Consumers want a greater say about food ingredients, safety and quality, and expect the way they choose and shop for food to be different by the year 2020, according to a recent study of consumers in five countries.

The study, called "Food 2020: The Consumer as CEO," examined the perceptions, expectations and considerations about food among consumers in the United States, the United Kingdom, Germany, Argentina and China, and aimed to cast an outlook on the food industry by year 2020.

At least half of the 1,000 consumers surveyed said they want more say in the use of ingredients and additives; the source of ingredients and the treatment of animals; nutritional content; and who should responsible for food safety and quality. Only one-third or fewer consumers, with the exception of those in China, wanted a stake in making food easier to prepare or shop for.

"Food companies often ask consumers about food preparation and convenience, but the areas where consumers want more control are the ones where food companies are least likely to seek consumer input," said Linda Eatherton, partner and director of Ketchum's Global Food & Nutrition Practice, a San Francisco firm that commissioned the study. "These survey results indicate that food companies are asking the wrong questions."

The study also showed consumers expect food companies to be responsible for their health and well-being, and that this expectation will continue into 2020. Some 75 percent of those surveyed said they want food companies to place a great emphasis on creating foods that reduce the risk of major health issues in the future.

"Consumers want more information about ingredients and health benefits from both supermarkets and restaurants," said Supermarket Guru Phil Lempert, who helped Ketchum develop the study and analyze the data. "Food companies sould be aware of these expectations as they focus on product development in the future."

For more information, visit www.ketchum.com.

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