FOOD VISION USA: If not health, then what? What motivates the mainstream consumer (and how do you find out)?

By Elaine WATSON

- Last updated on GMT

Brian Wansink explores consumer motivations at FOOD VISION USA

Related tags Food vision usa Nutrition

Most consumers are pre-disposed to eating more healthily, but they're not obsessed with the latest health trends, says Mindless Eating author Dr Brian Wansink. So how should food marketers talk to them?

They could start by finding out what really motivates this audience – the vast majority of the American population - says Dr Wansink, director of the internationally recognized Cornell Food and Brand Lab​*​, and a speaker at Food Vision USA​ 2016 this November.

In his presentation, on day three of the conference (hosted by FoodNavigator-USA and NutraIngredients-USA), Dr Wansink will explore:

• Pure economics – why the health conscious consumer shouldn’t be your target
• Predisposed vs obsessed – the mainstream attitude to health and to a life enriched by food
• If not health, then what? What does motivate the mainstream consumer (and how do you find out)?
• Rethink everything – implications for product, packaging, promotion and retail relationships
• Oh, and it’s good for you too – the secondary health claim and why it still matters

Food Vision USA 2016

Held at the Drake Hotel in Chicago on November 9-11, Food Vision USA 2016​ will also bring together senior figures in food and consumer research from Hartman Group CEO Laurie Demeritt to CSPI's director of nutrition policy Dr Margo Wootan, coupled with a clutch of entrepreneurs spanning everything from ‘veggie fries’ to cold-pressed nut milks (MALK), HPP babyfood (PureSpoon), steel cut oat entrees (Grainful) and protein bars, snacks and shakes (Quest Nutrition).

See the full list of SPEAKERS​.

Check ot the PROGRAM​.

Click HERE​  ​to find out more about Food Vision USA​ , which is supported by BASF​ , Kerry​, Roquette​ ​and The Welsh Government​ ​.

*Cornell University's Food and Brand Lab  - a food psychology and consumer behavior research lab founded in 1997 by Dr Brian Wansink - is an interdisciplinary group of faculty, students, and Post-Doctoral researchers from psychology, food science, nutrition, marketing, behavioral economics and agricultural economics exploring how humans relate to food. Dr Wansink is the John Dyson Professor of Marketing in the Department of Applied Economics and Management at Cornell University, Ithaca NY.

Food Vision 2016 graphic

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