(Undated) -- An Iowa Farm Bureau study shows consumer's number one concern at the grocery store is price- when it comes to choosing meat, poultry, and dairy products. The Farm Bureau's Food and Farm Index also finds 81-percent of shoppers are concerned about government regulations increasing food costs. That finding was 4 percent higher than last year's survey, and up 19-percent in the past three years. The study finds 82-percent of grocery shoppers in Iowa, think farmers should have the flexibility to use a variety of farming practices, leading to different price options on store shelves.
“Flexibility is key,” says Iowa Farm Bureau President Brent Johnson. “We’re all feeling the pressure of ongoing high inflation, and the situation has only worsened with the patchwork of rules enacted by individual states that limits food production, accessibility and affordability.”
More findings from the study:
Real meat vs. imitation meat
Enthusiasm for real meat and dairy continues to be strong among Iowans, with 99% of Iowa grocery shoppers’ families consuming meat/poultry and dairy of any kind at least weekly. While meat and dairy consumption is part of daily life for the majority of Iowa families, fewer than 1 in 10 households are very likely to purchase plant-based imitation meat instead of real meat or plant-based imitation milk instead of real dairy milk (4% and 11%, respectively). Slightly more than 4 in 10 Iowa households have purchased plant-based imitation meat (43%), and only a quarter of shoppers (25%) expressed likelihood to purchase in the future.
Additionally, grocery shoppers in Iowa more frequently say meat (94%) and milk (92%) from animals are healthier compared to plant-based alternatives (59% for plant-based imitation meat and 74% for plant-based imitation milk), and according to nutrition experts, they are correct. The National Institutes of Health (NIH) cites meat eggs and dairy as natural sources of Vitamin B12, which promotes brain development in children and helps the human nervous system function properly, yet it is rarely found in plant foods. Real meat is also the primary source of zinc in Americans’ diets, which is integral to supporting the body’s immune system.
Farmers are trusted
Trust and confidence in Iowa farmers have remained strong over more than a decade of polling with 93% of Iowa grocery shoppers saying they trust Iowa farmers in this year’s index.
“The annual Iowa Farm Bureau Food and Farm Index® provides valuable insight into factors that influence food purchasing decisions for Iowa consumers and helps gauge sentiment toward agriculture and food production today,” says Johnson. “Earning the trust of Iowans when it comes to protecting the environment and caring for our animals is a source of great pride for farmers and something we take seriously.”
In addition to placing trust in Iowa farmers, many shoppers say they are given enough information about farmers’ production of the food they eat and sourcing of the food they buy at the grocery store. When making food purchase decisions, three-quarters (75%) of shoppers still look to labels for information about how or where the food they’re buying was grown, raised or processed. Iowans say the labels that provide them the most information they are seeking are: raised/grown by Iowa family farmers (33%), raised/grown/made locally (32%), and raised/grown/made in the U.S. (29%).
“This year’s survey found the most sought-after labels reflect products raised or grown locally, which is a nod to the trust placed in Iowa farmers,” says Johnson. “Iowa farmers continuously innovate to grow and raise healthy and affordable food options for consumers, and it’s clear Iowans value and trust food with that local, family farm connection.”
About the Iowa Farm Bureau Food & Farm Index ®
The annual survey, now in its 11th year, was conducted online by The Harris Poll, May 29- June 12, 2024, and asked 515 Iowa adults, ages 20 to 60, with primary or shared household grocery shopping responsibilities about their purchasing habits and attitudes. The index also uncovered other trends and factors shaping consumption habits, including how and where Iowa grocery shoppers purchase meat and dairy for their families.