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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Chicago

Debunking the Big Myth Behind ‘Big Food’

A new study by Leo Burnett shows that eating and purchasing behaviors are more segmented than once believed

According to research by Leo Burnett, 57% of Americans are moving away from the processed products of “Big Food.” But that doesn’t mean health is the only factor driving this shift in consumer behavior.

Pushpa Gopalan, SVP, strategy director at Leo Burnett USA, and Elizabeth Knapp, SVP, research director of the HumanLab at Leo Burnett Worldwide, have recently published the outline findings of a large-scale study into the food-shopping habits and eating behaviors of 4,600 Americans. The study takes an in-depth look into the different consumer groups within the larger trend and identifies six types of grocery shoppers driving the trend.

Read more on the study here.

February 17th 2017

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