Regenerative Grazing
Below is taken form Regenified website. It is American data but the trend in the last year is astonishing.
In recent years, encouraging signs for the future of soil health have emerged, from increased adoption of regenerative practices to expanding market access for regenerative products to innovative collaborations across the supply chain. Yet a critical dependency for creating long-term ecological and economic impact through regenerative agriculture deserves close inspection—consumer interest. What do we know about consumers’ understanding and motivations concerning regenerative agriculture today?
To find out, Regenified commissioned an in-depth study to establish key benchmarks on current consumer awareness, interest, and purchase intent, surveying 850 U.S. consumers on questions related to their food shopping criteria and regenerative agriculture. Exploring Consumer Appetite for Regenerative Agriculture: Regenified's 2024 Consumer Report, looks at both General Consumers and Values-Based Shoppers, examining current awareness of regenerative agriculture, what’s driving consumer choices, and the behaviors influencing market trends.
Among the key findings, we observed an intriguing subset of consumers spanning both groups—dubbed the Emerging Regenerative Market—appearing to have significant interest in regenerative values and a desire to purchase regenerative products.
Trust stood out as a critical factor in consumer decision-making, particularly for regenerative products. The data shows that certification plays a key role in building trust, with 72% of Values-Based Shoppers indicating that certification is "extremely important" when making purchasing decisions. Among the Emerging Regenerative Market, this rises to 92%, highlighting their strong demand for clear, credible labeling to ensure confidence in the products they choose.
For Values-Based Shoppers, "increased nutrient density" emerged as a key benefit, with 80% identifying it as a significant factor in purchasing decisions. For the Emerging Regenerative Market, this figure climbs even higher to 96%—it appears to represent an environmental choice that aligns with their desire for better food.
Emerging as a distinct subset from both Values-Based Shoppers and General Consumers based on their heightened interest and engagement with regenerative agriculture, this group was identified through several key data points:
• 73% of the Emerging Regenerative Market are highly knowledgeable about food, nutrition, and health and eager to continue learning about the products they consume.
• 86% of the Emerging Regenerative Market are promoters, highly likely to recommend regenerative products to others, making them loyal advocates for the movement.
• 89% of the Emerging Regenerative Market are willing to go out of their way to find regenerative products, demonstrating their commitment to supporting the regenerative agriculture movement.
• 89% of the Emerging Regenerative Market are ready to pay more for regenerative agriculture products, showing their strong belief in the value these products bring.
• The Emerging Regenerative Market are more likely to seek products with multiple value-based claims—reflecting commitment to aligning their choices with broader ethical and health values.
These individuals are defined not only by their heightened awareness of food, health, and environmental issues but also by their deep-rooted commitment to aligning purchasing decisions with ethical and environmental values. What sets the Emerging Regenerative Market apart is their influence as advocates for the regenerative movement. These consumers are not just purchasers; they are vocal supporters of the products and brands they believe in. Through their recommendations, the Emerging Regenerative Market helps raise awareness of regenerative agriculture, serving as ambassadors for a more resilient food system.
Read the full report here: https://regenified.com/wp-content/uploads/2024/10/Regenified-2024-Consumer-Report.pdf
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