U.S. West Consumer Preferences for Specialty Labeled Processed Fo

Applied Economics/2025-05pr

U.S. West Consumer Preferences for Specialty Labeled Processed Foods Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Makaylie Langford, Research Assistant, Department of Applied Economics Karin Allen, Associate Professor and USU Extension Specialist, Department of Nutrition, Dietetics, and Food Sciences Ruby Ward, Professor and USU Extension Specialist, Department of Applied Economics

Introduction

In the United States, consumer demand for specialty processed foods is increasingly centered on natural, organic, and local offerings that represent health and ethical values. In 2023, organic food sales reached approximately $63.8 billion, reflecting a 3.4% increase from the previous year, with packaged food categories such as sauces, baked goods, and baby foods leading the growth (Gillco, 2022). Health remains the strongest motivator for organic food consumption, with more than 55% of consumers choosing organic foods to avoid pesticides and synthetic additives (Funk & Kennedy, 2016). While only about one-third of consumers believe organic foods taste better, this perception is significantly higher among frequent organic food buyers (Funk & Kennedy, 2016).

Highlights •

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Producers, food makers, and processors can use this fact sheet’s information to improve decision-making related to product development, pricing, placement, and promotion. Survey results suggest that while consumers view both organic and local products favorably, health and safety attributes are important for organic products, and freshness and taste attributes are more important for local products. Product options that included two labels were valued higher than the products that only included one specialty label. Consumers’ willingness to pay underscores the value consumers place on specialty production practices.

Preferences for locally labelled foods are also prominent • as consumers associate local sourcing with supporting the regional economy, greater variety, and healthier options (Stanton et al., 2018). Farmers markets amplify this demand by fostering community connections and strengthening consumer trust. These values align with the growing clean label movement, in which shoppers prioritize minimally processed foods free from artificial additives, preservatives, or hormones, and seek transparency in ingredient lists (GlobeNewswire, 2024; Williams, 2023). 1

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U.S. West Consumer Preferences for Specialty Labeled Processed Fo

Published on Dec 18, 2025

Utah State University Extension

In the United States, consumer demand for specialty processed foods is increasingly centered on natural, organic, and local offerings that represent health and ethical values. In 2023, organic food sales reached approximately $63.8 billion, reflecting a 3.4% increase from the previous year, with packaged food categories such as sauces, baked goods, and baby foods leading the growth (Gillco, 2022). Health remains the strongest motivator for organic food consumption, with more than 55% of consumers choosing organic foods to avoid pesticides and synthetic additives (Funk & Kennedy, 2016). While only about one-third of consumers believe organic foods taste better, this perception is significantly higher among frequent organic food buyers (Funk &. Kennedy, 2016).