Today’s consumers are more aware than ever of how food travels through the supply chain and the impact global and local disruptions can have on inventory and prices. Now two years into the COVID-19 pandemic, consumers continue to adapt to the ever-changing food markets.
Through all these fluctuations, consumers still show positive views and perceptions of Iowa agriculture and farming practices. The trends are evident from the latest Iowa Food & Family Project (Iowa FFP) Consumer Pulse Survey.
Now in its 10th year, the annual survey gauges Iowan’s grocery shopping habits and attitudes toward farmers and agriculture. Year-over-year findings not only give a pulse on perceptions but show how current events shape the behaviors or mindsets of Iowa grocery shoppers.
In addition to the standard benchmarking questions, this year’s survey included a series of open-ended questions related to concerns about food, go-to resources for trustworthy information about agriculture and the food industry, and factors that affect food purchasing.
The November 2021 survey of Iowa grocery shoppers had 698 responses and 43% were engaged with Iowa FFP as monthly Fresh Pickings eNewsletter subscribers. Respondents’ age groups, income levels, education levels and geographic regions closely follow the state’s population.
Flynn Wright, an advertising agency in Des Moines, conducted the survey analysis from data collected through a business-to-consumer panel.
Key Consumer Pulse Survey Insights