有機食品・クリーンラベル食品の買い物客：米国の加工食品の市場動向と機会 (第3版)

当レポートでは、有機食品やクリーンラベル食品・飲料を購入する消費者の行動と嗜好について分析してており、また消費者の考え方と購買パターンの理解に焦点を当てています。更に当レポートでは、より広範な食品・飲料業界における有機・クリーンラベル分野の拡大の可能性と、その進展を妨げる可能性のある障壁に光を当てています。当レポートでは、消費者の人口統計的プロファイル、消費者の信条、消費者を突き動かすもの、消費者の食生活の選択などを考慮しています。また、インフレや新型コロナウイルス感染症 (COVID-19) の大流行といった広範な経済要因も考慮し、特に有機・クリーンラベル製品に関連した消費者行動への影響を評価しています。

「クリーンラベル」という概念は、食品の食材や生産方法、生産者自身など、消費者が関心を寄せるいくつかの重要な事柄を包含しています。クリーンラベルの基準には、シンプルで身近な食材の使用、添加物や人工的な成分を使用しない家庭料理のような最小限の加工、農薬・ホルモン剤・抗生物質・遺伝子組み換え作物の不使用、持続可能で環境に優しい慣行、製品のトレーサビリティと企業の透明性、倫理的で社会的責任のある事業活動、思慮深い調達 (多くの場合、地元業者から)、誠実なマーケティング慣行など、さまざまな要素が含まれます。

何が「クリーンラベル」であるかという認識は、個人によって大きく異なる可能性があります。一部の製品は他の製品より純度が高いとみなされるかもしれませんが、消費者の間では、クリーンラベルの主張の信憑性は、単なるパッケージの表示で覆い隠すことはできないというのが一般的なコンセンサスです。多くの消費者は、製品の純度の真の尺度は、提供される成分および栄養情報にあると信じており、これによって消費者は、選択する製品の清浄性について十分な情報を得た上で意思決定することができます。

目次

第1章 エグゼクティブサマリー

第2章 直近の動向

• ハイライト
• 価格上昇：サプライチェーンの逼迫からインフレまで
• 家計費の削減
• 価格上昇に伴い、プライベートブランドはより魅力的になる
• 消費者の大多数は食品価格の上昇に気付いており、多くの人が購入の決定を変えている
  • 消費者は食品購入の決定において価格をより重要視している
• 間食と健康的な食習慣
• 間食の動向は、有機食品やクリーンラベル食品にとって重要
  • 市場動向 (2022年)
  • 間食習慣の変化
  • 間食と朝食の習慣
• 間食の理由
• 好まれるスナックの種類
• 食事の「スナック化」
• 外食
  • 消費者はいまだに外食を控えている (2021年・2022年)
• 2023年の動向：インフレと習慣の変化からの発生
• 食品テイクアウト・デリバリー・オンライン食料品ショッピング・インスタント食品のオプション
  • 活動内容 (2022年)
• 食品のテイクアウト・デリバリー
• ミールキット配達サービスの利用
  • 2023年・2024年の活動
• 食料品のショッピング頻度：対面vs.オンライン (2023年)
• 食品テイクアウト・デリバリーの利用状況：過去12ヶ月間
• 食品テイクアウト・デリバリーの利用頻度：過去3ヶ月間
• 食品テイクアウト・デリバリーの現在の利用頻度：12ヶ月前との比較
• 食品テイクアウト・デリバリー習慣：今後12ヶ月間の変化の見通し
• 仕事の習慣
• 仕事の変化に伴う所工事の動向
  • 労働パターンの変化は続く
  • 在宅勤務
• 在宅勤務の権限と頻度
• コワーキングスペースで働くか、在宅勤務するか
  • 仕事の習慣 (2024年)
• 典型的な労働週
• 典型的な勤務形態
• 旅行習慣の変化
• パンデミックの時代を超えて：将来の懸念、ワクチン、定着した習慣
• COVID-19の変異株に関する懸念
• 将来のパンデミック発生の可能性に対する懸念
• インフルエンザ・COVID-19の予防接種
• 一部の消費者は公共の場でマスクを着用し、人混みを避け続けている
• パンデミックによる個人への悪影響
  • 精神的・身体的健康への影響 (2022年)
  • ネガティブな精神状態の報告 (2023年)
  • 健康への精神的・身体的影響の継続 (2024年)
• ストレスレベルと食品・飲料消費への影響

第3章 クリーンラベルの概要

• ハイライト
• 食品への認識に対する大衆メディアの影響：健康、安全性、環境の持続可能性、人間・動物の福祉が精査される
• 定義と基準
• クリーンラベル
• 「クリーンラベル」には普遍的な定義はない
• 消費者はクリーンラベルの裏に隠れることはできないと考えている
• 多くの消費者は、よりクリーンな食品はより健康的で、より美味しく、より安全で、より優れていると信じている
• 異なる処理レベル
• 1：未加工食品と、最小限の加工が施された食品
• 2：加工食材
• 3：加工食品
• 4：超加工食品 (UPF)
• 有機 (オーガニック)
• 定義
• USDAの有機畜産要件の変更
• 自然
• 非GMO (非遺伝子組み換え)
• アレルギーに配慮したラベル
• グルテンフリー
• グラスフェッド (牧草牛)
• 動物福祉に関するラベル表示
• 加工食品と健康食品に対する消費者の認識
• 多くの消費者が加工食品の購入を制限しているが、ほとんどの人は依然として加工食品を食べている
• 大半の人々が添加糖や人工添加物を避けている
• 人々が包装食品を食べる理由
• ほとんどの人が健康的な食生活が大切だと言っています
• 消費者は有機食品や、人工成分・添加物を含まない食品を、健康的だと考える傾向がある
• 人々は外食時に、食品の健康性を判断するために、同様のラベル表示を使用する
• 消費者の大多数は食品の栽培方法を考慮する
• 果物・野菜をバランスよく食べることが、より健康的な食生活を送るために最も重要となる
• 加工食品を健康的な食生活に取り入れる
• 「加工食品」の意味に関する混乱
• 加工食品とみなされる食品の種類
• 果物および野菜製品
  加工対象とされる果物と野菜の種類 (2024年、消費者の割合)
• 焼き菓子と炭水化物を多く含む食品
• 乳製品
• 肉やタンパク質を多く含む食品
• デザートとスナック食品

第4章 有機食品とクリーンラベル食品：市場の概要と動向

• ハイライト
• 有機食品の普及率・売上高：各種情報源からの推定
• 特産食品の売上高
• 有機食品の家庭利用率 (世帯の割合)
• 有機農業が根付くも、依然として輸入が需要の多くを満たしている
• クリーンラベルに適合するような、加工食品・飲料の材料の再配合
• 味と機能が鍵
• 色彩も (特にZ世代とミレニアム世代にとって)、クリーンラベル製品の視覚的な魅力に重要である
• 動物福祉の問題
• 食用動物が人道的に扱われることを望む消費者の増加
• USDAが有機畜産に関する新規則を発表
• 「人道的」という主張は生産方法に意味のある違いがないことを意味するかもしれない
• 動物性製品の植物由来代替品：定義上の問題点への直面
• パーソナライズされた栄養
• 便利な食事デリバリーサービス：新鮮さと健康食品を重視
• 企業は消費者の透明性への欲求を満たすために、ブロックチェーンとビッグデータに投資している
• 消費者は、中小企業の方が信頼性が高いと考えている
• 食品の安全性の問題
• 食品の安全性と農薬の使用：消費者の最大の関心事
• 農薬を気にする理由、と気にしない理由
• 農薬使用への懸念から、多くの消費者が特定の食品を避けるようになる
• 農薬への懸念にもかかわらず、少数派の消費者の多くは、果物や野菜の健康上の利点が農薬のリスクを上回ることに同意しています。
• 有機農業と農薬の使用
• 農薬の安全性に関する信頼できる情報源
• 化学汚染物質は食品安全上の問題となる可能性があり、一部の有機食品にとってはさらに深刻な問題となる可能性がある

第5章 有機・クリーンラベルの小売動向

• ハイライト
• 有機・クリーンラベルの消費者が買い物をする場所と、その理由
• 有機でクリーンなプライベートブランド：入手可能性の幅広さ
• 有機・クリーンラベルの消費者のショッピング行動
• クリーンラベルや有機製品の消費者はショッピング体験を重視
• 有機/天然食品を購入する消費者の間で、オンライン食料品ショッピングと食品配達が人気となる
• 有機/天然食品はかつてないほど主流に
• 有機/天然食品の買い物客の好み
• 新鮮な農産物の動向
• 消費者は食品廃棄を減らすために、より慎重に農産物を購入するようになっている
• マーチャンダイジング：農産物をもっと売るための鍵
• 新しい生鮮食品のチャンス
• 有機農産物を買うのは誰か？
• 食肉と魚介類の動向
• 魚介類の持続可能性
• ほとんどの世帯が食肉を購入し、消費者の大多数が食肉を消費している
• より自然な動物の飼育方法と、倫理的な食肉の消費
• 新しい食肉・魚介類製品のチャンス
• 有機食肉を買うのは誰か？
• 乳製品の動向
• 乳製品の一人当たり消費量は過去20年間で大幅に減少：植物由来の代替ミルクの普及による牛乳消費量の減少が大きく影響
• 新しい乳製品のチャンス
• 植物由来の乳製品代替品
• 有機乳製品を購入するのは誰ですか？
• 包装食品・加工食品の動向
• クリーンラベルのトレードオフ
• スナック食品
• ベジタリアン・ビーガンの食品
• 新しい有機キッチン必需品のチャンス
• 有機加工食品を買うのは誰か？

第6章 消費者の人口統計

• ハイライト
• 有機・クリーンラベル食品の意図的な購入と探索
• 男女別の動向
• 年齢層別/世代別の動向
• 世帯収入
  過去6ヶ月間の有機食品の使用、有機食品の定期的摂取、天然・有機と表示された食品の購入：世帯収入階層別 (消費者の割合、2024年)
• 人種/民族も役割を果たす
• 子供の存在
• 教育の成果
• 地理的地域
• 都市化の動向
• オンライン食料品ショッピング
• 植物由来の食事との重複傾向

第7章 消費者心理

• ハイライト
• 特別な食事制限と嗜好
• 食品特性を優先させる
• 食料品のショッピングと食習慣
• 料理スキル
• 有機食品の購入
• 食品加工とクリーン原材料・ラベル
• 避けるべき糖類と食材
• 高級食品の特性に対してより多く支払う意思
• 動物の人道的扱いと地元産の調達
• 持続可能性の動向
• 持続可能性の問題や持続可能なライフスタイルについて、消費者はどう考えているのか
• リサイクルと堆肥化サービス
• 包装と廃棄物に関する考察
• 消費者は、環境への責任は個人的なものだと考えている
• クリーンラベルの姿勢
• 有機/天然食品の消費者に共通する食通の嗜好
• 料理を通して食べ物と関わる
• 新奇性と新食品を探求する開放性
• クリーンラベルの消費者は、仲間やコミュニティにおいて影響力があると考えている

The Packaged Facts report analyzes the behaviors and preferences of consumers purchasing organic and clean label food and beverage items. It focuses on understanding the consumer mindset and their purchasing patterns. The study sheds light on the potential for expansion and the hurdles that could impede the progress of the organic and clean label segment within the broader food and beverage industry. It takes into account the demographic profiles of consumers, their beliefs, what motivates them, and their dietary choices. The report also considers the broader economic factors such as inflation and the COVID-19 pandemic, evaluating their impact on consumer behavior, particularly in relation to organic and clean label products.

The concept of "clean label" encompasses several key consumer concerns, including the contents of food, its production methods, and the producers themselves. Clean label criteria involve a range of factors: the use of simple, familiar ingredients; minimal processing akin to home cooking without the use of additives or artificial components; the avoidance of pesticides, hormones, antibiotics, or genetically modified organisms; practices that are sustainable and environmentally friendly; traceability of the product and transparency of the company; ethical and socially responsible business conduct; thoughtful sourcing, often from local providers; and honest marketing practices.

The perception of what constitutes a "clean label" can differ widely among individuals. While some products may be seen as purer than others, there is a general consensus among consumers that the authenticity of clean label claims cannot be obscured by mere packaging statements. Many believe that the true measure of a product's purity lies in the ingredient and nutritional information provided, enabling them to make informed decisions about the cleanliness of the products they choose.

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• What Is "Clean Label"?
• The Spectrum From Minimally Processed to Ultra-Processed Foods
• Expanding Availability & Lower Prices Are Key Factors to Increasing Sales of Clean Label & Organic Foods
• Key Consumer Trends
• SCOPE

CHAPTER 2: RECENT HISTORICAL TRENDS

• HIGHLIGHTS
• RISING PRICES: FROM SUPPLY CHAIN CRUNCHES TO INFLATION
• Table 2-1. Consumer Concerns about Rising Food Prices, 2021 - 2024 (percent of consumers)
• Cutting Back on Household Expenses
• Table 2-2. Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
• Table 2-3. Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
• Table 2-4. Consumer Spending on "Extras", 2023 - 2024 (percent of consumers)
• Private Labels Are More Desirable as Prices Rise
• Figure 2-1. In 2024, Sales of Private Label Items Are Mostly Increasing as Sales from National Brands Decline
• Figure 2-2. Private Label CPG Dollar Share, Unit Sales Growth, and Store Foot Traffic Changes
• The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
• Figure 2-3. Noticing the Rising Cost of Food and Beverages over the Past Year,
• Figure 2-4. Impact of Rising Costs on Food/Beverage Purchasing,
• Consumers Find Price More Important for Food Purchase Decisions in
• Figure 2-5. Purchase Drivers for Food and Beverage Purchase Decisions,
• SNACKING AND HEALTHY EATING HABITS
• Snacking Trends Are Important to Organic and Clean Label Foods
• Trends in
• Figure 2-6. Coronavirus Habits in Snacking, Eating Frequency, and Eating "Comfort" Foods, 2021 - 2022 (percent of consumers)
• Figure 2-7. Coronavirus Habits in Eating Fresh Produce and Processed Foods, 2021 - 2022 (percent of consumers)
• Changes to Snacking Habits in
• Table 2-5. Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
• Snacking and Breakfast Habits in
• Table 2-6. Frequency of Snacking Habits on a Typical Weekday, 2024 (percent of consumers)
• Table 2-7. Frequency of Snacking More Than Once a Day or Eating Breakfast, 2024 (percent of consumers)
• Table 2-8. Always or Usually Eating Breakfast or Snacking More Than Once a Day by Demographic, 2024 (percent of consumers)
• Reasons for Snacking
• Table 2-9. Reasons for Snacking, 2024 (percent of consumers)
• Preferred Types of Snacks
• Table 2-10. Preferred Types of Snacks, 2023 (percent of consumers)
• "Snackification" of Meals
• DINING OUT
• Consumers Were Still Holding off on Dining Out in 2021 and
• Figure 2-8. Restaurant Eating Habits, 2021 - 2022 (percent of consumers)
• 2023 Trends Result from Inflation and Changed Habits
• FOOD CARRYOUT, DELIVERY, ONLINE GROCERY SHOPPING, AND CONVENIENCE FOOD OPTIONS
• Activity in
• Food Carryout and Delivery
• Figure 2-9. Restaurant Habits Continue to Be Affected by the Pandemic, 2021 - 2022 (percent of consumers)
• Figure 2-10. Using Convenient Food Options during the Pandemic, 2022 (percent of consumers)
• Use of Meal Kit Delivery Services
• Figure 2-11. Organic Meal Kits Marketed for People Who Want to "Eat with a Clean Conscience"
• Figure 2-12. Changes in Ordering Meal Kits during the Pandemic, 2021 - 2022 (percent of consumers)
• Activity in 2023 and
• Frequency of Grocery Shopping in 2023: In-Person vs. Online
• Figure 2-13. Frequency of Buying Groceries In-Person and Online,
• Use of Food Carryout and Delivery Methods in the Last 12 Months
• Table 2-11. Consumer Use of Food Ordering Methods in the Last 12 Months, 2024 (percent of consumers)
• Frequency of Food Carryout and Delivery Habits in the Last 3 Months
• Table 2-12. Consumer Frequency of Food Ordering Methods in the Last 3 Months, 2024 (percent of consumers who have used each method in the last 12 months)
• Frequency of Food Carryout and Delivery Habits Now Compared to 12 Months Ago
• Table 2-13. Consumer Frequency of Food Ordering Habits Now Compared to 12 Months Ago, 2024 (percent of consumers who have used each method in the last 12 months)
• Expected Changes to Food Carryout and Delivery Habits in the Next 12 Months
• Table 2-14. Consumer Expected Changes to the Frequency of Food Ordering Habits in the Next 12 Months, 2024 (percent of consumers)
• WORK HABITS
• Food Trends in the Context of Changes to Work
• Changes to Work Patterns Continued in
• Figure 2-14. Coronavirus Changes to Work Patterns, 2021 - 2022 (percent of consumers)
• Working from Home in
• Work from Home Ability and Frequency
• Table 2-15. Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
• Working at a Co-Working Space or Working from Home
• Table 2-16. Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
• Table 2-17. Consumer Rating of Experiences Working at a Co-Working Space or Working from Home, 2023 (percent of consumers who have ever had each experience)
• Table 2-18. Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023 (percent of employed consumers)
• Work Habits in
• Typical Work Weeks
• Table 2-19. Where Time Is Spent during a Typical Work Week, 2024 (percent of employed consumers)
• Typical Work Arrangements
• Figure 2-15. Typical Work Arrangements (Fully Remote, Hybrid, and Traditional), 2024 (percent of employed consumers)
• CHANGES TO TRAVEL HABITS
• Table 2-20. Changes in Work and Leisure Travel Activity, 2024 (percent of consumers)
• BEYOND THE PANDEMIC ERA: FUTURE CONCERNS, VACCINES, AND STICKY HABITS
• Concerns about COVID-19 Variants
• Figure 2-16. Concerns about the Delta/Omicron Variant and Future Variants of COVID-19, 2021 - 2023 (percent of consumers)
• Concerns about Future Potential Pandemic Outbreaks
• Table 2-21. Future Potential Pandemic Outbreak Concerns, 2023 (percent of consumers)
• Vaccination for the Flu and COVID-19
• Table 2-22. Consumer Vaccination Plans, 2023 (percent of consumers)
• Table 2-23. Consumer Vaccination Rates, 2024 (percent of consumers)
• Some Consumers Are Continuing to Wear Masks in Public and to Avoid Crowds
• Table 2-24. Consumer Habits Regarding Masks, Crowds, and Testing for COVID-19, 2024 (percent of consumers)
• NEGATIVE PERSONAL EFFECTS OF THE PANDEMIC
• Mental and Physical Health Effects in
• Figure 2-17. Changes in Mental and Physical Symptoms during the Pandemic, 2022 (percent of consumers)
• Reporting Negative Mental States in
• Figure 2-18. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2023 (percent of consumers)
• Continuing Mental and Physical Health Effects in
• Table 2-25. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2024 (percent of consumers)
• Stress Levels and Impact on Food/Beverage Consumption
• Figure 2-19. Stress Levels and Impact of Stress on Healthfulness of Food/Beverage Consumption,
• Figure 2-20. Impact of Food Consumption on Mental or Emotional Well-Being,

CHAPTER 3: CLEAN LABEL OVERVIEW

• HIGHLIGHTS
• POPULAR MEDIA EFFECTS ON FOOD PERCEPTIONS: HEALTHFULNESS, SAFETY, ENVIRONMENTAL SUSTAINABILITY, AND HUMAN AND ANIMAL WELFARE ARE SCRUTINIZED
• DEFINITIONS & STANDARDS
• CLEAN LABEL
• There Is No Single Universal Definition of "Clean Label"
• Consumers Think There Is No Hiding Behind a Clean Label
• Many Consumers Believe Cleaner Foods Are Healthier, Tastier, Safer, and Better
• Different Levels of Processing
• 1: Unprocessed and Minimally Processed Foods
• 2: Processed Culinary Ingredients
• 3: Processed Foods
• 4: Ultra-Processed Foods (UPFs)
• ORGANIC
• Definition
• Changes to USDA Organic Livestock Requirements
• NATURAL
• NON-GMO
• ALLERGY FRIENDLY LABELING
• GLUTEN-FREE
• GRASS-FED
• ANIMAL WELFARE-RELATED LABEL CLAIMS
• CONSUMER PERCEPTIONS OF PROCESSED FOODS AND HEALTHY FOODS
• Many Consumers Limit Purchases of Processed Foods, But Most People Still Eat Them
• Table 3-1. Consumer Opinions about Processed Foods, 2024 (percent of consumers)
• Figure 3-1. Most Consumers Eat Processed Foods, 2024 (percent of consumers)
• A Large Segment of the Population Avoids Added Sugars and Artificial Ingredients
• Table 3-2. Consumer Opinions about Added Sugar, Refined Sugar, and Artificial Ingredients 2024 (percent of consumers)
• Why People Eat Packaged Foods
• Figure 3-2. Reasons for Eating Packaged Foods, 2024 (percent of consumers)
• Most People Say Eating a Healthy Diet Is Important to Them
• Figure 3-3. Most Consumers Find Eating a Healthy Diet Important, 2024 (percent of consumers)
• Consumers Are More Likely to Consider Organic Foods and Foods without Artificial Ingredients or Additives to Be Healthy
• Figure 3-4. Label Indicators of a Food's Healthfulness When Shopping, 2024 (percent of consumers)
• People Use Similar Label Indicators to Determine Healthfulness of Foods When Dining Out
• Figure 3-5. Menu Indicators of a Food's Healthfulness When Dining Out, 2024 (percent of consumers)
• The Majority of Consumers Consider How Food Is Grown
• Figure 3-6. Considering How Food Is Grown When Making Decisions about Food and Beverages, 2024 (percent of consumers)
• Eating Fruits and Vegetables and Practicing Balance Are Most Important to Eating Healthier
• Figure 3-7. Actions Considered Most Important to Eat Healthier, 2024 (percent of consumers)
• Figure 3-8. Dietary Advice Considered Most Important, 2024 (percent of consumers)
• Fitting Processed Foods into a Healthy Diet
• Figure 3-9. Beliefs on Whether Processed Foods Can Be Part of a Healthy Diet, 2024 (percent of consumers)
• Figure 3-10. Types of Foods that Consumers Believe Can Be Part of a Healthy Diet, 2024 (percent of consumers)
• Confusion on What "Processed Food" Means
• Figure 3-11. Most Consumers Are Unsure If They Fully Understand What a Processed Food Is, 2024 (percent of consumers)
• Types of Foods Considered to Be Processed
• Fruit and Vegetable Products
Figure 3-12. Types of Fruits and Vegetables Considered to Be Processed, 2024 (percent of consumers)
• Baked Goods and Carbohydrate-Rich Foods
• Figure 3-13. Types of Baked Goods and Carbohydrate-Rich Foods Considered to Be Processed, 2024 (percent of consumers)
• Dairy Products
• Figure 3-14. Types of Dairy Products Considered to Be Processed, 2024 (percent of consumers)
• Meat and Protein-Rich Foods
• Figure 3-15. Types of Meat and Protein-Rich Foods Considered to Be Processed, 2024 (percent of consumers)
• Dessert and Snack Foods
• Figure 3-16. Types of Dessert and Snack Foods Considered to Be Processed, 2024 (percent of consumers)

CHAPTER 4: ORGANIC & CLEAN LABEL FOODS: OVERVIEW & MARKET TRENDS

• HIGHLIGHTS
• ORGANIC PENETRATION AND SALES ESTIMATES FROM DIFFERENT SOURCES
• Figure 4-1. US Organic Sales and Growth, 2014-2028E
• Figure 4-2. US Organic Sales by Product Category, 2014-2023
• Figure 4-3. US Organic vs. Total Store Sales, Growth, and Penetration, 2014-2023
• SPECIALTY FOOD SALES
• ORGANIC FOOD HOUSEHOLD USAGE RATES
• Table 4-1. Household Use of Organic Foods in the Last 6 Months by Category, 2018-2024 (percent of households)
• Table 4-2. Household Use of Organic Foods in the Last 6 Months by Category, 2018-2024 (continued), (percent of households)
• ORGANIC FARMING TAKES ROOT, BUT IMPORTS STILL MEET MUCH OF DEMAND
• REFORMULATING INGREDIENTS FOR PACKAGED FOODS AND BEVERAGES TO BE CLEAN LABEL FRIENDLY
• Taste and Function are Key
• Figure 4-4. Label-Friendly Ingredients for Clean Label Packaged Foods
• Figure 4-5. New Ingredients for Packaged Foods and Beverages Are Marketed as Simple and Label-Friendly
• Colors Are Also Crucial for the Visual Appeal of Clean Label Products, Especially with Generation Z and Millennials
• Figure 4-6. Natural Colors Improve Visual Appeal for Products with Cleaner Labels
• ANIMAL WELFARE ISSUES
• More Consumers Want Animals Raised for Food to Be Treated Humanely
• Table 4-3. Consumer Opinions about Humane Treatment of Animals Raised for Food, 2024 (percent of consumers)
• USDA Publishes New Rule on Organic Livestock Requirements
• "Humane" Claims May Signify No Meaningful Difference in Production Methods
• PLANT-BASED SUBSTITUTES FOR ANIMAL PRODUCTS FACING DEFINITIONAL CHALLENGES
• PERSONALIZED NUTRITION
• Figure 4-7. Personalized Nutrition Recommendations of Interest to Clean Label Consumers
• CONVENIENT MEAL DELIVERY SERVICES ARE EMPHASIZING FRESHNESS AND HEALTHY FOODS
• Figure 4-8. Meal Delivery Service Also Offers Chats with Registered Dieticians to Support Nutrition Goals
• Figure 4-9. Meal Delivery Service Focused on "Whole-Food Nutrition" for "Transformation"
• Figure 4-10. Meal Plans That Are Convenient and Prepared with the Best Quality Ingredients
• Figure 4-11. Chef-Crafted Meatless Meals in Minutes that Make Eating More Veggies Something to Look Forward To
• Figure 4-12. Meal Delivery Service Promotes Healthy Diets That Contain Whole, Unprocessed Ingredients
• COMPANIES HAVE INVESTED IN BLOCKCHAIN AND BIG DATA TO SATISFY CONSUMER DESIRES FOR TRANSPARENCY
• CONSUMERS THINK SMALL AND MEDIUM BUSINESSES HAVE MORE CREDIBILITY
• FOOD SAFETY ISSUES
• Keeping Food Safe and the Use of Pesticides Are Top Consumer Concerns
• Figure 4-13. Top Concerns Consumers Have about How Food Is Grown, 2024 (percent of consumers)
• Reasons for Being Concerned or Not Being Concerned with Pesticides
• Figure 4-14. Reasons that Consumers Are Concerned about Pesticides, 2024 (percent of consumers)
• Figure 4-15. Reasons that Consumers Are Not Concerned about Pesticides, 2024 (percent of consumers)
• Concerns about Pesticide Use Cause Many Consumers to Avoid Certain Foods
• Figure 4-16. Avoiding Foods Due to Concerns about Pesticides, 2024 (percent of consumers)
• Figure 4-17. Food Types Avoided Due to Pesticide Concerns, 2024 (percent of consumers)
• Despite Pesticide Concerns, Significant Minorities of Consumers Agree That Health Benefits of Fruits and Vegetables Outweigh the Risks of Pesticides
• Figure 4-18. Thoughts about the Health Benefits and Risks of Consuming Fruits and Vegetables Grown with Pesticides, 2024 (percent of consumers)
• Organic Agriculture and Pesticide Use
• Figure 4-19. Consumer Beliefs on Pesticide Use in Organic Agriculture, 2024 (percent of consumers)
• Trusted Sources about Safety of Pesticides
• Figure 4-20. Sources That Consumers Trust to Inform them about the Safety of Pesticides Used to Grow Food, 2024 (percent of consumers)
• Chemical Contaminants Can Be a Food Safety Issue, And May Be Worse for Some Organic Foods
• Figure 4-21. Clean Label Project Protein Powder Testing Results

CHAPTER 5: ORGANIC & CLEAN LABEL RETAIL TRENDS

• HIGHLIGHTS
• WHERE ORGANIC AND CLEAN LABEL CONSUMERS SHOP, AND WHY
• Organic and Cleaner Private Label Brands Have Wide Availability
• Table 5-1. Selected Private Label Brands Catering to Organic and Clean Label Consumers
• Organic and Clean Label Consumers Shop Around
• Table 5-2. Venues Where Consumers Purchase Organic, Clean Label, and Specialty Diet Groceries, 2024 (percent of consumers)
• Clean Label and Organic Consumers Place Higher Priority on the Shopping Experience
• Table 5-3. Priorities When Choosing Where to Shop for Groceries, 2024 (percent of consumers)
• Table 5-4. Priorities When Choosing Where to Shop for Groceries, 2024 (percent of consumers who rate each element as a high priority of 1 or 2)
• Table 5-5. Priorities When Choosing Where to Shop for Groceries, 2024 (percent of consumers who rate each element as a high priority of 1 or 2)
• Online Grocery Shopping and Food Delivery More Popular with Organic/Natural Shoppers
• Table 5-6. Use of Online Grocery Shopping and Food Delivery Services, 2024 (percent of consumers)
• Organic/Natural Foods Are More Mainstream Than Ever
• Figure 5-1. Incorporating More Vegetables in Prepared Meals Appeals to General Consumers
• Organic/Natural Shopper Preferences
• Table 5-7. Consumer Shopping Preferences & Behaviors, 2024 (percent of consumers who agree completely)
• TRENDS IN FRESH PRODUCE
• Consumers Are Being More Deliberate in Produce Purchases to Reduce Food Waste
• Merchandising Is Key to Selling More Produce
• Opportunities for New Fresh Produce Products
• Figure 5-2. Snack-Sized Vegetables Appeal to Consumer Desire for Convenient and Healthy Snacks
• Figure 5-3. Value-Added Products Make Healthy Meal Prep Easier
• Who Buys Organic Produce?
• Table 5-8. Characteristics of Organic Produce Buyers, 2024 (percent of consumers)
• TRENDS IN MEAT & SEAFOOD
• Seafood Sustainability
• Figure 5-4. Sustainability Levels for Seafood Labels in Publix
• Most Households Purchase Meat, and Strong Majorities of Consumers Consume Meat
• Raising Animals More Naturally and Ethical Meat Consumption
• Figure 5-5. Ethical Butchers Place Focus on Humanely Raised Animals and the Benefits of Ethically Sourced Meat
• Opportunities for New Meat & Seafood Products
• Figure 5-6. Cleaner Meat Snacks Appeal with Convenience and Real Ingredients
• Who Buys Organic Meat?
• Table 5-9. Characteristics of Organic Meat Buyers, 2024 (percent of consumers)
• TRENDS IN DAIRY
• Per Capita Consumption of Dairy Products Has Fallen Significantly Over the Past Two Decades, Particularly Due to Decreases in Milk Consumption in Favor of Plant-Based Milk Alternatives
• Figure 5-7. Per Capita Consumption of Dairy Products, 2000 - 2021 (pounds per capita)
• Figure 5-8. Per Capita Availability of Dairy Products Adjusted for Loss, 1979 and 2019 (cup-equivalents per day)
• Opportunities for New Dairy Products
• Figure 5-9. Cheese Company Promoting Products as Hormone Free and Aged Naturally
• Plant-Based Dairy Alternatives
• Figure 5-10. siggi's Plant-Based Yogurt Drink Lists Only Eight Ingredients
• Who Buys Organic Dairy Products?
• Table 5-10. Characteristics of Organic Dairy Buyers, 2024 (percent of consumers)
• TRENDS IN PACKAGED/PROCESSED FOODS
• The Clean Label Tradeoff
• Snacks
• Figure 5-11. Vegan Rob's Asparagus Chips Contain Recognizable Ingredients and Feature Clean Label Claims
• Vegetarian and Vegan Foods
• Figure 5-12. No Evil Foods "No Chicken" Lists Only Seven Ingredients
• Opportunities for New Organic Kitchen Staples
• Figure 5-13. Clean Label Olive Oil Has Claims of Product Purity
• Figure 5-14. Organic Vinegars Are "Raw & Unfiltered" to Appeal to Clean Label Consumers
• Who Buys Organic Packaged Foods?
• Table 10-11. Characteristics of Organic Packaged Food Buyers, 2024 (percent of consumers)

CHAPTER 6: CONSUMER DEMOGRAPHICS

• HIGHLIGHTS
• INTENTIONALLY SHOPPING FOR AND SEEKING OUT ORGANIC AND CLEAN LABEL FOODS
• Figure 6-1. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods, 2024 (percent of consumers)
• TRENDS BY GENDER
• Table 6-1. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Gender, 2024 (percent of consumers)
• Table 6-2. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Gender, 2024 (percent of consumers)
• TRENDS BY AGE BRACKET/GENERATION
• Table 6-3. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Age Bracket, 2024 (percent of consumers)
• Table 6-4. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Age Bracket, 2024 (percent of consumers)
• Table 6-5. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Generation, 2024 (percent of consumers)
• HOUSEHOLD INCOME
• Table 6-6. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Household Income Bracket, 2024 (percent of consumers)
Table 6-7. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Household Income Bracket, 2024 (percent of consumers)
• RACE/ETHNICITY ALSO PLAY A ROLE
• Table 6-8. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Race/Ethnicity, 2024 (percent of consumers)
• Table 6-9. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Race/Ethnicity, 2024 (percent of consumers)
• PRESENCE OF CHILDREN
• Table 6-10. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Parenthood, 2024 (percent of consumers)
• Table 6-11. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Parenthood and Presence of Children in the Household, 2024 (percent of consumers)
• EDUCATIONAL ACHIEVEMENT
• Table 6-12. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Educational Attainment, 2024 (percent of consumers)
• Table 6-13. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by Educational Attainment, 2024 (percent of consumers)
• GEOGRAPHIC REGION
• Table 6-14. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by US Region, 2024 (percent of consumers)
• Table 6-15. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by US Region, 2024 (percent of consumers)
• URBANIZATION TRENDS
• Table 6-16. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Urban, Suburban, and Rural Living, 2024 (percent of consumers)
• Table 6-17. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by County Size, 2024 (percent of consumers)
• ONLINE GROCERY SHOPPING
• Table 6-18. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Use of Online Grocery Websites in the Last 30 Days, 2024 (percent of consumers)
• Table 6-19. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by County Size, 2024 (percent of consumers)
• OVERLAP WITH PLANT-BASED EATING
• Table 6-20. Intentionally Shopping for and Seeking out Organic, Clean Label, and Specialty Diet Foods by Primary Eating Philosophy, 2024 (percent of consumers)
• Table 6-21. Use of Organic Foods in the Last 6 Months, Regularly Eating Organic Foods, and Buying Food Labeled as Natural or Organic by US Region, 2024 (percent of consumers)

CHAPTER 7: CONSUMER PSYCHOGRAPHICS

• HIGHLIGHTS
• SPECIAL EATING RESTRICTIONS AND PREFERENCES
• Table 7-1. Special Eating Restrictions and Diets Followed, 2024 (percent of consumers)
• PRIORITIES PLACED ON FOOD CHARACTERISTICS
• Table 7-2. Priorities Placed on Foods, 2024 (percent of consumers)
• Table 7-3. Clean Label Priorities Placed on Foods, 2024 (percent of consumers)
• GROCERY SHOPPING AND EATING HABITS
• Table 7-4. Consumer Agreement on Statements about Grocery Shopping and Eating Habits, 2024 (percent of consumers who agree)
• COOKING SKILLS
• Table 7-5. Consumer Confidence with Cooking Skills, 2024 (percent of consumers)
• ORGANIC FOOD PURCHASES
• Table 7-6. Consumer Agreement on Statements about Organic Food Purchases, 2024 (percent of consumers)
• FOOD PROCESSING AND CLEAN INGREDIENTS AND LABELS
• Table 7-7. Consumer Agreement on Statements about Clean Ingredients, Food Processing, and Labels, 2024 (percent of consumers)
• SUGARS AND INGREDIENTS TO AVOID
• Table 7-8. Consumer Agreement on Statements about Sugars and Avoidance of Ingredients, 2024 (percent of consumers)
• WILLINGNESS TO PAY MORE FOR PREMIUM FOOD CHARACTERISTICS
• Table 7-9. Consumer Agreement on Statements about Willingness to Pay More for Premium Foods, 2024 (percent of consumers)
• HUMANE TREATMENT OF ANIMALS AND LOCAL SOURCING
• Table 7-10. Consumer Agreement on Statements about Animal Products and Humane Treatment of Animals, 2024 (percent of consumers)
• SUSTAINABILITY TRENDS
• What Consumers Think about Sustainability Issues and Sustainable Lifestyles
• Table 7-11. Consumer Agreement on Statements about Sustainability, 2024 (percent of consumers)
• Table 7-12. Importance of Practices When Living a Sustainable Lifestyle, 2024 (percent of consumers)
• Recycling and Composting Services
• Table 7-13. Consumer Access to Recycling and Composting Services, 2024 (percent of consumers)
• Table 7-14. Consumer Usage Frequency of Recycling and Composting Services, 2024 (percent of consumers who report using each service)
• Thoughts on Packaging and Waste
• Table 7-15. Consumer Agreement on Statements about Recycling and Packaging Materials, 2024 (percent of consumers)
• Table 7-16. Packaging Types Considered Most Eco-Friendly, 2024 (percent of consumers)
• Table 7-17. Importance of Sustainable and Eco-Friendly Packaging Characteristics, 2024 (percent of consumers)
• Consumers Think that Environmental Responsibility Is Personal
• Table 7-18. Environmental Attitudes among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)
• CLEAN LABEL ATTITUDES
• Table 7-19. Clean Label Attitudes among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)
• FOODIE PREFERENCES COMMON WITH ORGANIC/NATURAL CONSUMERS
• Table 7-20. "Foodie" Sentiments among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)
• ENGAGEMENT WITH FOODS THROUGH COOKING
• Table 7-21. Thoughts on Cooking among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)
• NOVELTY AND OPENNESS TO EXPLORING NEW FOODS
• Table 7-22. Interest in Novel Foods and Experiences among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)
• CLEAN LABEL CONSUMERS CONSIDER THEMSELVES INFLUENTIAL IN PEER GROUPS & COMMUNITIES
• Table 7-23. Influences on People and Community among Organic/Natural Food Consumers, 2024 (percent of consumers who completely agree)