Latest Research Reveals What’s Really Keeping Consumers From Eating Fruits and Vegetables
19 Abril 2024 - 7:30AM
As Earth Day approaches, consumers are thinking about what’s
healthy for both people and the planet— with fresh fruits and
vegetables top of mind. But despite the best of intentions, new
research from the International Food Information Council (IFIC)
reveals significant barriers to produce consumption.
“Spring is the time when people are planning gardens and
planting seeds; it is also typically a time when lists of which
fruits and veggies are safer for you to eat start to circulate on
newsfeeds,” Wendy Reinhardt Kapsak, MS, RDN, IFIC President &
CEO, said. “Our consumer research shows Americans consider how
their food was grown when making food decisions, yet at the same
time, Americans have never been more removed from the farm. It is
our mission to help bridge that gap with consumer insights and
science communications.”
Most Americans Show Interest In How Food Is Grown Yet
Express Serious Concerns
According to the 2024 IFIC Spotlight Survey: Public
Perceptions Of Pesticides & Produce Consumption, the majority
of Americans (91%) consider how their food is grown when making
food and beverage decisions; less than one in ten (8%) never
consider how it travels from farm to fork.
Keeping food safe (70%) and the use of pesticides (60%) are top
concerns when considering how food is grown. Nutritional content,
use of agricultural technology, environmental sustainability,
animal welfare, and farm workers welfare were other listed concerns
consumers factor into their purchase decisions.
Concerns and Myths About Pesticides
Persist
Pesticides are commonly utilized by farmers for pest control as
a tool to protect public health by ensuring safe and sufficient
food production. Pesticides are regulated by several government
agencies worldwide. Yet it is clear consumers remain confused
regarding the methods, reasons, and situations where pesticides are
used.
Many Americans (47%) believe that “organic agriculture does not
use pesticides to grow food,” despite the fact that both organic
and conventional produce are grown with the use of
pesticides.
Nearly 60% of Americans who are concerned with pesticide use
believe consuming foods grown with pesticides are bad for their
health, 36% believe that pesticides used today are “more toxic than
they have ever been,” and 35% believe pesticides are bad for the
environment.
Of the Americans who are not concerned about pesticide
use, 35% cited they rinse their fresh produce, and 29% “trust
farmers to use pesticides responsibly.”
“The pesticide residue found on both conventional and organic
produce has time and time again been found to be present in minute
amounts. Multiple government agencies confirm that these low
residue levels do not pose a health or safety risk, yet consumers
are still clearly concerned,” explained Tamika Sims, PhD, IFIC
Senior Director of Agriculture Technology Communications. “I would
simply recommend that consumers wash their fresh produce with cold
water prior to consuming, to remove any remaining
residues.”
Bridging The Knowledge and Fruit and Vegetable
Consumption Gap
According to the data, when a consumer is concerned about
pesticide use, the majority simply avoid purchasing or consuming
vegetables (71%) and fruits (59%) altogether.
“Low intake of fruits and vegetables by Americans is not a new
phenomenon—it’s been chronically low for decades,” explained
Reinhardt Kapsak. “This research highlights gaps in not only
consumer understanding of pesticides, but also how harmful
misinformation can further widen the fruit and vegetable
consumption gap in the U.S. and around the world. Our aim is always
to empower consumers with evidence-based, truthful information. We
must reassure Americans that consuming a variety of fruits and
vegetables—in all forms and from all production methods—is safe,
nutritious, and important for their health and
well-being.”
Read the full survey here.
Research Methodology
The International Food Information Council (IFIC) commissioned
an online research survey with consumers based in the US to measure
knowledge, attitudes, and beliefs about pesticides and their
application in food production. One thousand adults aged 18+ years
completed the survey from February 9-13, 2024, and responses were
weighted to ensure proportional results. The Bayesian
confidence level for 1,000 interviews is 3.5, which is roughly
equivalent to a margin of error of ±3.1 at the 95% confidence
level.
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The International Food Information Council (IFIC) is a 501(c)(3)
nonprofit educational organization with a mission to effectively
communicate science-based information about food safety, nutrition,
and sustainable food systems, serving the public good. To
fulfill this mission and demonstrate its thought leadership in
action, IFIC: 1) delivers best-in-class research and
consumer insights to inform food, nutrition, and health
stakeholders; 2) promotes science communications to positively
impact consumer behavior and public health; and 3) convenes
critical thought leaders to advance the food systems dialogue and
science-based decision-making. For more information,
visit https://ific.org and our resource
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Jenny Phillips
International Food Information Council Foundation
5857478717
phillips@ific.org