IFIC survey reveals consumer insights about fresh food production

The International Food Information Council marked its 20th year surveying consumers about their perceptions, beliefs and behaviors surrounding food and food-purchasing decisions.

The 2025 edition, which included data from 3,000 Americans ages 18 to 80, was published in November and shows consumer concern about where and how food is produced has steadily increased.

Photo © Adobestock

Here are some of the report’s key takeaways:

Beliefs:

59% of respondents consider “knowing where the food comes from” a top factor when it comes to prioritizing food. That statistic is up from 51% in 2017.

Perceptions:

The definition of a sustainable diet has shifted in the past 10 years, with respondents’ top criteria including environmental impact, nutrition and responsible production.

• Respondents perceive top sustainable food practices as:
• Having a smaller impact on the environment (29%)
• Representing nutritional balance (27%)
• Having a smaller carbon footprint (25%)

Practices:

Americans are paying more attention to food labels like “locally grown” or “natural.” Labels they focus on include:

• Natural (41%)
• No hormones or steroids (38%)
• Locally grown (33%)

Anthony Elder is assistant editor of Produce Grower magazine. Contact him at aelder@gie.net.