The Growth Distillery, in collaboration with The Research Agency, today released Reframe: Better For You Food revealing how Australians’ definition of "better for you" has shifted as modern aspirations have broadened.
This presents an opportunity for brands to deliver to evolving consumer aspirations.
The research uncovers how food brands can elevate their role in consumers’ lives by tapping into the underlying motivations, barriers and aspirations driving better food choices.
The research found 96% of Australians are looking to better their lives with 90% believing food can play a role in helping achieve that.
Food can play five roles in enabling better:
1. Food to fuel - fuelling and energising people to achieve their goals
2. Food for happiness - boosting your mood and taking care of yourself emotionally through feel-good food
3. Food for connecting - reinforcing existing bonds and forming new ones
4. Food as a challenge - challenging yourself, building skills and expanding your horizons through new tastes and experiences
5. Food as expression - expressing yourself and your identity through the food you cook, eat and serve
“For brands, embracing these new meanings of ‘better’ can unlock new opportunities across more categories and ultimately strengthen people’s emotional connections. Understanding this new world of 'better' can provide the road map for brands to unlock better opportunities, deliver better products and build better engagement with their consumers," said The Growth Distillery Research Director Bethan Hockey.
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.