As a better food leader, you’re likely feeling the same tension that we’re hearing across the food and beverage industry right now: the market demands on food often appear to be diametrically opposed.
For years, brands and organizations have poured time and resources into traditional media campaigns and influencer partnerships to shape consumer perceptions around food and nutrition. These channels offer one powerful advantage: reach. But our latest Consumer Segmentation research revealed something that we’ve been sensing, but haven’t been able to measure yet: a growing disconnect that calls for a new, more strategic approach to communication.
Success in the food industry is often measured by product sales and quarterly profits. But when it comes to food, winning has to mean more than financial returns. It means making a lasting impact on people’s lives and the planet.
The phrase “better food” doesn’t have a fixed definition. And the truth is, it shouldn’t. Because better food means something different to everyone. Even to the same person, it can mean different things in different moments.
Health and nutrition can no longer sit on the sidelines of overall food business agendas. The pressures shaping the food and health landscape are only intensifying. Tariffs, rising costs, increased competition, and supply chain challenges coexist with new nutrition policies, heightened regulatory scrutiny, and evolving consumer expectations.
Earlier this year, we released our 2024 Impact Report. Each release marks our ongoing commitment to helping better food win. Over the years, we’ve doubled down on our belief that impact must be at the core of everything we and our clients do. Not just because stakeholders are demanding return on investment, but because it's the only way to ensure long-term relevance. Yet, embedding impact into business strategies for ourselves and our clients is no easy task. The methods to define and measure impact aren’t always straightforward, and they can be costly or complex to implement.
Consumers are inundated with information about what to eat, how to live, and which foods are "good" or "bad" for their health. Ironically, while access to nutrition information is at an all-time high, so is confusion. As consumers strive to make better-for-you choices, they’re also grappling with conflicting advice, unqualified sources, and a deepening trust gap.
The conversation around processed foods and ultra-processed foods (UPFs) continues to evolve and gain attention from scientists, policymakers, the media, and consumers alike. While definitions and perspectives vary, one thing is clear: not all processed foods serve the same purpose, and not all carry the same nutritional implications.
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