IFIC 2017 Food & Health Survey Selected findings from the annual research compiled by International Food Information Council and analysis from MM

Key insights from the report Confidence in the food supply is slightly down due to conflicting information from many sources. Forborne illnesses are still top concern. Americans turn to friends and family to help us guide our food choices but see others, like dietitians and healthcare professionals, as more trusted sources. Seventy-seven percent of consumers rely heavily on friends and family for nutrition and food safety information but only 29 percent actually have high trust in family or friends. News, family and friends influence safety concerns on a variety of topics but when it comes to GMOs, consumers say they look at scientific studies instead. Taste, price and healthfulness are top factors when considering food purchases. Sustainability concerns are down slightly for consumers but still important. Pesticide use and conserving natural habitat are top concerns related to sustainability. Consumers who choose non-GMO believe it is healthier, safer or better for the environment. Knowledge of FDA’s antibiotic rule increases confidence.

Conflicting information is causing doubt Consumers not only face a glut of food information, but also need to vet the validity and sources of the information. IFF plays an important role in helping consumers sift through the clutter.

For example Factors unrelated to a product’s healthfulness, such as price, store and freshness, are perceived as impacting the healthiness of the product. We need to consider emotional factors when talking with consumers and help reshape perceptions.

Conflicting information contributes to reduced confidence The top food safety concerns remain consistent with IFF issues. As IFF addresses issues like antibiotic use, we need to frame it in terms of health or consumer benefit. Millennials are less confident and will continue to be an important audience for IFF. NOTE: Arrows in the charts represent a change from the previous year’s survey results.

News stories, family and friends are top sources influencing safety concerns Top Source of Influence on Opinion about Top Safety Concern Top Concern #1 Source #2 Source #3 Source Foodborne illness News article or headline 36% Friend or family 17% Government agency 8% Carcinogens 31% Reading a scientific study 13% Chemicals in food 24% 20% 10% Pesticides 22% 18% 11% Food additives/ ingredients 21% 15% Animal antibiotics Biotech/GMOs 25% Wellness counselor Allergens Personal health prof. 14% 9% In most categories, news stories and peers are key influencers shaping consumers’ opinions on safety concerns. The exception is GMOs where the top source is reading a scientific study. Reaching peer groups with accurate information while appealing to emotion and using studies to our advantage remains IFF’s approach. Q: What one source of information most influenced your opinion on [your top safety concern]? (n=1,002) Q: What one source of information most influenced your opinion on [your top safety concern]? (n=1,002)

Trustworthiness of sources plays a role in confidence Although opinions of friends and family are regularly sought, they are not always highly trusted sources. Health and wellness professionals are frequently sought and considered trusted sources. IFF’s focus on influencers in the health and wellness arena takes advantage of this trend.

Top information sources are friends, family and health professionals Friends and family are influencers along with health and wellness professionals. Talking with both audiences ensures our reach.

But, health professionals garner higher trust Men and women differ slightly in whom they seek and trust. Millennials seek information from multiple sources.

Purchasing decisions are still driven by taste and price 55% of Millennials say convenience is a top driver. Brand was added as a factor to this year’s study, but only 35% cited it as a top driver. Sustainability remains in the top five drivers.

Most purchasing is done at the supermarket While most consumers say they want local products they are still buying from big stores. Messaging opportunities in common stores can reach our audiences.

Shared values are still important to consumers Many factors influence decisions at the grocery store, but demonstrating shared values with consumers continues to be important.

What consumers say about sustainability Findings about sustainability are in line with other current studies, especially in the most important aspects. Interest in sustainability probably relates closely to consumers’ desire for shared values.

More information is a common theme with GMO concerns Findings surrounding GMOs are consistent with other research. Messages related to healthfulness, environmental benefits and safety are still relevant.

Adding messages about the new antibiotic rules is an opportunity Sharing information about regulation and oversight is one of the founding principles of IFF training. New rules provide an assurance to consumers that farmers are doing the right things.