Food  //  August 1, 2024

Curious About Trendsetting Consumers? Feast your Eyes on Our 2024 Consumer Curiosity Report

In the ever-evolving landscape of food marketing, staying a step ahead of consumer trends is crucial for success. We at Curious Plot are thrilled to share our new (and free!) consumer research that digs into the interests and preferences of trendsetting consumers: the 2024 Consumer Curiosity Report.

With responses from more than 800 early food adopter consumers, our second annual report provides food marketers with essential insights to help anticipate future trends and inform marketing strategies.

Consumers are seeking easy meals.

Simplicity and Affordability: The Dual Driving Forces

One of the standout findings of the 2024 report is the continued demand for simplicity and affordability. Early adopters, who are typically the first to embrace new food trends, have ranked “Easy (Under 30 Minutes) Meals” as their top curiosity for the second consecutive year. This highlights a significant opportunity for marketers to develop and promote products that cater to this need for convenience without compromising on quality.

Moreover, with 73% of respondents seeking tips for eating on a budget, there’s a clear shift toward cost-effective solutions. By addressing this demand, food marketers can capture a broader audience looking for ways to stretch their grocery and restaurant dollars without sacrificing the culinary experiences they value.

Consumers are curious about easy meals and want to explore new flavors, produce and snack ideas.

Exploration Remains Vital

Despite the focus on simplicity and affordability, early adopters are still eager to explore new culinary horizons. The report reveals that:

  • 71% are very or extremely curious about new ways to prepare vegetables.
  • 69% are very or extremely curious about new snack ideas and products.
  • 65% are very or extremely curious about global/cultural flavors.

Here we see a robust market for innovative products that introduce consumers to new flavors and preparation methods. By tapping into these curiosities, marketers can implement marketing strategies that keep consumers engaged and excited.

Consumers are curious about food with gut health and cognitive health benefits.

Health and Wellness: A Cross-Generational Interest

The concept of “food as medicine” is no longer confined to older generations. The report highlights a growing interest among younger audiences in foods that offer functional benefits:

  • 67% are very or extremely curious about foods with cognitive benefits.
  • 69% are very or extremely curious about foods that improve gut health.
  • 68% are very or extremely curious about immunity-boosting foods.

With millennials and Gen Z showing significant interest in these areas, food marketers have a unique opportunity to position health attributes to a younger demographic. This shift allows for broader marketing campaigns that emphasize the health benefits of certain foods, appealing across age groups.

Consumers are influenced by friends and family.

Influencing Factors: The Role of Social Media and Community

Understanding what influences early adopters is a key consideration when deciding where to place your strategic bets. According to the report:

  • 29% of early adopters are most influenced by social media with Instagram being the most popular platform.
  • 20% are most influenced by friends and family.
  • 15% are most influenced by restaurants.
  • 10% are most influenced by food media.

These insights suggest that a multifaceted approach to marketing is essential. By leveraging social media marketing, influencer collaborations, media relations, foodservice partnerships and community outreach, food marketers can create a comprehensive strategy that resonates with early adopters and beyond.

This is just a taste of what you’ll find in this year’s Consumer Curiosity Report. I hope you’ll delve deeper by downloading the full report. Did I mention that it’s free?

Curious Plot is so proud to share our insights and expertise with our fellow food marketers, and we have been thrilled to hear how this data has been of use. Please reach out to me directly to share how you’re applying the data or if there are insights you would like to see included in the future.

—

Cristie Mather is a Vice President and leads the food practice at Curious Plot. She can be reached at cmather@curiousplot.agency.