Foods, diet and wellbeing - monitoring consumer trends for competitive advantage

This paper provides an indication of how specific types of analyses based on trend data can help to anticipate and reduce the uncertainty associated with the future.

Foods, diet and wellbeing – monitoring consumer trends for competitive advantage

Roger SmithConsumer Products & Retail, GfK NOP Ltd, United Kingdom

Bill PartonKraft Foods International, United Kingdom

INTRODUCTION

Health and wellbeing is one of the major global trends, engaging health organisations, governments, the media and consumers worldwide. Millions of people are at risk from diseases such as raised-blood pressure and raised-cholesterol, and obesity is increasing at an alarming rate. Media campaigns such as Jamie's School Dinners in the UK are bringing the issue directly into people's homes, and highlighting the need for action.

This is the context that...

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