Editor's Note: Shopping Smarter, Supporting Ag

Shopping Smarter, Supporting Ag

Each year, the Iowa Food & Family Project (Iowa FFP) conducts the Consumer Pulse Survey to gain feedback and information from Iowa consumers about several important topics. The goals of the survey include exploring changes in grocery shopping behaviors and attitudes, sentiment toward Iowa farmers and agriculture practices, and identifying perceptions of the Iowa FFP.

The most recent survey was fielded in December 2024 and compares responses from a group of Iowans connected to Iowa FFP and another group of general Iowa consumers.

Not surprisingly, price was shown to have the biggest influence on grocery shopping habits, and many respondents indicated they’re using sales, coupons and opting for store brands to manage expenses. Other top grocery purchasing factors were quality, emphasizing the importance of freshness and brand reliability, as well as store convenience and ease of shopping.

Results were positive regarding favorability toward Iowa agriculture, farmers and their practices. The advocacy score for Iowa agriculture increased, with most respondents likely to speak positively about the agriculture industry in Iowa. Respondents believe farmers are working hard regarding water quality conservation but would like to see additional efforts in this area.

Respondents view Iowa FFP as a very trustworthy resource for information, and high marks were given to Iowa FFP for helping create a positive view of Iowa agriculture and advocating on behalf of Iowa’s ag industry.

The insights from the Consumer Pulse Survey reinforce the strong connection between Iowa consumers and agriculture. While grocery shopping decisions are heavily influenced by price, quality and convenience, it’s encouraging to see continued trust in Iowa farmers and their commitment to sustainability. The feedback also highlights the vital role Iowa FFP plays in fostering positive perceptions of agriculture and providing trustworthy information.

As we move forward, these survey results will help shape Iowa FFP’s content, events and partnerships to better serve Iowans and strengthen the bond between food, farming and families across the state.

Enjoy the issue, Lydia Zerby