8 in 10 shoppers concerned about increased food cost

WEST DES MOINES — High food costs dominate concerns among Iowa grocery shoppers amid ongoing high food inflation, according to the latest Iowa Farm Bureau Food & Farm Index.

The annual survey of Iowa grocery shoppers, conducted this spring by The Harris Poll, shows price continues to be the most important factor for Iowa grocery shoppers when determining which meat, poultry and dairy products to purchase.

These results echo last year’s survey which also found price to be a key concern and reflects the 23.6% jump in grocery prices from 2020 to 2024 reported in the USDA Consumer Price Index.

The survey also found that 80% of shoppers are concerned about government regulations that increase food costs, with nearly half of consumers (47%) very concerned by the proposition, more than double over the past four years (21% in 2021).

The survey revealed that nearly 9 in 10 Iowa shoppers (86%) think it’s important that farmers have the flexibility to use a variety of farming practices in order to provide consumers with different choices and price options at the grocery store.

“Year after year, farmers and consumers have been feeling the pinch of high costs and that is only exacerbated when individual states enact restrictions on production practices that ultimately impact prices at the grocery store,” said Iowa Farm Bureau President Brent Johnson.

“Flexibility in farming is crucial so farmers can provide consumers with a variety of options to fit their individual family needs.”

Trust and confidence in Iowa farmers remain high among Iowa grocery shoppers, with a vast majority (91%) saying they trust Iowa farmers. Nearly half (49%) say they place a great deal of trust in Iowa farmers.

The 2025 index also finds more than 8 in 10 (82%) are confident Iowa farmers are caring for animals responsibly and a similar proportion (78%) are confident Iowa farmers are caring for the environment responsibly.

Consumers’ high trust and confidence in farmers is leading them to seek a greater connection with those farmers. Nearly 7 in 10 grocery shoppers (69%) have purchased groceries directly from individual farmers or networks of farmers through their websites, farm stores or farmers markets.

Additionally, 40% look for a raised/grown/made locally label on the food they purchase, while 37% look for a label suggesting the food was raised/grown/made in the U.S.

Real meat and dairy play an important role in Iowa grocery shoppers’ diets with 75% saying their households consume any type of meat/poultry and/or dairy as part of their daily diet. In fact, in an average diet, Iowa grocery shoppers are far more likely to consider meat (95%) and milk (91%) from animals as healthy, compared to plant-based imitation meat and milk (66% and 77%, respectively).

Most shoppers (86%) also say they are likely to choose foods that help support and strengthen their immune system. This aligns with guidance from the National Institutes of Health, which notes the richest food sources of zinc, a mineral crucial for immune health, is most abundant in meat and fish/seafood.

Additionally, dairy products support overall health by providing 13 essential nutrients and are the top sources of calcium, vitamin D and potassium in the American diet.

The annual survey, now in its 12th year, was conducted online by The Harris Poll, on behalf of Iowa Farm Bureau, April 23- May 9, and asked 501 Iowa adults, ages 20 to 60, with primary or shared household grocery shopping responsibilities about their purchasing habits and attitudes.

The index also uncovered other trends and factors shaping consumption habits, including how and where Iowa grocery shoppers purchase meat and dairy for their families.