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New study suggests consumers would like to eat healthier food
Source: Bakingbusiness.com, November 23, 2004 by Eric Schroeder
WASHINGTON - The release of the new report, "Shopping for Health 2004," comes as the U.S. Department of Agriculture prepares to unveil its new Dietary Guidelines for Americans in early 2005. Those guidelines likely will shake up food intake recommendations in an effort to improve the nation's health.
According to the study, consumers have begun paying more attention to nutrition labels, purchasing more organic foods for health benefits and taking a greater interest in health and nutrition news.
"This country's obesity crisis has alerted shoppers that they need to take control of their health by taking charge of their diets," said Anne-Marie Roerink, director of research with F.M.I. "In addition, they are increasingly looking to their local supermarkets and other food retailers for effective, long-range solutions."
The study examined the shopping habits of 500 consumers nationwide.
Thirty-four per cent of consumers surveyed said they believe they are maintaining a healthy diet, while 55% said they are trying "a lot" to eat more healthfully.
In addition, 56% said that eating healthfully is a better way to manage illness than taking medications, and 59% claimed they ate healthfully so they can avoid health problems later in life.
The study showed that consumers seek healthier solutions from manufacturers and retailers. Among the findings, the study found that 46% want their food to offer a greater quantity of nutritiously prepared foods, 45% seek more foods without trans-fatty acids, 40% want more low-fat foods, and 39% want more low-carbohydrate choices.
In what appears a good sign for grain-based foods companies developing new products with a health slant, the study showed that consumers are increasingly influenced by the Nutrition Facts panel on food packages. According to the study, 83% of consumers regularly look at the Nutrition Facts chart when buying a product for the first time, while 91% will make a purchasing decision based on this information. About one-fourth have decided not to purchase a product in recent months based on its product labeling information.
The study also found that consumers are interested in other specific product claims, with 63% seeking food promoted as "low-fat" and 62% looking for food promoted as "whole grain."
Forty-two per cent of consumers indicated they have purchased foods that claim to reduce their risk of developing heart disease, and 26% have purchased products claiming to reduce the risk of cancer.
With the seeming bombardment of health and nutrition news flooding mainstream media, consumers surveyed noted confusion in deciphering fact from fiction. About 60% of consumers noted too much conflicting information in coverage of nutrition issues, and 30% said the confusion in part leads to an unhealthy diet.
Another factor hindering healthful eating is cost, surveyed participants said. Thirty-four per cent of consumers said the high cost of healthful foods is a key reason their diet is not better.
They also blamed convenience, the report found. Twenty-five per cent of shoppers cited the poor availability of healthful options at fast-food restaurants as a major reason for their poor diet, while 23% said they are just too busy to eat healthfully.
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