In the tech industry, the term “disruption,” referring to the drastic alteration of an industry or market, is practically a cliché. Everyone wants to “disrupt” a traditional business, often referencing an attempt to become the next “Uber” of a particular industry, referring to the private car service that has upended the taxi industry. These startups are looking to outsource the daily chores and nuisances that take up consumers’ time and energy, from laundry (Washio) to mailing packages (Shyp) to storage (MakeSpace). And now a new group of tech-savvy entrepreneurs have set their sights on disrupting the food industry.
For our recent Creative Concepts TrendSpotting Report on meal delivery services, Datassential looked at a number of these companies, from the ingredients, dishes and flavors you’ll find on the delivery menu to the ways they are using technology to set themselves apart. We also surveyed consumers for their opinions, from their interest in and experience using these services to the factors that are most important to them. (read more…)
Organic loses its authenticity halo as it goes more mainstream
For decades, consumers trusted organic foods to provide authentic, healthy alternatives to problems they perceived in the world of conventional food.
As organics have gone mainstream, with 73% of people now buying them, their authenticity halo is fading. Consumers do not trust organics the way they used to. They want to support companies that share their values and are committed to organic, natural and real food – but they doubt whether some companies that trumpet those values sincerely embrace them, and they increasingly mistrust the government’s organic certification.
Consumers in all segments are turning toward local to help them resolve their confusion and uncertainty surrounding organic certifications and the claims of the organic marketplace.
It is no surprise that women are behind a good deal of spending dollars. Women account for more than 70% of global purchasing decisions, according to Gallup, and as of last year, women control up to $15 trillion of spending power, Nielsen reported. But while marketers are making great strides when it comes to targeting female consumers, there is still a segment of the female population that marketers are missing, especially in the consumer packaged goods space — women at work.
According to a recent report by WorkPlace Impact, nearly half of women stop at the grocery store on their way home from work or during their lunch breaks, and a whopping 84% of women edit their shopping lists while they’re at work. Because of this, many CPG marketers are not reaching out to female consumers when they are making many of their purchasing decisions, according to Tara Peters, director of marketing at WorkPlace Impact. (read more…)