This study examines how consumer concerns influence their food purchases and also identifies recent food buying trends and influences. The study found that a “humanely raised” claim on animal products is considered “very important” or “important” by 48% of consumers.

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.