In light of these challenges, industry leaders are using new tools reliant on deep insights into consumer decision making. IFMA set this initiative, supported by Datassential, to create an effective industry model that gets behind the "why" of consumer behavior. Twenty leading food manufacturers and more than 25,000 consumers were surveyed - resulting in an industry-wide model.
This model created the industry's dynamic "occasion-based view" and "eater-type" consumer research. A total of 28 consumer eating occasions were uncovered, from "family meal" and "quick bite" to "morning commute" and even "girls' night out." The research also introduced four attitudinal segments called "eater types."
Foodservice operators and manufacturers armed with this data will be in a unique position to drive increased customer visits and sales. Understanding how consumers make foodservice dining decisions allows operators to tailor their product offerings and marketing campaigns to address not only the hottest markets in their category, but also the most likely individual consumers who will frequent their venue.
The "occasions" and "eater type" model is a cutting-edge means of conducting research brought to the industry by IFMA's Consumer Planning Program (CPP). Through this type of research, CPP continuously innovates new ways of thinking that are critical to winning the consumer choice.
View full Prepared Foods coverage to learn more about in-depth consumer eating occasions, how they differ within themselves and how fingerprinting can help us appeal more to our ideal customer-base.