Appetite for Change in the Food Industry

Rising food prices and increased consumer sensitivity to product value are increasingly shaping the food market. According to the Eurobarometer on food safety, price (64%) and safety (57%) are among the most important factors Croatian consumers consider when purchasing food products.

In this context, research conducted by the global communications agency Ketchum further illustrates how these trends are reflected in consumer attitudes. Although carried out in the United States, it provides insight into broader shifts in the perception of the food industry, particularly when it comes to pricing, transparency, and the role of companies.

Growing concern and dissatisfaction

The majority of respondents in Ketchum’s research expressed concern about rising food prices. As many as 71% believe prices will continue to increase, while 64% are uncertain whether they will be able to afford food. Consumers are critical not only of prices (57% hold negative views), but also of the food industry. A significant 68% believe that food companies prioritize profit over consumer health.

The issue of trust is further underscored by the fact that only 10% of American consumers believe companies are transparent about what exactly goes into the food they produce. While domestic consumers report somewhat higher levels of trust and awareness, there is still considerable room for improvement. Notably, one third of respondents in the Eurobarometer survey state that information about food safety is often too technical and difficult to understand.

Discounts and coupons in focus

The research also highlights the most common strategies consumers use to cope with high food prices. The largest share (38%) actively follows promotions such as discounts and coupons at points of sale. Slightly fewer (33%) opt for private label products, while the same proportion choose to stop purchasing food items they consider too expensive.

Such behaviour suggests declining brand loyalty and a greater willingness to switch products, which may pose a long-term challenge for larger market players.

Implications for communication

Based on the findings, Ketchum outlines several recommendations that food companies can consider in their communications. First and foremost, it is important to demonstrate more clearly how products respond to consumer needs, particularly in terms of health and quality.

This includes more concrete and accessible communication about product composition, the origin of ingredients, and their nutritional value, as well as greater transparency in presenting product development and improvement processes. In this context, internal research and development efforts can play a stronger role as proof of continuous improvement.

Brand humanization can help create space for communicating values, care, and empathy toward consumers. By highlighting the people behind the products, their ideas, their contribution to product development, and their responsibility toward consumers, companies can work toward bridging the trust gap. Transparency, in this sense, remains the most important prerequisite for effective communication.

Finally, communication must take into account the broader economic context. In times of inflation and increased price sensitivity, consumers more carefully assess value for money. While communication alone cannot resolve pricing pressures, it plays a key role in shaping perceptions of value and long-term brand reputation. Emphasizing clearly and concretely communicated product value is therefore emerging as one of the more important responses to this challenge.