IFIC Survey Reveals Consumer Views on Nutrition, Food Safety

Getting inside the minds of consumers can help food product developers tailor their efforts to meet consumer needs. The 2012 Food & Health Survey from the International Food Information Council (IFIC) Foundation offers insight into what consumers think about their health and diets, how they buy food, what they think about the safety of their food, and more.

According to the survey—which involved 1,057 Americans ages 18 to 80—90 percent of Americans have given at least a little thought to the ingredients in their food and beverages. Consumers say they are trying to eat more whole grains, fiber and protein, while cutting calories, sugar, solid fats and salt. However, taste (87 percent) remains the most significant determinant of food and beverage choices, followed by price, which dropped significantly as a factor compared to 2011, and healthfulness. In terms of trying to lead healthier lives, nearly 60 percent of Americans believe that online and mobile tools are helpful. More than half (52 percent) say that figuring out their income taxes is easier than knowing what they should and shouldn’t eat in order to be healthier.

With regards to food safety, 17 percent of those surveyed say they have stopped buying a specific brand or type of food due to safety concerns, and more than half of all consumers (57 percent) believe that the chances are extremely low that they will contract a serious foodborne illness. About half (48 percent) believe foods produced in foreign countries are less safe than foods grown in the U.S.