While many consumers have a strong desire to eat healthy, most aren’t exactly sure what healthy eating entails, and how they can make it practical for them, according to results of a new study conducted by iModerate Research Technologies.
The study focused on healthy eating by investigating consumers’ perceptions about two specific food groups: functional foods that contain natural health benefits, such as the antioxidants found in blueberries, and fortified foods, such as pastas that are enriched with calcium and vitamins.
Currently, there is a lack of information as it relates to what types of foods are healthy and what specific health benefits these foods provide, which creates a challenge for consumers. Aside from a lack of information and prominent marketing by functional food producers and purveyors, the study found definitive barriers that prevent consumers from purchasing fortified and functional foods. Concerns about taste, cost, spoilage, convenience and preparation are the major hurdles when it comes to purchasing and consuming functional foods. When it comes to fortified foods, consumers’ apprehension stems from the fortification process itself, believability as to the product’s health claim, the possible overconsumption of nutrients, and long-term health implications.
“People generally want to eat healthy and do what’s best for them and their family" said Adam Rossow, vice president of marketing at iModerate.
“However, while consumers know some of the basics and what to stay away from, there is a tremendous lack of practical information and education that would help break down the barriers for them, inspire purchases and create a loyal following."
According to the findings, there are significant areas of opportunity for manufacturers, growers and retailers to educate consumers about the benefits of healthy eating by taking the guesswork out of healthy eating, messaging health benefits more effectively, and improving labels and signage.
The study focused on healthy eating by investigating consumers’ perceptions about two specific food groups: functional foods that contain natural health benefits, such as the antioxidants found in blueberries, and fortified foods, such as pastas that are enriched with calcium and vitamins.
Currently, there is a lack of information as it relates to what types of foods are healthy and what specific health benefits these foods provide, which creates a challenge for consumers. Aside from a lack of information and prominent marketing by functional food producers and purveyors, the study found definitive barriers that prevent consumers from purchasing fortified and functional foods. Concerns about taste, cost, spoilage, convenience and preparation are the major hurdles when it comes to purchasing and consuming functional foods. When it comes to fortified foods, consumers’ apprehension stems from the fortification process itself, believability as to the product’s health claim, the possible overconsumption of nutrients, and long-term health implications.
“People generally want to eat healthy and do what’s best for them and their family" said Adam Rossow, vice president of marketing at iModerate.
“However, while consumers know some of the basics and what to stay away from, there is a tremendous lack of practical information and education that would help break down the barriers for them, inspire purchases and create a loyal following."
According to the findings, there are significant areas of opportunity for manufacturers, growers and retailers to educate consumers about the benefits of healthy eating by taking the guesswork out of healthy eating, messaging health benefits more effectively, and improving labels and signage.
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