You’ve heard the saying, “you are what you eat.” Now we have certifiable proof.
As we approach a new decade, consumers have never been more vigilant about understanding what’s in their food, along with the impact food production is having on the environment, animals and people. Consumer interest in where food comes from and how it was made is increasing. As a result, third-party certifications surrounding food production and sourcing are growing and changing the game. Certifications can be a valuable tool to provide increased transparency to business practices and standards, but they come with an investment of time and resources begging the question: do certifications really resonate with consumers and at what capacity? This blog explores the resonance of a number of food certifications with consumers.
DEMAND FOR FOOD CERTIFICATIONS
Americans are widely aware of food certifications and are making purchasing decisions based on those certifications more and more. 95% of Americans report they are aware of one or more food certifications and 59% report they purchase one or more foods with certifications. And data shows us that consumers aren’t just picking up these certifications because they are on the package already. 75% of consumers note that one or more food certifications are important when it comes to choosing which products to buy and 78% of consumers are willing to pay a premium for a product with a certification.
To better understand which certifications resonate most with consumers, we should look at the macro factors that are driving consumers to re-evaluate the food they are putting on their plates.
DESIRE TO EAT NATURALLY
The first, and arguably, most important factor changing consumer eating habits is their desire for wellness. 70% of Americans report they are proactively trying to support their health through exercise and diet. And this focus on their own wellness has fueled changes in how they think about food. Today’s consumer believes that nature knows best and wants food that is naturally sourced and produced—in line with what nature intended—not fueled by artificial or man-made ingredients and chemicals that they have deemed aren’t good for their health. In their quest to find natural food to support their wellness, consumers want transparency about how their food has been grown, sourced, and produced.
This consumer desire for transparency and distrust in “big food” (the name given by the media to an industry in which a few huge companies dominate food production) has fueled the demand for certifying bodies to assure consumers that their food is natural, clean, and good for them. Because of this prominent focus on wellness, the certifications in the most demand among Americans are those related to natural farming and sourcing of ingredients, including USDA Organic, Non-GMO Project Verified, and Certified Naturally Grown. 63% of US households report these certifications are important when choosing which food products to purchase and seek out these certifications because of the third-party reassurance they provide that the products are natural. Americans are also voting with their wallet for products that contain these certifications—of those familiar with the certifications, 54% report buying products with the USDA Organic certification, 50% with the Non-GMO Project Verification, and 46% with the Certified Naturally Grown designation. When these certifications come with a premium price, 6 in 10 consumers who are aware of these certifications are willing to pay more for them.
Another certification that is creating recent buzz around food safety and health is the Glyphosate Residue Free Certification from the Detox Project. This certification verifies that products do not contain the world’s most used herbicide—glyphosate—which has recently been connected to health concerns, like cancer. Consumer awareness of this certification is still relatively low (32%) but those familiar with the certification are willing to pay a premium to ensure their food is free from these chemicals.
SUPPORT FOR COMPANIES DOING GOOD WITH PROFITS
The second factor influencing how consumers shop for food is a desire to support companies that are focused on “doing good,” meaning companies are making ethical choices, and using their profits to do what’s right for people, animals, and the ecosystems around them. According to a 2018 Edelman study, 57% of Americans agree that it is easier to get brands to address social problems than the government and 64% of consumers report to choose, switch or avoid brands based on where they stand on societal issues.
This desire to back brands that are doing good has driven a second group of food certifications that center around the ethical treatment of humans and animals, including Fair Trade CertifiedTM, Certified Humane Raised & Handled, Certified Sustainable Seafood, and Rainforest Alliance Certified. 38% of US households familiar with these certifications report one or more are important when choosing which food products to purchase.
Among these ethically oriented certifications we see that those with the most awareness are those that are related to the treatment and living conditions of animals and the humans involved in the food production including Fair Trade CertifiedTM (59%) and Certified Humane Raised and Handled (52%).
Consumers want to know that the dollars they are putting towards products are going toward doing good and as one consumer shared in our research, “I like to know that the product I am buying is not being made by poorly treating humans.” Products with the Fair Trade CertifiedTM and Certified Humane Raised and Handled certifications aren’t yet as widely purchased as ones like USDA Organic, but they are making their way into over one-third of consumers’ baskets today.
Another certification growing in popularity is the Certified B Corporation®—which is a movement started in 2006 to ensure that the companies that carry it are using their business and profits as a force for good, including the impact on workers, customers, community, and environment. This certification is less familiar to consumers, perhaps because of its broad scope, but company adoption of this certification is growing. Ben & Jerrys, Patagonia, and Allbirds are a few of the companies that have adopted this certification. These companies all have a mission to do better and align profit with purpose and their investment in the B Corp Certification backs this commitment.
CONCERN ABOUT OUR CONSUMPTION HABITS
The last factor driving demand for transparency and certifications is the growing concern consumers have about our consumption habits on the future of our planet and mankind. The idea of “responsible consumerism” is growing as Americans are turning their dollars towards companies and brands that are backed by a commitment to bettering the planet for the future of mankind.
As the debate over the welfare of the planet, specifically climate change, goes on one area that can’t be debated is that Americans are broadly concerned about the impact of our habits on the future. 59% of Americans agree that farming and food production practices impact climate change and this is even higher among younger generations at 63%. And American’s ecological concerns are not all related to climate change, as another 62% of Americans agree that if we don’t change how we produce food, we won’t be able to produce enough food for everyone on earth in the future.
With these growing concerns about the impact of consumerism on our planet, a number of certifications have been in the spotlight over the past few years that support farming principles and practices that are not only organic but beneficial to the environment as well. The Regenerative Organic Certification was launched by the Rodale Institute in 2018 and supports farmers who use growing and grazing practices that regenerate topsoil, improve water retention, and help to sequester carbon in the soil. The Demeter Certified Biodynamic seal is another such certification that supports farming practices that ensure self-sustainability of the soil, integrating plants and animals, and encouraging biodiversity. Although this certification program was established in the 1920s, it is now gaining traction due to growing ecological concerns.
Consumer awareness of these certifications is still relatively low among the general public, however major companies like Danone and General Mills, have invested in farms that use farming practices like Regenerative and are promoting this certification on their food packaging. Large, well-known brands like these have a major impact on food sourcing and production; plus, their commitment to these certifications and practices delivers a strong message about their commitment to improving the future of food production and its impact on our planet. As more companies adopt these practices, these certifications are primed to grow in both awareness and purchase.
As we look to the future, consumers familiar with factors like organic, sustainable, and cruelty-free report they believe these factors will grow in importance which is a good indication that the certifications associated with these attributes will gain traction. But not all companies can or should invest in certifications. Choosing which of these certifications, if any, is right for your brand can be done through an understanding of the positioning your brand, what your company stands for and the consumer target you are trying to reach. As you consider these factors, it should become clear where a certification can deliver a powerful reason-to-believe in your brand or product promise.
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