US consumers want to eat cleaner food, according to a new study.
On January 17, the Center for Food Integrity (CFI) released its annual report on consumer trust research. The consumer trust research report said consumers want more evolved food that signifies progress. This is manifesting in growing demand for “clean” food that’s less processed that’s free from something undesirable - antibiotics, cages, gluten or genetically modified organisms (GMOs) - with labels that are easier to understand. The CFI is a nonprofit organization dedicated to growing consumer trust in the food system.
Providing for the provider
The report also studied consumers and determined food producers should focus on a group CFI calls providers. The predominantly female group makes up about a third of U.S. consumers. Its members are preoccupied with providing the best possible food for their families, but they are concerned they might not have the information to make the right choice.
Going forward, food companies should reach out to this consumer group who are looking for balanced information and validation of their buying decisions. It recommended engaging with consumers to:
- Help define what constitutes evolved food and lead in the sector.
- Share information with consumers about the benefits of new and non-traditional ingredients.
- Grow an online presence with consumers.
- Become a “go-to” source of information on food and its nutritional and personal benefits.
- Promote products that have evolved.
- Reach the most important consumers through hypertargeting.
What consumers worry about and how it influences their buying decisions
The report surveyed consumers to gather their opinions on a range of issues surrounding the food supply and learn about the concerns that surround their buying decisions.
Two in three surveyed said they are concerned about the affordability of healthy food (69 percent of respondents), food safety (68 percent), the affordability of food in general (67 percent), the safety of imported food (65 percent), that food is actually what is listed on the label (60 percent) and that there’s enough food to feed people in the U.S. (60 percent).
The Internet is unquestionably the leading source of food information for consumers. 27 percent of consumers said “websites” or Google are thier top source of information on the food system. Face-to-face word of mouth is still potent, however. Of those surveyed, 17 percent said friends not online and 15 percent said family not online are their leading source of food info. Local TV was the top source for 11 percent, a huge decline from 26 percent in 2008, the CFI said.
When they get online, consumers are using search engines like Google and Bing to find information about food safety and how food impacts health. Forty percent of consumers said they can access all the information they need about where food comes from, how its produced and its safety – compared with 17 percent in 2008 – thanks to the explosion of information available online.
Consumers trust their family doctor and their family most when it comes to food-related issues. Food companies, restaurants and grocery stores were least likely to be called the most trusted source of information on food.
Perceptions of agriculture
When asked about agriculture, 68 percent of respondents said they view agriculture and farming very or somewhat positively. Many, 56 percent, said they know only a little about farming but 80 percent said they want to learn more about farming.
The CFI said this means there’s an opportunity for agriculture to directly engage with the public to earn trust, especially because consumers feel more empowered than ever to gather and act on information.
