NEW YORK, July 26, 2016 /PRNewswire/ -- In recent
years, influencers ranging from Marion
Nestle and Dr. Oz to Michael
Pollan and Michelle Obama
have convinced the public that what they eat has a direct impact on
their health. A survey conducted by global marketing and
communications firm Havas Worldwide finds that 81 percent of
consumers now consider food as effective as medicine in helping
maintain overall health. Yet major food brands are falling short:
Only 4 in 10 consumers trust the food industry to provide them with
healthful foods, and 74 percent worry about the health impact of
the artificial ingredients they eat and drink.
The latest issue of Prosumer Report, "Eaters Digest:
The Future of Food," explores how various food
movements are evolving, what trends are gaining ground, and how
food brands can regain the trust of customers. Findings
include:
- Me, My Body, and the
Planet: There's growing awareness that the foods we choose to
eat impact not only our individual health but also that of the
planet.
- Local Is the New Organic: While organic foods continue
to be seen as the healthier option, today's more mindful consumers
are paying at least as much attention to where their foods are
grown.
- Raw Pleasure: For the new consumer, eating nature-made
foods is more than a pathway to health; it confers pleasure and
even a sense of status.
"People are genuinely worried about the healthfulness of the
modern diet," said Andrew Benett,
global CEO of Havas Worldwide and Havas Creative Group. "Around
three-quarters of the people we surveyed believe junk food is one
of the greatest threats facing our species. There's tremendous
opportunity for food and beverage brands to address this
concern—but they must first prove themselves worthy of trust by
demonstrating that their products are good for both consumers and
the planet."
"Eaters Digest: The Future of Food" draws on findings
from an online survey of 11,976 people aged 18+ in 37 markets:
Argentina, Australia, Belgium, Bosnia, Brazil, Cambodia, Canada, China, Colombia, Croatia, the Czech
Republic, Estonia,
France, Germany, India, Ireland, Italy, Japan,
Laos, Latvia, Lithuania, Mexico, Myanmar, the
Netherlands, the
Philippines, Portugal,
Russia, Saudi Arabia, Serbia, Singapore, Slovenia, South
Africa, Spain, Turkey, the United
Arab Emirates, the United
Kingdom, and the United
States. The survey was created by Havas Worldwide and
fielded by Market Probe International.
Prosumer Reports is a series of thought leadership
publications by Havas Worldwide—part of a global initiative to
share information and insights, including proprietary research,
across its network of agencies and client companies. For more
information or to download the latest white paper, please visit
http://mag.havasww.com/prosumer-report/eaters-digest/.
About Havas Worldwide
Havas Worldwide is one of the world's leading communications
networks. It was Cresta's Network of the Year four years in a row
and was the first to be named Global Agency of the Year by
both Advertising
Age and Campaign in the same year.
Committed to collaboration, Havas brings together experts across
creative, media, and data to provide the most integrated offering
on the market. In 75 countries, 120 cities, and 316 offices, all
11,500 employees work with best-in-class partners to create, share,
and learn.
Headquartered in New York,
Havas Worldwide is the largest unit of Havas Group, a world leader
in communications (Euronext Paris SA: HAV.PA). For more
information, visit havasworldwide.com, or follow Havas
Worldwide on Twitter (@havasww) or Facebook
(facebook.com/havasworldwide).
Contact:
Yvonne Bond
Chief of Staff
Global Head of Communications & Network Initiatives
Havas Worldwide
(212) 886-2035
Yvonne.Bond@havasww.com
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SOURCE Havas Worldwide