Published 9 years ago.
About a 4 minute read.
On average, Americans are willing to spend 31 percent more per week on grocery food produced safely and responsibly, according to the Conscious Consumer™ Study issued today by Gibbs-rbb Strategic Communications.
“Conscious Consumers are voting with their wallets, creating challenges for food and beverage marketers across their entire supply chain,” said Jeffrey R. Graubard, managing director of Gibbs-rbb Strategic Communications. “Consumers increasingly choose brands aligned with their values while penalizing brands that disappoint them. It’s Darwinian — survival of the fittest — and those companies that flourish are able to communicate resonant values consistently and transparently.”
The Conscious Consumer Study was conducted online in August 2014 among 2,010 U.S. adults by Harris Poll on behalf of Gibbs-rbb. Key findings include:
Gibbs-rbb provides integrated communications solutions to food, beverage and consumer packaged goods (CPG) clients, based on a holistic understanding of supply chains and global issues impacting brand loyalty and purchases among consumers. The Conscious Consumer Study was conducted online within the United States by Harris Poll on behalf of Gibbs-rbb from August 27-29, 2014 among 2,010 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
The Conscious Consumer Study echoes Cone Communications’ 2014 Food Issues Trend Tracker, released in March, which found that Americans are willing to sacrifice variety and dollars in order to eat more consciously. Although family satisfaction still reigns supreme (97 percent), health and nutrition (93 percent) and sustainability (77 percent) are now also important factors when deciding which foods to buy. Nearly nine-out-of-10 Americans (89 percent) said they consider where a product is produced when making food-purchasing decisions, and two-thirds (66 percent) would pay more for food that is produced close to home.
Published Oct 16, 2014 4pm EDT / 1pm PDT / 9pm BST / 10pm CEST