Ardent Mills shares inaugural Trend to Table report

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Ardent Mills shares inaugural Trend to Table report

21 Mar 2024

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

DENVER — Ardent Mills has released its first-ever “Trend to Table” report, a comprehensive analysis of over 10,000 survey results to discover what drives consumer food decisions.

The report also outlines opportunities to inspire innovation in flour- and grain-based foods.

“Being a trusted supplier-partner means approaching dynamic consumer behaviors with curiosity and intention,” said Matt Schueller, director of marketing insights and analytics at Ardent Mills. “The goal of this large survey and our ‘Trend to Table’ report is to create a better understanding of these trends as well as an actionable roadmap for our customers. To move food forward, Ardent Mills will leverage this data with our customers to foster deeper, strategic partnerships to better meet consumer demand.”

After analyzing the survey results, Ardent Mills identified five key trends it thinks are impacting the way people eat today and will in the future.

Ingredients Matter — This trend nods to higher consumer awareness about the ingredients that make up the food they eat. Consumers connect further with ingredients that align with their lifestyle.

Heritage is Hero — The survey revealed that 63% of respondents agree that their upbringing influences what they eat. With food identity evolving, consumers are interested in exploring new foods and flavors while also connecting to their roots with ancestral cooking methods.

Adding With Intent — While wellness remains a prevalent consumer trend, it’s shifting from avoidance to intentionality as consumers search for foods that improve wellness as a whole. This includes traits such as environmental claims, convenience and healthy ingredients.

Desire to Do Good — This trend draws from consumer desire to support foods that align with their own sustainability objectives. For instance, the survey noted that 57% of respondents want more information on how their food purchases positively impact the planet.

Indulge Me — Guilty pleasures are no more according to the Ardent Mills survey. Ninety-two percent of consumers today are keen on including “great tasting foods” into their dietary lifestyles.

“The insights from our ‘Trend to Table’ report will also play a role in driving purpose-powered innovation that guides us as we work to expand our product portfolio and our efforts to change the way the world is nourished.” — Angie Goldberg | chief growth officer | Ardent Mills

These trends, which include insights on consumer purchases and sentiment, highlight tension points in consumer preferences such as the complex dynamic between shoppers seeking more health-conscious choices while also prioritizing indulgent treats. “Trend to Table” also reveals actionable insights regarding consumer perceptions on sustainability, ingredient knowledge and internal and external influences on eating habits.

Lindsey Morgan, senior director of product marketing and innovation at Ardent Mills, noted that the report stemmed from one of the company’s leading values: serving. Collecting this data offered Ardent Mills a way to support some of its smaller customers.

“Some of our larger customers have insights departments, while many of our smaller customers often don’t have much access to insights,” Morgan said. “In both cases, we are excited to be able to either supplement their current insights or supply them with new information to help them understand the consumer better, and ultimately partner with them to renovate or innovate food products that are going to resonate with the consumer.”

With the release of this first trends report, Ardent Mills positions itself as a future resource for its customers.

“We are committed to empowering our customers and serving as a steadfast partner to navigate the evolving food landscape,” said Angie Goldberg, chief growth officer at Ardent Mills. “In addition to benefiting our customers, the insights from our ‘Trend to Table’ report will also play a role in driving purpose-powered innovation that guides us as we work to expand our product portfolio and our efforts to change the way the world is nourished.”

Download the full “Trend to Table” report on the Ardent Mills website.

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