The Consumer Edge
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Lori Colman is the founding partner and co-CEO of Colman Brohan Davis (CBDmarketing.com), a strategic branding and integrated marketing firm in Chicago serving national and global companies in the natural food and ingredients sectors. Lori speaks internationally on natural products marketing topics, enlightening her audiences with new strategic insights and trend data while championing the consumers' point of view. Founded in 1988, Colman Brohan Davis is included as a "Top Agency" on BtoB magazine's national agency ranking list. Contact Lori at lcolman@cbdmarketing.com. |
What's Your Approach to Holiday Feasting?
We’re all typically a pretty healthy, foodie bunch here at CBD, but the annual indulgence onslaught has arrived. Today is our holiday lunch and Monday is our annual cookie exchange … replete with home-made eggnog and hot chocolate. Which got us talking about holiday feasting and wondering how our friends and associates plan to handle that delicate balance between moderation—and excess.
So, we did a quick five-question survey and sent it to a few hundred folks. It revealed some interesting points of view:
1. 89 percent of those responding plan to cook from scratch for major holiday meals, rather than resort to take-out, packaged or ready-to-eat items.
2. When asked whether there will be any attempt to alter favorite recipes to be “healthier" (lower fat, lower salt, less sugar, etc.), a full 50 percent were a resounding “no", and 22 percent a “maybe." What were the rest of us going to do? Use real sweet potatoes and green beans instead of canned; substitute stock for cream; home-made instead of canned apple and cranberry sauce; less butter; organic milk; sea salt instead of regular; and make more vegetarian options.
3. “Green living" isn’t much of a concern during the holidays, whether recycling gift wrap, not using gift wrap, cutting back on lights, using low energy decorations, mulching a tree or buying one that is sustainably farmed.
4. Desserts and cookies were the most noted “guilty" indulgences, followed closely by candy, dinner rolls and stuffing. Eggnog also made the list, as did someone’s annual holiday tequila bash.
Turns out our friends are a resolution-making bunch regarding eating and drinking in the New Year. People vowed to: cook more rather than eat out; buy organic for the “important" foods (especially meats); eat more natural raw foods and stay away from processed; no more soda; no more rice; more fiber; take vitamins; consume less sugar; eat more whole foods; and shop at places I can trust, like farmer’s markets and butchers.
What’s your approach to holiday feasting? Do you think much about wining and dining, or do you throw caution to the wind? And—any New Year’s resolutions?
By the way, I’m totally happy to share this eggnog recipe, with a credit and big thanks to Martha Stewart!
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