Feed Strategy - June 2018 - 26
26 ❙ FeedStrategy
A recent consumer survey provides
insight into how much more US
consumers say they are willing to
pay for cage-free eggs and slowgrowth broilers.
share-shopping arrangement. More people shop on a
Values influence economics as well. Consumers are
not only looking for the cheapest, but also the least expensive that aligns with their beliefs. For retailers, this
presents potential problems.
6 ways egg producers can win
consumer's trust: www.WATTAgNet.
The average supermarket carries 38,000 items,
each possessing a potential public relations nightmare,
Fikes said. These include consumer questions related
to their values of how the food was produced, how far
it has traveled, the ingredients it contains and other
"Retailers want to give you choices," Fikes said.
However, retailers feel pressure because they want to provide a product to the consumers at a price they are willing to pay while still being able to capture a premium.
www.WATTAgNet.com ❙ June 2018
97 | iStockPhoto.com
he traditional consumer equation for food consisted of three factors: How much does it cost? Is it
convenient? How does it taste? However, the consumer's thought process has gotten far more complex.
Now, consumers want to know things like: Was the animal treated humanely? Is the product GMO free? Is it
safe in the long term? Is it ethically sourced?
"We've known for years that the consumers were thinking about these things;
we just didn't know what the tipping
point was," said David Fikes, vice president, communications and consumer/community affairs for Food Marketing Institute (FMI) at
the 2018 Egg Industry Center Issues Forum. "Four
years ago, we discovered that 51 percent of consumers had at least one of these other value drivers in
their food equation," he explained.
With those questions and values comes a change in
consumer trends. Now consumers are shopping at five
to seven food retail venues. One-fourth of shoppers
are single. More males are shopping than ever before,
with two-thirds of shoppers belonging to some sort of