Curiosity is the main motivating factor to try new or different food varieties among traditional as well as adventurous consumers, according to GlobalData’s 2017 global primary consumer survey, which reveals a breakdown for traditional consumers of 37% and, for experimental consumers, 53%.
Ramaa Chipalkatti, Lead Innovation Analyst at GlobalData, says: “There are other ways to persuade the less adventurous consumers to try new flavors besides a natural curiosity – for instance, these traditionalists are more driven by recommendations from friends/family and brand trust/familiarity, than their novelty-seeking counterparts.
“Although such traditionalists may seem to be highly appealing due to their strong brand/product loyalty, consumer willingness to experiment with novel offerings indicates a higher engagement with the product and brand, a highly desirable trait for a brand in the long term.”