Food Choices Based on Flavor, Price

Flavor remains the No. 1 motivator for food and beverage selections. However, U.S. consumers are evaluating food with a more-critical eye, taking into consideration its cost, where and how the food is produced, its safety and reliability, and its overall healthfulness, according to results of the 2011 Food & Health Survey from International Food Information Council (IFIC) Foundation, Washington, D.C.

Statistics reveal flavor is the top consideration for 87% of consumers, while 79% say price impacts their decision when deciding which foods and beverages to purchase—a 6% increase from 2010 and a 15% increase since 2006. While healthfulness (66%), convenience (58%) and sustainability (52%) were factors in consumer decision-making, no other variable rose at the same rate as price over the past five years. Consumers also say lower prices would lead them to make more healthful choices when shopping for food. “The economy seems to be having a significant effect on what people look for when buying food," said Marianne Smith Edge, M.S., R.D., senior vice president of food safety and nutrition, IFIC Foundation. “While Americans will almost always choose foods that taste good first, they’re certainly looking for affordable, healthful foods as well."

Results also found 62% of Americans perceive their diet as “extremely" or “somewhat" healthful compared to 53% in 2010. Additionally, fewer Americans report making dietary changes (59% in 2011 compared to 64% in 2010).

Other key findings include:

·        53% of Americans said they were “very" or “somewhat" concerned about their sodium intake, despite a significant emphasis on sodium reduction in the 2010 Dietary Guidelines for Americans, other initiatives and media attention.

·        88% believe that fortified foods and foods with added benefit have at least some impact on overall health. Four out of five Americans purchase a variety of foods and beverages, including milk, juices, eggs, yogurt and cereal, specifically because of an added benefit or fortification.

·        Americans remain confused and concerned about the types of dietary fats they consume. For example, 71% say they are trying to limit some type; 66% say they are trying to limit their consumption of saturated fats and/or trans fatty acids. Almost 20% say they are trying to limit polyunsaturated and monounsaturated fats.

·        More than half of Americans are trying to limit their consumption of sugars, with 4 in 10 trying to limit high-fructose corn syrup. One-quarter say they are trying to limit refined carbohydrates, and 17% are trying to limit complex carbs.

·        61% of Americans believe food produced in the United States is safer than imported food because of greater regulation. Half of Americans are “extremely" or “somewhat" confident in the safety of the U.S. food supply, similar to previous years. The top U.S. food-safety concern continues to be foodborne illness.