a collaboration between charleston orwig and datassential

a collaboration between charleston orwig and Datassential
SURVEY
respondents
1,000
CONSUMERS
An online survey of 1,000
consumers (a nationally
representative sample,
covering standard
demographics) by
Datassential, a nationally
known research firm focused
on the food system.
2
Consumers are obsessed with food. And
not just eating and cooking it. They want
to know who grew it, where and how.
A big part of the discussion centers on
GMOs, Genetically Modified Organisms.
To help our clients understand and better communicate
with consumers, Charleston Orwig recently
sponsored research with 1,000 consumers to learn
their knowledge and attitudes about GMOs.
Conducted by Datassential, a nationally known
research firm, the findings proved very intriguing—
and useful for anyone who wants to better
understand and communicate with consumers.
The food industry has plenty of work ahead of them
if they want to increase awareness of the role GMOs
play in the food system. Knowing what consumers
currently think is obviously an essential first step.
Perceived
level of
understanding
Concerns
and
issues
Which GMO
benefits may
resonate
Turn the
page to
see what
we found.
how they broke down into five
5%
(n =53)
never heard
the term
levels of understanding
VERY
in-depth
not included in
remainder of survey
13%
(n =129)
AWARE
18%
(n =182) but don’t understand
Not all respondents had even heard the term
GMO. Our research zeroed in on the 95 percent
who did claim some understanding.
And what we learned from that
group proved quite interesting.
FAIR
33%
(n =328)
how well do you believe you
understand what genetically
modified (GMO) seeds, plants, animals
and food products are and what
they mean to you as a consumer?
GOOD
(n =1,005)
31%
(n =313)
5
VERY
65%
23%
good
overwhelmingly
male
43%
Fair
31%
in-depth
boomers
4%
6%
none
aware
Adult MilleNnials
(age 25 – 34)
comprise the bulk
of this group
15%
very in-depth
41%
40%
good
36%
fair
Taking a closer look at the group
with “very in-depth” understanding
revealed some interesting statistics.
55%
are parents,
largely of children
under the age of 6
55%
of respondents
reporting
a household income of
$75,000 – $99,999 claim to have
a “good” or “very in‑depth”
understanding of GMOs.
Baby Boomers, the largest age group participating in the survey
(31 percent), may be more amenable to learning about GMO benefits than
other respondents. Forty-three percent of Boomer respondents
indicated they have a “fair” understanding of GMOs, while
23 percent said their understanding is “good.”
Because Boomers grew up during a time of rapid advancements in
science and technology, including those in food production, they
may be more likely to approach the GMO topic impartially.
7
The
opportunity
The 13 percent reporting “very in-depth”
understanding of GMOs are an interesting subgroup.
In general, consumers perceive the presence of GMOs in their foods and beverages as
much lower than the widely accepted estimates of 70 – 90 percent.
Here’s what two groups actually believe to be the percentage of GMOs in their food.
They’re least likely
to be interested
in benefits.
VERY
in-depth
Consumers at all
levels of awareness
are interested in
learning about all
facets of GMOs.
AWARE
52%
57%
Most likely
to perceive
disadvantages.
but don’t understand
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Most interested
in banning
GMOs either at
the corporate or
federal level.
Believe half or more
Believe at least half
of their food and beverage purchases include GMOs.
of their food and beverage purchases include GMOs.
more than
40%
are interested in
understanding
the benefits.
Consumers are more
We also wanted to learn how GMO
attributes resonated with consumers.
As you might expect, opinions were
all over the map. The percentages
proved to be quite interesting.
61%
61%
55%
49%
40%
34%
30%
accepting of GMO use in plants than in animals.
GMOs can be used to make fruits and
vegetables higher in vitamins and minerals
GMOs can be used to make fruits and vegetables
more resistant to drought, disease and infestation
GMOs can be used to grow fruits and
vegetables that taste better
Using GMOs to develop meat with
a better taste is acceptable
GMO use is acceptable in developing salmon
that grows faster and costs less per pound
Use genetic material from an animal to
create a new disease-resistant orange
Use genetic material from an animal to
create a fast-growing species of fish
16%
14%
18%
22%
30%
38%
41%
Results based off of a 5-point scale; positive results (top two boxes) vs. the negative results (bottom two boxes)
11
what about
GMOs do you want to learn more about?
want to know how GMOs impact their
own and their family’s health
60%
49%
interested in research on the safety of GMOs
and what items are most likely to be GMO
who do you trust to MOnitor
59%
42%
21%
The research clearly indicates most consumers are concerned with the potential safety and health impacts
of GMOs, and they have varying opinions on who should provide GMO oversight.
VERY
in-depth
GMOs?
U.S. Department of Agriculture
federal regulation
expect the food industry
to self-regulate
Only a third are interested in a full ban,
either by the federal government or
voluntarily by individual corporations.
Consumers
indicating they
have “in-depth”
knowledge of GMOs
are significantly
more likely to want
corporations or the
federal government
to ban GMOs.
13
While GMOs inhibit pests
from damaging crops, they
are fearfully dangerous to
humans, animals and our
earth. There is nothing
redeeming in GMOs and I avoid
them as much as possible.
We’ve included some verbatim responses
from consumers. These provide a further
glimpse into their thoughts and opinions.
GMOs help use less toxic
fertilizers and less water usage.
I’m not sure why, but there are
no studies to know the effects
and consequences of growing
and consuming GMO products.
I do not believe that GMOs benefit
anybody except some of the most
vile corporations in the world.
I really don’t know what
the benefits are—need
to find out more.
I think that modification can make
foods, etc., larger, more uniform
in size, more appealing in color
and possibly more nutritious.
GMOs feed a greater amount
of people for less cost, and
produce a crop able to withstand
insects, drought and disease.
15
Another in a series of research studies dedicated to
advancing our knowledge on the issues and trends most
important to our agriculture and food-system clients.
Charleston Orwig provides strategic communications within every aspect of the food system—from
production through processing and distribution to the point of retail. This expertise is demonstrated
through two complementary disciplines, reputation management and integrated marketing.
Information is invaluable. Datassential is a leading source of insights for the food community. Combining operator and
consumer research with a variety of tracking, analytic and database resources, Datassential gathers the information
that food manufacturers, food service operators and trade associations rely on. Some of the tools used to deliver
accurate and relevant data include Datassential MenuTrends,™ MenuTrends INSIDER,™ Firefly™ and Optimize.™
The research conducted by Datassential in
January 2014 included 1,000 consumer respondents
from all U.S. regions and demographic types.
515 W. NORTH SHORE DRIVE, HARTLAND, WI 53029
p: 262.563.5100
www.charlestonorwig.com