Eight in 10 Iowans find food labels misleading, according to the Iowa Food & Family Projectโs (Iowa FFP) annual Consumer Pulse Survey conducted among householdsโ primary food purchasers. This, along with 55 percent reporting label attributes like โorganicโ or โall naturalโ have little to no influence on their purchasing decisions, shows Iowa grocery shoppers may be growing numb to the product packaging in their cart.
โIt appears that shoppers are becoming increasingly indifferent to the flashy claims food marketers are using, especially those rooted in misinformation,โ says Aaron Putze, Iowa Soybean Association (ISA) director of communications and external relations.
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Overall, nutrition and ingredients were the most influential parts of food labels with 24 percent selecting each as โextremely influential.โ
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In looking at specific label attributes, more than half of more of respondents say the following attributes have no effect on purchase decisions:
- 50 percent report โhormone-freeโ labels have no effect on purchase
- 53 percent report โantibiotic-freeโ labels have no effect on purchase
- 53 percent report โorganicโ labels have no effect on purchase
- 58 percent report โnon-GMOโ labels have no effect on purchase
โThe number of โorganicโ or โnon-GMOโ labels in grocery stores makes it seem that those are the only products consumers want,โ says Shannon Latham, vice president of Latham Hi-Tech Seeds….โItโs interesting to see many of these labels arenโt resonating as strongly with Iowa consumers.โ
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