Conscious Consumption: Navigating the Grocery Store

Invoke Live! – Conscious ConsumptionPart I: Navigating the Grocery StoreKey Findings Report

May 2012

© Invoke Solutions - Confidential2

Table of Contents

Page

Background and Objectives 3

Key Insights 4

Executive Summary 7

Shopping Behaviors: Reading Labels 12

Claims: General Findings 17

Digging Deeper: Local 23

Digging Deeper: Natural 29

Digging Deeper: Organic 35

Digging Deeper: Green 40

Appendix: Respondent Profiles 44


Background & Objectives

• In this first of a series of studies on Conscious Consumption, Invoke gathered feedback on consumer attitudes and behaviors regarding product benefit claims and how they are ultimately driving purchase, diving deeper into terms such as “organic,” “natural” and “local” to understand how these are resonating with consumers today.

• This study used Invoke’s Live online, real-time research platform to speak to a sample made up of 108 individuals and Invoke’s Open asynchronous platform made up of 103 individuals defined by the following criteria (total sample = 211):

• Adults, Ages 18+• Mix of household incomes, regions, education, ethnicities• Primary grocery shopper• Open to shopping for foods with benefits beyond taste• Not employed in Marketing, Market Research, Advertising, or Public

Relations

Key Insights


Key Insights

1. While consumers aren’t often searching for the information, organic, local and natural are all purchase drivers. When asked what information they are looking for on labels, consumers go to more “traditional” information such as fat, calories and sugar rather than claims such as local, organic and natural. However, these claims are often regarded positively and cause favorable brand opinions. This may simply mean a need for food/beverage manufacturers to continue to take the need for searching out by putting these types of claims on package fronts.

2. Local offers a three-fold message. Although local is regarded with the highest amount of positivity from consumers, it actually scores lowest in terms of comparative health perceptions. This may be due in part to local actually delivering not only health benefits to some, but also the chance to support a local economy and a way to positively impact the environment to others. Those developing and manufacturing products with local claims should keep these messages in mind.

3. Local is not defined. Consumers are slightly more likely to consider products produced and sold in the same state as local, but some others consider distances (such as 50 or 100 miles) or even simply may consider products sold within the same country in which they were produced as local. Therefore, there appears to be a need for standards or at least some sort of definition of local. As it is still up in the air, companies may have a chance to not only sell local products, but also define the term in the next few years.


Key Insights (cont.)

4. Natural raises doubts. While natural claims to garner a good deal of positivity from consumers, some do raise concerns regarding the lack of standards to define the term. This causes some to question how meaningful the term is. Perhaps this means that companies considering use of the term (since it is received so positively) need to be cognizant of this doubt and include information on-package that helps explain what makes the product natural, such as an absence of artificial ingredients.

5. Cost is still a concern. In the cases of both organic and green products, consumers sometimes remain concerned over costs. Consumers often note that organic products are too expensive and some even question whether the delivered benefits are worth it. When it comes to green products, consumers are specifically saying these claims do not affect their purchase behavior specifically because of the high cost associated with these products.

6. “Green” is not the only way to communicate “good for the environment.” Interestingly, while “green” does signal a positive impact on the environment, other terms (such as organic, local and natural) remain top-of-mind for many when it comes to communicating this, as does packaging. Since green is not as compelling a stand-alone benefit as the other claims mentioned, manufacturers may want to start thinking about how green might work as a secondary message, rather than a primary one.

Executive Summary


Executive Summary

• 86% of consumers pay attention to labels when deciding whether or not to try a new food or beverage.

• 67% of consumers are looking for information related to the amount of fat in a food/beverage when looking at the label. This is followed closely by calories per serving, amount of sugar and amount of sodium. Only 26% are looking to see whether the food/beverage is natural, 22% are investigating where the product is made and 15% are checking to see if it is organic.

• While consumers often feel informed when reading labels, several note feelings of confusion and being overwhelmed.

• When asked which claim would cause them to have the most favorable opinion of a brand, 32% of consumers select organic, 31% select local and 26% select natural claims. 11% would select a product that is not bad for the environment.

• 57% of consumers would be less likely to buy a food product if they knew it contained High Fructose Corn Syrup (bottom 2 box). 36% say this knowledge would have no impact on their intent to purchase.


Executive Summary (cont.)

• 84% react positively to products that carry a “local” claim, making it the claim that garners the most positive reaction. When it comes to health, however, products with local claims are regarded as healthy by the lowest amount of consumers (59% top-two box) when compared to natural and organic claims.• Interestingly, local carries with it benefits beyond health for consumers. While they are seen as healthy (often

because of an absence of additives), these types of products are also well-liked often because they help to support a local economy, are seen as fresher and/or better for the environment.

• Nearly three-fourths of consumers do not associate local claims with a specific brand. A few do associate the claim with brands like Whole Foods’ 365, Dole, Del Monte and Newman’s Own.

• While many consumers believe a product needs to be from the same state (or even the same county, city or town) to be considered “local,” some require a specific distance, such as 50 or 100 miles, for a product to be considered local. A few others simply require that the product be from the same country.

• 75% of consumers feel positive towards natural products and 70% see these types of products as healthy, often because they equate the claim with an absence of artificial ingredients.• However, some raise concerns regarding how meaningful the claim is when it comes to the health of the product.• Nearly half of consumers do not associate specific brands with natural claims, but others focus on juice brands

(such as Tropicana, Juicy Juice, and Dole), store brands (such as Whole Foods and Trader Joe’s) and other national brands, such as Newman’s Own, Kashi and Perdue.

• 65% of consumers see no difference between the terms “natural, “all-natural” and “made from natural ingredients.”• For some, however, “all-natural” may mean a more complete list of natural ingredients, while for others,

“natural” might communicate a more “untouched” product.


Executive Summary (cont.)

• 73% of consumers have a positive opinion towards products that carry an organic claim and 68% see these products as healthier than those that do not. Similar to natural products, this is often because consumers equate these claims with an absence of artificial ingredients (chemicals, pesticides, preservatives), but some consumers also feel that organic certification requires adherence to stricter standards.• Quite a few consumers note that organic products are too expensive.• Nearly half of consumers do not associate organic claims with a specific brand. However, others do associate

these claims with store brands (such as Whole Foods’ 365, Trader Joe’s and Safeway’s O Organics), brands with a strong tie to organic (Newman’s Own, Kashi, Stonyfield, Horizon, Amy’s, Cascadian Farms, Earthbound Farm) and some national brands (such as Dole, Quaker and Mott’s).

• Consumers are relatively split on buying products because of how they affect the environment, with 36% saying they do so and 30% saying they do not. Those who do so often are because taking care of the environment is a strong personal issue. Those who do not most often see these products as too expensive. • Although the term “green” does often communicate that a product is not bad for the environment, consumers also

say organic, natural and local labeling does this. Additionally, a few consider the packaging used.• Approximately two-thirds do not associate green claims with a particular brand, but some associate the claim with

products that fall in the organic category often for consumers, such as Kashi, Stonyfield, Amy’s, Whole Foods 365 and Cascadian Farm.• Even though we specifically asked consumers to name food and beverage brands, a few went to products

outside the category, such as cleaning and paper products.

Key Findings

Shopping Behaviors: Reading Labels


Most consumers pay attention to labels

• 86% of consumers pay at least some attention to labels (top 2 box)

86%

43% 43%

8%5%

1%6%

Top 2 Box A lot of attention Some attention A little bit ofattention

Not muchattention

No attention atall

Bottom 2 Box

Some often read labels when looking at products such as cereal, snacks, frozen foods and juices.• Cereals, baked goods, snack foods.• Cereals, cookies, ice cream.• Snacks like chips and crackers.• Frozen foods with a lot of preservatives.• Juice products that claim to be 100%

natural. Selling at such a premium price, I want to make sure I'm getting something good

More often, consumers tend to read labels when concerned about processing or ingredients deemed as unhealthy, such as sodium or fats.• I don't like to purchase foods with a long list of processed ingredients like

high fructose corn syrup and hydrogenated oils (trans fat), artificial colors, and other unnecessary chemical ingredients.

• Check out if whole grain, low sodium, low sugar and has the FDA organic seal.

• I spend more time reading the labels of unhealthy foods to see exactly how bad they are, things like trans fat, sodium and sugar.

• Highly processed foods.• I look for artificial sweeteners, fat, sodium content,

Q: When you're deciding whether to try a new food or beverage, how much attention would you say that you typically give to the information available on product labels ?

Q: Are there any types of foods/products for which you typically spend more time reading the labels, if so, what are they?

Sought after information on labels


Label-readers tend to search for more “traditional” information over claims such as natural, organic and local• 67% of consumers are looking for information related to the amount of fat in a food/beverage when

looking at the label. This is followed closely by calories per serving, amount of sugar and amount of sodium.

• Interestingly, only 26% are looking to see whether the food/beverage is natural, 22% are investigating where the product is made and 15% are checking to see if it is organic.

2%3%

14%

15%

22%25%

26%

33%

38%

42%43%

50%

58%

62%63%

67%

26%

28%

Other

I do not read labelsAllergen information (nuts, dairy, wheat, etc.)

Whether the food/beverage is organic

Where the food/beverage is madeLength of ingredient list

Presence of artificial colors/preservatives

Whether the food/beverage is natural

Presence of artificial sweetenersAmount of carbohydrates

Serving size

Amount of protein

Vitamins/minerals/nutrients includedFamiliarity with ingredients

Amount of sodium

Amount of sugarCalories per serving

Amount of fat

Q: Looking at the list below, what information are you usually looking for when reading food/beverage labels, if you are reading them? If you do not

read labels, simply select "I do not read labels." (Please select all that apply)Q: What types of information, if any, would you say that you are most interested in reading about on food/beverage labels?

Sought after information on labels

I am searching labels for…• The fat content and the amount of

sugar and calories are important.• Fat content, sodium, sugar,

ingredients.• Calories at this point in time. I may

change my mind later if health requires it (Sugar or Sodium levels).

• I usually look at calories, fat, sugar, protein content, and ingredients.

• Serving size, calorie content, fat content, sodium, sugar, vitamins, and the ingredients.

• Calories, fat, amount of fiber.


Most consumers find current labels easy to understand and thorough

Q: How easy to understand would you say the information on a typical food/product label is?Q: Thinking about the typical food/product label, how thorough or incomplete would you say the information provided is?

• 82% of consumers say a typical food/product label is easy to understand (top 2 box).

82%

30%

52%

11%7%

0%

7%

Top 2 Box Very easy tounderstand

Somewhateasy to

understand

Neither easynor difficult tounderstand

Somewhatdifficult to

understand

Very difficult tounderstand

Bottom 2 Box

Label ease of understanding

82%

31%

51%

16%

1% 1% 2%

Top 2 Box Very thorough Somewhatthorough

Neitherthorough norincomplete

Somewhatincomplete

Veryincomplete

Bottom 2 Box

Label thoroughness

• 82% of consumers say a typical food/product label is thorough (top 2 box).


Reading labels helps consumers stay informed, but also causes confusion and feelings of being overwhelmed

“Typically, when I read food/product labels, I feel…

• Although many consumers feel positive emotions when reading product labels, noting they feel “informed,” “good/better,” “smart” or “satisfied,” quite a few say they feel confused and/or overwhelmed.

• This is especially interesting given the high incidence of consumers claiming typical product labels are easy to understand. Some do note sources of these feelings, such as confusion about what is left off the label or being overwhelmed with the amount of “bad” ingredients in a product:

• Shocked at what’s in food.• Overwhelmed that so many artificial ingredients are added.• Like I have some understanding of what is in the food item, but also wonder what is left off the label. • A little lost, there isn't much details and the ingredients are so arcane.• Like there is more than they are stating.• Unsure if all information is givenQ: Please fill in the blank for the following statement: "Typically, when I read food/product labels, I feel __________."

Claims: General Findings


Many react positively to local products, though it might not signal health as often as natural or organic claims

• 84% of consumers have a positive opinion of products that carry a “local” claim, making it the claim that garners the most positive reaction. Both natural and organic claims are regarded with a relatively equal amount of positivity from consumers, with 75% and 73% giving each a top-two box rating, respectively.

• Interestingly, products with local claims are regarded as healthy by the lowest amount of consumers (59% top-two box), when compared to natural products (70%) and organic products (68%).• This could, perhaps, be due to the fact that consumers note that local products offer

more than just health benefits. In addition to being considered healthier by some consumers, quite a few like local products because they offer the chance to support a local economy and/or are better for the environment.

Key measures (% top-two box) Local Natural Organic

Opinion of products with claim 84% 75% 73%Perception of health 59% 70% 68%

Change in purchase behavior (compared to 3 years ago) 40% 44% 41%


Organic, local and natural have a more positive effect on brand opinion than green claims

Q: Which of the following "natural," "organic," "local" or having a positive impact on the environment would cause you to have the most favorable opinion of a brand touting these claims? Please tell me why you gave the answer that you did...

• Organic, local and natural claims have similar effects on consumers’ perceptions of brands, with nearly 1/3 of consumers selecting each as causing the most favorable opinion of a brand.

• 42% of those aged 18-34 say that organic has the most favorable effect on brand opinion, which is significantly higher than the 27% of 35-64 year-olds who say the same.

15%

26%

32%

27%

4%

27%

27%

42%

11%

26%

31%

32%

Is not bad for theenvironment

Natural

Local

Organic

35-64 (n=126) 18-34 (n=74) Total

Claim that would cause most favorable opinion of brand

Organic often means no additives or pesticides. Some think it is the most “regulated” term. A few say it covers off on not only being healthy/natural but also good for the environment.• Organic means no pesticides and only

natural ingredients.• I care more about not eating chemicals

than the environment(shame on me).• Organic is grown naturally so the

environment must be affected in a positive way.

• Can be certified versus just being a claim made by a company.

While for some, Local signals healthier or fresher products and a positive impact on the environment, many more like that this helps support a local economy.• Local means natural and healthy, good

for environment.• Less emissions to transport.• I put local. It supports the local farmers

and economy.• Because you’re doing more for your

community.• Gives money to local growers, not other

countries.

Natural means, for many, healthy and/or nothing artificial added. A few note that natural also signals more affordable than the other claims listed.• Natural makes me feel good about what

I'm putting in my body• I don't want to have all the chemicals in

my food.• Better ingredients means healthier.• I think natural foods are important and

healthier without claiming something outrageous or being priced really expensive.


Nearly three-fourths are familiar with High Fructose Corn Syrup, and many have a negative impression of it

Q: How familiar are you with high fructose corn syrup?Q: What are your impressions of foods that have high fructose corn syrup?

• Nearly three-fourths of consumers are familiar with High Fructose Corn Syrup (top 2 box).

74%

27%

47%

16%

7%3%

10%

Top 2 Box Very familiar Somewhatfamiliar

Neither familiarnor un-familiar

Not veryfamiliar

Not at allfamiliar

Bottom 2 Box

Familarity with HFCS

6%

1%4%

35% 36%

23%

59%

Top 2 Box Very positive Somewhatpositive

Neutral Somewhatnegative

Very negative Bottom 2 Box

Impressions of foods with HFCS• 59% of consumers have

negative impressions of foods that contain High Fructose Corn Syrup (bottom 2 box).

• 35% are neutral towards these types of foods.


Over half of consumers would be less likely to buy a product with high fructose corn syrup

Q:If you knew that a food had high fructose corn syrup, how would that impact your likelihood to buy that item?Q:Please tell me why you gave the answer that you did . . .

• 57% of consumers would be less likely to buy a food product if they knew it contained High Fructose Corn Syrup (bottom 2 box).

• 36% say this knowledge would have no impact on their intent to purchase.

7%3% 3%

36% 35%

22%

57%

Top 2 Box Make me muchmore likely to

purchase

Make mesomewhat

more likely topurchase

No impact Make mesomewhat less

likely topurchase

Make me muchless likely to

purchase

Bottom 2 Box

Effect of HFCS on purchase likelihood

Those less likely to buy foods with HFCS often say this because they see it as unhealthy, often because it’s processed. A few note that the ingredient tastes worse than real sugar.• High Fructose Corn Syrup is very processed. Studies

have been done that have linked it to cancer and obesity.

• High fructose is laden with empty calories.• I think this is an unhealthy and unnecessary ingredient.• Why would I buy something that is bad for my health

and my family’s health?• I'd prefer cane sugar just for the taste.• I like natural tastes, not tastes smothered by corn

syrup.

Those who say “no impact” often either do not know enough about HFCS, think the claims are overblown or simply don’t care about it.• Some people use honey to sweeten things, some

people use molasses. I don't really feel like HFCS is any different.

• As far as I know its made naturally so how could it be bad for you?

• If I find something with that in it, I was probably looking for something sweet anyway, so it really wouldn't impact my decision.

• Because I don't know what that means.• Because I feel that too much emphasis is being given

to high fructose corn syrup.


While artificial colors are somewhat of a concern, no food/beverage stands out as most concerning

Q: How concerned are you with whether the following foods/beverages contain ARTIFICIAL COLORS?

• When it comes to artificial colors, consumers are relatively equally concerned with artificial colors across the categories listed, with between 33% and 41% of consumers claiming they are concerned (top 2 box).

24%

23%

26%

23%

23%

25%

22%

24%41%

40%

38%

37%

36%

36%

35%

33%Cereal

Frozen foods

Bottled beverages

Cookies and crackers

Boxed dessert mixes

Gum and candy

Boxed dinners

Bottled dressings and sauces

Top Box Top 2 Box

Foods/beverages that carry artificial color concerns

Digging Deeper: Local


The local claim is largely regarded positively and it carries with it a number of benefits

Q: What is your opinion of foods/products that have claims like those on the left?

Q: Please tell me why you gave the answer that you did. . .

• 84% of consumers feel positive towards a food/product touting a local claim (top 2 box).

84%

46%

38%

14%

1% 0% 1%


Neither positivenor negative

Somewhatnegative


Opinion of products with local claim

Some consumers think local products are healthier, often because nothing is added to them/they are seen as more natural and are fresher.• If things are grown locally they do not

have to have preservatives added as when shipped from a long way away.

• It gives the feelings its healthier and fresh for my area.

• They are naturally growing foods that contains no injections or growth hormones to produce the foods.

• I grow my own garden & don't use chemicals, when I buy produce I want the same as home grown.

Several think the closer proximity of local products makes them fresher (and thus better tasting) and causes less of an impact on the environment.• They product hasn't been trucked for

long distances so they were picked at their ripest.

• Local produce usually tends to be fresher.

• Leaves less of an environmental impact due to less fuel being used in order to deliver the product.

• Locally grown foods are much better for you and taste fresher as well.

• Locally grown produce is flavorful and taste like what they are supposed to taste like.

Quite a few like local products because they help to support a local economy.• I like the idea of supporting the local

farmers and growers.• I would be getting fresher food and

supporting a community businesses.• Because you are supporting the local

farmers and farms when you buy these products.

• I think it's always positive to buy something locally grown to support members of your local community.

• Because I feel it is important to support our community by purchasing locally grown produce.


Just over half of consumers think local products are healthier

Q: Compared to items that that do not carry these claims, how healthy would you say these types of foods/beverages are?Q:Please tell me why you gave the answer that you did . . .

• 59% of consumers see local foods/beverages as healthier than other products that do not carry this claim (top 2 box).

• 36% see local and non-local products as equally healthy.

59%

20%

38%36%

5%

0%

6%

Top 2 Box Much healthier Somewhathealthier

About the same Somewhat lesshealthy

Much lesshealthy

Bottom 2 Box

Local – Perception of health

Many consumers think local products are healthier because they expect nothing added, such as preservatives or pesticides.• Other companies use harmful things

to help their produce grow.• Grown without all the pesticides.• They will get to the stores more fresh

and do not need preservatives to keep them fresh.

• There aren't pesticides on these products at all.

• They are more naturally made and do not have any kind of growth hormone or injections that can be bad to humans.

Several think since local products travel less of a distance, they retain their nutrients better and/or are fresher.• The food grown locally gets to

market faster and would be fresher.• Fresher - tends to retain its

nutrition better than those that need to be frozen, chilled, or shipped over several days to its destination.

• When it doesn't have to be picked prior to ripening and shipped across the globe it retains more nutrients.

• Because they are fresher since they didn't have to get shipped from other states or countries.

A few, however, think local claims do not signal health. Often, these consumers see local claims as not carrying any type of standards or regulations.• Just because it's local doesn't mean

it's any better - they could be using the same things the bigger companies are, only in smaller amounts.

• Locally grown doesn't give me the info on what the local farmers use.

• They have the same healthiness as a product not grown locally. Locally just is better for the environment to me.


40%

18%22%

54%

3% 4%7%

Top 2 Box Buying thesetypes of

foods/beveragesmore often than

before

Buying thesetypes of

foods/beveragessomewhat moreoften than before


foods/beveragesabout the same

as before


foods/beveragessomewhat less

often than before


foods/beveragesmuch less often

than before

Bottom 2 Box

Over half of consumers are buying the same amount of local products as they were three years ago

Q: Thinking about your grocery buying now compared to 3 years ago, would you say that you are buying more or less foods/beverages that have claims like those on the left?

• 40% of consumers are buying more local products than they were 3 years ago (top 2 box) and 7% are buying less.

• 54% are buying the same amount of local products as they were 3 years ago.

Changes in purchase habits regarding local products


Local is most often not associated with a specific brand

Consumers often look for the following products with the “local” label (in descending order):

FruitsVegetables

MeatJuiceDairyEggs

“Local” Shopping List

Nearly three-fourths of consumers do not associate “local” with a specific brand, often more associating

the claim with local farms. • I don't find this question applicable. If a veggie or fruit is

locally grown quite a bit of the time it's not going to be labeled under a brand. More than often it's just provided by the store in association with the farmers.

• Can’t think of any specifics. items are usually labeled "local" but don't give brand/growers names.

• I don't know, mostly they are local brands like Yarnick’s and other area farmers.

• No brands at all...when I see locally grown produce it is not marked by a brand.

A few, however, do have name some brands with a local link. Quite often, these are store brands such as Whole Foods, though some do mention more

national brands such as Dole, Del Monte and Newman’s Own:

Q: What types of foods/beverages, if any, do you usually try to buy labeled with claims like those on the left?Q: What brand(s), if any, do you associate with claims like those on the left?


There does not appear to be a standard definition of “local”

Q: Now, think about products that might be labeled as "local." Where would a food/beverage have to come from in order for you to consider it local?

A large number of consumers believe a product needs to be from within the same state (or sometimes even the same county, city or town)to be considered local.• I would say that it should come from the same state to be considered

local.• Within the state at a minimum.• I would consider anything that was made in my state to be local to me. • The same state I'm living in or better yet as close as possible to Denver.• The local area I live in, the county or state.

Some consumers assign a specific distance, usually between 50-100 miles, for a product to have to travel for it to be considered local.• Probably less than 100 miles away. The farther the product is sourced,

the more environmental stressors it will have been under and therefore the less nutritional value it will have.

• it would have to come within a certain mileage radius, about 50 miles or so.

• Within 100 miles of the store.

A few think a product can be considered local so long as it stays within the same country.• I think anywhere in the country.• Anywhere within the USA.• From the United States of America.

Digging Deeper: Natural


A few consumers think the natural claim is too ambiguous and, therefore,

raises some doubt.• I do not think that the FDA has really set

firm standards as to what can be labeled 100% natural.

• Though they say 100% natural.....are they really??? Have my doubts.

• Once again, until I find out that the claim is actually true. I choose to research until I find some that are good for me.

• Unless it's certified organic, they can put natural on anything.

• I’m skeptical of claim such as this, not really sure if they are telling the truth

Many feel positive toward natural products, though some doubt remains

75%

40%

35%

19%

4% 2%6%



Somewhatnegative


Opinion of products with natural claim

• 75% of consumers feel positive towards a food/product carrying a natural claim (top 2 box).

Q: What is your opinion of foods/products that have claims like those on the left?


Many consumers feel positively towards natural products because they are seen as healthy, often because nothing artificial is added.• 100% Natural is good because I know that nothing was added to my products.

They are what they are suppose to be without adding anything to make them that way.

• Naturally grown means that there are no added preservatives or pesticides to accelerate growth. Therefore, it is healthier.

• Natural has less artificial ingredients.• I'd prefer to buy foods without additives, preservatives, etc.• Processed foods are not good for you generally and natural ones are.• Better than processed foods.• I like the idea of less processed foods. They are easier for the body to process.• Because the absence of artificial ingredients makes me feel that it is a safe healthy

product.• Because I want my food to be only foods not additives or sweeteners, etc.


Many see natural products as healthier, often because they expect nothing artificial added

• 70% of consumers regard natural products as healthier than other products (top 2 box).

• Just under ¼ say these products are just as healthy as products that do not carry this claim.

70%

28%

41%

24%

5%1%

7%



Much lesshealthy

Bottom 2 Box

Not surprisingly, an overwhelming majority of those that view natural products as healthy think this because they are unaltered and do not contain artificial ingredients.• They have no chemicals on them that we would consume if we ate the products

that aren't natural.• Natural foods are often free of artificial ingredients and higher in nutrients.• Because, by definition, "natural" means there are no artificial means of product to

create.• Because, to me, something that is 100% natural is way ahead of those food items

that are artificially altered, either chemically, through pesticide use or any number of other things that make them less wholesome.

• Those products are devoid of artificial ingredients, are non-genetically modified.• Because without preservatives they would naturally be healthier.• The products are not chemically treated , NOR do they artificial product or

preservatives added.

Again, some consumers raise doubts when it comes to products claiming

“natural.”• "Natural" isn't a well-regulated term, so it

could be the same as any other product.• Because the claim has no meaning, no

difference.• Claims should be backed up with facts &

anyone can make claims but not all have the backing.

• ‘Natural' isn't defined and because it's meaningless it doesn't make a meaningful distinction between products and ingredients. Arsenic is natural.

Q: Compared to items that that do not carry these claims, how healthy would you say these types of foods/beverages are?Q:Please tell me why you gave the answer that you did . . .

Natural – Perception of health


Nearly half of consumers are buying more natural products than they were three years ago

44%

16%

28%

46%

4%6%

11%



before





as before



often than before



than before

Bottom 2 Box

Changes in purchase habits regarding natural products


• 44% of consumers are buying more natural products than they were 3 years ago (top 2 box) and 11% are buying less.

• 46% are buying the same amount of natural products as they were 3 years ago.


consumers are most often buying natural juices and often associate the claim with juice brands

JuiceFruits

VegetablesMeat

Snack FoodsMilk

CerealEggs

Yogurt

“Natural” Shopping List

Nearly half of consumers do not associate “natural” with a specific brand, but others name brands such

as:

Q: What types of foods/beverages, if any, do you usually try to buy labeled with claims like those on the left?Q: What brand(s), if any, do you associate with claims like those on the left?

Consumers often look for the following products with the “natural” label (in descending order):

Tropicana, Juicy Juice, Dole

and other juice brands

Whole Foods, Trader Joe’s and other store brands

Other national brands


While many see no difference between the terms, some think varied “natural” labels promise different things

Q: Do you think there is a difference between products labeled as "natural" versus products that are labeled as 'all-natural" or "made from natural ingredients"?Q: Why do you say that?

• 65% of consumers say there is no difference between the terms “natural,” “all-natural” and “made from natural ingredients” which leaves over 1/3 thinking there is a difference. 35%

65%

Yes

No

Difference in “natural” terminology

Those who see a difference often see “all-natural” as being a more complete definition.• If they do not say all natural, then some

of the ingredients might not be. It leaves a window of opportunity in there.

• Apple, for example, is a natural fruit. When it is processed without preservatives, then it becomes ALL-natural. It is all in the processing.

• I think that natural might mean it contains some natural ingredients, while all natural means it only has natural ingredients.

• Something that is "all-natural" uses all natural ingredients opposed to just some

While “natural” raises some doubt for some regarding how natural a product is, others think it conveys “untouched” more than the other labels.• Natural is vague and leaves room for

qualifiers.• Because natural simply means "as

nature allows it to grow.” The other simply hides the fact that other things where added to it.

• Because I think the "all natural" sometimes have added additives in them compared to the "natural" ones.

“Made from natural ingredients” causes a few to question how natural every ingredient might be.• “Made from natural ingredients" means

that the things they put in the product are natural, but they also add chemicals and/or preservatives..

• All-natural and made from natural ingredients would probably have additives.

• Made from natural ingredients could mean that there are natural ingredients in there but they are processed in some way.

Digging Deeper: Organic


While many are positive towards organic’s lack of additives and certification process, some see organic as too expensive

• 73% of consumers have a positive opinion of organic products (top 2 box).

73%

40%

33%

20%

4% 2%7%



Somewhatnegative


Opinion of products with organic claim

Much like with natural products, many consumers like that organic products signal to them nothing artificial has been added or used.• Organic products do not have

chemicals and pesticides, so they are generally safer to eat and are grown naturally.

• It means that no chemicals that are unhealthy for you are used when growing that particular product.

• I believe there are no pesticides in organic products.

• It is healthier than foods that are produced by injecting hormones or preservatives to it.

Some like organic because it carries with it a certification backed by standards and regulations.• Because they are very good for you

and certified to be.• It is grown or prepared under strict

laws.• If the product has this seal of

approval then it must be organic and the real deal.

• Because I think certified organic products are of a very high standard and that is how they achieved the certification.

Quite a few consumers, however, note that organic products are often

too expensive.• I like organic products just don 't like the

added cost.• I think it's ok, but the cost for

certification is passed on to the consumers.

• I don't dislike them, they are just ridiculously expensive, sometimes I think it is a ploy.

• Organic food is usually too expensive to buy.

• Not worth paying twice as much.• They are very overpriced and out of my

buying range.Q: What is your opinion of foods/products that have claims like those on the left?



Many do see organic products as healthier, though some doubt these claims due to a lack of supporting data

Q: text

• 68% of consumers perceive organic products as healthier than other products (top 2 box).

• 19% think non-organic products are just as healthy as organic products (bottom 2 box).

68%

31%

36%

19%

12%

1%

13%



Much lesshealthy

Bottom 2 Box

Organic – Perception of health

Some have not seen any data that links organic to health. A few do not see the benefits of organic as being worth more.• Have yet to see any nutritional claims that it is

healthier, perhaps safer is the term to use.• I haven't read studies which suggest how

much healthier organic foods actually are.• What would be the differences? if I do not

know the process or info, a banana is a banana, is a banana.

• Because like the one person said - just because it says organic, they feel they can charge more, when there's other products out there just as healthy and less expensive

As mentioned before, organic products are often seen as healthier because they are expected to contain no artificial ingredients. Again, some consumers point out the organic certification process as a reason to believe.• They are safer to eat and are healthier b/c they do not contain harmful

pesticides and other unknown chemicals.• Because I believe that certified organic products have met specific criteria and

been certified as having met that criteria by an independent agency who specializes in such certifications.

• Chemical-free products are going to be better for me and safer than one's that use pesticides and chemicals.

• Because no pesticides are used they are higher in nutrients and no harmful effects from chemicals.

• The foods don't contain a lot of preservatives which is a lot healthier.• These products’ claims are verified by the USDA and certified as such.


Half of consumers are buying the same amount of organic products as they were three years ago

41%

14%

27%

50%

2%

7%9%



before





as before



often than before



than before

Bottom 2 Box

Changes in purchase habits regarding organic products


• 41% of consumers are buying more organic products than they were 3 years ago (top 2 box) and 9% are buying less.

• 50% are buying the same amount of organic products as they were 3 years ago.


Organic products are often associated with store brands or brands that focus strongly on organic within their portfolio

Q: What types of foods/beverages, if any, do you usually try to buy labeled with claims like those on the left?

FruitsVegetables

MeatMilkEggs

ChickenOther dairy

“Organic” Shopping List

Nearly half of consumers cannot think of a brand they associate with organic foods, but others can

name some brands, such as:

Consumers often look for the following products with the “organic” label (in descending order):

Store brands, such as:

Brands with a strong tie to organic products, such

as:

More national brands:

Digging Deeper: Green


The decision to buy “green” has consumers weighing personal convictions and cost-based concerns

Q: How often would you say you buy foods/beverages BECAUSE of how they affect/impact the environment?Q: Why is that?

• Consumers are relatively split on buying products because of how they affect the environment, with 36% saying they do so (top 2 box) and 30% saying they do not (bottom 2 box).

36%

9%

27%

34%

15% 15%

30%

Top 2 Box Very often Somewhatoften

Neither oftennor rarely

Somewhatrarely

Never Bottom 2 Box

Those buying products because of how they affect the environment often do so because protecting the environment is a strong personal concern.• I try to buy these products somewhat often because I

care about the environment.• I support the environment.• Because as a vegan, and an environmentalist, it's part of

my lifestyle.• I care about the environment and what we are doing to

it.• I believe that to preserve environment is a important

factor for everybody.

Those who do not most often see these products as too expensive. Some simply don’t think about it, don’t care or do not often see products labeled as such. • They are usually too expensive, just don't think to buy

these products.• I am not concerned on how it affects the environment

only how it affects me and my family.• I don't usually think about that when I am buying

food/beverages.• I don't see that much "green" produce to buy, and I

can't afford to buy most of it.

“Green” as a purchase driver


“Green” is not the only thing that signals green

Q: If you ever do buy foods/beverages because of how they affect/impact the environment, what types of things (words, claims, pictures, etc.) do products have that signal to you they are not bad for the environment?

• Although “green” often signals a positive impact on the environment for consumers, they are just as likely to say organic labeling communicates this.

• Natural and local labeling also conveys this for some consumers and a few say they look at the packaging.

The USDA certified and all organic labels

always help me.

The green check mark

on their labels.

Organic, local, packaged in

something that is bio-degradable or that can be recycled.

Natural, organic, earth-friendly.

Yes, I would look for "organic" or "locally grown."

Sustainable and green

Are packaged with recycled products, less

packaging involved

I just compare the packaging and choose the one that

doesn't have a lot of unneeded bulk or that will

biodegrade or can recycled and made into something

new.


Green is not typically associated with a brand, but when it is, consumers often think organic or beyond foods/beverages

Q: What food or beverage brands, if any, do you associate with products that are not bad on the environment?

Approximately two-thirds of consumers do not associate green products with any specific brand.

However, some consumers often associate green with brands similar to those associated with organic products, with Kashi being mentioned quite a bit:

Interestingly, even though we asked consumers to specifically name food and beverage brands associated with being green, a few went to products outside the category, such as cleaning or paper products: • I really don't know a lot of brands that are natural other than things like "Simply Green“• Toilet paper and cleaning products.• Paper products.• Green Works, Meijer cleaning products.• Plastics, metals, paper.

Appendix: Respondent Profiles


Marital Status, Gender and Age

53%

18%

19%

8% 2%

Married Single, living with partner Single, living alone Divorced or separated Widowed

Marital Status

44%

56%

Male Female

Gender

35%

60%

4%

18 to 34 35 to 64 65+

Age


Education, Region, and Household Income

51%

34%

14%

Less than $50,000 $50,000 to $99,999 $100,000+

Household Income

24%

76%

Less than college College and higher

Education

Region

25%

25%31%

19%

EAST - CT, DC, DE, ME, MD, MA, NH, NJ, NY, PA, RI, VT MIDWEST - IA, IL, IN, KS, MI, MN, MO, NE, ND, OH, SD, WISOUTH - AL, AR, FL, GA, KY, LA, MS, NC, OK, TN, VA, TX, SC, WV WEST - AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY

Conscious Consumption: Navigating the Grocery Store

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Transcript of Conscious Consumption: Navigating the Grocery Store