As U.S. consumers are more closely linking what they eat to their personal well-being, it appears the food industry has a big gap to fill when it comes to helping consumers fulfill those needs. According to the latest Field to Fork* study conducted by StrategyOne for Edelman, more than half of U.S. grocery shoppers cite processed foods (additives/ preservatives, saturated fats) and chemicals in foods (hormones/pesticides) as the leading factors that have put our country’s food production process on the wrong track.

1. AN ANNUAL STUDY OF
Food Attitudes + Perceptions
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© Edelman, 2012. All rights reserved.

2. Fifty-Five percent of consumers believe America’s food
production is on the wrong track, citing
Food content; processing, chemicals, sugar, HFCS, fat, salt, etc. 42%
Safety and production; mass production, lack of local
production, contamination, GMOs, etc. 22%
Economy, jobs, and food costs 19%
Personal time management; emphasis on fast food and
laziness 16%
Obesity and self-control 9%
Regulations and government 8%
Corporations and profits 5%
All in all, do you think that America’s overall approach to food production puts us on the right track to living healthier lifestyles, or do you feel that things are off on the wrong track?
What is the most troubling aspect of America’s overall approach to food production that causes you to believe we are on the wrong track to living healthier lifestyles?
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3. Consumers Willing to
Tie Broader Global
Issues to Consumption
Say they are willing to
change their own
consumption habits if
it can help make
tomorrow’s world a
better place to live
Please tell me whether each of the following
statements describes you, yourself.

4. Consumers are More Food and Health Aware
CONSUMERS HAVE PREFERENCES AND A DESIRE FOR KNOWLEDGE
THAT WASN’T EVIDENT IN DECADES PAST
81%
prefer
81% 69%
want to know
65%
want to
say health and
U.S.-grown nutrition where their know how
foods information on food comes their food
front of food from was
packages processed
influences
purchase
decision
Please tell me whether each of the following statements describes you, yourself.
How often do you read or gather information about food and nutrition?
How often do you share information or opinions with others about food and nutrition issues you read or hear about?
Which, if any, of the following best describes how you typically engage with food and nutrition issues?
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5. What Consumers Want From the
Food Industry
83% 82%
say it’s important say it’s important
75%
68% 67%
that food and that companies
beverage offer “healthy
companies provide say it’s important
choices that fit my for food and
healthy foods that budget” believe healthy
beverage say it’s important
taste great foods are too
companies to for food and
change products expensive beverage
to make them companies to help
healthier solve community
nutrition problems
such as obesity
and hunger
How much do you agree or disagree with the statements below?
How important is it to you for a food and beverage company to have each of the following initiatives?
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6. How Consumers Feel Industry is Delivering on
Expectations
100%
Provide easy-to-use
Change products nutrition
in ways that information on the
make them front of food
healthier packages
80%
Provide easily
accessible
nutrition
information
PERFORMANCE
60%
Provide healthy
foods that also
taste great
Provide food aid
to countries in
Implement systems
40% need
to track food and
rapidly respond to
food safety concerns
Use fewer
ingredients in
their products Offer healthy
food choices
20% Stop producing that fit my
products that are Work to help solve budget
Provide access to
not considered community nutrition fresh foods in areas
healthy problems, such as that currently lack
childhood obesity access
and hunger
0%
0% 20% 40% 60% 80% 100%
EXPECTATIONS
How important is it to you for a food and beverage company to have each of the following initiatives? How effective would you say U.S. food and beverage companies in general are at implementing
the following initiatives?
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7. Six Distinct Consumer Segments Revealed
FRIENDS OF BADGE RIGHT PASSIVE
FOOD ELITES THE FARM WEARERS CHOICERS EATERS KID-FLUENCED
16% 17% 14% 20% 15% 18%
An informed Generally older A well-educated, This middle-aged, A young Thrives on their
consumer, (45+), Midwestern high-income middle income (under 35), ability to provide
concerned with white male and a consumer group consumer uses lower-income food for their
every step along staunch supporter who are simple rules as a consumer who family, they let
the path from of American outspoken and guide to more just doesn’t have their children
Field to Fork farming informed about healthful eating the interest to influence their
global issues take the time to food purchasing
create a meal decisions
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