REPORT Food Trends in the US: Category Growth Drivers

This report assesses the key drivers and influences most likely to be impacting on US food and beverage choices. Natural and ‘real’ ingredient sourcing is very important to the US consumer; alongside this they value products that are free from artificial ingredients, and notably in this market, non-GMO labeling. Taste is the overriding number one attribute across most categories, but health factors are also influencing consumer purchases, so innovators will be looking to balance both demands to maintain consumers in categories where neither requirements are to be compromised.

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