As Harvest Season Meets Holiday Tables, New IFIC Research Reveals Americans Increasingly Want To Know Where Their Food Comes From 

(Washington, D.C.) — As harvest season wraps and Americans prepare for the holidays—a time when food takes center stage—a new report from the International Food Information Council (IFIC) finds that consumers are increasingly focused on knowing where their food comes from and how it is produced.  

According to the survey, 2025 IFIC Food & Health Survey: A Focus On Food Production, 59% of Americans say it’s important to know where their food comes from, up from 51% in 2017. More than half also prioritize food that’s consistently available locally (54%).  

“Food has always been personal, and this year’s findings show a growing desire for connection—among people, place, and production,” said Wendy Reinhardt Kapsak, MS, RDN, IFIC President & CEO. “As families gather this holiday season, they want to feel confident that what’s on their plates reflects not only their preferences, but also their values.” 

Sustainability Matters Even As Perceptions Evolve 

Six in ten Americans (59%) say it’s important that their food is produced in an environmentally sustainable way—an increase from 53% in 2021. And the way Americans define a sustainable diet has shifted, with more emphasis now placed on the environmental impact than personal implications such as nutrition, cost, and availability compared to 2015.  

“Our survey results show that Americans increasingly view a sustainable diet through an environmental lens,” said Kris Sollid, RD, IFIC Senior Director of Research & Consumer Insights. “While taste and price are always top of mind, consumers are paying more attention to where food comes from, how it’s grown, and its impact on the environment.” 

Americans Still Skeptical About Food Biotechnology  

The 2025 survey revisited how Americans view biotechnology in food production, sometimes referred to as bioengineering or genetic modification (GMO). Two in ten Americans (20%) report a favorable impression of using biotechnology in food production, while nearly four in ten (37%) view it unfavorably. The share with unfavorable views has risen since 2016, driven largely by those who say they are “not very favorable” or “not at all favorable.” 

In addition, fewer Americans say they lack enough information to form an opinion—down from 25% in 2016 to 15% in 2025—suggesting today’s consumer believes they are more knowledgeable on the topic than a decade ago, yet this knowledge has not translated into favorability.   

Consumers Look To Food Production-Related Label Claims  

When shopping, the food production-related label claims Americans most often look for include “natural” (41%) and “no hormones or steroids” (38%), with “locally grown” (33%), “raised without antibiotics” (32%), and “organic” and “non-GMO” (both 30%) following closely behind. Fewer consumers check for “bioengineered/containing bioengineered ingredients”—only about one in ten (10%)—suggesting that while unfavorable opinions of biotechnology may have grown, related labeling is consulted less at the point of purchase. 

Consumers’ Cost Concerns Linger 

While most Americans say they have noticed an increase in food and beverage costs in the past year (86%), that share is lower than in 2024 and 2023 (90% each). Even as consumers adjust to higher prices, taste remains the top driver of purchase decisions, holding the number one spot for two decades. Other factors have shifted over time: since 2006, price has seen the largest increase in influence (+7%), followed by convenience (+4%), while taste and healthfulness are essentially the same (-1% each). Compared to 2019, environmental sustainability is unchanged; however, its influence has dropped more than any other factor since 2011 (-26%). 

Americans’ Food Choices Reflect Curiosity, Connection & Values 

“As we head into the holiday season—a time defined by food, family, and tradition—Americans are making food choices that not only reflect personal taste and affordability, but also broader values,” said Reinhardt Kapsak. “Americans increasingly want to know more about how their food is made. That curiosity opens the door for greater transparency, deeper trust, and stronger alignment with the values that matter most to today’s consumers.” 

View the 2025 IFIC Food & Health Survey: A Focus On Food Production here. 

Check out data on Food & Nutrition, Food & Ingredient Safety, and Dietary Guidance & Food Labeling, previously published insights from the 2025 IFIC Food & Health Survey.   

2025 IFIC Food & Health Survey​ Research Methodology 

IFIC commissions this survey annually among U.S. consumers (n=3000), with 2025 marking the 20th consecutive year of the IFIC Food & Health Survey. Results were weighted to ensure that they are reflective of the American population ages 18 to 80, as seen in the 2024 Current Population Survey. Specifically, results were weighted by age, education, gender, race/ethnicity, and region. The 2025 IFIC Food & Health Survey was fielded from March 13-27, 2025.