Leatherhead's 2014 global outlook

Consumer skepticism

In 2013, scandals such as the selling of horse meat as beef affected consumer trust. “We now see a more skeptical and wary consumer emerging,” said the report “Global Industry Outlook” released this month by Leatherhead Food Research. “Companies will have to battle hard to restore trust in 2014.”

Making food product claims that deliver on their promises is one way to restore trust. “Consumers are getting wise to ubiquitous claims like ‘natural’ which promise a lot without clearly saying what the product is actually delivering,” the report said. “It seems regulatory and marketing teams might need to get a whole lot closer in 2014 and onwards.”

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