Demand Among Households that Buy Certified Goods is Up Significantly
While the data shows that the total number of households buying certified products is down, overall demand for certified goods among households that do buy is up significantly. Three-quarters (74%) of households that purchase certified goods report that their purchasing of at least one certification they value has increased as a result of the pandemic. This shows how important the transparency of a third-party certification is to these households, especially during a time when the pandemic has put more focus on their health and immunity.
The Most Appealing Certifications Continue to Surround Natural Sourcing
The top certifications sought out by consumers have remained consistent year-over-year. Topping the list again in 2020 are certifications that give consumers peace of mind that their food is natural and safe for their health, including USDA Organic, Non-GMO Project, and Certified Naturally Grown. These certifications speak to the transparency consumers, driven by younger generations, demand from food suppliers and manufacturers. And 60% of consumers who are aware of these certifications are willing to pay a premium for products with them. This makes these top certifications an important consideration for manufacturers who want to capture young and affluent households with their products.
Implications for the Future of Food Certifications
As we look forward toward a post-pandemic world, we believe certifiers and manufacturers can learn and capitalize on a few trends we have seen in 2020. The first is that there is a dedicated base of younger consumers who prioritize certifications. Manufacturers who want to appeal to these consumers will benefit from understanding their needs and delivering on those certifications that matter most to their specific target buyer. The second is to ensure that online product messaging is optimized to capture the buyer looking for specific certifications. This includes designing pages with the right terms for search and prominently displaying the certification logo and text on the product page. And finally, manufacturers should not forget or abandon certifications in the in-store environment. Although there has been a shift to online shopping, most consumers still shop bricks and mortar. Brands that want to stand out need to ensure that the certification claim and logo are prominently displayed on front of package.
