Consumer Reports Food Labeling Poll
This 2007 poll sponsored by Consumer Reports addresses consumer food labeling and purchase concerns.
Half of the survey respondents had the primary responsibility for grocery shopping. Primary shoppers were most likely to be women, consumers under household income of $40,000, or age 35+.
Consumers frequently purchase natural or organic foods; on their last five trips to the grocery store, 61% purchased at least one natural/organic item while 25% did so on all five trips. The percentage of consumers who consider natural or organic to be “very” or “somewhat” important by category are:
- Meat (61%)
- Bread (57%)
- Fish (55%)
- Milk (54%)
- Snacks (50%)
Survey findings specifically related to the labeling of food products include:
- 63% would buy food labeled as “natural”
- 62% would purchase meat expressly tested for mad cow disease
- 55% would purchase milk labeled free from synthetic bovine hormone
- 53% would purchase “organic” seafood
- 29% would purchase meat they knew was irradiated
- Preference for labeled foods increases with income; Consumers with incomes over $75,000 were 30% more likely to purchase hormone free milk than those earning less than $40,000
Other concerns with food related issues:
- Over 60% of consumers were concerned with some aspect of food safety or purity; the three biggest concerns (“very” or “somewhat” concerned) were bacteria or chemicals in food (87%), poor hygiene standards for farmed animals (83%), and food animals raised with daily antibiotics, drugs or pesticides (82%).
- Other sources of concern were foods labeled as natural which contain artificial ingredients (76%), dairy cows given growth synthetic hormones (76%), chicken coop waste used in cattle feed (76%), ocean pollution caused by fish farms advertised as organic (76%).
Consumers were in “strong” or “somewhat” agreement with statements that could strengthen labeling requirements:
- Imported foods should be labeled by country of origin (92%)
- Fish labeled organic should be produced without environmental pollution and be free of contaminants (91%)
- Meat companies should be allowed to test and label for mad cow disease (90%)
- Meat and dairy from cloned animals should be labeled as such (89%)
- Milk from cows on BST should be labeled as such (88%)
Consumers had high expectations for meat labeled as “natural”. 89% expected that meat labeled accordingly should be natural and free of chemicals, drugs or other additives. 84% felt that no artificial colors should be used, and 83% felt that it should be raised in a natural environment.