16.08.2024
Study
Three out of four consumers say food affects their mental state, according to a survey
Consumers’ perception of how the food they eat affects their daily lives continues to evolve.
Over the years, the popularity of healthier foods has been growing rapidly as consumers pay more attention to nutrition labels. With their proliferation in the FMCG market, consumers are often willing to pay more for foods that they believe will benefit their health.
In the annual survey of 1,022 U.S. adults conducted in early April, consumers indicate that food health is becoming an increasingly important factor in their shopping, with 62% of respondents citing it as important. Fifty-five percent of respondents said they always or often look at labels when shopping in grocery stores.
The IFIC found that consumers most often define healthy food by its freshness, sugar, protein, nutrient and sodium content. At the same time, 54% admitted that they know almost nothing about dietary recommendations for Americans.
Energy and weight loss were cited as the most important nutritional benefits among Generation Z, Millennials, and Generation X, while Baby Boomers are most focused on anti-aging.
While many companies tout the nutritional benefits of their products, some critics question the industry’s efforts. In a study released last fall, the Access to Food Initiative found that 11 of the largest food and beverage companies have not made enough progress in making food more nutritious, affordable, and acceptable to consumers.
While many consumers are focused on nutrition, the information they receive about the health and well-being properties of foods varies. Sixty-seven percent of respondents said they fully or somewhat trust the information they see on social media, with Facebook, YouTube, and Instagram being the platforms on which they most often see nutrition content. But conflicting nutrition information can lead to confusion. About as many consumers believe that social media makes them doubt their food choices as those who believe that it helps them make good choices.
Cost has become an important factor in food choices, given the ongoing inflation in grocery stores. Forty-seven percent of respondents said they have cut back on nonessential food and beverages, opting for cheaper brands and buying fewer premium foods. More than a quarter of respondents said they made less healthy decisions because of food costs.