Shoppers looking for “better food” are turning to trusted “seals, standards, and symbols” of quality such as kosher certification, according to a study by the Food Marketing Institute, the supermarket lobby, and food giant ConAgra.

Fully 95 percent of food shoppers say they consider these marks in the supermarket. Other trusted symbols include organic, whole grains, heart-healthy and natural.

For many, Kosher is the New Organic

The Kosher trend is also gaining momentum as more people come to understand the quality connection associated with the Kosher seal - which certifies both high-quality ingredients and processes that meet strict Kosher standards. More than one in 10 Americans in the “What’s In Store” survey recognized the Kosher quality seal as something they would consider when making quality food-purchasing decisions.

For retailers, the correlation between increased consumer interest in the Kosher category and the success of the organic movement is noteworthy. Many consumers find similar appeal for product attributes in both the Kosher and organic categories, as motivations for choosing Kosher - such as quality and purity of ingredients, and adherence to strict standards during manufacturing - are closely akin to the driving motivations behind the strong organic trend. For consumers, Kosher and organic products satisfy the need for better, higher quality foods.

The interesting thing about this study - admittedly of tainted provenance - is just how vague its terms are: “better, higher quality foods”. It’s as if in the mind of the consumer there were magic in these symbols.

Organic is certainly better for the environment, but not better for you nutritionally. The study plays up a similar ellision with kosher certification - as if a halakhic distinction necessarily entailed higher quality. (It might have a “Higher” quality, depending on your beliefs.)

It speaks to a kind of insecurity on the part of shoppers: our choices are so varied and confusing, we’re so removed from the food chain, that we seek a shorthand reassurance, confirmation at a glance — even when the symbol might not connect to what we’re looking for.