As the need for sustainable food systems becomes more urgent, regenerative agriculture is gaining traction as a viable path forward. The 2024 Consumer Trends Report by Regenified delves into this growing interest, revealing a new segment of highly motivated consumers eager to embrace products rooted in regenerative practices. This comprehensive study, which surveyed 850 U.S. consumers over a two-week period in July 2024, underscores a critical shift in consumer values, presenting a major opportunity for brands and retailers alike to meet this burgeoning demand.
Who Are the Regenerative Consumers?
The report divides respondents into two key groups—General Consumers and Values Based Shoppers. However, analysis unveiled a notable overlap between these segments, identifying a new subset called the Emerging Regenerative Market. This group, composed of 32% of Values Based Shoppers and 20% of General Consumers, shows a heightened awareness and enthusiasm for regenerative agriculture, advocating for practices that promote soil health, biodiversity, and environmental resilience. Their interests go beyond purchasing power; they are active champions for regenerative practices, willing to pay a premium for verified regenerative products that align with their values.
“Consumers in the Emerging Regenerative Market are ready to make positive changes through their purchasing decisions, but farmers can’t meet this demand alone. We invite brands, retailers and peers across the industry to unite and serve these consumers by fostering a truly regenerative supply chain, from field to shelf.”
Rising Awareness, Rising Demand
The report reveals a surge in awareness: 68% of Values Based Shoppers are now familiar with regenerative agriculture, and 65% expressed strong interest in buying regenerative products once they understand its benefits. Visual aids within the survey provided information on regenerative practices, illustrating how they improve soil health, enhance nutrient density, and boost biodiversity. After viewing these, the proportion of Values Based Shoppers who expressed extreme interest rose to 65%. This underscores a key takeaway: consumer knowledge is closely linked to interest, meaning that brands have a powerful opportunity to foster this awareness.
This enthusiasm spans all age groups, but younger demographics such as Gen Z and Millennials are especially motivated, viewing regenerative agriculture as part of a broader lifestyle choice linked to sustainability and wellness.
The Power of Certification: A Must for Trust
One of the most significant findings in the report is consumers’ demand for transparency. A striking 92% of the Emerging Regenerative Market and 72% of Values Based Shoppers view certification as critical when choosing products. This trend reflects consumers’ desire to see regenerative labels that communicate clear, verifiable standards. Certification serves as a reassurance that products align with regenerative principles—without it, consumers may doubt claims of environmental responsibility.
Brands that embrace and display certification labels could enjoy a substantial advantage, capturing the trust of discerning shoppers who are wary of greenwashing. As consumers become more invested in environmental impact, transparent labeling and certification may set regenerative brands apart in a crowded market.
Nutrient Density and Health: Top Priorities for Regenerative Shoppers
Health-conscious consumers increasingly see regenerative agriculture as a way to access nutrient-rich foods, an interest that Regenified data affirms. Among the Emerging Regenerative Market, an impressive 96% express a preference for nutrient-dense options, believing that regenerative practices can enhance food quality. Similarly, 80% of Values Based Shoppers prioritize products associated with nutrient density. This growing consumer preference reflects a shift toward diets rooted in quality and holistic health, with regenerative agriculture standing as a credible path to better food.
Diverse Motivations: Health, Environmental Impact, and Community Resilience
While climate impact and soil health are strong motivators, the report highlights diverse reasons behind consumers’ interest in regenerative products. Health and nutrition remain major factors, with 54% believing that regenerative farming could produce healthier food due to its focus on soil quality and ecosystem balance. Another 36% said they support regenerative agriculture because it strengthens rural communities, keeping farms viable and ensuring food security through resilient local food systems.
Younger generations, particularly Gen Z and Millennials, are driving this trend. With 72% of Gen Z respondents expressing interest in supporting regenerative agriculture, this demographic shows a unique commitment to causes that align with long-term planetary health. For them, regenerative farming represents not just an agricultural practice but a holistic lifestyle choice connected to their values around community, wellness, and sustainability.
Willingness to Pay a Premium for Planetary Health
Perhaps one of the most promising insights for regenerative brands is that 89% of the Emerging Regenerative Market are willing to pay more for products that uphold regenerative values. This willingness to invest in products with ethical and environmental standards signals not only strong consumer loyalty but also a broader commitment to sustainable living. For these shoppers, regenerative agriculture is not merely a product choice—it is a way to contribute directly to environmental and social wellbeing through their purchases.
Brand Implications: From Labels to Loyalty
As consumer interest in regenerative products rises, brands are beginning to innovate in their messaging and product lines. The report predicts that we’ll soon see an influx of regeneratively sourced foods, beverages, and personal care products prominently labeled on store shelves. The messaging, however, must go beyond simple labels to include storytelling—how regenerative ingredients were sourced, who grew them, and how they contribute to broader ecosystem health.
Moreover, brands that incorporate regenerative principles across their supply chain—not just as isolated practices—are likely to gain long-term loyalty from conscientious consumers. Such practices build authenticity, positioning companies as genuine partners in the consumer’s journey toward sustainable choices.
Supply and Education: Key Challenges in Meeting Consumer Demand
Despite a clear surge in interest, availability remains a significant hurdle. Limited access to regenerative products frustrates 40% of Values Based Shoppers and 44% of the Emerging Regenerative Market, who are eager to see more options on store shelves. Expanding the availability of regenerative products, particularly in categories like fruits, vegetables, grains, and dairy, would help brands capture unmet demand and foster long-term loyalty.
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Knowledge gaps also present an obstacle, particularly among General Consumers, many of whom still struggle to understand what regenerative agriculture entails. While 37% of Values Based Shoppers initially felt they had a strong grasp of regenerative agriculture, this number soared after they were provided with explanatory visuals. For brands, this indicates an opportunity to engage in meaningful storytelling, illustrating regenerative practices and their far-reaching benefits for both consumers and the planet.
The Path Forward: Building a Regenerative Future
The Regenified 2024 Consumer Trends Report makes it clear: regenerative agriculture is no longer a niche interest. As consumer appetite for verified, nutrient-dense, and ethically produced food grows, brands and retailers can lead the charge by integrating regenerative practices throughout their supply chains. The Emerging Regenerative Market, in particular, represents a powerful group of advocates who are eager not only to buy regenerative products but to share their values with others.
With interest in regenerative products reaching new heights, brands have an exciting opportunity to meet these evolving demands with authenticity, transparency, and education. For consumers, purchasing regenerative products has become more than a mere transaction—it’s a meaningful act that ties personal health to planetary health.
By expanding education, improving accessibility, and adhering to certification standards, the regenerative movement has the potential to transform the way we think about food, health, and environmental stewardship. As this movement grows, it offers a pathway not only toward a sustainable food system but toward a resilient and thriving planet.
The Regenified 2024 Consumer Report illustrates a turning point in consumer awareness and engagement with regenerative agriculture. As regenerative agriculture continues to reshape our food systems, this report highlights the powerful role that consumers can play in advocating for practices that restore, renew, and reinvigorate our environment. Through these choices, they contribute not only to a more resilient food system but to a more sustainable and vibrant planet for future generations.