Beyond Organic, How Evolving Consumer Concerns Influence Food Purchases

Food safety is the top consumer food quality concern. The concerns considered to be "very important" or "important" include low mercury seafood (61%), no pesticides (60%), and no artificial hormones (58%). The "humanely-raised" claim (48%) ranked as the 8th highest concern, while "vegetarian" (20%) ranked 18th in importance.

Today's consumers are more informed about food claims, as most consider understanding the issues as part of being a smart-shopper. 63% disagreed with the statement, "Only a small group of elitists really care about things like sustainable and locally-produced foods," while 48% said that media attention to factory farms has caused them to learn more about producer food practices. Moreover, one-third have visited a working farm in the last five years.

Price remains an important purchase factor for consumers; 64% say that it is the main reason why they purchase a product in the supermarket.

Ethical concerns are also significant to consumers:

• 70% believe the ethics of a company/brand plays a direct role on purchase decisions.
• 59% hold favorite brands to higher socially responsible standards.
• 48% stopped buying a brand upon learning the company had acted socially irresponsible.
• 43% purchased a new brand because the producer embraced social responsibility.
• 42% believe purchases must always express personal values.
• 36% say prices are the main influence in product choice.
  

Food quality concerns affect all ages. Gender differences are apparent (though small). Women are more progressive than men:

• Those aged 20-29 are more willing to pay a premium for quality foods.
• Women are more concerned with food quality and food safety, though concern for food safety increases with age across both genders.
• The importance of ethical claims are consistent across all age groups.