Sometimes consumers say one thing and do another. For years, market research has documented consumers’ demands for healthier food at the grocery store and restaurants alike. This can only be translated as a sincere desire to consume better-for-you foods. But, when faced with a bacon double-cheeseburger and fries, intentions can fly out the window.
Technomic’s consumer research aims to get beyond intentions to actual behaviors and attitudes. What consistently is found is that consumers do indeed want to eat better—sometimes. Other times, they want to treat themselves, or indulge in a craving, or not care one way or the other.