The Affinity Group has unveiled its 2025 Operator Path to Purchase Study, offering a comprehensive examination of current trends shaping purchasing decisions within the foodservice industry. The study, derived from over 870 interviews with foodservice operators nationwide, highlights shifts driven by technological advancement, sustainability priorities, and evolving consumer expectations. According to the company, the findings provide crucial insight for manufacturers, distributors, and operators aiming to adapt to an increasingly complex market landscape.
The report indicates a marked increase in investment towards innovation, with nearly 70% of operators allocating at least 10% of their budgets to new products and technologies. Artificial intelligence (AI) is identified as a key driver for operational improvements, including inventory management, labour optimisation, and personalised marketing strategies. This aligns with the broader industry movement towards digital transformation, where enhanced efficiency and data-driven approaches are becoming central to competitive strategy.
Sustainability is equally prominent, with over half of respondents prioritising waste reduction efforts. This focus is framed as both an economic and environmental imperative, reflecting growing demands from consumers and regulatory pressures. Operators now commonly consult a wider array of sources—8 to 9 compared with 5 to 6 just a few years ago—before making purchasing decisions, embracing digital content and social media as influential input channels. This underscores the increasing importance of online presence and engagement for foodservice suppliers.
Additional insights from related industry analyses reinforce the pivotal role of social media, particularly amongst younger operators, and the necessity for brands to present clear value propositions that address multiple operational needs. One commentary on the study suggests that manufacturers must develop more robust go-to-market strategies that activate both sales and culinary resources effectively to secure placements and drive product success.
Contrastingly, a separate but related Affinity Group study on brand perception reveals nuanced operator attitudes toward private label and distributor brands. While distributor brands benefit from recognition as cost-effective alternatives, manufacturer brands continue to hold sway due to perceived superior quality and consistency. This dynamic introduces an additional layer of complexity for suppliers navigating the foodservice purchasing landscape.
The findings arrive amid broader industry trends, such as increasing consumer demand for convenience and value—factors that are influencing operators’ offerings and procurement decisions. Such pressures further validate the importance of innovation and sustainability as strategic priorities.
Enzo Dentico, President and CEO of Affinity Group, described the study as timely in a “rapidly shifting foodservice ecosystem,” suggesting that understanding these evolving decision-making factors is vital for businesses seeking a competitive edge. Industry leaders discussing the study in an affiliated podcast emphasised the need for actionable strategies that address operational pain points while advancing sustainability and technological adoption.
Overall, the 2025 Operator Path to Purchase Study serves as an important resource for stakeholders aiming to navigate the increasingly multifaceted foodservice environment. It highlights the growing complexity of purchasing behaviour, driven by technological integration, sustainability mandates, and diverse informational inputs, while also presenting challenges related to brand positioning amid a fragmented marketplace.
Source: Noah Wire Services
