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The food landscape is going through considerable disruption. Consumers are shopping traditional stores less often, while exploring newer channels such as online grocers and farmers’ markets. Shoppers’ food purchases are increasingly influenced by mega trends such as health and wellness, convenience and transparency. This is resulting in a fundamental shift in food retailing. In many categories, sales of conventional items are stalling. However, from produce to meat and from candy to dairy, SmartFood is an important catalyst for growth. Retailers, growers, manufacturers and suppliers have the opportunity to tap into this category development. To help the industry optimize marketing, merchandising, advertising and branding decisions, SmartFood Choices 2018 aims to understand the interpretation, role and importance of better-for-you (BFY) foods from the consumers’ perspective. The study explores general attitudes and behaviors relative to SmartFood and delves into the specific execution across all consumption occasions from breakfast, lunch and dinner to morning, afternoon and evening snacking, desserts and beverage choices. SmartFood Choices 2018 is based on a consumer survey conducted in May 2018 among 1,500 qualified shoppers between the ages of 18 and 75. The attitudinal survey data is complemented by retail measurement and household panel data provided by IRI as well as consumption insights provided by The NPD Group.