This article by Sepehr Achard originally appeared in iGrow News.

Key Takeaways:

• The 2024 Consumer Trends Report, commissioned by Regenified™, shows increased awareness and interest in regenerative agriculture among U.S. consumers.
• A new consumer segment, the Emerging Regenerative Market, is highly engaged with regenerative values and ready to support brands offering certified regenerative products.
• Certification, nutrient density, and availability are top consumer priorities, with 89% of the Emerging Regenerative Market willing to pay a premium for regenerative products.
• Expanding access and education on regenerative agriculture could help brands capitalize on this growing consumer interest.

Increased Consumer Demand for Regenerative Agriculture Products

The “Exploring Consumer Appetite for Regenerative Agriculture: A 2024 Consumer Trends Report,” commissioned by Regenified™, surveyed 850 U.S. consumers from July 9 to 26, 2024. The study reveals a growing awareness and interest in regenerative agriculture, particularly among Values Based Shoppers—those who prioritize ethical and environmental considerations in their purchasing decisions. Findings indicate that 68% of Values Based Shoppers are aware of regenerative practices, and 65% expressed strong interest in buying regenerative products upon learning more about their benefits.

The report also identifies a new consumer segment, dubbed the Emerging Regenerative Market, which spans both Values Based Shoppers and General Consumers. This group is highly motivated to support regenerative brands, presenting a unique opportunity for market expansion.

Key Consumer Priorities: Certification, Health, and Availability

The report highlights that certification is a primary factor for consumers, with 72% of Values Based Shoppers and 92% of the Emerging Regenerative Market placing high importance on certified labels to ensure product integrity. Nutrient density also ranks highly, with 80% of Values Based Shoppers and 96% of the Emerging Regenerative Market associating regenerative practices with healthier, nutrient-rich foods.

Despite strong consumer interest, limited availability remains a barrier. Approximately 44% of the Emerging Regenerative Market and 40% of Values Based Shoppers reported difficulty finding regenerative products. The study suggests that expanding the availability of regenerative options, especially in categories like fruits, vegetables, dairy, and grains, could help meet demand and foster consumer loyalty.

The Need for Consumer Education on Regenerative Agriculture Benefits

One notable finding is a gap in consumer understanding. Prior to visual aids, only 37% of Values Based Shoppers felt well-informed about regenerative practices. However, after seeing information on how regenerative agriculture can improve soil health, biodiversity, and nutrient content, 65% expressed “extreme interest” in the approach. This finding underscores the need for educational efforts to raise awareness about the environmental and health benefits of regenerative agriculture.

Willingness to Pay a Premium for Regenerative Products

Consumers in the Emerging Regenerative Market display a strong commitment to aligning purchases with their values, with 89% willing to pay a premium for regenerative products. This interest represents a valuable opportunity for brands to capture a loyal consumer base by offering certified, regenerative options and ensuring product transparency.

A Call for Industry Collaboration

Salar Shemirani, CEO of Regenified, emphasized the importance of industry collaboration to meet the needs of this engaged consumer segment. “The Emerging Regenerative Market is a significant finding. 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,” he said. Shemirani also highlighted the need for brands, retailers, and agricultural peers to work together to build a regenerative supply chain that can support consumer demand from production to shelf.

Read the report on consumer demand for regenerative agriculture here.

License

Achard, Sepehr. "Growing Consumer Demand for Regenerative Agriculture Revealed." iGrow News, 31 Oct. 2024. Republished under Creative Commons Attribution 4.0 License with minor formatting changes.