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Consumer behaviour is diverse – and often seemingly contradictory. Foods that improve mental wellbeing or skin health are high on consumers' priority lists. So too, for 25% of people, is reducing carbohydrates, a choice that’s growing more and more common, and is more popular than reducing meat. Meanwhile, another 25% of consumers want more fibre. The 74 charts in this report provide a detailed picture of consumers' beliefs and attitudes about food, diet and nutrition, based on interviews with more than 3,000 consumers in the US, UK, Australia, Spain and Brazil.