Giving For Good

In an increasingly socially conscious world, the role of philanthropy within the food industry has become a prominent factor influencing consumer choices. A recent survey* conducted by the Hormel Foods Brand Fuel team has revealed several key findings that shed light on the consumer perception of food brands and their charitable activities.

Do You Notice Food Brands Giving Back?

95

Consumers Surveyed 18-34

75

Consumers Surveyed 35-54

44

Consumers Surveyed 55+

*Toluna Start survey. United States sample
N=154 respondents
Primary- or Shared-Responsibility Grocery Shoppers
Ages 18-64
Fielded Oct. 5-6, 2023

The majority of food buyers, approximately 70%, actively notice when food brands support a charitable cause, a phenomenon particularly pronounced among younger consumers. Younger consumers, in fact, emerge as a pivotal demographic when it comes to the influence of philanthropy on purchasing decisions. This group is more inclined to support and buy from food brands engaged in charitable giving. An astonishing 95% of consumers under the age of 35 have noticed a food brand communicating charitable donations, while approximately half of consumers over the age of 55 have observed such initiatives, illustrating a notable generational divide in awareness.

Does charitable giving Impact Your Purchases?

31

Yes, Regularly

29

Yes, Sometimes

18

Maybe, It Depends

14

No, I Don’t Notice

*Toluna Start survey. United States sample
N=154 respondents
Primary- or Shared-Responsibility Grocery Shoppers
Ages 18-64
Fielded Oct. 5-6, 2023

The survey* found that younger consumers are more likely to support food brands that are involved in charitable giving; over 90% sometimes or regularly buy brands that do this. As consumers age, charitable giving becomes less important. Roughly one-third of consumers over age 55 regularly or sometimes buy a charitable food brand. The types of food products that consumers associate with charitable giving include snack/granola bars, salty snacks, peanut butter, and ice cream. These are the products where consumers most frequently notice brands actively participating in philanthropy. Among younger consumers, fresh meat brands also play a notable role in philanthropic efforts.

Interestingly, consumers hold certain causes in higher regard when it comes to food brands engaging in charitable activities. The top three causes deemed most fitting for food brands are ending childhood hunger, donating to under-served communities, and reducing food waste. Ending childhood hunger, in particular, resonates with older consumers, with 70% of them choosing it as a top priority. On the other hand, younger consumers express strong concerns for the environment, favoring green energy initiatives and efforts to combat food waste as important causes for food brands to support.

The intersection of philanthropy and work done by food brands is a dynamic space where consumers, particularly the younger generations, actively engage with and make purchasing decisions based on a brand’s commitment to charitable causes. The food industry’s involvement in philanthropy not only strengthens its corporate social responsibility but also significantly influences the choices of socially-conscious consumers.

*Toluna Start survey. United States sample
N=154 respondents
Primary- or Shared-Responsibility Grocery Shoppers
Ages 18-64
Fielded Oct. 5-6, 2023

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