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Digital Food Life 2014
National Syndicated Research by The Hartman Group
Consumers orientation toward food is influenced by cultural engagement. Today, we have transitioned fully from a traditional and consumer culture to a participatory culture and digital technology is a key driver of that transition.
In a participatory culture consumers believe the world revolves almost completely around them, their activities, their imagined desires and how they would like the world to look (and work). Digital Food Life 2014 explores the nuanced lines between consumers physical world and their digital world, and delineates the impact of digital cultural transformation on the way food is shared, created and consumed.
About the report
Digital Food Life 2014 provides a cultural framework for understanding how consumers interact and integrate digital technologies into their lives and the resulting influence on broader food culture. The report delivers provocative insights focused keenly on the intersection of digital culture and food culture what we call Digital Food Lives.
The report explores the digital disruption affecting all facets of consumer life especially in the digital food marketplace. It provides provocative insights into:
- Direct to Consumer. Consumers are increasingly bypassing retailers and purchasing foods directly from manufacturers and many hyper-local and small niche players.
- Digital Media. The diverse and dynamic terrain of food ideas stimulates discovery and sharing. Consumers are now experts. Information is evaluated and manipulated.
- Consumers as Players. Consumers discover, share, make and trade food recipes, food traditions, food ideas and food products. And this is all about digital.
- Disruptive Food Companies. New services and products are emerging again, hyper-local and niche to align with the cultural shifts in how consumers eat-shop-live.
The report provides food and beverage industry companies (manufacturer, retailer, food service and restaurant) with an in-depth understanding of how to effectively engage consumers in an information-rich and technologically-enable world and how these consumers are reshaping the marketplace of today and tomorrow.
Table of Contents
- World of Food
- Research Methods
Digital Food Life
- Participatory Culture
- Dimensions of Participation
Digital Food Marketplace
- Role of Media, Manufacturers, Retailers and Food Service
Published August 2014 (82 pages)