Kiss the Ground Research 2025
Kiss the Ground Research 2025 reveals undeniable momentum in the Regenerative Movement as awareness of regenerative agriculture as a solution for human and planetary wellness nearly doubles in the last 18 months.
6.8% Understand Regenerative Agriculture
Compared to 4% in 2023
Today, 6.8% of U.S. adults are aware of regenerative agriculture and healthy soil as a viable solution for human and planetary wellness–up from 4% only 18 months ago. The Regenerative Movement is heading toward the Tipping Point of 15-25% awareness.
74.16% want their food to be healthy
Personal wellness is a top of concern amongst U.S. consumers. When shopping for food items, 74.16% of people place food with health benefits as highly important.
88% favor ambiguous terms like 'fresh' and 'natural' over more credible terms
When buying food items, 88% of consumers prioritize ‘fresh’ and ‘natural’ labels over more credible and regulated certifications such as ‘regenerative’, ‘organic,’ and ‘local’. This trend highlights a significant gap in consumer understanding of food production and labeling practices.
More than 50% of consumers don’t read food labels or are confused after reading them
We all eat yet most of us have not met a farmer or know where our food comes from. This makes understanding food labels, which are already misleading, a challenge. The majority of shoppers (58%) don’t read food labels, and yet more than 50% of those that do read labels leave confused. Check out our purchasing guides to help you navigate food labels and support you in making healthy food choices the next time you’re at the grocery store.
33% of people visited a farmers market in the last year
Where does our food actually come from? 1 in 3 U.S. adults went to a farmers market or farm in the last year, and only 8% talked to a farmer about food production. To bridge this gap, we connect our audiences to the heroes embracing regenerative practices. Explore our Farmer Map to find a regenerative farm near you.
As the Regenerative Movement grows, so does our message.
Kiss the Ground brand awareness has grown from 6.6% to 8% among U.S. adults in the last 18 months, and up from 10.4% to 15% among U.S. adults who are aware of regenerative agriculture. The Regenerative Movement is heading toward the Tipping Point of 15-25% awareness. As a leading voice in the Regenerative Movement, we are proud of our ability to create, produce, and publish content daily. Each month we are now reaching 1M+ individuals and 90% new audiences.
Research reveals momentum in the Regenerative Movement yet a massive disconnect within our food system
Every 18 months, we work with a third-party research company to gauge awareness of regenerative agriculture and the impact of our messages in the U.S.
The findings of this latest Research Study are hopeful. The Regenerative Movement is undoubtedly growing yet there’s still a disconnect and lack of understanding within our food system that we can’t ignore.
To compare the results, you can view 2023 results below
For every $100 donated to Kiss the Ground, we inspire and catalyze the transition of 10 acres into regenerative agriculture, working directly with farmers, consultants, and various partners. Read our full impact here.
