CONAGRA FOODS SURVEY - SEALS & STANDARDS OF QUALITY GIVE GROCERY SHOPPERS CONFIDENCE
Consumers Increasingly Seek Trust Marks as Signs of Better Food; Consumer Trend towards Trust Marks: Organic and Kosher Trust Marks ”Seal the Deal” More Than Ever
CHICAGO–(BUSINESS WIRE)–May 8, 2006– “What’s In Store” FMI consumer surve
For many, Kosher is the New Organic
The Kosher trend is also gaining momentum as more people come to understand the quality connection associated with the Kosher seal - which certifies both high-quality ingredients and processes that meet strict Kosher standards. More than one in 10 Americans in the “What’s In Store” survey recognized the Kosher quality seal as something they would consider when making quality food-purchasing decisions.
For retailers, the correlation between increased consumer interest in the Kosher category and the success of the organic movement is noteworthy. Many consumers find similar appeal for product attributes in both the Kosher and organic categories, as motivations for choosing Kosher - such as quality and purity of ingredients, and adherence to strict standards during manufacturing - are closely akin to the driving motivations behind the strong organic trend. For consumers, Kosher and organic products satisfy the need for better, higher quality foods.
Food products such as premium Hebrew National(R) Kosher Beef franks, made with 100 percent Kosher quality beef with no artificial colors, flavors or by-products, have shown unprecedented growth and demand in recent years. The Kosher frank continues to gain mainstream market acceptance, moving from a niche product to one with national appeal. ConAgra Foods intends to position the brand to further accelerate the growing demand for Hebrew National franks, enhancing in-store marketing efforts to more clearly identity and highlight the benefits of Kosher.

Unfortunately, it is not practical to simply put all of the results up on this blog or even a separate web site. There was a significant amount of information generated by the survey; simply cutting and pasting charts and numbers is not a good option. Because I am committed to sharing the full results with the community, I need time to generate a final report. Those people who provide their e-mail address will get the report sent directly to them as soon as it is released.