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Surveys, Trends and Other Insights
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Our goal is to keep members up to date on research trends. Below is a list of articles Director of Marketing and Research Lauren Brey has written to keep members informed.

What customers want: Food labels and purchase intent

Food labels have been around for a long time, and their role has evolved through the years. From keeping out harmful ingredients and accurately listing contents to today’s purpose of enhancing lifestyles, customers use food labels to make purchase decisions. While food labels are important to relay information, 75 percent of customers do not trust food labels, according to research done by Label Insight. Thirty-five percent admit they are sometimes confused by what the labels on food packages are saying.


Fact's aren't all they're cracked up to be: Seven steps to better communicate 

“Facts don’t persuade people, people persuade people.” Tamar Haspel is passionate about helping those of us in food and agriculture better connect with others who don’t share our viewpoints. She is a columnist for The Washington Post and writes about a variety of food supply issues including biotechnology, pesticides, nutrition, food policy and more. y.

Connecting with customers: What makes food information credible?

Charlie Arnot, CEO of The Center for Food Integrity (CFI), uses the term "belief spectrum" when explaining people's assessment of what makes food information credible. 

The assessment is shaped by their relationship to the truth, said Arnot, who shared findings from research on the topic.

How customers see us plays a role in our future

To guide agriculture in reaching our customers, the U.S. Farmers and Ranchers Alliance continues to monitor and measure customer opinions regarding farming and ranching. The alliance presented the findings of its fourth annual Consumer Perception Survey of General Consumers and Consumer Food Connectors.

Americans and food: It's complicated

The Pew Research Center conducted a survey of Americans’ attitudes toward genetic modification, organic food, the importance of eating healthfully, and more.


Building customer trust starts with farmer transparency

What is the key to helping our customers understand our practices and trust that the food we are helping produce is safe and of high quality?

The answer lies in transparency. Today, transparency is fundamental to doing business because it is a fundamental expectation of customers.


National Health and Nutrition Examination Survey

Dairy foods play an important role in Americans’ diets, which is why the Innovation Center for U.S. Dairy analyzes National Health and Nutrition Examination Survey data to help the broader industry share information on dairy's contribution to the U.S. diet.

How Americans Feel About GMOs

With the unprecedented genetically modified organism labeling law scheduled to go into effect in Vermont, Americans remain divided on their perceptions of all things related to GMOs. To better understand how this issue is resonating among Americans, the International Food Information Council Foundation explored their thoughts and perceptions of GMO labeling, as well as GMOs in the food supply, in the 2016 Food and Health Survey.

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