06.01.11
Increasingly for Americans, the cost of food is becoming almost as important as the taste of it, according to the International Food Information Council (IFIC) Foundation “2011 Food & Health Survey.” Although taste remains the top consideration (87%), 79% of consumers say price impacts their decision when deciding which foods and beverages to purchase, a 6% increase from 2010 and a noteworthy 15% increase since 2006.
While healthfulness (66%), convenience (58%) and sustainability (52%) play roles in consumer decision-making, no other motivator rose at the same rate as price during the past five years. Interestingly, these trends are consistent with what drives Americans’ menu decisions at restaurants: taste (69%) and price (61%) are ranked as the top two motivators. Americans also say lower prices are the top driver that would lead them to make more healthful choices when shopping for food.
“The economy seems to be having a significant effect on what people look for when buying food,” said Marianne Smith Edge, MS, RD, senior vice president of Food Safety and Nutrition at the IFIC Foundation. “While Americans will almost always choose foods that taste good first, they’re certainly looking for affordable, healthful foods as well.”
The IFIC Foundation “2011 Food and Health Survey” also found significantly fewer Americans are concerned about their weight status when compared to last year; 50% of Americans described themselves as overweight in 2011 compared to 57% in 2010. More Americans perceived their diet as extremely or somewhat healthful (62%) when compared to 2010 (53%). At the same time, fewer Americans report making dietary changes (59% in 2011 compared to 64% in 2010) and more Americans report their physical activity levels are sedentary (43%)—a significant increase from 2010 (37%). These contradictions are further evidenced by the fact that the number of people trying to lose or maintain weight (69%) has significantly decreased since 2010 (77%).
“This contradiction may indicate that Americans are being less hard on themselves and less critical of their health and well-being than in past years, despite an environment in which improved health and wellness is increasingly discussed from the media to government to the dinner table,” said Carrie Dooher, director of Trends and Consumer Insights at the IFIC Foundation. “This would be consistent with current trends toward small indulgences and a shift in perception about food in which consumers are seeking to be empowered rather than educated about food, health and food safety practices.”
The IFIC Foundation “2011 Food & Health Survey” captured the thoughts, perceptions, and behaviors of 1000 American adults over a two and a half-week period in March and April of 2011.
Additional findings from the International Food Information Council Foundation “2011 Food & Health Survey” include:
• Americans’ awareness of the Dietary Guidelines for Americans has increased (81% in 2011 compared to 71% in 2010). Still, 95% of Americans could not name another “healthy living” initiative beyond the Dietary Guidelines for Americans or MyPyramid, such as First Lady Michelle Obama’s Let’s Move! campaign.
• Despite significant attention on sodium, Americans’ concern about sodium remains stable. A little more than half of Americans (53%) say they are very or somewhat concerned about their sodium intake, equal to last year (53%).
• Sixty-one percent of Americans believe that imported food is less safe than foods produced in the U.S., citing less regulation as the top reason. Trust in the safety of the U.S. food supply, however, remains stable. Half of Americans are extremely or somewhat confident in the safety of the U.S. food supply, similar to previous years. The top U.S. food safety concern continues to be foodborne illness (50% in 2011).
• Only 9% of Americans can accurately estimate the number of calories they should consume in a day for a person of their age, height, weight and physical activity. The majority of Americans do not keep track of calories consumed or burned, citing numerous barriers, including extreme difficulty and a lack of interest, knowledge and focus.
• Despite the popularity of some “food rules” that suggest certain foods to avoid, Americans say they would rather hear what to eat (63%) instead of what not to eat. The interest in positive messaging rose 7% since 2009 when the survey last polled Americans on this sentiment.
While healthfulness (66%), convenience (58%) and sustainability (52%) play roles in consumer decision-making, no other motivator rose at the same rate as price during the past five years. Interestingly, these trends are consistent with what drives Americans’ menu decisions at restaurants: taste (69%) and price (61%) are ranked as the top two motivators. Americans also say lower prices are the top driver that would lead them to make more healthful choices when shopping for food.
“The economy seems to be having a significant effect on what people look for when buying food,” said Marianne Smith Edge, MS, RD, senior vice president of Food Safety and Nutrition at the IFIC Foundation. “While Americans will almost always choose foods that taste good first, they’re certainly looking for affordable, healthful foods as well.”
The IFIC Foundation “2011 Food and Health Survey” also found significantly fewer Americans are concerned about their weight status when compared to last year; 50% of Americans described themselves as overweight in 2011 compared to 57% in 2010. More Americans perceived their diet as extremely or somewhat healthful (62%) when compared to 2010 (53%). At the same time, fewer Americans report making dietary changes (59% in 2011 compared to 64% in 2010) and more Americans report their physical activity levels are sedentary (43%)—a significant increase from 2010 (37%). These contradictions are further evidenced by the fact that the number of people trying to lose or maintain weight (69%) has significantly decreased since 2010 (77%).
“This contradiction may indicate that Americans are being less hard on themselves and less critical of their health and well-being than in past years, despite an environment in which improved health and wellness is increasingly discussed from the media to government to the dinner table,” said Carrie Dooher, director of Trends and Consumer Insights at the IFIC Foundation. “This would be consistent with current trends toward small indulgences and a shift in perception about food in which consumers are seeking to be empowered rather than educated about food, health and food safety practices.”
The IFIC Foundation “2011 Food & Health Survey” captured the thoughts, perceptions, and behaviors of 1000 American adults over a two and a half-week period in March and April of 2011.
Additional findings from the International Food Information Council Foundation “2011 Food & Health Survey” include:
• Americans’ awareness of the Dietary Guidelines for Americans has increased (81% in 2011 compared to 71% in 2010). Still, 95% of Americans could not name another “healthy living” initiative beyond the Dietary Guidelines for Americans or MyPyramid, such as First Lady Michelle Obama’s Let’s Move! campaign.
• Despite significant attention on sodium, Americans’ concern about sodium remains stable. A little more than half of Americans (53%) say they are very or somewhat concerned about their sodium intake, equal to last year (53%).
• Sixty-one percent of Americans believe that imported food is less safe than foods produced in the U.S., citing less regulation as the top reason. Trust in the safety of the U.S. food supply, however, remains stable. Half of Americans are extremely or somewhat confident in the safety of the U.S. food supply, similar to previous years. The top U.S. food safety concern continues to be foodborne illness (50% in 2011).
• Only 9% of Americans can accurately estimate the number of calories they should consume in a day for a person of their age, height, weight and physical activity. The majority of Americans do not keep track of calories consumed or burned, citing numerous barriers, including extreme difficulty and a lack of interest, knowledge and focus.
• Despite the popularity of some “food rules” that suggest certain foods to avoid, Americans say they would rather hear what to eat (63%) instead of what not to eat. The interest in positive messaging rose 7% since 2009 when the survey last polled Americans on this sentiment.