The ‘progressive’ consumer
On day three, Laurie Demeritt at The Hartman Group focused on so-called ‘progressive consumers’ – a small, but influential group that is redefining food culture. And when it comes to health and wellness, she said, these shoppers are no longer thinking about condition management (cholesterol reduction), or ‘dieting’ (low fat/carb), but are more focused on real, quality food, positive nutrition, fresh, less processed foods (tea, hummus, fermented beverages), and fun (not self-denial).
They are also into probiotics, adaptogens, more nutrient-dense beverages, wearables, personalized/customized products and advice, organics – but not for everything – and animal welfare, in part because they equate more ethically-sourced meats, for example, with superior taste and quality, she said.