Dallas, TX—Exploring Consumer Appetite for Regenerative Agriculture: A 2024 Consumer Trends Report, provides benchmarks on consumer awareness, interest, and purchasing intent in regenerative agriculture. Commissioned by Regenified, the research involved 850 U.S. consumers, segmented into General Consumers and Values Based Shoppers.
A key finding: An emerging subset of consumers—dubbed the Emerging Regenerative Market—demonstrate significant interest in regenerative values and a desire to purchase regenerative products. The data also highlights the need to increase understanding and access. Consumers preferences for certification, nutrient density, and product availability suggest the opportunity for market expansion.
Exploring Consumer Appetite for Regenerative Agriculture reveals:
- Rising awareness: 68% of Values Based Shoppers are aware of regenerative agriculture
- Growing interest: 65% of Values Based Shoppers expressed strong interest in purchasing regenerative products after learning more.
- Emerging Regenerative Market: 32% of Values Based Shoppers and 20% of General Consumers qualify as the Emerging Regenerative Market. These highly engaged consumers are eager to share their knowledge and support brands that align with their values, Regenified reports.
- Certification is critical: 72% of Values Based Shoppers and 92% of the Emerging Regenerative Market place high importance on certification when choosing products. Regenified says consuemrs demand clear labeling to ensure trust in the products they choose.
- Health and nutrient density is a priority: 80% of Values Based Shoppers and 96% of the Emerging Regenerative Market expressed desire for nutrient-dense foods, correlating regenerative practices and healthier choices.
- Willingness to pay a premium: 89% of the Emerging Regenerative Market are willing to pay more for regenerative products. Regenified says this reflects strong consumer commitment to align purchasing decisions with ethical and environmental values.
- Supply is a barrier: Limited availability is a challenge for 40% of Values Based Shoppers and 44% of the Emerging Regenerative Market, signaling a need to expand access to regenerative products.
- Education is needed: A knowledge gap in the survey highlights the need to educate consumers about the benefits of regenerative agriculture, Regenified says. Before being shown visual aids, only 37% of Values Based Shoppers reported a strong understanding of it; when presented with information illustrating how regenerative practices can improve soil health, increase biodiversity, and enhance nutrient density in food, 65% of Values Based Shoppers reported being "extremely interested" in regenerative agriculture.
The Regen Ag opportunity
Regenified notes that even as interest in regenerative products rises, availability remains limited. Expanding the presence of regenerative products in categories like fruits, vegetables, dairy, and grains can help meet demand and build consumer loyalty, the organization contends. "The Emerging Regenerative Market is a significant finding," says Salar Shemirani, CEO of Regenified. "These consumers are loyal advocates for the movement, creating an exciting opportunity for brands and retailers to meet the rising demand for certified regenerative products."
Shemirani adds, "Consumers in the Emerging Regenerative Market are ready to make positive changes through their purchasing decisions, but farmers can't meet this demand alone. We invite brands, retailers and peers across the industry to unite and serve these consumers by fostering a truly regenerative supply chain, from field to shelf."
Access a white paper detailing the data set, graphics and additional findings, at https://regenified.com/2024-consumer-report.
