Gartner Research

Major Consumer Value Shifts Driving Marketing Changes in the Food and Beverage Industry

Published: 18 July 2019

ID: G00434118

Analyst(s): Emily Moquin


Marketers must understand the cultural context in which they operate and the resultant consumer zeitgeist. This research examines shifts in American consumer values, and how those shifts drive wants, needs and behaviors in the food and beverage category.

Table Of Contents


  • Consumers Are Experiencing Cultural Division and Mistrust
  • Resultant Ascending Values Drive Consumer Wants and Needs


  • Consumers Manage Physical and Mental Health Through Food and Drink
  • Safety-Seeking Consumers Demand Food-and-Drink Transparency
  • Consumers Crave Learning, Which Takes Many Forms in the World of Food and Beverage
  • Conclusion

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