Kosher certification is an independent audit of production processes and ingredients.
A December 2007 Food USA article reported that Kosher was the most sought after description on new products. In addition, a Bloomberg report cited Kosher certification as the mechanism that Chinese and Indian food manufacturers are using to bolster consumer concerns re food safety.
Due to the rigorous auditing methods and the exclusion of the majority of animal-derived ingredients, the consumer market views Kosher products as being safer and of superior quality (a 2005 Mintel survey shows that 55% of consumers perceive Kosher products as being safer).
This is further verified by an integrated marketing survey conducted in 2001 in the USA that showed that while the majority of Kosher consumers are Jewish (44%) the second largest group of Kosher consumers (27%) are those concerned with what they eat and believe that Kosher produce is better because of the independent auditing that a Kosher certification signifies.
Other significant groups are Muslims due to the synergies between Halal and Kosher, and vegetarians which encompass Buddhists and Hindus.
A Choice Magazine article (“Labels Don’t Always Help” 10/99) indicates that without an independent accreditation such as Kosher certification, the consumer remains unaware of many additives or processing aids in the manufacture of goods. And unlike most other endorsements, a product is certified as being Kosher only if it meets all ingredient and production criteria and has undergone a site audit.
"It's been our experience that people associate the word kosher with quality and purity so it helps us sell our product even to the non-kosher, non-Jewish community." — Bruce Mills, VP of operations and marketing for My Grandma's of New England, who notes that 95% of his customers are not Jewish.