Applied Economics/2025-04pr
U.S. West Consumer Processed Food Preferences and Consumption Habits Makaylie Langford, Research Assistant, Department of Applied Economics Kynda Curtis, Professor and USU Extension Specialist, 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
A study was conducted by Utah State University (USU) in the fall of 2024 to determine western U.S. consumer preferences and willingness to pay (WTP) (i.e., pricing) for regionally sourced processed food products. Study data were collected via an online survey of consumers using the Qualtrics response system. A total of 1,282 responses were collected from all U.S. western states and territories. Qualtrics recruited respondents to ensure that sample averages for age, education level, and annual household income were representative of the region’s demographics. The survey included questions on respondent demographics, food-related lifestyle and behaviors, consumption habits and expenditures, and preferences for specialty labeled foods and food characteristics. Consumer preferences, purchasing habits, and pricing were examined for three processed food products: packaged beef jerky, bottled mild salsa, and bottled tart cherry juice. These products were chosen due to raw product availability in the study region as well as their popularity with cottage and small food makers and processors.
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Researchers surveyed 1,282 consumers across the U.S. western states and territories about processed food products. Producers, food makers, and processors can use the information included here to improve decision-making related to product development, pricing, placement, and promotion. Western U.S. consumers value taste, price, and product quality above all when making processed food purchases. Labels such as “natural,” “local,” and “organic” resonate with many shoppers, reflecting an interest in health, nutrition, and food origin. Food makers can expand market opportunities by offering products that emphasize freshness, flavor, and trusted labeling, while also tailoring distribution strategies to product type.
This fact sheet provides an overview of study results, including respondent demographics, common lifestyle and food behaviors, product characteristics, and labeling preferences, as well as processed food purchasing and consumption habits. Producers, food makers, 1