Americans want “natural”, “organic” or “Grown in the USA” on labels

Survey results released by Shelton Group, an advertising and research company in Knoxville, Tenn., finds Americans most want to see “Natural,” “Organic” or “Grown in the USA” on food labels. Asked “Which is the best description to read on a food label?”, 25% of consumers said “100% natural” or “All natural.” Another 24% said “USDA Certified Organic” or “100% organic.” 17% preferred “Grown in the USA.”

Company president Suzanne Shelton said “the popularity of ‘Grown in the USA’ reflects three important trends.”
“First, Americans are increasingly worried about food contamination, and they’re concerned about water treatment and crop fertilization in other countries. Second, there is growing support for family farms and local sourcing -- a trend that’s gone mainstream in the last several years, including at Walmart.
“And finally, people are concerned about the economy and job losses, so buying
‘Grown in the USA’ is a way to help fellow Americans.”

Some of the other findings of the annual survey, called Eco Pulse, include:
Recycling is growing more popular with over 60% of Americans saying they regularly recycle aluminum cans, plastic bottles and newspaper. However, convenience still plays a big role in recycling: Households without curbside service recycle at a significantly lower rate than those who do have it.

Americans look for products with recycled content. 43% percent said "made with 100% recycled content" was the best description to read on a package of disposable plates or cups. However, a significant percentage of Americans. 40% say they're buying less disposable/single-use tableware.

The number of Americans who say they're looking for more energy-efficient, natural or sustainable products has increased almost 10 percentage points over the past 2 years. Today, almost 7 in 10 American consumers say they’re searching for sustainable products. Green buying behavior seems to be crossing all socioeconomic classes.

Only 23% of Americans consistently buy green across multiple product categories (i.e., natural foods, green detergents and energy-efficient appliances).

While most Americans want greener products, many mainstream consumers are frustrated if manufacturers charge more for them. 71% of Americans say green products usually or always cost more.

“Most Americans will try a greener product if it is comparably priced and offered
by a known brand,” Shelton said. “But if helping the planet is the only benefit, most consumers aren’t willing to pay the extra cost. In this economy, consumers prefer a greener wallet over a greener planet.”