A recent survey by Mintel found that Americans choose to buy kosher foods because of perceptions of quality (62%), healthfulness (51%), and safety (34%) over religious reasons.
Krista Faron, a senior new product analyst at Mintel, was quoted by meatprocess.com as saying,
“Particularly in the recent past, Americans have been overwhelmed by food safety scares. People are very concerned and having some certification on the foods they buy can appease some of those fears.”
She also explained where many consumers find that comfort.
“The presence of the kosher mark itself suggests that there is [an inspection] process in place. It is all about consumer perception that there is some sort of formalized methodology…My sense is that consumers probably couldn’t tell us what kosher meant, but the kosher mark is reassuring,” she said.
While kosher processing meets certain religious standards, there is no scientific basis for the perception of heightened safety. Imagine, then, what the marketing of actual food safety measures within a company could do for business.
Since a Mintel report in December 2007, kosher has continued to be the number one individual claim for new American food products.
"Microbiologically safe" could blast it out of the water.