How Consumers Choose Healthful Foods

supermarketnews.com DATAPOINTS HOW CONSUMERS CHOOSE HEALTHFUL FOODS Consumers are more likely to look for positive nutritional benefits such high fiber content or whole grains than they are to seek out products with "reduced" negative attributes, such as sugar or carbs, according to a report on healthy eating choices in the U.S. from Chicago-based Mintel. While 65% of consumers said high fiber was important in selecting a packaged food product, for example, it was less important for a product to have reduced or low sodium (54%) or reduced or low sugar (51%). The survey, which included polls of more than 2,000 consumers, also found disparities in consumers' approach to healthy eating based on gender, age, income and other factors. Women were more concerned about health overall, and younger consumers showed a preference for "emerging" nutritional attributes such as gluten-free, dairy-free and vegetarian or vegan. Selecting natural products was important to about half of all respondents (51%). SOURCE: Mintel WHY DO YOU EAT HEALTHY FOOD? Important Attributes (multiple responses allowed) (% ranking as "very" or "somewhat" important in selecting packaged foods) HEN WOMEN To stay well ... 61% .73% 51% To live longer. 49%.. 49% Because I feel better throughout the day...41%. To lose weight 51% 35% 34% 33% 26%.. 36% To maintain my weight... 29%.. .30% As an aid in treating illness/disease . .21% 20% Other.. 3% .3% All Natural Locally made Premium/ Organic I don't eat healthy food gourmet or artisinal 13%. .6% simple Mutrition 38 Cite taste/ flavor as important when selecting a packaged food product 88 Respondents who trust labels or signs in grocery stores that designate some products as healthier than others. Gluten Free Good Source Fiber "Consumers are more aware than ever of their Say they eat the 58% foods they like own nutritional deficits, and what poor eating regardless of habits can do in terms of long-term health." calories JOHN N. FRANK, category manager, CPG food and drink reports, Mintel Nutrition Tugical alun "'LOW/NO' ATTRIBUTES (% who say these attributes are "very" or "somewhat" important in selecting packaged foods) per 40 kcar Carbohydrate 050 Reduced/low sodium 54% tech Sonars 9.0g Reduced/low/no sugar 0.1g Respondents who read nutritional information on products regularly. Reduced/low/no fat 49% Reduced calorie 49% Vitamin C Reduced/low/no carbs 41% Emerging Nutritional Areas ewhat" 'HIGH IN' ATTRIBUTES (% who say these attributes are "very" or "somewhat" important in selecting packaged foods) (% who these attributes are ery" or portant) AGE GROUP 18-24 25-34 35-44 45-54 55-64 65+ High in vitamins/minerals 65% Gluten free 24% 25% 16% 16% 16% 14% High in fiber 65% Whole grains 65% Vegetarian or vegan 25% 23% 14% 11% 11% 8% High in protein 63% Dairy free 21% 22% 13% 11% 11% 11% Full serving (daily value) of fruit and/or vegs. 62%