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When everyone’s an expert, who should shoppers trust?
By Alice Pilkington2026-10-24T09:13:00
As influencers, AI and wearables flood shoppers with advice, brands will win trust not by shouting louder but by being verifiably honest, says Alice Pilkington, associate principal at Mintel Food & Drink
The next battle in food and drink won’t be for attention, it will be for authority. Influencers, AI assistants and wearables are giving people more guidance about what belongs in their baskets. However, more advice may leave consumers less certain what to believe.
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