Do Americans know what ‘natural’ and ‘processed’ food mean?

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

WE ALL KNOW THAT WE SHOULD BE EATING MORE FRUITS AND VEGETABLES, BUT DID YOU KNOW THE AVERAGE AMERICAN SPENDS $67 ON PROCESSED FOODS EVERY WEEK?

THAT’S ACCORDING TO A NEW SURVEY CONDUCTED BY ONEPOLL ON BEHALF OF NATURESWEET, WHICH ASKED 2,000 PEOPLE ABOUT THEIR EXPERIENCES BUYING BOTH ‘NATURAL’ AND ‘PROCESSED’ FOODS.

IN FACT, THE AVERAGE PERSON BELIEVES THAT ONLY 32% OF THEIR DIET IS MADE OF NATURAL INGREDIENTS.

MORE THAN HALF OF THOSE SURVEYED (55%) SAID THAT WHAT MATTERS MOST TO THEM WHEN BUYING FOOD IS THE TASTE, ALMOST TWICE THE NUMBER WHO CITED WHERE IT’S GROWN (22%). AND ANOTHER 66% OF RESPONDENTS SAID THEY DON’T CARE WHERE THEIR FOOD COMES FROM AS LONG AS THEY CAN AFFORD IT.

WHAT MATTERS MOST WHEN BUYING FOOD?

1. How good it tastes - 55.15%
2. How healthy it is - 54.50%
3. How natural it is - 42.10%
4. How much it costs - 35.00%
5. How long it will take to spoil - 30.55%

Survey methodology:

This random double-opt-in survey of 2,000 general population Americans was commissioned by NatureSweet between July 13 and July 15, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).