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New Study Reveals Consumers Want Greater Say in Key Food Issues
Date:10/16/2008

By Year 2020, Food Companies Will Be Expected to Cede Control, But Retain Responsibility for Health, Well-being

SAN FRANCISCO, Oct. 16 /PRNewswire/ -- Today's consumers want to have a greater say about food ingredients, safety and quality, and by the year 2020, consumers around the globe expect the way they choose and shop for food to be different, according to a recent study of consumers in five countries.

The study, called Food 2020: The Consumer as CEO, examined the perceptions, expectations and considerations about food among consumers in the U.S., the U.K., Germany, Argentina and China, and sought to provide an outlook on the food industry by the year 2020.

At least half of the 1,000 consumers surveyed said they want more consumer involvement in the use of ingredients and additives; the source of ingredients and the treatment of animals; nutritional content; and who should be responsible for food safety and quality. With the exception of China, only one-third or fewer consumers were interested in being involved in making food easier to prepare or shop for.

"Food companies often ask consumers about food preparation and convenience, but the areas where consumers want more control are the ones where food companies are least likely to seek consumer input," said Linda Eatherton, director of Ketchum's Global Food & Nutrition Practice, which commissioned the survey. "These survey results indicate that food companies are asking the wrong questions."

The survey findings also reveal that consumers around the world expect food companies to be responsible for their health and well-being and that this expectation will continue into the year 2020. Along with this finding and their interest in providing more input on critical food issues, consumers also expect the way they shop for and choose foods to be different by 2020. Among all countries, 75 percent of consumers said they would like to see food companies place a great emphasis on
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SOURCE Ketchum
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