The idea distilled…
How Australians define food that is ‘better for you’ has dramatically shifted as modern aspirations for a ‘better life’ have broadened. This presents a huge opportunity for brands across a broader spectrum of categories to step up to the plate and deliver to evolving consumer aspirations.
This report uncovers how food brands can elevate their role in consumers’ lives by tapping into the underlying motivations, barriers, and aspirations driving better food choices. It offers a blueprint for brands to navigate this expanded landscape of ‘better’, delivering products and experiences that resonate deeply and foster stronger brand engagement.
If nothing else, three things to fuel your growth…
- 96% of Australians are looking to better their lives in some area, and on average, Australians are looking to better at least 3 areas at any given time.
- 9 in 10 Australians say that food can play a role in helping them be better, but today that role is largely functional and focused on health.
- There are 5 better for you roles that food can play: Food for fuel, for happiness, for connecting, for challenge, and for expression
Some additional food for thought…
- 1 in 3 Australians use food as a way to challenge themselves and build capabilities
- 2 in 3 Australians say they use food to fuel themselves to achieve their goals
- More than half of Australians use food to lift their mood
