September 1 9 9 9 B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a THE ALLIANCE FOR Better Foods Survey Results.

September 1 9 9 9B S M G W O R L D W I D E

G r o c e r y M a n u f a c t u r e r s o f A m e r i c a

THE ALLIANCE FORTHE ALLIANCE FOR Better FoodsBetter Foods

Survey Results

G r o c e r y M a n u f a c t u r e r s o f A m e r i c a 2B S M G W O R L D W I D E

MethodologyMethodology

• National telephone survey.

• Random sample of 795 adults, plus an additional 200 “opinion elites” (college educated, attentive adults).

• Margin of error is +/-3.5 for adults (N=795) and +/-4.9 for “opinion elites” (N=406).

• Interviews conducted September 14-19, 1999.

• All results in this presentation are among all adults unless otherwise specified.


ObjectivesObjectives

• To measure awareness, attitudes, and support for food biotechnology and genetic modification.

• To identify effective positive messages about the benefits of GM food.

• To measure support and attitudes toward labeling GM foods.

• To identify effective messages about labeling options.

• To identify credible messengers.


Key Findings:Key Findings:Attitudes toward GM foodsAttitudes toward GM foods

• Majorities are aware of genetically modified foods, but knowledge is low and the issue is low on the radar screen.

• Consumers now split evenly in their attitudes (positive vs. negative, support vs. oppose).

• Attitudes are easily influenced. Positive messages have a significant positive impact; negative messages have a negative impact.

• Key positive messages about the benefits of GM foods are fewer pesticides, greater productivity (hunger and land-use), and better nutrition.


• Opinion elites are more aware of GM foods and more likely to support the use of genetic modification in food production.

• Older and college educated men are the most supportive and positive toward GM foods.

• Women (particularly women under 50 and women without a college education) are most negative toward GM foods, most concerned about food safety, and do most of the grocery shopping. They are also among the most likely to be influenced by positive messages, changing their mind during the survey.

• African Americans are noticeably negative toward GM foods, and less likely to change their minds when given positive information.

Key Findings:Key Findings:Targeting & DemographicsTargeting & Demographics


• Given a choice, consumers support labeling almost unanimously, and a majority support it strongly.

• Messages attempting to convince consumers that labeling is unnecessary or unimportant or that it should be voluntary fail.

• Consumers’ top priorities are full information and the ability to choose. Solid majorities agree with messages on labeling that communicate these priorities.

Key Findings:Key Findings:LabelingLabeling


AwarenessAwareness


AwarenessAwareness

• Most Americans have heard something about genetic modification and biotechnology — relatively few have heard a lot.

• Awareness is rising; the proportion who have heard or read something has increased since February.

• Americans are equally likely to have heard about “genetically modified foods” as “biotechnology.”

• Those most likely to be aware of genetic modification and biotechnology are opinion elites, college-educated men, men over 50, and college-educated women.


AwarenessAwareness

• Genetic modification and biotechnology are low on the radar screen compared to food safety issues and nutrition issues.

• Fewer than one in five are aware that most food in grocery stores already includes genetically modified ingredients; one in three thinks about half the food in grocery stores includes GMOs; and a plurality (40 percent) thinks it is less than half.

• People who have heard or read more about GM foods are more likely to think a lot of food already contains GM ingredients.


11%

21%

29%

45%

34%

25% 24%

9%

A lot Some A little Nothing at all

General public Opinion elites

How much have you heard or read How much have you heard or read about genetically modified foods?about genetically modified foods?

Total who have heard something:General public - 76%Opinion elites - 91%


33%

40%

67%58%

Feb. '99

Sept. '99

Have read or heard a lot or some

Have read or heard little or nothing

Source: February 1999 data from Wirthlin Worldwide for IFIC.



40% 39%

58% 61%

Genetically modified

Biotechnology

Have read or heard at least some

Have read or heard little or nothing

How much have you heard or read about How much have you heard or read about biotechnology? About genetically modified biotechnology? About genetically modified foods?foods?



Most likely to have heard or read about genetically modified foods:

Opinion elites (66% have heard a lot or some)

College-educated men (68%)

Men over 50 (51%)

College-educated women (50%)


How much have you read or heard How much have you read or heard about…?about…?

46%

42%

25%

15%

12%

11%

36%

44%

34%

27%

29%

11%

13%

21%

23%

38%

34%

38% 95%

91%

90%

72%

Food safety problems such as listeria and e-coli

Lot Some Not much

The impact of junk food on diet and health

Obesity in children

Irradiation of food

Biotechnology

Genetically modified foods

77%

75%


To the best of your knowledge, how much of To the best of your knowledge, how much of the food in a typical American grocery store the food in a typical American grocery store includes genetically modified ingredients?includes genetically modified ingredients?

20% 20% 29% 9% 6%

Very little Less than half About half Most Almost all

Less than half - 40%

More than half - 15%

(17% don’t know)


50%

39%

50%

61%

Heard a lot or some

Heard little or none

Half or more of the food in grocery stores includes GM

ingredients

Uncertain, or less than half

To the best of your knowledge, how much of To the best of your knowledge, how much of the food in a typical American grocery store the food in a typical American grocery store includes genetically modified ingredients?includes genetically modified ingredients?


Attitudes, Attitudes, Support, and Buying Support, and Buying

DecisionsDecisions


AttitudesAttitudes

• On the whole, more consumers feel “negative and fearful” about genetically modified foods than “positive and hopeful.”

• Those who have heard more about GM foods are slightly more positive, but no less negative (the difference is in the proportion who don’t know how they feel).

• There is a connection between fear and concerns about food safety: those most concerned about food safety (disproportionately women, older, African-American) are also most negative toward GM foods.

• There is NO connection between environmentalism and feelings about GM foods. People who have contributed to environmental organizations are no more likely than others to be negative about GM foods. They are, however, more likely to be aware of GM foods.


AttitudesAttitudes

• Currently, positive feelings are rooted in support for scientific progress and improvement in food quality and productivity.

• Negative feelings are rooted in fear of the unknown, fear of negative consequences for human health, and resistance to tampering with nature.

• Two-thirds say they are “concerned” about biotechnology issues, but far fewer are concerned about biotechnology than about “big” public issues such as taxes and education.


On the whole, how do you feel about genetic On the whole, how do you feel about genetic modification of foods — do you feel more modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL?FEARFUL?

38%49%

PositiveNegative

Most likely to feel negative:

$20k to $40k income (58%)

High school or less (58%)

Women under 50 (55%)

Women non-college (56%)

African-Americans (57%)

Most likely to feel positive:


Affluent (53%)

Opinion elites (49%)

Men over 50 (47%)



38%49%

PositiveNegative

44%

35%

48%

49%

All consumers

Heard a lot or some about GM foods

Heard a little or nothing about GM

foods

(13% don’t know)

(8% don’t know)

(16% don’t know)


People who have contributed to People who have contributed to environmental organizationsenvironmental organizations

50%

38%

49%

62%

A lot/some A little/none

Environmentalist

Not environmentalist

50% 50%

38% 38%

Positive Negative

Environmentalist

Not environmentalist

Heard & Read Positive or Negative


What is the main reason you feel What is the main reason you feel positive and hopeful?positive and hopeful?

10%

13%

14%

20%

23%Optimistic about new technologyscientific advancement

A way to make things better/ benefit people

More food/greater yields/world hunger

Healthier/more nutritious/safer food

Improve food quality (general)

Percent of those who are positive toward GM foods


What is the main reason you feel What is the main reason you feel negative and fearful?negative and fearful?

9%

18%

18%

19%

20%Fear of the unknown/lack of information and knowledge

May be harmful to health/cause cancer/allergies/diseases

It’s not natural/pure food

We should not tamper with nature/ it’s not right to do this

Not enough research has been done

Percent of those who are negative toward GM foods


How concerned are you about…?How concerned are you about…?

71%

52%

36%

20%

18%

39%

41%

45%

36%

24% 95%

91%

77%

65%

54%

Education issues

Tax issues

Obesity in children issues

Biotechnology issues

Junk food issuesExtremely Somewhat


SupportSupport

• Although 42% of opinion elites feel “negative and fearful” about genetically modified foods, they are more likely than consumers generally to support the use of genetic modification.

• Most likely to both support GM foods and feel positive: men, college educated, affluent, opinion elites.

• Most likely to both oppose GM foods and feel negative: women, no college, under 50, African-Americans.


On the whole, would you say you support or On the whole, would you say you support or oppose the use of genetic modification in oppose the use of genetic modification in agriculture and food production?agriculture and food production?

49%

39%

-43%

-48%General Public

Opinion Elites

Oppose Support

Net -9

Net +6


Feelings vs. SupportFeelings vs. Support

41%

29%

-37%

-38%General Public

Opinion Elites

Negative and oppose

Positive and support

33% mixed or unsure

22% mixed or unsure


Feelings vs. Support Feelings vs. Support (among opinion elites)(among opinion elites)

Positive but do not support

7%

Positive & support

41%

Negative but do not oppose

5%Don’t know 10%

Negative & oppose

37%


Feelings vs. Support Feelings vs. Support (among all consumers)(among all consumers)

Positive but do not support

9%

Positive & support

29%

Negative but do not oppose

11%

Don’t know 13%

Negative & oppose

38%


Most likely to be positive and support GM foods:

Men (37%)

College educated (39%)

Affluent (45%)


Most likely to be negative and oppose GM foods:

Women (42%)

No college (41%)

Under 50 (41%)

African American (47%)

Feelings vs. Support Feelings vs. Support (among all consumers)(among all consumers)


Buying DecisionsBuying Decisions

• Consumers split evenly between an inclination to avoid buying GM foods and indifference.

• In addition to those who are more positive toward GM foods (men, affluent, opinion elites), young consumers (under 35) are more likely than others to be indifferent in their buying decisions.

• When specific benefits of GM foods are mentioned, majorities prefer them.

– 8 in 10 prefer GM foods if they have fewer pesticides.

– 2 in 3 prefer GM foods if they are more nutritious or taste better.

• Cost savings are the least important benefit of GM foods; half would still avoid GM foods if they were 30 percent less expensive.


How do you feel about buying How do you feel about buying genetically modified foods?genetically modified foods?

45%42%Prefer to avoid them

No difference

Prefer to buy themDon’t know

5%8%

Men (46%)

Under 35 (50%)

Affluent (46%)


Women over 50 (55%)

African-Americans (51%)

Buys organic (56%)

Concerned about food safety (55%)


Now, imagine two different boxes of cereal. One Now, imagine two different boxes of cereal. One includes genetically modified ingredients. One includes genetically modified ingredients. One does not. Which do you prefer if the genetically does not. Which do you prefer if the genetically modified food…modified food…

66%

61%

47%

79%14%

29%

32%

44%

Prefer GM foodPrefer non-GM

Has fewer pesticides?

Is more nutritious?

Tastes better?

Is 30% less expensive?


MessagesMessages


Positive MessagesPositive Messages

• Positive messages can have a significant impact on attitudes. After hearing positive messages, the number of consumers with positive attitudes nearly doubles.

• Four themes have the greatest impact among all audiences:

– Genetically modified foods require fewer pesticides.

– Biotechnology improves agricultural productivity -- offering a solution to world hunger and improving land conservation.

– Genetically modification offers improved nutrition.

– The FDA, EPA and USDA stand behind the safety of biotechnology.


How do you feel about the use of How do you feel about the use of genetic modification to…?genetic modification to…?

50%

48%

41%

38%

32%

30%

Develop food crops that require fewer pesticides and herbicides

Make foods more nutritious

Make it possible to grow crops using less land and water

Increase agricultural productivity

Make it possible to pick and ship foods when they are ripe instead of green

Improve the flavor of foods

Percent who say each is “very acceptable”


Does each statement make you feel MUCH more Does each statement make you feel MUCH more positive about genetic modification, SOMEWHAT positive about genetic modification, SOMEWHAT more positive, or doesn’t make a difference to you?more positive, or doesn’t make a difference to you?

56%

50%

47%

44%

41%

31%

33%

34%

35%

29% 85%

81%

80%

78%

76%

Genetic modification offers new ways of protecting the environment. Crops can be modified to need fewer

pesticides and herbicides...

Biotechnology is one of our best answers to world hunger...

Biotechnology and genetic modification can help conserve land and water by making it possible to

grow more food on less land with less water.

With genetic modification, we can improve the foods we eat -- making them taste better and

increasing their nutritional value.

The FDA, the EPA, and the USDA have all endorsed the use of genetic modification and stand

firmly behind their safety. Much more Somewhat more


39%

37%

37%

35%

30%

35%

39%

38%

37%

34%

74%

76%

75%

72%

64%

Does each statement make you feel MUCH more Does each statement make you feel MUCH more positive about genetic modification, SOMEWHAT positive about genetic modification, SOMEWHAT more positive, or doesn’t make a difference to you?more positive, or doesn’t make a difference to you?

Much more Somewhat more

Biotechnology and genetic modification can help keep down the price of foods by increasing

agricultural productivity.

Biotechnology has been important in medical advances. Food biotechnology, just like medical

biotechnology, can offer a host of benefits.

Consumer Reports magazine reported in August that foods produced through biotechnology and genetic

modification are safe.

Genetic modification is based on age-old principles of selective breeding. Farmers have

used these practices for centuries...

Genetically modified foods are nothing new. Foods grown using biotechnology have been in grocery

stores for years….


Before hearing any information

After hearing positive messages

38%49%

22% 70%

PositiveNegative

On the whole, how do you feel about genetic On the whole, how do you feel about genetic modification of foods — do you feel more POSITIVE modification of foods — do you feel more POSITIVE and HOPEFUL, or more NEGATIVE and FEARFUL?and HOPEFUL, or more NEGATIVE and FEARFUL?


Impact of Positive Impact of Positive MessagesMessages

Negative before and after - 19%

Positive before and after - 36%

Negative before, positive

after - 34%

Other11%

Women

Non-college

Under 50 years old


Negative MessagesNegative Messages

• Negative messages also have an impact, moving attitudes back towards a more even split between negative and positive. A plurality, however, remain positive.

• The most effective attacks are the threat of animal/plant transfers, unanticipated allergic reactions, and tipping the balance of nature.


45%

44%

41%

36%

25%

35%

39%

40%

41%

46%

80%

83%

81%

77%

71%

Does each statement make you feel MUCH more Does each statement make you feel MUCH more negative about genetic modification, SOMEWHAT negative about genetic modification, SOMEWHAT more negative, or doesn’t make a difference to you?more negative, or doesn’t make a difference to you?

Much more Somewhat more

Today’s genetically modified crops are just the tip of a dangerous iceberg. Soon, scientists may be transferring genes between animals and plants...

Genetically modified foods can cause unexpected allergic reactions...

Genetic modification poses a real threat to our environment and the balance of nature. Already…

(monarch butterflies).

Genetic modification of food is so new, we haven’t had time to adequately study its effects ...

Public interest groups such as Greenpeace and the Union of Concerned Scientists oppose genetically

modified food products….


Impact of MessagesImpact of Messages

• Attitudes are extremely fluid, with both positive and negative messages having an impact – positive messages substantially increase positive attitudes and reduce negative attitudes, negative messages do the opposite.

• Overall, positive messages have a greater impact than negative messages. By the end of the survey, more are positive than negative, despite having heard negative messages last.

• People who have heard the most about GM foods are most likely to start positive and stay positive. People who have heard the least are most likely to change their minds during the survey.


Before hearing any information

After hearing positive messages

38%49%

22% 70%

PositiveNegative

After hearing negative messages

45%44%



27%

20%

15%

16%

31%

51%

58%

62%

42%

29%

27%

23%

Positive throughout

survey

Initial Awareness of GM Foods Initial Awareness of GM Foods and Attitudes During Surveyand Attitudes During Survey

Negative throughout survey

Change mind during survey

Heard a lot

Heard some

Heard a little

Heard none


29%

18%

34%

54%

Positive throughout

survey

Men - especially college-

educated and older

Negative throughout

survey

Women - especially

younger and without college;

African-Americans

Positive messages

make positive

Women - especially

younger and without college;

non-college men

Everybody who changes their mind

at some point

Women - especially younger and without college; non-college

men



Key Target: WomenKey Target: Women

• Women are more likely than men to have negative feelings about GM foods;

• Women are more likely to respond to messages, both positive and negative;

• Women are more concerned about food safety;

• Women are more likely to do their household’s grocery shopping;

• Women pay more attention to labels.


44%

73%

53%

33%

66%

39%

20%

30%

40%

50%

60%

70%

80%

Beginning of survey After positivemessages

After negativemessages

Men Women


Percent positive:


Percent who say they are seriously concerned about food safety “very often.”

43%39%

47%

63%

All Men Women AfricanAmericans

How often are you seriously concerned How often are you seriously concerned about the safety of the food you buy?about the safety of the food you buy?


How much of the grocery shopping do How much of the grocery shopping do you personally do for your household?you personally do for your household?

Percent who say they do all the shopping for their households.

31%

67%

Men Women


LabelingLabeling


LabelingLabeling

• Given the option, nearly all support labeling GM foods, and a majority strongly support it.

• Most prefer GM labels to “GM free” labels.

• Only half support the current FDA policy of requiring labels only when the content or composition of a food has changed.

• Majorities reject arguments that labeling should be voluntary or that is not necessary if the foods are safe.

• Consumers’ top priorities are adequate information and the ability to choose.

• Labeling GM ingredients is a lower priority than other kinds of labeling.


How important is each label to you How important is each label to you personally in choosing what to buy?personally in choosing what to buy?

29%

25%

23%

21%

16%

12%

47%

50%

46%

49%

38%

32%

27%

43% 90%

79%

71%

72%

Whether or not the food has been inspected for safety

Most imp’t

Nutritional information

The type and amount of fat in the food

A list of ingredients

59%

48%

Very imp’t

39%

The names of any additives or preservatives used

Whether or not the food was genetically modified

Whether or not the food is organic


Should food manufacturers be required by law to Should food manufacturers be required by law to label ALL genetically modified foods, or should label ALL genetically modified foods, or should this not be a legal requirement?this not be a legal requirement?

Favor Oppose

92%

6%

95% feel strongly

5% do not feel strongly


59%

29%

63%

23%


Favor GM labels

Favor GM freelabels

Which is more important to you -- labels that indicate which Which is more important to you -- labels that indicate which foods DO include genetically modified ingredients, or foods DO include genetically modified ingredients, or labels that indicate which foods are FREE of genetically labels that indicate which foods are FREE of genetically modified ingredients?modified ingredients?


17%

24%

59%

51%

15%19%

8%5%

Great deal Some Not much None


How much confidence do you have in the job that the government is doing, including the Food and Drug Administration and the Department of Agriculture, to ensure that foods are safe?

The most confidence: Opinion elites College graduates


The U.S. Food and Drug Administration, or The U.S. Food and Drug Administration, or FDA, requires special labeling when a food FDA, requires special labeling when a food is produced under certain conditions...is produced under certain conditions...

54%

49%

-42%

-47%General Public

Opinion Elites

Oppose Support

Net +2

Net +12

… … when biotechnology’s use introduces an allergen or when it substantially changes the when biotechnology’s use introduces an allergen or when it substantially changes the food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special labeling is not required. Would you say that you support or oppose this policy of the labeling is not required. Would you say that you support or oppose this policy of the FDA? FDA?


The U.S. Food and Drug Administration, or The U.S. Food and Drug Administration, or FDA, requires special labeling when a food FDA, requires special labeling when a food is produced under certain conditions...is produced under certain conditions...

… … when biotechnology’s use introduces an allergen or when it substantially changes the when biotechnology’s use introduces an allergen or when it substantially changes the food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special food’s nutritional content, like vitamins or fat, or its composition. Otherwise, special labeling is not required. Would you say that you support or oppose this policy of the labeling is not required. Would you say that you support or oppose this policy of the FDA? FDA?

Most likely to support current FDA policy:


Men under 50 (55%)

Positive throughout (68%)

Most likely to oppose current FDA policy:

Women over 50 (56%)

College-educated women (53%)

65 and over (59%)

Negative throughout (71%)


Please tell me if you agree or Please tell me if you agree or disagree...disagree...

26%

39%

40%

52%

69%-30%

-45%

-57%

-51%

-73%

... It would be better for food manufacturers to provide more detailed information through toll-free phone

numbers and web sites.

Instead of labeling all foods, we should put labels on foods that are NOT genetically modified, so that people

who want to choose these foods can.

Identifying genetically modified foods with labels is not that important if the modified foods are not significantly different in either content or nutrition from other foods.

Identifying genetically modified foods with labels is not that important if the FDA, EPA and USDA all agree that

the foods are safe.

Food manufacturers should be allowed to label genetically modified foods if they choose, but it does not need to be

mandated by law.

Disagree Agree


MessengersMessengers


MessengersMessengers

• Medical groups have the greatest credibility on biotechnology issues.

• Farmers, regulatory agencies, nutritionists, and independent researchers rank next.

• Environmentalists, consumer advocates, retailers, and food manufacturers have the least credibility.


37%

36%

30%

30%

30%

29%

29%

28%

16%

16%

13%

9%

7%

50%

50%

55%

53%

52%

55%

55%

55%

51%

49%

49%

52%

46%

87%

86%

85%

83%

82%

84%

84%

83%

How much trust would you have in statements How much trust would you have in statements about food biotechnology and genetic about food biotechnology and genetic modification made by…?modification made by…?

A lot Some

American Medical Association

American Pediatric Association

Farmers and farm groups

Food and Drug Administration

Department of Agriculture

Environmental Protection Agency

American Dietetic Association

Independent researchers and scientists

Environmental groups like Sierra Club

Consumer advocates such as Nader

Greenpeace

Grocers and grocery stores

Food manufacturing companies

67%

65%

62%

61%

53%

September 1 9 9 9 B S M G W O R L D W I D E G r o c e r y M a n u f a c t u r e r s o f A m e r i c a THE ALLIANCE FOR Better Foods Survey Results.

Documents

e r i c

d e g r o c e r y

g w o r

c t u r e r s o f

labeling gm foods

adults n

labeling slide

key positive messages