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Most Iowa grocery shoppers want real meatMost Iowa grocery shoppers want real meat

Survey shows majority of Iowans strongly support real meat over imitation meat.

September 24, 2019

4 Min Read
beef cattle in field
SAYING ‘NO’: Plant-based imitation meat may be growing in popularity, but Iowa shoppers still want their burgers to come from animals.

For the sixth consecutive year, the Iowa Farm Bureau Food and Farm Index finds that Iowans have a strong affinity for meat and dairy products with more than 9 in 10 (99%) saying their households eat meat, eggs or dairy at least weekly. Also, only a minority of Iowa grocery shoppers would be likely to buy imitation meat over the real thing, even if presented the opportunity.

The sixth annual survey, conducted online by The Harris Poll, among 502 Iowans ages 20 to 60, with primary or shared household grocery shopping responsibilities, shows which choices and issues may be motivating them to make their food purchasing decisions. 

Although plant-based imitation meat options have grown over the years, 94% of shoppers still feel real meat is a healthy option, compared to 74% who say the same of plant-based imitation meat.

The survey shows the majority of Iowans agree that plant-based meat shouldn’t be allowed to use the word “meat” on labels. 

Nearly 75% unlikely to buy plant-based meat

Nearly three-fourths (73%) of Iowa grocery shoppers say they would not be likely to buy plant-based imitation meat over real meat, and two-thirds (68%) of respondents don’t think plant-based imitation meat should be able to use “meat” on its label. After learning more information about the benefits of animal protein in the human diet, three-quarters (72%) of grocery shoppers say they are likely to eat even more meat, eggs and dairy.

That news comes as no surprise to Iowa State University food scientist Ruth MacDonald. “Animal protein continues to be important because it is a high-quality or ‘complete’ protein containing all the essential amino acids. Pork, for example, contains one of the highest amounts of protein per serving and provides needed minerals like selenium, zinc and iron, and vitamins B12, B6, thiamin and niacin,” says MacDonald, chair of the ISU Department of Food Science and Human Nutrition.

The strong consumption of meat, milk and eggs in Iowa has remained consistent over the last six years of the survey:

  • over 8 in 10 grocery shoppers say their households eat beef (86%), chicken (83%) or eggs (84%) at least weekly

  • 6 in 10 (59%) eat pork at least weekly

  • over 9 in 10 (97%) consume dairy weekly — cheese (93%), milk (87%), or yogurt (58%)

Most Iowans not buying lab-grown meat

About 80% of shoppers would decline to buy lab-grown meat if it were available in stores.

The survey also indicates that a small minority of shoppers showing an interest in imitation meat is due to perceived environmental impact. Among those likely to purchase plant-based imitation meat, only a third (34%) say this is due to environmental impact. Frank Mitloehner, an animal science professor at University of California, Davis, challenges the misinformation about the carbon footprint of livestock in the United States.

“According to the Environmental Protection Agency, which looks at emissions for the U.S. across all sectors of society including transportation, power production and use, and agriculture, 30% of all greenhouse gases are due to electricity production and use, followed by transportation at about 27%, and animal agriculture at less than 4%,” Mitloehner says. “So all of livestock in the U.S. accounts for 4%.” 

Also, the National Academies of Sciences found that eliminating all livestock in the U.S. would only reduce greenhouse gas emissions by 2.6%.

Iowans trust farmers

The survey shows that Iowans trust farmers to care for the land and animals and farmers are a trusted source on food safety.

The survey also shows more than 9 in 10 (92%) of Iowa grocery shoppers continue to place trust in Iowa farmers. Nearly 9 in 10 (87%) are confident that Iowa farmers care for their animals responsibly. More than three-quarters (78%) say they are confident that Iowa farmers care for the environment responsibly, and 71% say they are confident that Iowa farmers are taking on the challenge of improving water quality.

Nearly 7 in 10 support GMOs

The Iowa Farm Bureau Food & Farm Index again shows positive sentiment toward GMOs, with nearly 7 in 10 (69%) saying they’ll continue to eat food they normally do knowing it contains GMOs. Large majorities of Iowa grocery shoppers say certain GMO benefits would influence their decision to buy GMO foods. Those are:

  • produce food with better nutritional value (74%)

  • help feed more people in the world (72%)

  • use less herbicide and other pesticides (71%) produce food that is scientifically proven over 20 years to be as safe as food produced from conventional and organic crops (66%)

  • produce food with better texture or flavor (64%), produce better yields to make more efficient use of land (63%), and produce food with longer shelf life, to reduce food waste (60%) 

The Iowa Farm Bureau Food & Farm Index was conducted online July 11-25 in the U.S. by The Harris Poll on behalf of IFBF. The survey included 502 adults, ages 20 to 60, residing in Iowa who have primary or shared responsibility for household grocery shopping. Figures for age, sex, race and ethnicity, education, and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

Source: Iowa Farm Bureau, which is responsible for information provided and is owned by source. Informa Business Media and subsidiaries aren’t responsible for content in this information asset.




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