A Harris Poll examining the latest trends in food marketing found the term “handmade/handcrafted” tops the list as an indicator of quality, with 59 percent of adults saying it strongly or somewhat communicates a product is high quality. “Artisan/artisanal” and “custom” are the next best messengers of high quality with 46 percent of adults saying both communicate quality, followed by “craft” at 44 percent and “limited edition” at 41 percent. Just 31 percent say the same of “small batch.”
When asked to estimate how much influence each description wields over their purchasing decisions, “handmade/handcrafted” shows the strongest potential sway with 48 percent estimating it has some or a great deal of influence on their decisions; 37 percent say the same for “limited edition,” 36 percent for “custom,” and 36 percent for “artisan/artisanal.” Just 32 percent of adults estimate that “craft” has at least some influence, while “small batch” again trails the rest of the field with 25 percent saying it has some influence on their purchases.
Interestingly, when it comes to the perception of these terms, key differences exist between generations. Millennials are more likely than their older counterparts to say “handmade/handcrafted,” “craft,” and “small batch” communicate a product is high quality.