The food we purchase remains one of the most important and personal decisions of modern life. The marketing surrounding that space has evolved dramatically in recent years to include greater detail about not only ingredients but processing and growing. We’ve all seen the labels: ‘Certified organic’. ‘Non-GMO.’ ‘Free-from.’ But to what extent do they matter to everyday shoppers? How many consumers even know what they mean?
With looming legislation on food labeling, our client needed to survey the landscape of public opinion. Through a qualitative study of consumers in a key market, we explored the external factors that influence shopping behaviors, identified food labels that consumers find relevant (and others they say are meaningless), and pinpointed the most effective, credible messages for talking about modern agriculture and food production.