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Shoppers Driven By Nutrition

supermarketnews.com DATAPOINTS SHOPPERS DRIVEN BY NUTRITION Consumers are increasingly driven by nutrition when shopping for food, according to Shopping for Health 2012, the 20th in a yearly study scheduled to be released this week by the Food Marketing Institute and Prevention, and published by Rodale Inc. The study was provided exclusively to SN last week. The survey, which polled 1,471 U.S. grocery shoppers last November, showed that shoppers have increased their purchases the data reflecting nutrition-driven behaviors is shown here. of foods containing ingredients such as 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, compared with a year ago. Some 55% of shoppers are switching to whole grain bread, 33% are showing an interest in protein on the label (up 10 points since 2009), and 30% are switching to Greek yogurt (up 9 points vs. 2011). A sampling of SOURCE: Shopping for Health 2012 App Interest Health Perceptions 49% % of shoppers by how healthy they consider label types % of shoppers somewhat/very interested in downloading specified apps to mobile device ORGANIC ALL NATURAL LOCALLY GROWN Get weekly supermarket specials Extremely healthy. 12%. 56% .9%. .11% Very healthy... .20% 20% 22% Help choose healthier items while shopping of shoppers are buying less 37% Healthy.. 47%. .45% Somewhat healthy ...20%. 21%. .20% processed food Help with diet 35% Not at all healthy ......3%. .3%. ...2% Making an Effort % of shoppers who make a lot or some effort to eat healthy: Women: 84% o Men: 75% Finding Success % of those people who say they try to eat healthy who are successful more than half the time: Women: 74% o Men: 65% "More and more shoppers are switching to foods with benefits. They are steering away from ONLINE RESOURCES % of all shoppers who use websites for recipes and healthy eating tips* 67%| empty calories and asking, 'What's in my food, Recipe site Site from a cooking show. Food company's site 30% and how is it good for me?' '" 20% Magazine site.... 19% – CARY SILVERS, director of consumer insights, Prevention Individual food brand site 18% Supermarket or food retailer site. Blog ... Diet companies/Diet tracker........ Site about a specific medical condition ... 11% 13% Top Health Concerns Meal Idea Sources 12% % of shoppers who cite these concerns somewhat/ very important in choosing the types of food/drinks they usually purchase Internet 39% 12% Maintaining/Improving heart health. . 75% COOKING SHOW 37% Video site (i.e., YouTube) Lifestyle site (i.e., iVillage). Book site.... 10% 7% Providing more energy....................... 70% MAGAZINE 34% 2% Avoiding empty calories 67% * of the 39% who use Internet for new meal ideas Digestive health.. .. 66% COOKBOOKS 33% 33% Improving immunity 65% WORD OF MOUTH 31% Preventing cancer.. .... .64% RECIPES 26% Maintaining/Improving mind health... 64% ON LABEL Building physical strength.. ..61% CULINARY MAGAZINES... 12% of shoppers check protein content on labels, up 6 points over 2010. Building bone density.. .. 60% Avoiding processed foods... SUPERMARKET RECIPÈS.....11% 59%

Shoppers Driven By Nutrition

shared by supermarketnews on Jul 16
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Consumers are increasingly driven by nutrition when shopping for food, according to Shopping for Health 2012, the 20th in a yearly study scheduled to be released this week by the Food Marketing Instit...

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