Some 70% of consumers report that healthier foods are increasingly difficult to afford

Technomic has found that the recession is adversely affecting consumers’ healthy eating behavior. Results from the Chicago-based food industry research firm’s recent consumer survey show that while over half of consumers are more concerned about their eating habits today compared to a year ago, 70 percent report that healthier foods are increasingly difficult to afford, 53 percent claim they often purchase less healthy foods because they cost less, and 44 percent say their budgets prevent them from eating healthier foods. The survey also revealed that consumers generally regard popular lower-priced restaurant options to be less healthy.

“Healthy eating is still important to consumers, but evidence strongly suggests that it is a lower priority these days,” says Bob Goldin, Executive Vice President. He adds “consumers are economizing in their food expenditures and believe that one way to do so is to spend less on healthy foods. It’s an unfortunate development.”