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.
A new study from BFG shows that Americans are “concerned, but confused” when it comes to what they’re eating.
- 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
Ultimately, this research proves that there’s a lot of room for brands to help shoppers decipher what’s in their food, and what it means for their health. Also important to note that food labels inform shoppers’ perceptions around products, while buzz and marketing will help generate attention among shoppers.