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HOW DO YOU EAT?

Consumers make decisions every day on what products they want to purchase. Obviously, these decisions are influenced by factors like price and brand recognition, but purchasing patterns are also shaped by consumption habits. Buyers of gluten-free food products are no exception, and it is important for industry professionals to understand not only what food products their potential customers buy, but also how they eat them! Through a 2017 consumer survey, Germinal Organic (partnering with Qualtrics) sought to collect information on how frequently consumers buy gluten-free products and how they fit those products into their diets.

WHAT MATTERS MOST?

Consumers make decisions everyday on what products they want to purchase, and why. For gluten-free products, the situation is no different. Shoppers must choose one product over all the rest to spend their hard-earned money on. How do they make this decision? What factors do they consider? It is important for manufactures to understand what matters most to potential customers in order to understand in what areas they must focus their marketing and communication activities. Through a 2017 consumer survey, Germinal Organic (partnering with Qualtrics) sought to understand which factors matter most to gluten-free consumers: company story, ingredients, recipes, or brand familiarity.

CONSUMER MUST WORK HARD TO DIFFERENTIATE PRODUCTS

The gluten-free snack food industry is growing exponentially. While manufactures strive to differentiate their brand from a sea of competitors, consumers are having to work hard to distinguish one product from another. Through a 2017 consumer survey, Germinal Organic (partnering with Qualtrics) sought to understand where consumers interested in gluten-free products turn to, to get information on new products.