American consumers increasingly believe food production is heading in the right direction, but at the same time, there continues to be widespread misconceptions about how food is grown and raised, according to a report this week from the U.S. Farmers & Ranchers Alliance (USFRA).

According to the survey report, 53 percent of Americans believe food production is heading in the right direction–an increase from the 48 percent who believed the same in a benchmark 2011 USFRA survey.  Yet, the survey reveals a gap between how Americans feel about their food and what they really know about their food.  More than one in four Americans (27 percent) admits they often are confused about the food they are purchasing.  Nearly two-thirds (66 percent) do not believe that 95 percent of all U.S. farms are, in fact, family owned.  While two-thirds of Americans (66 percent) correctly believe that pesticide use decreased from 956 million pounds in 1999 to 877 million pounds in 2007.

In addition to perceptions on food production, the survey also found what and who influences purchasing decisions by U.S. consumers, whether at the grocery store or while dining out.  The survey found the following:

  • More than one in four Americans admits they are often confused about the food they are purchasing (27 percent).
  • Three in five Americans would like to know more about how food is grown and raised, but do not feel they have the time or money to prioritize (59 percent).
  • Young adults (18-29 years old) are more likely than any other age group to say they are often confused about food purchases (38 percent).
  • Consumers are more likely to report that how food is grown and raised will impact their purchase decision in the grocery store than impact their decisions when dining out (86 percent versus 76 percent).
  • When it comes to purchasing groceries, consumers prioritize cost (47 percent), quality (43 percent), and healthiness or nutrition (21 percent).
  • Dads are 16 points more likely than moms to prioritize quality (53 percent versus 37 percent), while moms are more likely than dads to prioritize healthiness or nutrition (31 percent versus 20 percent).
  • When it comes to dining out, consumers prioritize quality (48 percent), cost (42 percent), and taste (38 percent).
  • While consumers want to learn about organic farming and ranching (27 percent), nearly all report that it is most important that there are healthy choices available, even if they are not organic or local options (91 percent).
  • While doctors and nutritionists influence Americans most regarding their opinion of food overall (73 percent), only 31 percent report their doctor influences their decision to buy types of foods based on how they are grown and raised.
  • However, when given a broad list of options ranging from their doctor to their grocer, consumers said they are more likely to be influenced by their spouse or partner when making purchasing decisions (51 percent).
  • One in 10 consumers says they would rather not pay attention to how their food is grown and raised, and instead, just enjoy it, while 40 percent report they do not pay attention.
  • While only one in five consumers overall strongly agree that knowing a lot about food has become a social status symbol (21 percent), 30 percent of consumers in lower to middle income households (less than $50,000 annual income) say food knowledge is a status symbol.
  • Lower income households are particularly likely to say they would like to know more, but do not have the time or money to do so (68 percent among households with less than $30,000 annual income).
  • The survey found that 51 percent of farmers and ranchers would like to see more emphasis on communication with consumers and customers, and half of consumers (50 percent) think farmers and ranchers are missing from the media conversation around food these days.
  • Three-quarters of farmers and ranchers believe that the average consumer has very little to no knowledge about food production in general in the United States (76 percent), and only 47 percent of consumers have visited a farm or ranch in the past year.
  • Nearly three out of five farmers and ranchers believe consumers have an inaccurate perception of modern farming and ranching (59 percent).
  • Consumers overall (84 percent) believe that farmers and ranchers in America are committed to improving how food is grown and raised.

The survey of 1,250 consumers nationwide  was conducted October 22 through October 28 via telephone interview by Braun Research.  Also, 501 farmers and ranchers nationwide also were surveyed.