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Friday, June 21, 2024

Curiosity is a main food driver

Curiosity is the main motivating factor to try new or different food varieties among traditional as well as adventurous consumers, according to GlobalData’s 2017 global primary consumer survey, which reveals a breakdown for traditional consumers of 37% and, for experimental consumers, 53%.
Ramaa Chipalkatti, Lead Innovation Analyst at GlobalData, says: “There are other ways to persuade the less adventurous consumers to try new flavors besides a natural curiosity – for instance, these traditionalists are more driven by recommendations from friends/family and brand trust/familiarity, than their novelty-seeking counterparts.
“Although such traditionalists may seem to be highly appealing due to their strong brand/product loyalty, consumer willingness to experiment with novel offerings indicates a higher engagement with the product and brand, a highly desirable trait for a brand in the long term.”

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