IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
Many Americans’ attitudes align with parts of the “Make America Healthy Again” agenda: Six out of ten say they limit eating processed foods, while 44% say they prioritize organic foods or those that minimize chemicals and pesticides.
As the FDA moves to phase out synthetic food dyes, half of U.S. citizens expect higher prices for food items with natural color/dyes. But nearly four in ten (37%) say they’re willing to pay that price.
It’s not just about personal health: Almost half of Americans say they prioritize foods produced sustainably, though enthusiasm varies by demographic.
Americans expect to pay more for natural dyes — but many say they’re OK with that
Over half of Americans expect prices to increase on foods with natural dyes — but a plurality (37%) says that’s fine.
Among those willing to pay more: Americans earning over $125k (45%), with a college degree (51%), or with children (49%).
Democrats and Republicans were almost equally likely to be OK with paying more. But there’s a disconnect among independent voters: Half (55%) anticipate price increases, while just one in four say they’re OK with paying more.
2
Americans’ commitment to sustainable foods varies by income (51% of those earning over $100k say it’s a priority, vs. 42% of those earning under $50k), party (51% of Democrats say it’s a priority, vs. 42% of Republicans), and location (54% of those living in cities say it’s a priority, vs. 39% of rural Americans).
Many Americans say they prioritize sustainable foods, but support varies
3
But interestingly, one of the strongest gaps is by race: 59% of Black Americans say they prioritize sustainable foods, vs. 49% of Hispanic Americans, 48% of Asian Americans, and 43% of White Americans.
If you take their word for it, many Americans already follow the FDA’s recommendations for a healthy diet. 59% say they limit the processed foods they eat. Nearly half (44%) say they prioritize organic foods or those with fewer chemicals or pesticides.
Most Americans say they avoid processed foods, and many say they eat organic
1
That trend is relatively consistent across political parties and incomes, though older Americans are more likely to say they cut back on processed foods. There’s also a gender split: Women are more likely to say they avoid processed foods, yet more men than women say they prioritize eating organic.
What's Next
A sizeable portion of Americans say they already try to eat healthy — and many say they’re open to paying more for foods without artificial dyes or synthetic coloring.
This trend cuts across cultural, ethnic, gender, and political lines, and points to a growing market for organic foods and products that reduce their use of synthetic ingredients. It also serves as a reminder that brands can’t make assumptions about the audience for these offers.
And actual shopper behavior is never quite so simple. There tends to be a “say-do gap” between what shoppers say they’ll do, and how they actually spend. CPG brands will need to keep a close eye on the shopper journey and consumer priorities in order to close that gap.
TO LEARN MORE, CONTACT: Katie Koval SVP, Chief Client Officer Katie.Koval@ipsos.com Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
Your three-minute briefing on what business leaders need to know about today.
IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
AMERICANS’ ATTITUDES ON “MAHA” FOOD POLICIES
May 2025
DOWNLOAD THE
PPT CHARTS
Want this compelling data in a deck to go?
Check out our other DATA DROPS for more compelling data & insights
Source: Ipsos Consumer Tracker, fielded May 6−7, 2025 among 1,094 U.S. adults
Source: Ipsos Consumer Tracker, fielded May 6−7, 2025 among 1,094 U.S. adults
Source: Ipsos Consumer Tracker, fielded May 6−7, 2025 among 1,094 U.S. adults
Kristy Click SVP, Senior Client Officer Kristy.Click@ipsos.com