I’ve always posited that food should be more like fashion. Similar to the latest trends in lapels and color palettes, consumers’ palates are attuned to what’s hot in the food world. Consumers may be willing to experiment with new foods and flavors, but counter to the world of fashion, what we’ve found in our consumer research is that it’s not necessarily an event or the media, or even food suppliers that influence their purchases. When it comes to a trusted authority on wellness, for instance, U.S. consumers primarily rely on their families, doctors and friends. Still, the primary food store ranks high on the list of supporters, and notably, the top-10 wellness allies are without a pop culture reference.