In our previous article, Food eVangelists – The Influential Food Consumer of Today, we examined how this cohort was first identified in 2013 by Ketchum (one the world’s largest public relations and marketing agencies), and how this segment of the population has grown in numbers since then. To recap, Food eVangelists are people who frequently engage in conversation and share their opinions about food, whether in person or online – they are said to generate up to 1.7 billion conversations about food every week.
Linda Eatherton, partner and managing director of Ketchum’s Global Food & Beverage Practice, was quoted in PR Newswire saying: “Food eVangelists are becoming a mainstream, dominant market force, exacting marked change on the way the food industry operates and communicates, and we predict they will become the ‘new normal’ among consumers. While Food eVangelists have a desire to influence others, it’s important to remember that they don’t promote a specific agenda. Rather they seek information from multiple sources, listen to varying opinions, and make their own decisions.”
And while their numbers grow, so too does their level of influence on tomorrow’s consumer – their children. While Food eVangelists may be considered the ‘influencer’ food consumer of today, they are raising the mainstream food consumer of tomorrow; a fact that all food-related industry from farm to fork, or meat wholesaler to retailer should keep in mind if it plans to maintain or improve its stronghold in the market place.
Taken from a Ketchum infographic, Food eVangelist parents had this to say this about their children:
- 49% take an active role in choosing the types of food the family eats
- 43% show heightened awareness for nutrition
- 39% look at labels
- 39% take an active role in choosing restaurants, and show an interest in trying new foods
- 38% shun foods with certain ingredients
- 33% initiate conversations about food sourcing and safety
Like their parents before them, earning the trust of this future consumer will be paramount – they will expect honourable action and full transparency in all facets of food production whether it relates to promoting sustainable fish choices, the processing of Halaal certified meat or furthering the cause of whole and nutritious, but convenient foods like wholesale frozen vegetables. This future consumer will eat with integrity and full disclosure – be prepared to adapt and grow as they do so that by the time they wield their buying power you are already their brand of choice.
