2008 IFIC Food and Health Survey
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Method:
Web survey of 129 questions
1,000 participants ages 18+Findings:
Carbohydrates-- 55% of Americans report being concerned with the amount of carbohydrates they consume (this percentage has remained consistent over last two years).
- Increase in concern over type of carbohydrates they consume (52%, up from 46% in 2006).
- Fewer people believe calories from carbohydrates are likely to cause weight gain (18%, down from 20% in 2006).
- In an effort to lose weight, 25% of people are changing the amount of calories they consume from carbohydrates. 65% report changing the portion size of meals/snacks.
- Awareness-
- Consumer awareness of fiber increased to 92%. Of that group, 77% are trying to consume more fiber.
- Consumer awareness of whole grains increased to 87%. Of that group, 78% are trying to consume more whole grains, which is an increase from 2007.
- Only 58% reported awareness of complex carbohydrates, and refined carbohydrates were least known with 39%.
Consumer Trends-
- Impact the following factors have on purchasing decisions:
- Taste 84%
- Price 70% (up 6% from 2006)
- Healthfulness 62%
- Convenience 55% (up 7% from 2006)
- 80% reported currently consuming or interest in consuming food/beverages for their “overall health and wellness” benefits or their “heart health” benefits.
Food Labels-
- Consumers report actively using packaging elements in purchase decisions (Nutrition Facts 63% and Ingredient List 51% were among the top three, while Brand name 40% came in the bottom four).
- Of the Nutrition Facts consumers were looking for, calories and total fat were the top priorities.
- Importance of carbohydrates decreased to 47% (down by 5% from 2006).
- Importance of fiber has increased to 52% (up 10% from 2006).
45% of consumers find food/health information confusing with more negative than positive messages.
Gap found between what consumers want to do to become healthy and their actual behavior.
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