In a recently published report, ADM shares new insights for consumer behavior regarding regenerative agriculture.
The company surveyed consumers and decision-makers in the retail and consumer-packaged goods (CPG) sectors in July via their online platform, “Outside Voice.” Some of their key insights and takeaways include consumer trust, purchase consideration, and future regenerative agriculture trends for CPGs and retailers.
Consumer Insights
ADM surveyed over 1,500 adults in their research and found that nearly three-quarters of them agreed they would prefer for over half of their food and beverage options to be sustainably sourced.
More than 70% of the consumers said they expect companies to sustainably source ingredients and products, while 65% said they are more likely to purchase products that have been sustainably sourced.
These preferences play a factor in not only what products consumers are buying, but also who they are buying them from.
Once provided with more information on regenerative agriculture, 73% of the consumers shared they would be more likely to trust retailers and brands using regenerative agriculture programs. At the same time, 72% said they would be more likely to purchase products from those companies.
Retailer and CPG Insights
Along with consumers, over 300 CPG and retail decision-makers were surveyed.
Close to three-quarters of CPG executives and nearly half of retailers shared their company already uses at least one type of regenerative agriculture program. As far as what’s important when beginning one of these programs, 90% of the respondents with a program in place agree finding the right partner was key.
They also shared what qualities the right partner possesses.
Of the remaining decision-makers, 65% say their organization plans to adopt a regenerative agriculture program in the next five years – though more than half of them say their company isn’t moving fast enough on implementation.
Overall, the CPG and retail decision-makers surveyed agreed regenerative agriculture programs have a positive impact on several areas of their businesses.
“Our new research clearly shows that consumers are more interested in products that come from companies involved in regenerative agriculture – and executives understand the urgency to be one of those companies,” said Conrad Givers, ADM’s vice president of strategic differentiation. “From our relationships with hundreds of thousands of farmers around the globe, to our unparalleled R&D and formulation expertise, to our unmatched global footprint, ADM is uniquely positioned to partner with both farmers and downstream customers to meet those growing consumer needs.”
