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Darren Seifer

Executive Director, Industry Analyst - Food Consumption


As the food & beverage industry analyst for The NPD Group, a leading market research company, Darren provides insights based on NPD’s food-related research to organizations and companies across the country. Prior to joining NPD in March 2007, he was an analyst with Information Resources, Inc (IRI), and spent over seven years examining consumer packaged goods trends, and worked with a variety of industry leaders covering dozens of food and beverage categories. He has authored NPD topical reports on how the economy affects consumers’ in-home meal strategies, profile of the organics consumer, the impact of Baby Boomers and Millennials on America’s eating patterns, the unique consumption behaviors of Hispanics in the U.S., and has been a contributing writer for trade publications.

Darren is a frequent speaker at industry events such as the Institutes of Medicine and Biome Research, National Frozen and Refrigerated Foods Association (NFRA), Obesity Society, Shopper Marketing Expo, United Fresh, and is a faculty member of the Path to Purchase Institute. He holds a bachelor degree from Northwestern University and makes his home in New York City.



Recent Posts

Jul 17, 2018
Food Consumption
Whole Foods Primed Up My Prime Day Purchase

Amazon is tightening the gap between online and offline experiences by offering discounts to Prime members in Whole Foods. The tightening continues with this year’s Prime Day sales.

May 14, 2018
Food Consumption
Checking Out Amazon Go Without The Check Out

Amazon Go is a new kind of store featuring, as Amazon describes, “the world's most advanced shopping technology.” Darren Seifer, NPD food and beverage industry analyst, visits the Amazon Go store in Seattle to get a first-hand look at what some bill as the store of tomorrow.

The Consumer Needs to Be First and Foremost

The consumer backlash against GMOs (genetically modified organisms) in the food industry could stem from the fact that the benefits of GMOS were only touted to farmers and agribusiness in the beginning and not to consumers.

Jun 1, 2017
Foodservice
The Growing Influence of U.S. Hispanics: Are you Ready?

Beyond making foods simpler to prepare or helping Hispanics by reducing the time it takes to prepare ingredients, there are other ways to take those little steps along the path to long-term success.

Apr 13, 2017
Food Consumption
Are Online Grocers Encouraging Multiple-Stop Shopping?

I sometimes feel in the minority of men when it comes to grocery shopping because I actually don’t mind the task.

Mar 14, 2017
Food Consumption
G M Ooooh Here We Go Again!

I’m often asked if non-GMO is a passing fad or engrained behavior, and given how often I’ve been asked this over the years I’m going with the latter.

Dec 13, 2016
Foodservice
Predictions for the Food and Beverage Industry: Consumers Having It Their Way

younger consumers already consume fresh foods at rates higher than older adults did when they were the same age.

Is it Time for Innovation in the Yogurt Category?

Quark cheese is not yogurt, but it is consumed the same way, tastes and looks similar, and wouldn't ask consumers to make any drastic changes in their behaviors.

Sep 13, 2016
Food Consumption
Can Meal Kits Save You Time AND Money?

I don’t mean to harp on meal delivery kits in my posts but I keep finding new areas of discussion as I continue to use them!

To the Internet I Eat, Follow Up

Executive director of food consumption and beverage, Darren Seifer shares his experience with meal delivery kits and is curious to see if he can stick with it.

To The Internet I Eat!

Two blistering hot delivery stories in the news this week: Amazon Food in London and Chipotle/Alphabet delivering burritos at Virginia Tech via drone.

“There’s a war on sugar – not candy”

NPD’s ongoing snacking research shows that consumers try to avoid sugar earlier in the day, but around 8 pm they are most likely to indulge in sweets.

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