On March 27, 2018, I had the privilege of speaking on a panel at the 2018 GMA Science Forum in Washington, DC. In attendance were food scientists and technologist from many of the major food manufacturers in the United States, but despite their backgrounds I was surprised to see how much the consumer took a center role during the presentations – especially when discussing GMOs.
Sree Ramaswamy from The McKinsey Global Institute said in a keynote speech that from the beginning, the benefits of GMOs were touted to the wrong audience. The messaging was constantly around how farmers, their crops, and agribusinesses will thrive, but there were very few benefits advertised to the consumer. This is especially true today when consumers are calling for greater transparency, the free flow of information on the internet, and increasingly asking, “what’s in it for me?”
GMOs have been debated for several years with some fearing they might have health issues when consumed over a long period of time. While scientific studies have yet to prove that, our research at NPD shows more than 70 percent of adults have concerns when using GMO foods. As a result, nearly 20 percent of all meal occasions now include a Non-GMO Verified product up from nearly zero just five years ago. Clearly, the science around GMOs hasn’t reached the average consumer.
What I took away from this conference is that food companies have to be consumer focused throughout their entire organization. Even if your role is scientific in nature, you have to be concerned with how consumers will react. So while those of us in the food industry might be close to the information, the average person isn’t and it’s everyone’s job to educate them and satisfy their needs.
Upcoming Event
Conference (virtual): US Apple Association’s Outlook 2020
Title: Conference – Consumption in the Post-Outbreak Normal
Date: August 20, 2020, time TBD
Description: Join The NPD Group’s Darren Seifer, Food and Beverage Industry Analyst, and the U.S. Apple Association’s Outlook 2020 virtual conference event.
Outlook 2020 is the must-attend event for apple industry leaders. No other conference brings together this expert cohort of apple industry executives to discuss critical issues – from impacts of COVID-19 to production forecasts and more.
Connect and collaborate with leaders from every area of the apple industry, including production, packing, processing, sales, marketing, and new product development. In addition, a specially-curated roster of speakers will take on the challenges and emerging trends facing apple industry businesses and prepare them for the unexpected changes they will need to implement to stay current.
Register Now
Related Content
Tagged: Food Consumption
Nutrition Paused
As the COVID-19 outbreak continues to surge, consumers are adjusting their routines to fit their new schedule. Stuck at home, consumers have paused their health goals momentarily, allowing themselves to indulge in their sweet or salty cravings during these stressful times.
Has COVID-19 Made Consumers Hit the Pause Button on Health?
The stay-at-home advisories across the U.S. during the COVID-19 pandemic have caused many consumers to shift their priorities, including health and wellness. Consumers are eating more indulgent foods and snacks and have put their weight loss programs on pause.
What’s Different About Dinner?
While the other traditional dayparts have seen disruption due to U.S. consumers spending more time at home during the public health crisis, dinner has held steady. What has changed about dinner is consumers’ attitudes as they realign their daily routines.
How can you optimize the end dish?
More consumers are cooking at home, and products that help improve the success of the end dish provide an opportunity according to Joe Derochowski.