Deloitte, the world’s largest professional services network, has released a new report that found consumers of “fresh food” are “unsure if organic food is better for them.”
The global firm’s new Future of Fresh report is based on two surveys conducted in June: one among 2,000 U.S. adults, the other consisting of 153 interviews among fresh food manufacturing and retailing executives.
“Current industry and media attention tend to paint fresh food consumers as one homogenous group – typically labeled as ‘health-conscious,'” said the report. “It’s true that, to some extent, fresh food buyers are similar in many ways.”
One way they are similar, according to the report, is that they “do not understand the difference between concepts of fresh, organic, natural, etc., and are unsure if organic food is better for them.”
The report also says such consumers are “health-conscious and actively avoid chemicals in their food.”
The report goes on to say that “viewing all fresh food consumers through a single lens can limit the value that manufacturers can extract from this category.”
The report, instead, segments the fresh food buyer into three “personas”: Forwards, Followers, and Neutrals.