According to the Plant Based Food Association, sales of plant-based foods are growing three times faster¹ than overall retail food sales. People are looking for the Butterfly when they shop! From 2019-2021² :
Sales of refrigerated cheese and plant-based cheese grew by 17.2%, while sales of Non-GMO Project Verified products grew by 54.5%!
In frozen plant-based meat alternatives, the Butterfly effect was even more pronounced. From 10.4% sales growth of products without a G... Read more
The connection between human and planetary health is top of mind for many people. However, curiosity remains high around issues like soil health and regenerative food systems. Companies like ours play a pivotal role in building a sustainable supply chain — and sharing our commitment to a healthier planet with our customers.
Regenerative agriculture's reputation is growing! 57% of consumers are aware of the term — a 10-point increase from 2019¹.
While 17% of shoppers repo... Read more
Shoppers are keeping cool this summer, driving $464M in sales* of frozen treats. How does the subcategory break down?
Plant-based ice creams held the largest share with 30% of sales, while traditional ice cream and sorbet saw 14%.
Frozen fruit was also very popular, at 24% of sales.
Freezer-section pies and desserts held 16%, tied with novelty items such as separately packaged ice cream sandwiches, juice bars and fudge sticks.
Shoppers seem to be seeking out novelty — th... Read more
A third of all shoppers who are aware of the Butterfly label seek it out in the dairy aisle. (Linkage 2020)
Nearly half of all North American shoppers view lab-grown proteins and cell-cultured meat and dairy negatively. (Linkage 2021)
60% of shoppers doubt lab-grown food can be as safe, healthy and nutritious as food grown on a farm. (Linkage 2021)
... Read more
Watch for synbio ingredients! Why?
Because customers are still shopping for non-GMO choices that exclude synbio.
65% of shoppers worry about the long-term impact of genetically engineered foods on our collective health.
60% of shoppers react negatively to the term synbio, which is why GMO companies are rebranding and using a host of other names such as “precision fermentation” to appeal to shoppers and make GMOs sound more natural.
230+ = The number of companies usi... Read more
Who recognizes the Butterfly? Millions!
54% of North American consumers recognize the Non-GMO Project verification mark.1 Of those consumers:
More than half say the Butterfly is important to them when making purchasing decisions.
88% are willing to pay a premium (up to 15%) for Verified products.
6-8% of those consumers are willing to pay a premium for Non-GMO Project Verified products over self-made claims.2
Non-GMO Project Verified + USDA Organic = The "Clean-lab... Read more
Who looks for the Butterfly? Millions!
Shoppers prefer the Butterfly — 2 out of 3 consumers are more likely to buy products with the Non-GMO Project Verification mark.
Showcase your non-GMO commitment — North American consumers say they seek out certifications when shopping more than 30% of the time. This is even more true for shoppers who prefer natural products: They spend up to half their time looking for certifications.
Linkage Research September 2021... Read more
Non-GMO Trends: The rise of functional beverages
Non-GMO Project Verified Juice and Functional Beverages grew 5% to $4.2B according to our latest Spins 52 week data!
Plant based alternative beverages with the Butterfly are the 2nd fastest growing beverage category at nearly $2B up 7%
Spins 52 week ending 10/03/21
... Read more
Shoppers are curious about where their food comes from.
97% of shoppers who look for the Butterfly are curious about where their food comes from — and 60% of them admit they have more to learn!
66% of shoppers prefer in-store shopping, with more to come after the pandemic
Customers who look for the Butterfly spend up to 54% of their time in stores seeking out their preferred certifications.
Linkage Research September 2021
Make the Butterfly easier to find... Read more
Gain the in-store shopping advantage. Showcase the Butterfly — Here's the numbers!
66% of shoppers prefer in-store shopping — with more to come after the pandemic!
Customers who look for the Butterfly spend up to 54% of their time in stores seeking out certifications — but a quarter of them have trouble finding their favorite cert marks.
Make the Butterfly easier to find in your store to improve your customer experience.
Linkage Research September 2021... Read more
Who’s choosing the Butterfly? Meet the natural food shopper.
Curious about today’s natural food shoppers? We were too! That’s why, last year we conducted a large research project to uncover their shopping habits and motivations. It’s no surprise that the Butterfly ranks as “very meaningful” with these folks--they seek clean, trustworthy products and brand transparency. Here’s the full data profile on these consumers. Get to know them!
See the data
Linkage Research Ja... Read more
