Recent research from Povaddo uncovers Americans’ most pressing concerns about the food & beverage industry, as well as ways that companies can increase trust in their industry.
Key Insights
Americans are generally more concerned about the way food & beverage products are grown or produced (GMOs, ultra processed foods, preservatives) than about added ingredients (added sugars, artificial flavors & dyes).
Across generations, Boomers are most skeptical of the food & beverage industry and its products. However, they are also less likely to closely consider nutrition facts and labels when buying food.
Food & beverage companies can increase trust in their industry by being transparent about food production practices and by making healthier options more affordable and accessible. The latter is more important to certain audiences, including Gen Z, women, and lower-income Americans.
Despite several brands’ recent announcements that they are eliminating seed oils in their products, Americans’ level of concern about seed oils is quite low (15%).
These concerns are consistent between Democrats and Republicans. This is a bit surprising given Republicans’ increased support for the MAHA movement, which has flagged many of these issues.
Gen Z is about half as likely as Boomers to express concern across all of these issues.
Parents are most likely to spend time inspecting food labels for ingredients and nutrition facts (43%) as well as how the food was grown or produced (37%) when buying food.
Despite their higher levels of concern about food & beverage product additives, Boomers are less likely than average to consider labels “a great deal” when buying food.
Parents are more confident in food and beverage companies’ transparency.
Boomers’ opinions toward the industry continue to fall behind those of younger adults.
Boomers — and Gen X in this case — are again more focused on the issue of additives in food & beverage products, while Gen Z’s trust in the industry would increase most if healthier options were simply more accessible and affordable.
Similarly, women and lower-income Americans care most about healthy options simply being accessible and affordable.
America’s Point of View (APOV)
APOV is a thought leadership series designed to contribute to the public debate about key issues impacting society and to help organizations navigate the complexities of today’s dynamic landscape.
About This Study
Sample: n=1,001 general population adults (18+)
Methodology: Online survey
Field Dates: August 19-27, 2025
Weighting: The data was weighted by age, gender, ethnicity, race, education, income, region, and political party affiliation to match national statistics
Margin of error: ±3.1% (national level)
For further study details, please contact: info@povaddo.com
About Povaddo
Povaddo is a research firm that specializes in helping our clients develop better strategies and stronger communications to address complex issues and challenges that are facing their organizations.
For over 15 years, Povaddo has completed north of 1,000 studies – surveys, focus groups, and in-depth interviews – across more than 100 countries and six continents. During this time, Povaddo has developed a reputation as one of the foremost opinion research firms capable of handling projects all over the world.
Learn more about PovaddoFor business inquiries, please contact us at: info@povaddo.com
