Speaking at the Vitafoods conference in Geneva this morning, Andrew Cookson director of Gira Consultancy & Research presented findings from a qualitative consumer study from France which suggests that fear is fast becoming a driving factor in the purchase decisions of female consumers.
"The old system is still there, but this is a new trend that most certainly is going to grow and grow," said Cookson. "It's based on fear. And this is the first time we have ever come across anything like this."
Cookson explained that a growing fear of food, coupled with suspicion of industry has led to new behaviours in consumer buying decisions - with 'affinity groups' becoming a key way for many women to decide on purchases.
"It's introducing a whole new dimension to marketing," he said, explaining that the trend has introduced a different type of market segmentation based around ad-hoc groups of people who share similar fears that come together to make group decisions.
"These are fundamentally shocking headlines," he said.
Growing fear
Cookson noted that consumer fears of food really began in around 1995 with the BSE scare in cows. Since then, he suggested that there have been at least 15 major food scares in 'from cucumbers to horsemeat' that have collectively altered consumers' trust and approach to shopping.
"Since 2007 it has got a lot worse due to the economic threats that people also face," said Cookson. "This mixture of fears is very real and very strong."
"The response by retailers and the supply chain has been criminally inadequate. And it's been like this for a very long time."
Indeed, the consultant told delegates that the ladies his firm works with believe that the industry is being 'intentionally misleading': "We have moved from consumer suspicion to accusation."
Affinity in acquaintance
In response to the growing fear of food, and suspicion of industry Cookson explained that consumers are beginning to behave in different ways to those traditionally seen.
"What we are seeing is that ladies are grouping together in ad-hoc groups to make joint decisions," he said.
Cookson explained that young women are now searching for people who are not directly friends or family members but who they do have some affinity with - and most importantly, who share the same problems.
"This is unknown in traditional marketing," he said - commenting that the groups, usually made up of between four and six people that are not focused on regular contact or emotion, but rather on getting results.
Breaking into the 'affinity group'
"The way to address these affinity groups is to address the core drivers of their creation themselves. Addressing the fears of the consumers that brought them together," the consultant suggested.
"What we have to do it build on brands and make them trusted. We don't sell to the individual, we sell to the group."
"These consumers are not looking for choice, they are looking for solutions."