Origins were more important than organics: 37% of respondents would pay more for a product made in the US, and 32% would do so for a product made locally. Roughly one-quarter would pay extra for an organic item. A majority of those surveyed wouldn't spend 50 cents more on a small purchase under any circumstance.
Whether they caused respondents to spend more or not, products labeled "fresh" (81%) and "farm-fresh" (72%) were the two most appealing claims to consumers. Interestingly, 78% of Trump supporters said "sourced from American farmers" held appeal, compared with 68% of Clinton voters.
As in the IRI study and an earlier survey from Coresight Research, consumers are resistant to paying for grocery delivery. Most (51%) said they would not do so, while 29% would be willing to pay $1 to $5. However, shoppers who prefer the convenience of buying groceries online are more willing to pay extra for the service. Among the one-third who had bought food and beverages digitally in the past, only 35% wouldn’t pay for delivery, while 32% would pay $1 to $5 and 23% would pay $6 to $10.
According to Morning Consult, most who hadn't bought groceries online (65%) have no desire to shop for food via digital channels. Just over one-fifth had interest, but for whatever reasons hadn’t shopped that way yet.