A dramatic trend in food behavior today is the popularity in “free-from” foods. Growing in the US at 7% annually (Euromonitor, 2016) this category includes food product labels claiming to be “healthy” due to the sparsity of ingredients on a statement. Underlying this trend is general distrust, especially among millennials, of claims used by food marketers. They are also skeptical of our government to protect consumers from foods and ingredients they perceive as unsafe. These same consumers are being exposed to more and more fake news and misinformation about food.
Is there a connection between food fake news or misinformation and this free-from trend?
Karen Lynch will expand on InsightsNow’s quickly growing co-creation and co-design methods which uncover sensorial triggers of behavior. These triggers are used to move innovations to market faster with greater harmony between brand and product/service.
2016 winner of NextGen’s Disruptive Innovator award, Karen inspires research designs which generate new insights into consumer and employee perceptions, opinions, behaviors and attitudes.
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