May 15, 2014 - Blogs
The number of American consumers who consider healthfulness when purchasing their food and beverages has shown a significant uptick in the past two years, according to the IFIC Foundation’s 2014 Food and Health Survey.
American consumers’ perceptions and behaviors regarding the healthfulness of their diets and level of physical activity are among the survey’s most encouraging findings. While taste and price consistently have been the top two factors that impact consumers’ food and beverage purchases (90 percent and 73 percent respectively), healthfulness in 2014 almost entirely closed the gap with price, rising from 61 percent of consumers in 2012 to 71 percent this year, a 10 percentage-point increase.
And so, how do consumers define “healthfulness?" More than four out of five (83 percent) report that they’ve tried to eat more fruits and vegetables either within the past year or for more than a year. Seventy-nine percent say they have cut calories by drinking water or low- and no-calorie beverages. Seventy-two percent are eating more whole grains. In addition, four in five report that they are trying either to lose weight (54 percent) or maintain their weight (25 percent).
Topping the list of what respondents believe to be the most effective weight-management strategy included eating smaller portions at 26 percent, and eating smaller and more frequent meals or snacks at 23 percent.
The survey also revealed what nutrients or food components consumers are trying to limit or increase consumption of. The components and the number of respondents who are trying to get a certain amount or as much as possible of them are: fiber (53 percent), whole grains (53 percent), protein (50 percent), calcium (36 percent), omega-3 fats (21 percent), potassium (19 percent), and probiotics (18 percent).
In terms of those nutrients or components consumers are trying to limit or avoid entirely: sodium/salt (53 percent), sugars in general (50 percent), calories (48 percent), fats/oils (29 percent), caffeine (31 percent), and mono/polyunsaturated fats (26 percent).
While still a majority, significant declines were seen among respondents who believe moderate amounts of sugar can be part of an overall healthful diet (74 percent in 2014 vs. 84 percent in 2013) and those who believe people with diabetes can include some foods with sugar as part of their total diet (54 percent in 2014 vs. 71 percent in 2013). Half of consumers (51 percent) report that they are getting “pretty close to" or less than what they believe is the appropriate amount of sugars in their diets.
It appears that consumers are starting to understand the significance of functional foods, even if they don’t completely grasp the concept. Foods fortified with protein, fiber and other nutrients are considered “healthful." However, consumers are also demanding these foods contain fewer added sugars (or less sugar altogether), along with less sodium, fats and calories. It’s a tall order, no doubt.
The process of including bioactive compounds in food and beverage products is complex, as food manufacturers must examine their shelf life, stability and bioavailability before processing. Food Product Design recently discussed these obstacles in its free Digital Issue, “Functional Foods," which dives into topics like healthier energy ingredients, cereal nutrition and omega-3s, among others, to get product formulation on track not only with taste, but nutrition as well.
And luckily, innovation in sweetening ingredients is putting sugar reduction within reach. Non-nutritive, “natural" sweeteners like stevia and monk fruit can reduce added sugars and calories in food and beverages. For more information on these sweetening ingredients (and others), check out this report from the Food Product Design FoodTech Toolbox.
The number of American consumers who consider healthfulness when purchasing their food and beverages has shown a significant uptick in the past two years, according to the IFIC Foundation’s 2014 Food and Health Survey.
American consumers’ perceptions and behaviors regarding the healthfulness of their diets and level of physical activity are among the survey’s most encouraging findings. While taste and price consistently have been the top two factors that impact consumers’ food and beverage purchases (90 percent and 73 percent respectively), healthfulness in 2014 almost entirely closed the gap with price, rising from 61 percent of consumers in 2012 to 71 percent this year, a 10 percentage-point increase.
And so, how do consumers define “healthfulness?" More than four out of five (83 percent) report that they’ve tried to eat more fruits and vegetables either within the past year or for more than a year. Seventy-nine percent say they have cut calories by drinking water or low- and no-calorie beverages. Seventy-two percent are eating more whole grains. In addition, four in five report that they are trying either to lose weight (54 percent) or maintain their weight (25 percent).
Topping the list of what respondents believe to be the most effective weight-management strategy included eating smaller portions at 26 percent, and eating smaller and more frequent meals or snacks at 23 percent.
The survey also revealed what nutrients or food components consumers are trying to limit or increase consumption of. The components and the number of respondents who are trying to get a certain amount or as much as possible of them are: fiber (53 percent), whole grains (53 percent), protein (50 percent), calcium (36 percent), omega-3 fats (21 percent), potassium (19 percent), and probiotics (18 percent).
In terms of those nutrients or components consumers are trying to limit or avoid entirely: sodium/salt (53 percent), sugars in general (50 percent), calories (48 percent), fats/oils (29 percent), caffeine (31 percent), and mono/polyunsaturated fats (26 percent).
While still a majority, significant declines were seen among respondents who believe moderate amounts of sugar can be part of an overall healthful diet (74 percent in 2014 vs. 84 percent in 2013) and those who believe people with diabetes can include some foods with sugar as part of their total diet (54 percent in 2014 vs. 71 percent in 2013). Half of consumers (51 percent) report that they are getting “pretty close to" or less than what they believe is the appropriate amount of sugars in their diets.
It appears that consumers are starting to understand the significance of functional foods, even if they don’t completely grasp the concept. Foods fortified with protein, fiber and other nutrients are considered “healthful." However, consumers are also demanding these foods contain fewer added sugars (or less sugar altogether), along with less sodium, fats and calories. It’s a tall order, no doubt.
The process of including bioactive compounds in food and beverage products is complex, as food manufacturers must examine their shelf life, stability and bioavailability before processing. Food Product Design recently discussed these obstacles in its free Digital Issue, “Functional Foods," which dives into topics like healthier energy ingredients, cereal nutrition and omega-3s, among others, to get product formulation on track not only with taste, but nutrition as well.
And luckily, innovation in sweetening ingredients is putting sugar reduction within reach. Non-nutritive, “natural" sweeteners like stevia and monk fruit can reduce added sugars and calories in food and beverages. For more information on these sweetening ingredients (and others), check out this report from the Food Product Design FoodTech Toolbox.
Sources:
- International Food Information Council: More Americans Choosing Foods, Beverages Based on Healthfulness
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