Digital consumers are hungry for food content. That’s the conclusion drawn from Deloitte’s new 2010 Consumer Food Safety Survey. The survey found that one-third (33%) of respondents subscribed to receive emails, recipes, or coupons directly from food manufacturers, a six %age point increase from the 2008 survey.
Almost a quarter (23%) of respondents said they have visited a food company's web site to find product information and 23% also made a food purchase as a result of something they read online. In line with the 2008 results, 36% of consumers said they have visited a food company's Web site to get recipes, compared with 35% in 2008.
Mobile devices are starting to make an impact in the food business as well, especially when it comes to price. Seven % survey respondents have used their mobile phone while in a store for a variety of reasons including to: compare prices (53%), redeem coupons (44%) and obtain nutritional information (28%).
When it comes to bargain hunting, men are more aggressive and, according to survey respondents, use their mobile devices more than women, to compare prices (59 % to 49%) and obtain/redeem coupons/discounts (53% to 38%). Women are more focused on using their mobile devices for receiving further nutritional information (36 % to 18%).
Store brands remain a preference over name brands with 52% of Americans surveyed frequently or always purchasing store brands when shopping for packaged or bottled food items.
Among respondents who purchase store brands, three-quarters (75%) currently purchase these brands because they are less expensive than national brand food products. More than half (55%) surveyed currently purchase store brands because the quality is believed to be comparable to national brand food products, an increase of 14% age points since 2008, while 6% say the quality is better (taste, ingredients, organic, etc.) than national brand food products.
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