The perceived healthfulness of foods and beverages continues to be a major factor influencing purchase decision, according to the hot-off-the-presses “2011 Food & Health Survey: Consumer Attitudes Toward Food Safety, Nutrition & Health.” Commissioned by the International Food Information Council (IFIC) Foundation, Washington, D.C., this annual national quantitative study took place this year during a two-and-a-half-week period in March and April.
Of the 1,000 American adults surveyed, 66% identified healthfulness as a leading factor impacting purchase. This is a significant increase from the 2010 survey, when 58% of respondents said healthfulness impacted their purchase decisions.
The survey data also indicate that 68% of Americans are actively using the Nutrition Facts panel for product information and almost half (49%) use the ingredient statement. Further, the majority of Americans believe that fortified foods and foods with added benefits have at least some impact on overall health. Yet, very few center-of-plate proteins are actively marketed for their healthfulness, other than the handful of lean meats that flag fat content, and now some products are highlighting reductions in sodium.