As we enter a new year, quantilope was eager to see how consumers are prioritizing their food choices, and where brands have an opportunity to adapt to changing preferences and trends.
This study examines the biggest food trends going into 2021 with focus on sustainability, packaging, and shopping behaviors.
Methods: This study includes two MaxDiff analyses, as well as an implicit single association test (SAT).
Sample: N=552 German consumers (18-69), representative to the general population (age & gender; incl. boost on dietary types)
Timing: This study was conducted in January 2021, using an online, quantitative approach.
For more than half of the participants (54%) it is very important or important that the brands they buy focus on sustainability in their products.
In an open question, participants were asked to name brands that come to mind when thinking of sustainability. The results allow surprising conclusions to be drawn for food as well as retail brands.
Check out the Insights Dashboard to find out which brands were mentioned most frequently and whether your brand is also among them.