Field to Fork

FIELD TO FORK an annual study of Food Attitudes + Perceptions FOOD HAS BECOME A BADGE OF VALUES CONSUMERS ARE DISSATISFIED 55% say they are willing to change their own consumption habits if it can help make tomorrow's world a better place to live say America's approach to food is on the wrong track 70% 29% say on the right track 17% 50% say the foods they eat make a statement are undecided about their personal values CONSUMERS ARE MORE FOOD AND HEALTH AWARE LOTS OF INFORMATION, LOTS OF INFORMATION GAPS 81% prefer U.S.-grown foods 81% almost an even split on whether processed foods are bad for you 56% say health and nutrition on front of food packages influences purchase decision 69% believe organic foods are healthier agree want to know where their food comes from 35% P 65% 69% want to know how their food was processed do not know if MyPlate is an accurate guide for healthy living disagree A LIMITED APPETITE FOR GOVERNMENT 33% WHAT DO THEY WANT FROM INDUSTRY say government should require physical activity programs in schools 76% say its important food and 83% beverage companies provide healthy foods that taste great believe government should only allow the sale of certain foods in schools,government institutions, child care and healthcare facilities say it's important that companies offer "healthy choices that fit my budget" 82% 55% say it's important for food and beverage companies to change products to make them healthier 75% TIMNAMALLWI 68% believe healthy foods are too expensive say government should tax foods such as sugar sweetened soft drinks, snack foods and candy 33% say it's important for food and beverage companies to help solve community nutrition problems such as obesity and hunger 67% SEGMENT SNAPSHOT: WHO ARE OUR CONSUMERS? badge right choicers passive eaters food elites friends of farm kid-fluenced wearers 16% 17% 14% 20% 15% 18% an informed consumer, concerned with every generally older (45+) mid western white male and a staunch outspoken and supporter of American farming a well-educated high-income consumer group who are this middle- aged income consumer uses lower-income simple rules as a guide to more healthful the interest eating a young (under 35) thrives on their ability to provide food for their consumer who family, they let doesn't have step along the path from field to fork informed about global issues their children influence their food purchasing decisions to take the time to create a meal Edelman StrategyOne FIELDTOFORK