American shoppers are showing more interest than ever before about the food they buy and eat, where it comes from, and how it’s made or sourced. However, they’re not as well versed when it comes to defining and understanding the many marks and certifications that dot their food labels.
- 70% of respondents said that they agreed some food labels were meaningless, but 37% said they still “trusted” the label’s intent
- 59% of respondents said they were concerned about GMOs, but only 32% could define GMO
- 70% are buying some organic food, but only 20% thought they could define what “organic” means