Consumers want food from U.S. crops

Research finds support for domestic agriculture, but there's room to improve the sustainability message.

Compiled by staff

February 24, 2022

2 Min Read
Bowl of lettuce, tomatoes, edamame

Consumer support of domestic agriculture has only grown stronger in the past year. A new survey from the United Soybean Board shows 78% of consumers say it’s important to purchase U.S.-grown food. This is an 8% increase since the last survey in December 2020.

The survey highlights consumer perceptions of U.S. soybeans, soybean farmers and the U.S. food supply chain.

Key takeaways from the study include:

  • U.S. farmers continue to be the most trusted source when it comes to food safety, with 83% of consumers ranking them No. 1 among members of the supply chain. This is an increase of 5% since the last survey in December 2020.

  • The vast majority of consumers (82%) have a positive view of U.S. farmers who grow crops. This is a 3% increase since the December 2020 survey.

  • Soy is seen as healthy by more than half of consumers, with 60% saying that soy-based food is healthy and 26% having a neutral view of soy.

Boomers, foodies, and high-income consumers are the most supportive of U.S. agriculture. While consumers support domestic agriculture, they are still largely unaware that U.S. soy is sustainable.

In fact, the survey shows that only 39% of consumers are aware that the soybeans used in popular foods are grown sustainably.  

Sustainability story

Promotion and education are key pillars of the checkoff. The survey validated that informing consumers is an effective tool, with 72% of respondents feeling more positive about soy as a food ingredient after learning about the sustainability of soybeans.

Likewise, communicating about soy as a high-quality “complete” protein proved to be the most impactful statement on consumers’ perception of soy, highlighting an essential opportunity to demonstrate its excellent protein profile to health-conscious consumers.

“Driving home soy as a complete protein, coupled with awareness that this product is sustainably grown, poses a real opportunity for our industry to raise the profile of soyfoods,” said Mace Thornton, vice president of communications and marketing strategy for USB. “Insights from this survey will inform investment decisions of the checkoff’s farmer-led Communication and Education Committee and ultimately help deliver sustainable soy solutions to every life, every day.”

This survey was conducted online with 1500 consumers representing the general population. Learn more about the survey results from the United Soybean Board.

Source: United Soybean Boardwhich is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset. 

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