Cross-industry

Food attitudes — busting the average myth

Our global Food & Beverage attitudinal segmentation study (June 2024) delivers a robust, data-driven view of how consumers think about packaged food today. Based on a quantitative survey of 2,544 consumers across the U.S., the U.K., Germany, and China, it reveals that consumer behavior in food and beverage is not driven by demographics alone. Deep-seated attitudes, motivations, and values also play a key role. The study illustrates how distinct segments think about food in fundamentally different ways. And how their attitudes shape how they choose, consume, and relate to products.

Three key insights:

The “average consumer” is a myth
Products designed for the average consumer are likely to have average appeal at best. To win, products must cater to the motivations of distinct segments.
One category with multiple mindsets
The study identifies seven globally consistent segments, from Health Pursuers (22%) to Bargain Hunters (19%), each with fundamentally different priorities.
Taste matters across all segments
Despite differences in health, sustainability, or convenience priorities, taste consistently emerges as a fundamental expectation.

A powerful tool for product development

The study shows a consumer landscape that’s less fragmented than it may at first appear. Rather, it’s segmented by mindset. By helping you understand what motivates each segment, the study can support key aspects of your product positioning, including claim prioritization and communication cues.

By Finn Wulff, Head of Consumer Insights at Novonesis
Finn Wulff brings more than two decades of global marketing and commercial leadership across B2B and FMCG industries. He specializes in translating complex biosolutions into clear, customer-focused value propositions, helping organizations commercialize innovation and drive market adoption.

With extensive experience and international roles spanning Europe and Asia, he has led major product launches, strategic transformation initiatives and cross-functional teams across the full value chain, from R&D to sales. Known for his strong communication skills and customer-centric approach, Finn combines data-driven insights with commercial acumen to shape impactful marketing strategies. Follow Finn.