07.17.12
Shoppers are paying more attention to nutrition and there’s an increasing interest in healthy labeling and private brands, according to Shopping For Health 2012, the 20th in a yearly study released by the Food Marketing Institute (FMI) and Prevention, and published by Rodale Inc.
For the past few years, shoppers have recognized and increased their purchases of foods containing desirable ingredients including whole grains, fiber, and protein. That number continues to grow, with 32% of shoppers reporting that they are buying more foods based on nutritional components versus last year.
Customers are attempting to make more of their calories count for better overall health, with 55% of shoppers switching to whole grain bread, 33% showing an interest in protein on the label (up ten points since 2009), and 30% switching to Greek yogurt (up nine points since 2011).
“More and more shoppers are making the switch to foods with benefits. They are steering away from empty calories and asking, ‘what’s in my food, and how is it good for me?’” said Cary Silvers, director of consumer insights for Prevention.
The desire to eat healthier and the stagnant economy appear to be two drivers that have led consumers to do more cooking at home, with 57% of people reporting having tried a new healthy recipe in the last year, an increase of five points from 2009. Shoppers recognize and use a variety of reliable sources when it comes to healthy meal ideas, with shoppers finding recipes through a variety of sources including the Internet (39%), cooking shows (37%), magazines (34%), cookbooks (33%), word-of-mouth (31%), recipes on labels (26%), culinary magazines (12%), and supermarket recipes (11%).
With the economy still in a slow growth mode, many of the tactics shoppers started using in 2008 are still in place, with 63 % of shoppers reported only buying what they need (down 1 point from last year), and 60 % switching to store brands (up 6 points from last year). While switching to store brands began as a money-saving tactic, improvements to quality, labeling and promotion have strengthened their position versus national brands.
Consumers are aware of their options at the grocery store, as 54% of respondents recognized the effort of food manufacturers to reduce sodium level in their foods. Sixty-seven percent of shoppers say that sodium is important to them, with 32% of shoppers saying that they are buying more low-sodium products versus 2011.
“Our food retail members are witness to these trends on a daily basis,” said Cathy Polley, RPh, vice president of health and wellness and executive director of the FMI Foundation. “Just as consumers are increasingly aware of the health-conscious opportunities afforded to them in the grocery aisles, FMI is also renewing its emphasis through its advancements in health and nutrition research and education with its Foundation.”
For the past few years, shoppers have recognized and increased their purchases of foods containing desirable ingredients including whole grains, fiber, and protein. That number continues to grow, with 32% of shoppers reporting that they are buying more foods based on nutritional components versus last year.
Customers are attempting to make more of their calories count for better overall health, with 55% of shoppers switching to whole grain bread, 33% showing an interest in protein on the label (up ten points since 2009), and 30% switching to Greek yogurt (up nine points since 2011).
“More and more shoppers are making the switch to foods with benefits. They are steering away from empty calories and asking, ‘what’s in my food, and how is it good for me?’” said Cary Silvers, director of consumer insights for Prevention.
The desire to eat healthier and the stagnant economy appear to be two drivers that have led consumers to do more cooking at home, with 57% of people reporting having tried a new healthy recipe in the last year, an increase of five points from 2009. Shoppers recognize and use a variety of reliable sources when it comes to healthy meal ideas, with shoppers finding recipes through a variety of sources including the Internet (39%), cooking shows (37%), magazines (34%), cookbooks (33%), word-of-mouth (31%), recipes on labels (26%), culinary magazines (12%), and supermarket recipes (11%).
With the economy still in a slow growth mode, many of the tactics shoppers started using in 2008 are still in place, with 63 % of shoppers reported only buying what they need (down 1 point from last year), and 60 % switching to store brands (up 6 points from last year). While switching to store brands began as a money-saving tactic, improvements to quality, labeling and promotion have strengthened their position versus national brands.
Consumers are aware of their options at the grocery store, as 54% of respondents recognized the effort of food manufacturers to reduce sodium level in their foods. Sixty-seven percent of shoppers say that sodium is important to them, with 32% of shoppers saying that they are buying more low-sodium products versus 2011.
“Our food retail members are witness to these trends on a daily basis,” said Cathy Polley, RPh, vice president of health and wellness and executive director of the FMI Foundation. “Just as consumers are increasingly aware of the health-conscious opportunities afforded to them in the grocery aisles, FMI is also renewing its emphasis through its advancements in health and nutrition research and education with its Foundation.”