What Do Consumers Know about. GMOs

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Aldous Kelley
5 years ago
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1 What Do Consumers Know about GMOs

2 Background Midan Marketing frequently conducts research to understand the perceptions and behaviors of fresh meat consumers. Recently, we have observed a lot of press and social media surrounding consumers interest in and concern about genetically modified organisms (GMOs). We also heard various presenters mention these terms at the 2014 Annual Meat Conference. We believe GMOs are currently, and will continue to be, an issue for the agriculture industry, especially with the recent release of the GMO OMG documentary. These observations led us to conduct qualitative research (May 2014) and quantitative research (July 2014), in order to discover what consumers know about GMOs and if they associate them with the fresh meat industry. Methodology Our objective was to determine consumer awareness, understanding and attitudes about GMOs and GMO-free food and, more specifically, fresh meat. First, we conducted qualitative exploratory research via focus groups in Chicago. We conducted 2 mini-groups that each had 4-6 particpants. The participants included general meat consumers who were at least aware of the term GMO. During our qualitative research, we discovered that consumers have a lot of misconceptions about GMOs. The most notable misconception is that people view GMOs as an additive or something put in food (similar to how they view antibiotics and growth hormones being in food 1 ), rather than as food that has been genetically altered. Many participant responses reflected the idea that food contains GMOs rather than is genetically modified. We used this learning along with others from our qualitative research to inform our next phase, quantitative research. 1 To learn more about the antibiotics and growth hormones research Midan Marketing conducted as part of our Meat Matters study, please visit 1

3 We conducted an online survey using a nationallyrepresentative sample of 1,000 FRESH MEAT EATERS We screened out those who had never heard of the term GMO or genetically modified organism. The incidence rate was 65%. What we found interesting... There is high awareness of GMOs but not all consumers fully understand the term. They aren t sure exactly what they mean, how to define them or why they are used. There is no clear understanding about what foods are genetically modified or who benefits most from the use of GMOs. 20% 14% of respondents had never heard of the term GMO of respondents had never heard of the term genetically modified organism 2

4 Q. How would you define the term GMO? (open end) 23% I don t know 22% Genetically modified organism 20% 19% Something that has been genetically modified Change/alter DNA/genetics Q. Why do you think GMOs are used in agriculture? to grow bigger crops to grow crops faster to create more profits 57% 56% 55% 3

5 51% FOOD MANUFACTURERS Who do you think benefits from the use of GMOs? Choose all that apply. 43% FARMERS 34% SEED COMPANIES 27% GROCERY STORES 26% THE US GOVERNMENT 18% THIRD WORLD COUNTRIES 18% CONSUMERS 18% I DON T KNOW Based on the learning from our focus groups that consumers think foods contain GMOs, we asked what types of food contain GMOs. Corn, vegetables, wheat and fruits topped the list of responses. CORN VEGETABLES WHEAT FRUIT 61% 55% 53% 48% Consumers believe most types of foods contain GMOs even though relatively few crops are genetically modified. U.S. crops that are currently genetically modified include corn, soy, cotton, canola, sugar beets, alfalfa, papaya and squash. 4

6 ! Just because consumers are aware, does not mean they are concerned. There was very low spontaneous concern and only about a half stated concern on an aided basis. We asked those aware of GMO and/or genetically modified organisms what concerns they had about the food they eat. 650 OUT OF RESPONDENTS ONLY 28MENTIONED GMOS ON AN UNAIDED BASIS. 53% are concerned their foods contain GMOs on an aided basis 5

7 GMO Whether concerned or not, the majority still want genetically modified foods labeled as such. Seeing that term on package is the primary way consumers know if something is GMO-free or not. We also asked about pesticides, in order to gauge consumer responses in context. GMOs PESTICIDES 68% Foods that contain GMOs should be labeled 65% Foods which have been grown with pesticides should be labeled 61% Foods that do not contain GMOs should be labeled 64% Foods which have been grown without pesticides should be labeled When respondents were given a statement to react to, we realized how truly unsure they are about GMOs. They were undecided whether many statements, both true and untrue, are believable. 46% 46% 45% Creating hybrid plants is a form of genetic modification Farmers have a choice in the type of seeds they use on their farms Genetic modification is used to improve various traits of a crop FALSE * TRUE TRUE *Based on USDA definitions. 6

8 Midan Marketing provides marketing, public relations and market research services for the meat industry. Our team is comprised of creative, strategic thinkers who understand the complete meat channel from farm to fork. This What Do Consumers Know about GMOs? study is part of Midan Marketing s Consumers Case research platform. The Consumers Case is our ongoing effort to help the meat industry stay tuned in to the ever-changing consumer. Midan s Market Research Team continuously analyzes how adjustments in consumer attitudes and behaviors directly affect the meat case and explore ways to help retailers and their suppliers capitalize on these shifts. Other recent consumer studies include: Today s Natural vs. Organic Fresh Meat Consumer (March 2014) Manfluence (August 2013) Power of Brands (May 2013) Meat Matters (February 2013) For more information, please contact research@midanmarketing.com or visit This research was fully funded by Midan Marketing; no outside sponsorships were used. If you share this research, please cite it as follows: What Do Consumers Know about GMOs?, Midan Marketing, Midan Marketing, LLC W Armitage Ave, Suite 202 Chicago IL research@midanmarketing.com 7

The Science of Maryland Agriculture

The Science of Maryland Agriculture Edition 3 (2016) GOAL STATEMENT: Students will learn that DNA is the molecule responsible for the inheritance of traits and will understand that selective breeding and genetic engineering are used to develop