From Awareness to Action: Understanding Consumer Perceptions of Regenerative Agriculture

As consumer awareness of regenerative agriculture grows, people are showing a desire to support practices that restore the land and strengthen the food system, according to ADM's newest proprietary research. The study reveals how this momentum is taking shape and highlights how awareness, motivation and messaging are influencing a new era of purpose-driven purchasing: 

• Awareness is growing, but education builds value: Familiarity with regenerative techniques – such as cover crops – is common but purchase intent scales exponentially once the tangible benefits are explained. The sentiment signals a pivotal moment for brands to lead with education and engagement with consumers. Younger demographics, in particular, are primed to support products that demonstrate a measurable commitment to regenerative agriculture.

• Positive perceptions present opportunities for brands: Most consumers see regenerative agriculture as a win for the planet, the people who grow our food and the generations to come. This positive perception gives brands a unique opportunity to tell powerful stories that bridge the gap between sustainability and the real-world benefits people value most.

• On-pack messaging sparks curiosity: Although exposure to regenerative agriculture messaging on product packaging remains limited, these messages strongly influence purchase behavior. When consumers do encounter them, most say they're motivated to buy or learn more.

"For brands, regenerative agriculture represents more than a sourcing story – it's a chance to lead with purpose," says Paula Labine, Sustainability Marketing Director at ADM, who managed the study. "As consumers look for transparency and authenticity, brands that help make the concept accessible and actionable can differentiate themselves and strengthen loyalty."  

Explore the detailed consumer insights in ADM's newest report here.