never will and so they have surrendered.


Comfort Seekers℠ talk about the food they love, the outrageous things they see on the internet, their children, the military (less talking and more posts about important dates or lost lives or anger towards other countries). They will talk about the million things you can barbecue, or fry, or do with bacon. They will talk about how America has become a place they don’t know, and will talk about the “talking heads” in politics who have made them the have-nots. There’s lots of talk around terrorists, gun laws, the NRA and Donald Trump (even if they don’t like him, they respect him).

Socially, Comfort Seekers℠ indulge in photos of comfort food and YouTube videos that make them laugh, or feature mash-up foods that make the meal even more fattening and new barbecue sauces, for

example. They are proud to be American and will post pictures of flags on their Facebook feeds.

Online, Comfort Seekers℠ tend to stay off of forums, unless they are the ones who promote and celebrate junk food, such as subgroups that can be found on Reddit. Men who are Comfort Seekers℠ can be self-deprecating online, making fun of their fat bellies while also high fiving each other virtually about their outrageous food choices. The women are not comfortable posting about themselves or their bodies because they’re ashamed.

The online presence of Comfort Seekers℠ is not as large as it is with other Consumer Types, and they tend to stick to Facebook and YouTube, watching

comedic videos or post-ing offensive, in-your-face memes on a variety of topics they deem mascu-line (namely: women, big dogs, children, hunting and the military, which they

support). They watch reality TV shows and CNN and are large consumers of TV media in general (not the Netflix generation.)

❝“I start talking about food-related issues based on my doctor’s advice. It bothers me that I can’t be as free to eat the way I used to, but hopefully, by following the doctor’s plan, I can get back to living life like I used to.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

CO

MF

OR

T S

EE

KE

RS

Brand Loyalty

A Sample of Brands Common to Comfort Seekers℠

Dr. Pepper, Miller Lite, Lipton, Pepsi, Starburst, Pringles, Ferrero Rocher, Nutella, Papa John’s Pizza, Banta, Jack Daniel’s, Burger King, Kit Kat, Pringles, beef jerky, buttered movie theater popcorn; Slurpees, high fructose candies, Lays potato chips; Jimmy Dean sausage, bacon, bacon-wrapped meatloaf, the Heart Attack Grill Quadruple Bypass burger, grits, breakfast burritos; KFC’s Double-Down chicken sandwich, Oreos, Fudgeos, Coca-Cola, Budweiser and Bud Light, Coors, Captain Morgan Rum, Mike’s Hard Lemonade (women), Red Bull, Monster Energy, Cheetos, Doritos, Chipotle, Krispy Kreme, carnival foods like funnel cakes and the deep-fried Mars Bar

Relevant ConnectionsStores: McDonald’s, Pizza Hut, Dairy Queen, Arby’s

Interests: Fast cars, rebuilt trucks, hunting, the NRA, dogs like Labradors and German Shepherds that can also serve to protect their home and family

Pastimes: Cheerleading and pageants for the kids, Disneyland and Disney World, NASCAR, WWE Wrestling and Ultimate Fighting Championships


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

ConsumerConcerns

Is the Food System Headed in the Right Direction or Down the Wrong Track? Survey results show a fairly significant upward trend in the number of consumers who feel the food system is headed in the right direction – 55 percent this year, compared to 40 percent in 2015. It’s interesting to note that less than half of Moms feel this way compared to almost 60 percent of Millennials and more than two-thirds of Foodies.

Consumer Concerns About Life and Current Events Respondents were given 19 life issues to rank and food issues clearly are top of mind. In fact, six of the nine most concerning life issues are food-system related.

Over the years, a majority of consumers have consistently expressed concerns in the survey about the rising cost of food and the affordability of food. For the third year, “Keeping Healthy Food Affordable” has been a top concern, pointing to the increased emphasis on the relationship between diet and health.

For the first time we included “Food is Actually What is Listed on the Label,” which fell in the top nine issues.

JUST OV E R H A L F BELIEVE THE FOOD SYSTEM IS MOVING IN THE RIGHT DIRECTION

SIX OUT OF N IN E MOST CONCERNING LIFE ISSUES ARE FOOD SYSTEM RELATED

Unemployment (59%)

The Global Economy (59%)

Personal Financial Situation (58%)

Humane Treatment of Farm Animals (58%)

Environmental Sustainability (55%)

Access to Accurate Info to Make Healthy Food Choices (55%)

Global Warming/Climate Change (55%)

Obesity in America (54%)

Childhood Obesity (53%)

Treatment of Farm Laborers (51%)

Rising Healthcare Costs

Keeping Healthy Food Affordable

Food Safety

Affordability of Food

Imported Food Safety

Rising Energy Costs

Food’s actually what is listed on the label

Enough Food toFeed People in US

U.S. Economy

About TWO out of THREE express concern for: About HALF express concern for...

55%RIGHT

DIRECTION

22%WRONG TRACK

23%UNSURE

MOMS

MILLENIALS

FOODIES

26.5%

17.8%

10.4%

23.7%

18.7%

58.5%

70.9%

45.1%28.4%


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S

Top Sources and Topics #1 Sources of Information About the Food SystemIt’s no surprise that 17 percent of respondents ranked websites as their number one source for food system information. That figure increases to 27 percent when Google is factored in.

It’s interesting to note that “Friends Not-Online, also at 17 percent, speaks to the influence of peers. TV has plummeted since 2008, when it was ranked as the number one source of food system information at 26 percent.

More consumers are crowdsourcing information – accessing information from many sources – particularly websites, and friends and family not-online. They then synthesize that information with their values and beliefs to form opinions. A strong, focused and sustained online strategy is the best way to engage.

INFO SOURCES ABOUT THE FOOD SYSTEM RANKED NUM BER 1

CFI’s Best Food Facts is one source where consumers can find third-party, credible information about food. We’ve enlisted the help of more than 200 food system experts, including university researchers, registered dietitians and farmers, to answer question from consumers who crave balanced information. Contact CFI to learn more about how Best Food Facts can help address food system issues of interest to you.

LOCAL TV GOOGLEWEBSITESFRIENDS

NOT ONLINEFAMILY

NOT ONLINE

10%17% 15%17% 11%


FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

Two Topics Consumers Search Most Consumers search Impact of Food on Health and Food Safety most and 62 percent are using search engines.

Two-thirds of consumers surveyed believe they have access to all information they need. That’s up 17 percent from 2008. It’s a significant and meaningful shift. Consumers feel more empowered, particularly online, and believe they have been given the tools to feel a better sense of control about where they’re going and how they access information.

Trusted Sources About Food-Related IssuesWe provided survey respondents a list of 15 sources for food-related issues and asked them to rate their level of trust on each source independently. Family Doctor and Family came in first and second, respec-tively. Not far behind and with very similar ratings, University Scientists, Dietitians, Friends, Nutrition

IMPACT OF FOOD ON HEALTH AND FOOD SAFETY ARE TOPICS MOST COM MON LY SEARCH ED

Search Engines Like Google or Bing are the Most Common Starting Place

66% believe they have access to information about where food comes from, how it’s produced and its safety – up from 17% in 2008.

IMPACT OF FOOD ON

HEALTH

FOODSAFETY

72% 62%72%

FAMILY DOCTORS AND FAMILY MEMBERS ARE MO ST

TRU STE D SOU RCE S ABOUT FOOD RELATED ISSUES

Foodies and Earlier Adopters More Likely to Trust All Sources


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

Advocacy Groups and Farmers round out the top seven. Blogger and author Vani Hari, the “Food Babe,” ranked third to last. Dr. Oz came in last. Food Companies and Manufacturers were sandwiched in between, demonstrating that there’s work to do when it comes to earning trust.

Consumers access sources in different ways. Clearly, with Family Doctor and Family, most conversations are taking place in person, whereas accessing information from other sources, like University Scientists and Farmers, is most likely taking place online.

The Disconnect: Trust and Responsibility The research reveals a disconnect between certain sources consumers trust and those they hold respon-sible when it comes to ensuring good nutrition. If consumers both trust you and hold you responsible, like Family and Family Doctor, you’re in great shape. If they trust a source that they also hold responsible, consumers are more comfortable and more trusting with information from that source.

But if they hold you responsible and don’t trust you, there’s discontent that may cause consumers to take action, whether that’s simply rejecting your information or products, or taking action to advocate for third-party oversight, new policies, regulations or laws to ensure you’re behaving in a trustworthy manner.

It’s clear that Food Companies, which rank third in responsibility and last in trust, have work to do. State Regulatory Agencies, which rank first in responsibility and seventh in trust, have a gap to bridge as well. There’s only a slight misalignment with Farmers, who rank fourth in responsibility and sixth in trust. Keep in mind that addressing this chasm includes understanding the key Consumer Types and their motivations when it comes to trust.

TRUST TO ENSURE GOOD NUTRITION

Family DoctorFamily

DietitiansNutrition Advocacy Groups

University ScientistsFarmers

State Regulatory AgenciesGrocery Store

RestaurantsFood Companies

HOLD RESPONSIBLE TO ENSURE GOOD NUTRITION

State Regulatory AgenciesFamilyFood CompaniesFarmersFamily DoctorNutrition Advocacy GroupsGrocery StoresDietitiansUniversity ScientistsRestaurants

The Trust

Responsibility Disconnect


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

ConsumerAttitudes

Attitudes About Agriculture This year we asked respondents about their overall impression of agriculture and their knowledge about farming.

The results show a very positive (25 percent) or somewhat positive (42 percent) view of agriculture.

A majority (56 percent) say they know a little

about farming and there’s a very strong desire (80 percent) to learn more about how food is produced and where it comes from.

This high level of interest in learning more about farming represents an opportunity for agriculture to engage to earn trust, partic-ularly in an environment where consumers feel more empowered than ever before to access information.

Knowledge of Farming

Know a lot (19%)Know a little (56%)

More Knowledge Among Foodies and Earlier Adopters

Interest in Knowing More

Yes (80%)

Higher Among Foodies and Earlier Adopters

Overall Impression

Very Positive (25%)Somewhat Positive (43%)

More Positive Among Foodies and Earlier Adopters

Overall Impressions of Agriculture and Knowledge of Farming

Consumer TrendsTracking Consumer Attitudes Over TimeCFI’s research benchmarks consumer attitudes on food system issues over the years. In some cases, trend movement can be traced back to 2007. Survey participants rate their level of agreement with statements on a 0-to-10 scale with 0-3 reflecting low level of agreement, 4-7 moderate and 8-10 strong.

Percentages may total more than 100% as graphs contain whole percentages that are rounded.

2016 Mean

Low Moderate Strong

0-3 4-7 8-10

LEVEL OF AGREEMENT

The vertical axis of each trend line graph represents one point above the highest year and one point below the lowest year.

This is one of the few statements on which a downward trend on level of agreement was seen.

In terms of strong agreement with the statement, consumer sentiment has remained relatively consistent since 2008.

This is the strongest level of agreement with this statement since it was first posed in 2007. Strong agreement rose 14 percent from 2015 to 2106. The mean score this year is almost 1.5 points higher than in 2008.

“Food prices are a greater concern to me now than they were a year ago.”

“U.S. food is among the most affordable in the world today.”

8% 39% 53% 44%44%46%10%

E C O N O M I C S


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

F O O D S A F E T Y

Consumer attitude toward this statement has basically been unchanged since 2013, when the statement was first included in the survey.

Nearly half strongly agree, a big jump from the 35 percent seen in 2015. Looking back to 2007 when consumer sentiment on this statement was first measured, the trend line has been quite positive.

“I am concerned about the affordability of healthy food.”

“I am confident in the safety of the food I eat.”

A significant increase is seen between 2015 (35 percent strong agreement) and 2016 (44 percent strong agreement). The overall trend line is very similar to the previous statement, which is not unexpected.

“I am as confident in the safety of the food I eat as I was a year ago.”

A slight increase in agreement is seen (48 percent strong agreement in 2015). The mean has been fairly consistent over the last three years.

“I am more concerned about the affordability of healthy food than I was a year ago.”

As is the case with many of the statements this year, strong level of agreement (38 percent) is up considerably from 2015 (24 percent).

A significant majority (59 percent) strongly agree, up from 51 percent last year with a mean score of almost 7.5. It will be interesting to see how this statement tracks over time as people become increasingly aware of a wide variety of food-related issues in a globalized system.

“Government food agencies are doing a good job ensuring the safety of the food we eat.”

“I trust food produced in the U.S. more than I trust food produced outside the U.S.”

Is the nostalgic view by some that things used to be better waning somewhat? Strong level of agreement is significantly higher this year (37 percent in 2016 compared to 26 percent in 2015). While the trend line is moving in the right direction, a mean of 6.2 on a 10-point scale is not overly impressive.

“Today’s food supply is safer than it was when I was growing up.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

Half the survey participants strongly agree and the survey has shown steady improvement since 2012.

“I make a special effort to buy items produced in the United States.”

We see a big increase in the level of strong agreement from last year (40 percent in 2016 and 28 percent in 2015) and a huge increase is seen since the statement was first measured in 2007. This is a good reflection of consumers feeling empowerment and control in their ability to have access to information about their food.

After a steep drop in 2009, there is now strong agreement with this statement.

A significant increase in strong agreement is seen from last year (35 percent in 2016 and 27 percent in 2015). The survey has shown an overall positive trend over the years.

This is the biggest jump we’ve seen in support for this statement in the history of the survey. At 38 percent, this is the strongest level of agreement for this statement since we first measured in 2007.

“I have access to all of the information I want about where my food comes from, how it is produced and its safety.”

“If farm animals are treated decently and humanely, I have no problem consuming meat, milk and eggs.”

“I don’t care where my food was produced as long as it is affordable, safe and wholesome.”

“U.S. meat is derived from humanely treated animals.”

F A R M A N I M A L W E L F A R E

Strong agreement with this statement should come as no surprise in light of the successful animal housing ballot initiatives that have taken place in the last decade.

“I would support a law in my state to ensure the humane treatment of farm animals.”

7% 36% 57%


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

S U S T A I N A B I L I T Y

S I Z E O F O P E R A T I O N

When this statement was first tested in 2008 it included “global warming” only. We have since added “climate change” to the statement. Strong agreement in this year’s survey (46 percent) reflects a heightened level of concern from last year (38 percent).

“I am more concerned about global warming /climate change than I was one year ago.”

F E E D I N G T H E W O R L D

Strong level of agreement (33 percent) soared from last year (19 percent) – almost doubling. We’ll see in coming years whether the spike is an aberration.

“The U.S. has a responsibility to provide food for the rest of the world.”

There was a dip in strong agreement in 2012, otherwise the level of agreement for this statement has been steady since it was first tested in 2011.

“It is more important for the U.S. to teach developing nations how to feed themselves than to export food to them.”

We continue to see consumers’ “big is bad” bias manifested in the next four statements. However, concern about small operations appears to be growing at a faster rate. We’ll see if the gap in trust between big and small continues to shrink in coming years.

“Small food companies are likely to put their interests ahead of my interests.”

“Small farms are likely to put their interests ahead of my interests.”

“Large food companies are likely to put their interests ahead of my interests.”

“Large farms are likely to put their interests ahead of my interests.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

A D D I T I O N A L A T T I T U D E S T O W A R D T H E F O O D S Y S T E M

This year’s survey (50 percent) shows an 11 percent hike in strong agreement from 2015 (39 percent) on this statement.

“Food grown organically is more healthful than conventionally grown food.”

A sizable nine percent jump in strong agreement is seen in the fourth year this statement has been measured.

“I am more concerned about healthy eating than I was a year ago.”

We see continued positive movement in the four years this statement has been tested.

“I feel confident about the food choices I make for my family.”

We see positive movement from 2015 (25 percent) to 2016 (37 percent) but half the respondents have moderate agreement on this statement, showing there’s still work to be done.

“I trust today’s food system.”

This was the first year we posed this statement in the survey. Around half the respondents are ambivalent while 42 percent strongly agree.

“U.S. farmers take good care of the environment.”

Agricultural use of antibiotics has been a high profile issue in recent years so it’s no surprise that more than half of the survey participants have strong agreement with this statement.

“I am personally concerned about antibiotic resistance due to farm animals being given antibiotics.”

Consumers frequently confuse the issues of antibiotic resistance and antibiotic residue. The survey results on this statement, which are identical to the previous statement about antibiotics, bear out that there is widespread confusion on the connection between resistance and residue.

“I am personally concerned about antibiotic residues in meat, milk and eggs.”

More than half strongly support the statement, which was posed for the first time in 2016

“I am personally concerned about the number of ingredients in the food I purchase.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

In 2016, we also explored the level of personal concern about the use of hormones in farm animal production, the presence of GMOs, and chemicals and artificial ingredients in food. As you can see, there is a high level of concern in all four areas.

“I am personally concerned about the use of hormones in farm animals.”

“I am personally concerned about genetic modification (GMOs) in food.”

“I am personally concerned about chemicals in food.”

“I am personally concerned about artificial ingredients in food.”


CFI

MEM

BER

S O

NLY

– P

LEA

SE D

O N

OT

SHA

RE

WIT

H N

ON

-MEM

EBER

S FOR

CFI M

EMB

ERS O

NLY

– PLEASE D

O N

OT SH

AR

E WITH

NO

N-M

EMEB

ERS

INSIDE THE MINDS OF INFLUENCERS - The Center for Food ...

Documents

Transcript of INSIDE THE MINDS OF INFLUENCERS - The Center for Food ...