Food e-Vangelists expected to gain more impact on food production

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Consumer interest in the food industry is predicted to increasingly gain traction over the next seven years, led by a growing number of “Food e-Vangelists.”

The vocal community of food influencers, dubbed “Food e-Vangelists,” will focus on hot button food issues, affecting overall consumer trends according to a Food 2020 survey by the public relations agency Ketchum.

A partner of the public relations firm says findings from the third version of the survey show the small group of food influencers will gain clout through its united interests, encouraging others to join them.

The company says these food influencers are already the target audience for most food companies. They tend to be young females who are active online, financially secure and have families. Unlike previous target audiences, these Food e-Vangelists are less likely to be affected by typical marketing practices.

"In our third year of fielding this survey, we are seeing consistent and important trends about consumers' interest in the food system and what they have come to expect and demand from food marketers, buyers and sellers," said Linda Eatherton, partner and director of Ketchum's Global Food & Nutrition Practice. "What's distinct about this year's study is that we have identified a group of Food e-Vangelists as a small but mighty segment of agents of change who are prepared and motivated to take action and convert others to adopt their opinions about foods, brands and companies in the food and agricultural sector." 

This group of influencers wants more information about the food they eat and puts an emphasis on the quality, safety, healthiness, and price of their food.

As seen in previous studies, this group researches issues online before making a decision. Eatherton says this practice allows companies to open up to the group about important food issues.

The survey identifies the importance of this group in its desire to share attitudes and ideas with others in an attempt to change the habits of their peers. As this group gains numbers, companies will adapt to meet food demands.

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October, 09, 2013 at 08:46 AM

Finally we will be marketing to the noisy minority you so charitably label "food evangelists". You are correct to say it is a small minority and they are the affluent 1st world consumers who like to be seen overpaying for food (they call it "voting with their dollars - dollars which they have plenty of and around which their superficial perfect little world revolves). Good to get deep into the pockets of these arrogant know-it-all complainers -- they aren't so smart as they like to think, so our marketing will suck them in just like other fashion trend ripoffs they cherish as tres chic accessories to a lifestyle of conspicuous consumption. Just consider it a tax on the wealthy.

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