Preference for Growing Sustainable Foods is Growing: New Research from Cone Communications

(3BL Media/Justmeans) – Three out of four Americans consider sustainability as an important factor when deciding which foods to buy, according to the 2014 Food Issue Trend Tracker released by Cone Communications. People are increasingly willing to compromise on food choices and costs in order to eat more consciously. While family satisfaction continues to be the top priority for 97 percent of the shoppers, 93 percent of them also consider health and nutrition, and 77 percent also consider sustainability as vital factors while making food purchasing decisions.

Local produce, sustainable packaging, animal welfare, non-GMO and eco-friendliness are some of the other factors that go into the food buying decisions among Americans. An overwhelming 89 percent of the people consider where a product has been produced; two in three people are willing to pay more for food that is produced close to home. 64 percent of consumers are motivated by the idea of supporting local businesses when they purchase local foods.

A growing number of consumers expect manufacturers and suppliers to help them understand the larger implications of their food buying choices. Three out of four Americans state that they want companies to do a better job explaining how their food purchases impact the environment. Liz Gorman, senior vice president – Sustainable Business Practices, Cone Communications, says that the companies must deliver a two-fold message to the consumers. They must demonstrate the environmental impact consumers’ purchases are having, while reinforcing health, taste and quality attributes.

84 percent of consumers want companies to disclose information and educate them about the implications of GMOs in their products. Nearly 60 percent of the people are keen to choose non-GMO options, a choice that largely stems from confusion and lack of transparent information on the impact of GMOs. Cone Communications says that the food and beverage companies have an opportunity to connect with consumers on issues they care about, and communicate about food attributes in a clear and transparent way. Grocery shopping decisions among an increasingly conscious American population are no longer a factor of price and taste alone.

Source: 3BL Media

Image Credit: Flickr via John Englart (Takver)