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CHICAGO -- As they navigate supermarket aisles in search of the best items, shoppers are increasingly looking for seals, standards, and symbols that denote higher quality: More than nine in 10 Americans today consider trust marks to some degree when shopping.
A new "What's In Store" survey of consumer shopping habits commissioned by ConAgra Foods yielded the following findings:
--Ninety-five percent of Americans say they would consider quality symbols, seals and trust marks when food shopping.
--Four times as many survey respondents said they're more likely to consider buying foods based on trust marks today than they were last year, as opposed to only a quarter as many who said they were less likely to consider such marks.
--The eight most popular trust marks consumers look for are those for whole grains, heart-healthy foods, zero grams trans fats, low sodium, natural, the U.S. Dietary Guidelines, organic, and kosher.
"Consumers are telling us they're looking for food choices that are more nutritious, along with great-tasting, and convenient, but they want help in identifying what's good for them," said Debbie Carosella, v.p., strategic marketing, ConAgra Foods Consumer Foods, in a statement. "We're trying to help by working with retailers to simplify people's shopping experience, and by putting appropriate quality seals on products meeting specific standards related to the new Dietary Guidelines. Interestingly, we're also seeing more mainstream shoppers ask for the quality, freshness, and purity assurance they get from the Kosher seal."
The survey was conducted by Ipsos U.S. Express on behalf of ConAgra Foods among a nationally representative sample of 1,023 American adults from April 25 to April 27, with a margin of error of +/- 3 percentage points.
ConAgra, one of North America's largest packaged food companies, offers such consumer brands as Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, Orville Redenbacher's, and PAM.