10 Jan 2020 --- US consumers are more conscious than ever about what they are eating and how food and beverage production impacts the world, that is according to recent findings by the International Food Information Council (IFIC) Foundation. The consumer survey polled 1,012 Americans aged 18-80 on behavior and perception surrounding food and purchasing decisions. It found that sustainability is driving consumer behavior, which in turn has created a growing interest in food technology, especially in the case of lab-grown meat. Additionally, increased attention to detail about food is predicted to lead to more conscious and balanced diets. The foundation underscores the challenge for food manufacturers to clearly explain the stories behind their products to win the trust of consumers who are hungry for knowledge about their food.