A survey found that nearly 70 percent of young shoppers buy organic food, but only 20 percent thought they could define 鈥渙rganic.鈥 In late September, brand consultancy BFG asked 300 people, mostly under age 35, about their thoughts on natural foods. Their responses point to the success of (and confusion surrounding) food marketing.
, more than 70 percent of respondents were aware that 鈥渘atural鈥 or 鈥渙rganic鈥 labeling can be misleading and sometimes meaningless, but 37 percent said they still 鈥渢rusted鈥 the intent of the labels. 鈥淲hat I think we鈥檙e seeing in grocery stores is that consumers are ultimately idealists,鈥 BFG CEO Kevin Meany told Fast Co.Exist. He also said that, just like fast food, many consider 鈥渟uper clean鈥 foods an indulgence, 鈥渁nd marketers are smart.鈥
Meany thinks customers will increasingly demand more honest labeling. A over misleading organic labels and increasing customer skepticism (as evidenced in BFG鈥檚 survey) suggest he may be right.
Read 国产吃瓜黑料鈥檚 quick guide to understanding the labeling of organic foods.