Latest Public Opinion Report
We Are What We Eat: Personal Values and Social Responsibility
The 20th century brought along massive changes in our food supply, moving us from an agrarian to urban society. This shift has allowed us to develop the most abundant, safe, affordable and readily available food supply in world, while also meeting the needs of our busy, complex lives.
Today, most of us find our food in the local supermarket, restaurant or quick service location rather than gathering it directly from our farm fields. However, as we continue to move further away from understanding the sources of our food, there is a growing consumer apprehension about modern food processing and its impact on both our health and the environment around us. Consumers are now questioning both the wholesomeness and nutritional quality of their foods as well as the people involved in the process of moving their food from farm to fork, such as growers and processors. In many ways we are developing a new relationship with food.
This new interest in food and where it comes from provides the entire food industry with new challenges and opportunities. In order to address these, it is important to understand and explore consumer values and aspirations about food and health as well as their concerns about the food supply and environment. Moreover, we must identify what is driving consumer’s decisions about what to purchase and what to eat?
Between May 5 and 12, 2010, StrategyOne conducted a comprehensive research survey among primary household grocery shoppers in the US. This paper explores a number of the questions posed, and provides an overview of the ways in which consumer shopping behaviors and relationships with food are evolving. Read more >>
The Questions
1. How much do you agree or disagree with the following statement:
Total |
|
| The foods I eat make a statement about my personal values | 66% |
| I purchase foods that I believe support local businesses | 77% |
| I purchase foods that I believe have as little environmental impact as possible | 59% |
| I’m willing to pay more for ‘free range’ or ‘cage free’ meat and poultry to ensure the animals are raised in a humane manner | 61% |
2. Please tell me whether each of the following statements describes you, yourself:
Total |
|
| I’m willing to change my own food consumption habits if it can help make tomorrow’s world a better place to live | 79% |
3. How much do you trust each of the following groups or institutions to do the right thing when it comes to food related issues? (0-100 SCALE, MEAN SCORE SHOWN)
Total |
|
| Farmers | 70.0 |
| USDA | 63.3 |
| FDA | 61.7 |
| Academic Experts | 59.1 |
| EPA | 58.9 |
| Congress | 32.9 |
4. What do you think should be the primary roles of the government in regards to promoting healthy eating habits and physical activity?
Total |
|
| Healthy eating habits and physical activity is primarily the responsibility of the individual citizen | 40% |
| The government should provide information that helps the individual choose healthier eating habits | 30% |
| The government should develop programs that promote better lifestyles or restrict unhealthy choices for at-risk populations such as children | 18% |
| The government should subsidize healthier choices or roll-out programs that restrict unhealthy choices | 9% |
For a comprehensive presentation of the survey results, please contact Jason McGrath.
The US Consumer Relationship with Food and Expectations from Farm to Fork
Any Questions? Contact Us
Fill out the form below, or for more information, contact Jason McGrath at (202) 326-1708.
