Consumers significantly influence the direction of food and agricultural systems. The Center for Food Demand Analysis and Sustainability (CFDAS) is taking a monthly pulse on what consumers are thinking, what they can afford and what food attributes are most important to them to better guide farmers and retailers along the supply chain.
Consumer Food Insights, Volume 4, Issue 5, May 2025
Key insights include:
- Consumers value taste and affordability above other food values, including nutrition.
- 76% of consumers agree that their health depends on what they eat daily; 81% agree that improving health starts with improving diet.
- Those who report having poor diets also tend to report not having easy access to food.
- A larger share of consumers with poor (50%) or fair (45%) diets say they rarely think about the health effects of the foods they eat.
- The majority of respondents expect food marketed as healthy to be high in certain nutrients, minimally processed and low in additives.
- People are generally aware of their diet health, as seen when comparing diet quality scores by self-rated diet quality
Survey Questionnaire: May 2025
Formulas and Calculations
Past Consumer Food Insights
WHAT WOULD YOU LIKE TO KNOW ABOUT CONSUMERS?
If you are interested in additional analysis or adding questions to the survey, consider joining our Consumer Insights consortium. Contact rdevans@purdue.edu to learn more.