New food rules for engaging consumers

Posted by Josette Dunn on 11th August 2010

New research reveals Australia’s love affair with food has become even more entrenched due to our fascination with technology, and it is critical for food brands to harness the digital trend to stay ahead in their category.

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The theme was explored in a breakfast event held today by leading communications agency Hill & Knowlton (H&K) and research agency The Seed.

Food 3.0 – Dining in the Digital Age – brought together major players from the food industry and aimed to build a comprehensive picture of current food trends, the future for food, and how industry can apply the insights to their own businesses.

A snapshot of the insights explored in-depth today include:

  • 7 in 10 Australians think food is important in bringing family and friends together – however our friends are not just those around the dining table, but also those we connect with via online social networking sites 
  • 82% of us believe food brings them pleasure
  • 8 in 10 Australians see food helping them maintain their health
  • ¾ of Australians believe it’s important that food is safely produced
  • 72% Australians want to broaden their horizons and experience different cuisines
  • Over ¾ want food that appeals to all their senses

Technology presents ample opportunities for how brands can better connect with consumers and enable their food passions, according to H&K’s Nutrition Communications Advisor, Sophie Halls Anning.

“With the growth of food-based iPhone apps, food bloggers, interactive restaurants, and Facebook movements – the list goes on – as an industry we cannot ignore the impact technology is having on the way we think about, choose, purchase and prepare food,” Halls Anning said.

About the research: The research was conducted by The Seed in July 2010. 1,000 Australians participated in the online research with the sample reflective of the Australian population.