Posted on May 28, 2020 by Sustainable Food News

Study: Consumers pick ‘organic’ over ‘non-GMO’

Consumers most likely to purchase a product with a sustainability claim live in Russia, China and Brazil, says Cargill study

Organic certification on a label is more impactful on purchasing decisions versus a non-GMO verification for consumers in “most” of a dozen countries surveyed by agribusiness giant Cargill Inc.

(Organic certification agency, Quality Assurance International (QAI), recently said 80 percent of participants in its new study were unaware that the USDA’s organic logo meant that the product was also non-GMO.)

According to the Wayzata, Minn.-based multinational, which maintains nearly two dozen certified-organic facilities worldwide, its annual FATitudes study shows that Russian consumers indicated the highest likelihood – 73 percent – to purchase a food product with a non-GMO claim.

This year, the study is based based on a survey of 6,600 primary household grocery shoppers (550 in each country) in 12 countries including Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Mexico, Russia, the United Kingdom and the United States.

The survey also showed that consumers most likely to purchase a product with a sustainability claim reside in Russia (76 percent), China (62 percent) and Brazil (61 percent).

Cargill, the nation’s top grain exporter and largest North American palm oil importer, said the survey, which polled about 550 shoppers from each country, sought to gather insights based on consumers’ reported awareness, perceptions and behaviors around fats and oils found in packaged foods.

The survey also showed that 68 percent of consumers report closely monitoring the type and amount of fat and oil in their packaged food. And, most consumers are checking labels for fat-related claims (fat-free, low fat, etc.) on packaged foods, and 54 percent say such a claim makes them more likely to purchase.

See the FATitudes study infographic here.

One Comment

In the long term, this is hardly a surprise. Organic is a term designating a positive – what the product is. Non-GMO designates what the product is not. Over time, delivering value usually wins.


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