Knowing that 61% of us let our emotions influence what we eat and drink, health food company ‘Freedom Foods’ has launched the Good Food Karma Index, a national social media campaign designed to promote the brand, while at the same time providing consumers with a little more insight into their relationship with food.
In collaboration with McCrindle Research, Freedom Foods conducted a nationwide survey based on the five key areas of behaviour, attitude, relationship, purchasing and location. Each participant then received a total score out of 100. Overall, Aussies have a good relationship with food with a national average of 71.
According to the research, Gen Y is leading the health and wellness charge, with 60% going down the health food aisle. Meanwhile, Western Australia spends the most on health juices and beverages, Queensland is the superfood capital, and Tasmania achieved the nation’s highest Good Food Karma with a score of 75.
Social researcher and McCrindle Research Principal Mark McCrindle says the survey revealed some fascinating results with “professional and well-educated people more dependent on chocolate than other occupations” and “women prepared to travel five kilometres further than men for health food”.
Anyone can take the survey on the Good Food Karma Index website, receive a score out of 100 and be assigned to one of four food personality types: Insta-Eater, Friendly Foodies, Overachievers and Taste Seekers. With 29% of Aussies favouring convenience over nutrition – the ‘Insta-Eater’ is the most popular category.
Survey participants can also receive personalised dietary tips from leading nutritionist and Get Lean Founder Dr Joanna McMillan – one of three experts who has signed on to participant in this campaign. Radio personality Maz Compton has also been signed as an expert because of her high profile as a presenter and commentator on radio and TV.
While the ultimate aim of the Good Food Karma Index is to increase brand awareness of Freedom Foods, in this country we are so hungry for more information about what we’re eating and drinking, this is one social media campaign which is bound to be popular with consumers.
To access the Freedom Foods’ Good Karma Food Index and to discover your score and food personality, go to www.goodfoodkarmaindex.com.au