New Multiclient Study Announced to Track Changing Public Opinion and Behavior Relating to Food Purchases

Pioneer Marketing Research announces a new opportunity for food manufacturers and processors to anticipate important trends by tracking changes in consumer interest and food purchase behavior.

ATLANTA, GA (PRWEB) March 10, 2004 -- Recent research indicates the majority of US consumers reads food label information and tries to manage the amount and type of ingredients in their diets -- including trans fat and carbohydrates. Pioneer Marketing Research announces a new opportunity for food manufacturers and processors to anticipate important trends by tracking changes in consumer interest and food purchase behavior.

Americans continue to be conscious of the foods they consume. A recent national survey by Pioneer Marketing Research reveals that 7 out of 10 Americans read food label information for processed food products that they buy, primarily for the amount and type of fat (44%). Other major reasons Americans read food labels include calorie content (37%), carbohydrates (28%), nutritional value (21%) and the presence of substances to avoid (15%).

Women are more likely to consult food label information than are men. There also is a clear and significant increase in food label readership as the level of education increases. However, a majority of consumers from all demographic groups reads food label information.

Obesity is a well-documented problem for many people in the US. This Pioneer survey also shows that a substantial majority of Americans is concerned about fat in their diets. Beyond reading food label information, 72% of adult consumers try to manage the amount or type of fat in their daily diet. The age of the consumer has the strongest relationship with the management of fat - as age increases, individuals are more likely to manage the amount or type of fat in their diet.

The survey was conducted in August, about a month after the Federal Food and Drug Administration released new food label guidelines concerning trans fat content. A total of 2669 adult consumers completed the survey, representing the total US population with a margin of error of +/-1.9%.

Even though the new labeling guidelines will not be implemented until January 2006, a majority of consumers (55%) is already aware of this major change that will require food manufacturers to list the amount of trans fat in their products. People under the age of 30 and those with less than a high school education are least likely to be aware of the new regulation (41%), while college graduates (61%) and people over 55 (65%) are most likely to be aware of the new labeling regulations, and to make purchase decisions based solely or partially on labeling information.

Almost half of those responding (48%) believe their food purchases specifically will be affected by trans fat information on food labels. This indicates a potentially significant impact on food purchases in the near future.

Current concerns over what Americans consume, particularly with processed foods, are forcing food manufacturers to provide more detailed information on food labels. This is not limited to the ingredients, but also more detailed information about the types and quantity of the nutritional items in these ingredients. As the American public becomes more aware and educated about the types of nutritional ingredients in the food that they eat and the positive and negative impacts they may have, food manufacturers will be reformulating their products with different ingredients to meet the demands of the consumer. This is clearly evident with the FDAs new reporting requirements for trans fat on food labels. Further evidence is the recent repackaging and introduction of new processed food products proclaiming no trans fat content.

Because of the potentially disruptive impact of the FDA ruling on the food business, Pioneer Marketing Research is launching a new multiclient tracking study of food label readership and related consumer behavior. It is critical for food manufacturers, food processors, and the foodservice industry to monitor changes in US consumer perceptions regarding food labeling and purchase behavior so that they can forecast the potential impact on their business and adapt to shifting patterns of consumer demand.

The multiclient program will allow subscribers to follow national trends in food label reading and ingredients of particular concern (e.g., trans fat and carbohydrates) by a range of demographics. Subscribers will be able to include proprietary questions relating their own product usage and ingredients to behavioral and demographic groups of interest.

Ron Marks, President of Focus on Food -- the premiere food research center in the Southeast US -- has endorsed this research report and the forthcoming multiclient program. We are all under the gun trying to keep up with, adapt to and respond to an ongoing wave of reports, regulations and trends. Whether the individual consumer is confused, informed or in denial, consumer perceptions become our reality in terms of their purchase decisions. I endorse this Pioneer research program and its positioning to continually update us on our customers concerns, awareness, issues and understanding of this rapidly changing and dynamic market."

For information on subscribing to the forthcoming multiclient program and obtaining the full 2003 research report, contact Mike Dailey or Bill Tyner at Pioneer Marketing Research in Atlanta.

About Pioneer Marketing Research:
Pioneer is a full service market research firm specializing in destination marketing, food and nutrition, restaurant and food service, healthcare, pharmaceuticals, IT, Hispanic markets, manufacturing, retailing, telcom, and utilities. Pioneer is committed to the highest standards of research and consulting. By applying and perfecting the best research practices, we help our clients make better decisions and achieve their goals.

CONTACT INFORMATION:
Mike Dailey, Research Director -- Food and Nutrition
Bill Tyner, President
Pioneer Marketing Research
3323 Chamblee-Dunwoody Rd.
Atlanta, GA 30340
770-455-0114
http://www.pioneer.bz

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