Consumers remain keenly focused on food safety. For many, genetically modified (GMO) foods are a concern. The latest research from BlueShiftIdeas shows that a growing number of consumers want GMO foods to be clearly labeled.
Currently, 34.7% of surveyed U.S. adults say they are opposed to GMO foods and do not buy them. Another 20.8% of adults say they oppose these foods but buy them anyway. The research also shows that not everyone is in agreement on this topic. 9.2% of consumers believe GMO foods represent a favorable trend and buy these products. And, 35.3% call themselves indifferent when it comes to genetically modified food.
The alternative to these products is organic foods. And though these items are more expensive, even lower-income consumers often try to go organic in order to feed their families healthy meals. About 33% of consumers who won’t buy GMO foods have a household income that exceeds $150,000. But, 36.9% of those who go out of their way to avoid these foods have incomes below $24,999.
Analysts note that industry giants like Coca-Cola and E.I Du Pont de Nemours are rapidly increasing their spending to sway Congress to stop any measures that would require widespread labeling of GMO products. This increased spending could sway indifferent consumers and many worry about the long-term safety of the food chain.
Meanwhile, marketers of organic foods can find a wider audience for their products by targeting healthy/organic shoppers. AudienceSCAN research shows that 12.9% of U.S. adults strongly agree they are will to pay more for healthy/organic products. Over 50% of this audience is under age 35. About 60% of these consumers prefer to shop at local stores when price and product are the same. And local chocolate shops may be able to target these consumers with natural products as they over-index in their intent to buy these products in the next 12 months.
Text link ads on websites and mobile smartphone apps or text messages can be extremely effective in reaching this audience. 38% of these consumers indicate they’ve taken action as a result of this type of advertising in the last 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.