MEMORANDUM 

To: Roundtable hosts, co-panelists, and public participants 

From: Laura MacCleery, Vice President, Consumer Policy and Mobilization

Date: October 14, 2016

Re: Consumer Reports materials for the Federal Trade Commission and 

U.S. Department of Agriculture public roundtable on consumer 

perceptions of “organic” claims for non-agricultural products

 

Consumer Reports welcomes the opportunity to participate as a panelist in the 

upcoming public roundtable titled “Consumer Perceptions of ‘Organic’ Claims,”

which is co-hosted by the Federal Trade Commission (FTC) and the U.S. 

Department of Agriculture (USDA). The roundtable will focus on consumers’ 

interpretations of “organic” claims for non-agricultural products and services, as 

well as approaches the FTC and USDA can take to address potential deception.

As an independent, nonprofit organization that works side by side with consumers 

to create a fairer, safer, and healthier world, Consumer Reports regularly conducts 

survey research to better understand what product labeling means to consumers 

and how it may affect their purchasing decisions. In April 2016, the Consumer 

Reports National Research Center released a report on its nationally representative 

survey of 1,001 adult U.S. residents on food labels. It finds, among other conclusions,

that consumers expect strong standards for organic food and that they are looking 

at labels on processed foods to help inform first-time purchase decisions. This

report is enclosed for your review prior to the roundtable.

In addition, Consumer Reports offers the following links to several other materials

that—while not considered integral to our upcoming discussion—may be of interest. 

These include an August 2014 video on safer makeup, a research report on our 2015

Natural Food Labels Survey, a December 2015 article on organic mattress labels, 

and a May 2016 article on “natural” mosquito repellent.

Thank you for your consideration.

Enclosure: Consumer Reports National Research Center, Food Labels Survey (Apr. 6, 

2016) (also online at CR.org).

1101 17th Street NW, Suite 500

Washington, DC 20036

(202) 462-6262
CONSUMER REPORTS® NATIONAL RESEARCH CENTER

Survey Research Report

Food Labels Survey

2016 Nationally-Representative Phone Survey

April 6, 2016
Consumer Reports® National Research Center

2

Introduction

In February, 2016, the Consumer Reports® National Research Center conducted a nationally representative phone 

survey to assess consumer opinion regarding the labeling of food. Opinion Research Corporation (ORC) of 

Princeton, New Jersey administered the survey to a nationally representative sample of 1,001 adult U.S. residents 

(half of the respondents were women) through its CARAVAN Omnibus Survey. Respondents were selected by 

means of random-digit dialing and were interviewed via phone. The data were statistically weighted so that 

respondents in the survey are demographically and geographically representative of the U.S. population. This 

report summarizes the findings from this survey.

Highlights

CONSUMER FOOD SHOPPING BEHAVIORS

More Consumers Buy Natural Food than Organic Food

 A greater percentage of consumers buy natural (73%) versus organic (58%) food. When asked about the price 

of natural versus organic food, many (67%) consumers say organic food is more expensive than natural food. 

Interestingly, a quarter say there is little price difference between natural and organic food.

Most Consumers Willing to Pay More for Fruits/Vegetables Produced Under Fair Work Conditions

 Most consumers (79%) are willing to pay more per pound for fruits and vegetables produced by workers who 

earned a living wage and were treated fairly.

Consumers are Looking at Labels on Processed Foods to Help Inform First Time Purchase Decisions

 The clear majority of consumers look for information on the package of a processed food item to decide 

whether to purchase that food item for the first time; 79% look at nutrition facts, 77% read the ingredient list,

and 68% look at the information on the front of the package.

LABELING AND SAFETY STANDARDS

Most Consumers Believe ‘GRAS‘ Means FDA Deemed the Ingredient Safe

 Companies primarily bring new food ingredients to market through an FDA system called GRAS, which stands 

for 'generally recognized as safe.’ Many consumers believe that ‘GRAS’ means the FDA has evaluated the 

ingredient and deems it to be safe (77%) or the FDA keeps track of the new ingredient's safety and use (66%), 

though this is not true. However, 71% think that ‘GRAS’ means that the company using the ingredient deems it 

to be safe, which is true.

Consumers Want Same Uniform USDA Standards Across Companies

 When consumers were told that the USDA often allows companies to set their own standards on meat, the 

clear majority (94%) of consumers said all companies should meet the same standards for labels on meat

(rather than set their own standards).

Consumers Expect Strong Standards for Organic Food

 Many consumers think federal standards for fish labeled ‘organic’ should require 100% organic feed (87%), no 

antibiotics/other drugs are used (82%), no added colors to the feed/fish (80%), or no open fish net farms (68%).

 Seven out of 10 consumers think the USDA should NOT permit the use of non-organic ingredients in organic 

food production if they are NOT deemed essential.
Consumer Reports® National Research Center

3

Consumers Seek Information About Food Origin

 The overwhelming majority of consumers want labels on meat/poultry/fish/produce to reflect country of 

origin (87%) or state of origin (74%).

 An outstanding percentage of consumers (93%) want to know if their meat is from outside the United States. 

Many consumers (60%) want the label to include where the animal was born/raised and where the animal was 

slaughtered. A sizable percentage of consumers (33%) want more stringent labeling; if the animal was born or 

raised in a different country, these consumers feel this food is a product of that country. 

 Consumers are split on whether countries outside the U.S. should have the right to dispute the information 

provided on labels of food sold in the U.S.

 Nearly half (45%) of consumers disagree with the recent decision by Congress to repeal the requirement that 

labels on beef and pork specify the countries where the animals were born/raised/slaughtered; a quarter 

agree with this decision and 29% have no opinion.

Consumers Want Standards for Meat Raised with Drugs 

 Many consumers reported being extremely or very concerned that routinely feeding healthy animals 

antibiotics and other drugs may allow animals to be raised in crowded and unsanitary conditions (68%), create 

new bacteria that cause illnesses that antibiotics cannot cure (65%), lead to environmental pollution (53%), or

artificially promote growth (51%).

 When consumers see the ‘raised without antibiotics’ label on meat, half correctly think this means no 

antibiotics were administered to the animal; a quarter mistakenly think this label means no antibiotics or ANY 

other drugs were administered to the animal. 

 Most (84%) consumers think the government should require that meat from healthy animals routinely fed 

antibiotics be labeled as ‘raised with antibiotics.’ 

 The overwhelming majority (88%) of consumers think the government should require that meat raised with 

hormones/ractopamine be labeled as such. 

 Most (87%) consumers think animals should not be given hormones, ractopamine or other growth promoting 

drugs. 

Consumers Want Strong Federal Safety and Labeling Standards for Genetically Engineered Food

 An overwhelming majority of U.S. consumers think that before genetically engineered food can be sold it must 

be labeled as such (86%) or meet government safety standards (84%).

 Accordingly, an outstanding percentage of Americans (93%) want the government to legally require that 

genetically engineered salmon be labeled as such.

 Moreover, over half (53%) are less likely to buy salmon if it isn’t possible to tell if the salmon is genetically 

engineered.

Consumers Have High Expectations for ‘Grass-fed’ Label on Meat

 Many believe this label should mean the animal was exclusively fed grass for MOST of its life (69%), the 

animal's diet was 100% grass for its ENTIRE life (66%), the animal was allowed to graze on grass during the 

pasture growing season, but ate grain other times (60%), or the animal was not routinely given drugs such as 

antibiotics and hormones (58%).

 Six out of 10 consumers think companies should be able to make a partial grass-fed claim if the animal’s diet 

was less than 100% grass.

Many Consumers Don’t Understand ‘No Nitrates’ Label

 Nearly two-thirds of consumers think a ‘No Nitrates’ label means no nitrates at all, whether from an artificial 

or natural source, were used; however, this is not true. 

 Two thirds of consumers are aware of the recent World Health Organization conclusion that some processed 

meats can increase the risk of cancer; over a third were unware of this finding. 
Consumer Reports® National Research Center

4

Consumers Want Fructose Origin Labeling

 Nearly 8 out of 10 consumers want the origin of fructose to be listed on labels.

 When asked about the origin of fructose, many consumers say fructose could be made from high fructose corn 

syrup (76%), sugar cane/beets (66%), or fruit (53%).

CLAIMS OF HUMANE TREATMENT OF WORKERS AND ANIMALS

Consumers Want More Stringent Standards for ‘Fair Trade’ Label on Food

 While many consumers think that the ‘fair trade’ label on food currently means that farm workers were 

provided with a fair living wage (61%), farm workers were provided with healthy working conditions (61%), the 

food was produced by small-scale independent farmers (50%), or no toxic pesticides were used (43%); an even 

greater percentage feel that this label should mean that farm workers were provided with a fair living wage

(79%), farm workers were provided with healthy working conditions (80%), the food was produced by smallscale independent farmers (62%), or no toxic pesticides were used (68%).

Consumers Have High Expectations for Humanely Raised Claim on Eggs, Dairy and Meat

 Many consumers think a humanely raised claim on eggs, dairy and meat currently means the farm was 

inspected to verify this claim (82%), the animals had adequate living space (77%), the animals were 

slaughtered humanely (71%), the animals went outdoors (68%), the animals were raised in houses with clean 

air (65%), or the animals were raised without cages (57%). Accordingly, a greater percentage of consumers 

believe this claim should mean that the farm was inspected to verify this claim (88%), the animals had 

adequate living space (86%), the animals were slaughtered humanely (80%), the animals were raised in houses 

with clean air (78%), the animals went outdoors (78%), or the animals were raised without cages (66%).
Consumer Reports® National Research Center

5

CONSUMER FOOD SHOPPING BEHAVIORS

More Consumers Buy Natural Food than Organic Food

A greater percentage of consumers typically buy natural (73%) versus organic (58%) food. When asked about the 

price of natural versus organic food, many (67%) consumers say organic food is more expensive than natural food. 

Interestingly, a quarter say there is little price difference between natural and organic food.

Consumer Perception of Cost of Natural vs. Organic Food

Base: All respondents (1001)
Consumer Reports® National Research Center

6

Most Consumers Willing to Pay More for Fruits/Vegetables Produced Under Fair Work Conditions

Most consumers (79%) are willing to pay more per pound for fruits and vegetables produced by workers who 

earned a living wage and were treated fairly. Our 2014 Food Labels Survey1also found that 79% of consumers are

willing to pay more; however, compared to 2014, there was a slight increase in the percentage willing to pay a 

dollar more (14% in 2016 versus 9% in 2014).

Consumer Willingness to Pay More for Fair Trade Fruits/Vegetables

2014 2016

Would be willing to pay more (Net) 79% 79%

10 cents more per pound 22% 20%

25 cents more 22% 18%

50 cents more 20% 21%

One dollar more 9% 14%

More than one dollar more per pound 5% 6%

Would NOT be willing to pay any more 18% 18%

Total 1004 1001

Base: All respondents

Consumers are Looking at Labels on Processed Foods to Help Inform First Time Purchase Decisions

The clear majority of consumers look for information on the package of a processed food item to decide whether 

to purchase that food item for the first time; 79% look at nutrition facts, 77% read the ingredient list, and 68% look 

at the information on the front of the package.

Percentage of Consumers Using Package Information during First Time Purchase Decision

Base: All respondents (1001)

 

1

2014 nationally representative phone survey of 1004 U.S. adults, conducted with ORC from April 17-19, 2014.
Consumer Reports® National Research Center

7

LABELING AND SAFETY STANDARDS

Most Consumers Believe ‘GRAS‘ Means FDA Deemed the Ingredient Safe

Companies primarily bring new food ingredients to market through an FDA system called GRAS, which stands for 

'generally recognized as safe.’ Many consumers believe that ‘GRAS’ means the FDA has evaluated the ingredient 

and deems it to be safe (77%) or the FDA keeps track of the new ingredient's safety and use (66%), though this is 

not true. However, 71% think that ‘GRAS’ means that the company using the ingredient deems it to be safe, which 

is true.

What Consumers Think ‘GRAS’ Means

Base: All respondents (1001)

Consumers Want Same Uniform USDA Standards Across Companies

When consumers were told that the USDA often allows companies to set their own standards on meat, the clear 

majority (94%) said all companies should meet the same standards for labels on meat (rather than set their own 

standards).

Consumer Preference for Standards for Meat

Base: All respondents (1001)
Consumer Reports® National Research Center

8

Consumers Expect Strong Standards for Organic Food

Many consumers think federal standards for fish labeled ‘organic’ should require 100% organic feed (87%), no 

antibiotics/other drugs are used (82%), no added colors to the feed/fish (80%), or no open fish net farms (68%).

Consumer Opinion of Required Federal Standards for ORGANIC Fish

Base: All respondents (1001)

Seven out of 10 consumers think the USDA should NOT 

permit the use of non-organic ingredients in organic 70% food production if they are NOT deemed essential.

 

Say no to use of non-organic ingredients in organic food 

production if they are NOT deemed essential
Consumer Reports® National Research Center

9

Consumers Seek Information about Food Origin

The overwhelming majority of consumers want labels on meat/poultry/fish/produce to reflect country of origin 

(87%) or state of origin (74%).

An outstanding percentage of consumers (93%) want to know if their meat is from outside the United States. 

Consumers were asked about their preference for country of origin labeling on meat that came from a different 

country like Mexico. Many consumers (60%) want the label to include where the animal was born/raised and 

where the animal was slaughtered. A sizable percentage of consumers (33%) want more stringent labeling; if the 

animal was born or raised in a different country, these consumers feel this food is a product of that country. Few 

consumers (4%) adopt the more lenient view that being slaughtered in the USA is sufficient for this meat to be 

labeled as a USA product.

Consumer Preference for Country of Origin Labeling on Meat

Base: All respondents (1001)

Consumers are split on whether countries outside the 

U.S. should have the right to dispute the information 

provided on labels of food sold in the U.S; 50% think 

countries outside the U.S. should NOT have this right, 

while 48% think they should.

Nearly half (45%) of consumers disagree with the 

recent decision by Congress to repeal the requirement 

that labels on beef and pork specify the countries 

where the animals were born/raised/slaughtered; a 

quarter agree with this decision and 29% have no 

opinion.

50% 

Think countries outside of the U.S. should NOT have the right 

to dispute the information on labels of food sold in U.S.

45% 

Disagree with the decision by Congress to repeal more specific 

country of origin labeling
Consumer Reports® National Research Center

10

Consumers Want Standards for Meat Raised with Drugs 

Many consumers reported being extremely or very concerned that routinely feeding healthy animals antibiotics 

and other drugs may allow animals to be raised in crowded and unsanitary conditions (68%), create new bacteria 

that cause illnesses that antibiotics cannot cure (65%), lead to environmental pollution (53%), or artificially 

promote growth (51%).

Consumer Concerns Regarding Feeding Drugs to Healthy Animals

Base: All respondents (1001)

Concerned = Extremely/Very concerned

Not concerned = Not very/Not at all concerned

Most (87%) consumers think animals should not be 

given hormones, ractopamine or other growth 87% promoting drugs. 

Think animals should not be given growth promoting drugs
Consumer Reports® National Research Center

11

When consumers see the ‘raised without antibiotics’ label on meat, half correctly think this means no antibiotics 

were administered to the animal. A quarter mistakenly think this label means no antibiotics or ANY other drugs 

were administered to the animal. About 1 in 7 believe this label means no antibiotics that humans use were 

administered to the animal. 

Consumer Perception of RAISED WITHOUT ANTIBIOTICS Label on Meat

Base: All respondents (1001)

Most (84%) consumers think the government should 

require that meat from healthy animals routinely fed 

antibiotics be labeled as ‘raised with antibiotics.’ 

The overwhelming majority (88%) of consumers think 

the government should require that meat raised with 

hormones/ractopamine be labeled as such. 

84% 

Think government should require label for meat from animals 

routinely fed antibiotics

88% 

Think government should require label for meat raised with 

hormones/ractopamine
Consumer Reports® National Research Center

12

Consumers Want Strong Federal Safety and Labeling Standards for Genetically Engineered Food

An overwhelming majority of U.S. consumers think that before genetically engineered food can be sold it must be 

labeled as such (86%) or meet government safety standards (84%). Accordingly, an outstanding percentage of 

Americans (93%) want the government to legally require that genetically engineered salmon be labeled as such. 

Moreover, over half (53%) are less likely to buy salmon if it isn’t possible to tell if the salmon is genetically 

engineered.

Consumer Likelihood to Buy Salmon, if Not Possible to Tell if Salmon is GMO

Base: All respondents (1001), Don’t purchase salmon = 8%, Unsure = 1%

No 

difference 

32%

More 

likely 6%

Less 

likely 

53%
Consumer Reports® National Research Center

13

Consumers Have High Expectations for ‘Grass-fed’ Label on Meat

Consumers were asked about their perception of the ‘grass-fed’ label on meat. Many believe this label should 

mean the animal was exclusively fed grass for MOST of its life (69%), the animal's diet was 100% grass for its 

ENTIRE life (66%), the animal was allowed to graze on grass during the pasture growing season, but ate grain other 

times (60%), or the animal was not routinely given drugs such as antibiotics and hormones (58%).

Consumer Opinion of What GRASS-FED Label on Meat Should Mean

Base: All respondents (1001)

Six out of 10 consumers think companies should be able to make a partial grass-fed claim if the animal’s diet was 

less than 100% grass.

Many Consumers Don’t Understand ‘No Nitrates’ Label

Nearly two-thirds of consumers think a ‘no nitrates’ label means no nitrates at all, whether from an artificial or 

natural source, were used; however, this is not true. 

Consumer Perception of NO NITRATES Label

Base: All respondents (1001)

Two thirds of consumers are aware of the recent World Health Organization conclusion that some processed 

meats can increase the risk of cancer; over a third were unware of this finding. 
Consumer Reports® National Research Center

14

Consumers Want Fructose Origin Labeling

Nearly 8 out of 10 consumers want the origin of fructose to be listed on labels. When asked about the origin of 

fructose, many consumers say fructose could be made from high fructose corn syrup (76%), sugar cane/beets 

(66%), or fruit (53%).

Consumer Perception of Origin of Fructose

Base: All respondents (1001)
Consumer Reports® National Research Center

15

CLAIMS OF HUMANE TREATMENT OF WORKERS AND ANIMALS

Consumers Want More Stringent Standards for ‘Fair Trade’ Label on Food

While many consumers think that the ‘fair trade’ label on food currently means that farm workers were provided 

with a fair living wage (61%), farm workers were provided with healthy working conditions (61%), the food was 

produced by small-scale independent farmers (50%), or no toxic pesticides were used (43%); an even greater 

percentage feel that this label should mean that farm workers were provided with a fair living wage (79%), farm 

workers were provided with healthy working conditions (80%), the food was produced by small-scale independent 

farmers (62%), or no toxic pesticides were used (68%).

Consumer Perception of FAIR TRADE Label on Food

Base: All respondents (1001)
Consumer Reports® National Research Center

16

Consumers Have High Expectations for Humanely Raised Claim on Eggs, Dairy and Meat

Many consumers think a humanely raised claim on eggs, dairy and meat currently means the farm was inspected to 

verify this claim (82%), the animals had adequate living space (77%), the animals were slaughtered humanely

(71%), the animals went outdoors (68%), the animals were raised in houses with clean air (65%), or the animals 

were raised without cages (57%). Accordingly, a greater percentage of consumers believe this claim should mean 

that the farm was inspected to verify this claim (88%), the animals had adequate living space (86%), the animals 

were slaughtered humanely (80%), the animals were raised in houses with clean air (78%), the animals went 

outdoors (78%), or the animals were raised without cages (66%).

Consumer Perception of HUMANELY RAISED Claim on Eggs, Dairy and Meat

Base: All respondents (1001)

Summary

Our findings show a clear majority of consumers look to labels when deciding whether to purchase food. 

Accordingly, many consumers want strong federal standards for a range of food related issues and labels, including 

feeding drugs to animals, food origin labeling, and genetically engineered food. Survey findings also show

consumers want more from a variety of food labels and claims. Many would even pay more to purchase food 

produced by workers under fair working conditions. Consumers are looking to food labels for information. They 

have high expectations of those labels.

Methodology

This phone survey was fielded by ORC using a nationally-representative sample. The survey was conducted

February 25-28, 2016. The margin of error is +/- 3.1 percentage points at a 95% confidence level. The margin of 

error may be higher for subgroup analysis.