Insight: consumers are lost in translation

Insight: consumers are lost in translation


People are bombarded with messages from all kinds of media about what is good for them and what is not. They often lack detailed consumer knowledge and base their beliefs on perceptions rather than facts. And due to global scandals around big brands and the overuse of claims and labels, they do not know who or what to trust. 

We asked more than 11.000 consumers to talk about the future of food and their expectations for 2025. The results have been summarized into four key observations, and over the coming three months we’ll look in detail at the third of these, which we have called Lost in Translation.

Professor Massimiliano Bruni, head of the Food & Beverage Knowledge Centre at the SDA Bocconi School of Management in Milan, explains what we mean by Lost in Translation, and emphasizes the importance of providing consumers with correct information.

Educate your consumers
Consumers are desperately looking for the truth, but limited knowledge and a pessimistic outlook make them susceptible to food myths. It is the industry’s job to educate them about the true and undisputed benefits of our products. Download the infographic PDF at the bottom of the page to read the research highlights.

Some interesting facts: 

- Only 39% of consumers around the world know bread contains fibres, but 84% believe bread is good for their health.
- A majority, especially in the Asia-Pacific emerging markets, believe bread without additives is healthier.
- Almost 60% say that weight-conscious people should avoid bread.

Insight: consumers are lost in translation

In the coming months, we will focus on how this key observation impacts our business. Stay tuned for trend updates, interviews, expert opinions, recipes and best practices.

As of October 2016, we will also tell you about the fourth key observation:

My sustainability 
Consumers look at sustainability from a personal perspective rather than on an environmental scale. They make sustainable choices if they will personally benefit.

Insight: consumers are lost in translation