Wellness trends in 2002

Abstract

Consumer behavior shows a large gap between education, perception, and adoption. Consumers need to feel that they are in control but often feel out of control of much of their lives. Selecting foods they want to eat is one form of control they still believe they can exercise. The right information helps them maintain that control. Core consumers, the “campaigners,” are very vocal and, therefore, influential in what others believe to be true about benefits or dangers of various types of diets. The food industry cannot afford to ignore the campaigners as a small minority since their influence outweighs their numbers.