What drives consumers to choose certain foods and beverages?
The International Food Information Council recently published their survey results on food and health to find out. They surveyed 3,000 Americans ages 18 to 80 years in March of 2024. The survey aimed to analyze what consumer perceptions are about health and nutrition, and how “healthy” food is defined by the consumer. In addition, they took a look at how the usage of social media content may impact food and nutrition and buying habits.
For the average person however, choosing foods that are convenient, filling and taste good are really what hits. Yet it may not surprise you to learn that the survey revealed that there is a rise in overall stress.
Stressed Out
This increasing stress level seems to link food choices with mental and emotional well-being. In addition, this stress can carry over to at the grocery store.
[bctt tweet=”Consumers are stressed over food prices and perhaps life in general” username=”chewthefacts”] Consumers reported that sometimes their stress results in less healthy food choices and habits as well. The report revealed that nearly 2 in 3 consumers are feeling very or somewhat stressed, which is an increase from past years. The responses identified main factors for this stress as both managing personal finances (59%) and the economy in general (51%).
Adding to the stress levels, nine in 10 (90%) consumers say they have noticed an increase in the price of food and beverages. This concern is up significantly from 83% in 2022.
A Changing Mindset
This year’s survey revealed that overall, people are seeking to follow a high protein diet regime. Protein is often associated with muscle building and repair. Perhaps the desire for lean bodies in one of the reasons for today’s protein-obsession. There also seems to be a growing interest in “optimal aging”.
Perceptions about food and diet have changed over they years, but interestingly, the science of diet and health has not changed all that much. If you had asked consumers what they consider when choosing “healthy food” in 1994, they would have said they were looking for “less fat and calories”. Today’s consumer perceives protein as a key nutrient for health. More responders were concerned (71%) about getting adequate protein in 2024 compared to previous survey years (59% in 2022, 67% in 2023). They are looking for foods that are fresh, protein-packed, and low in sugar.
When asked if they follow any particular dietary pattern, consumers surveyed in this 2024 report say they are mostly interested in adding protein to their diet. With over 50% of American adults are diagnosed with high blood pressure , you’d think that DASH Diet would be more prevalent. DASH is supported by strong evidence for treating high blood pressure, yet was sadly only 2% of those surveyed by IFIC reported following a DASH eating plan.
An Obsession with Protein
Despite what you may hear from fitness pros or non-credentialed folks online, you do not need to eat your body weight in protein. Protein needs vary based on your age, gender, and activity levels. The average active person requires no more than 0.4 to 0.5 grams protein per pound of body weight (that’s about 60-75 grams a day for a 150 pound woman and 75-100 grams per day for a 190 pound man). While protein is today’s “buzzword”, it is not a magic bullet. There are many other nutrients to consider.
Taste is Tops
Taste is a top factor in driving food choices. According to the report, 85% rank it as the most impactful element in their food and beverage purchase decisions. Price is the second most impactful (76%), followed by healthfulness (62%), convenience (57%), and environmental sustainability (31%).
While you may see headlines touting the potential harmful health effects of “ultra-processed food”, keep in mind, there is no consensus on the definition of “ultra-processed foods” among food and nutrition scientists. The IFIC Report shows that only 1 in 3 Americans are familiar with the “ultra-processed foods” term. Younger generations are more familiar with the term than the Boomer gen. Unfortunately the term ultra-processed may become a “food rule” and unnecessarily eliminate a lot of convenient and nutritious foods.
Views on Weight Loss Meds
Consumers are split nearly 50/50 (48% agree they are useful) on their views about weight loss medications. More millennials (56%) are likely to consider these medications to be effective. As far as their perception on safety, only about 30% of those surveyed feel that prescription weight-loss medications are safe.
Interestingly, I was surprised to see that even in this small sample of 3000 people, one in 10 say they have tried a prescription weight-loss drug in the past year. An additional 22% say they have considered it.
Overall, it appears that most people would rather change their lifestyle than take a medication.
Disparities and Social Determinants of Health
It’s really not so surprising that the survey found that healthfulness surpasses price as a purchase driver in households bringing in $100K+ in income. In other words, those with money are able and willing to spend more on foods or goods that support health. Healthfulness is a key driver for 75% of those with the highest household income. While only 55% of those with the lowest household income prioritize healthfulness in making their purchases.
Happiness and self-reported health rises with household rises too. Clearly, more income=less stress. Unfortunately only 1 in 3 (33%) of those with less than $20K in income describe their health as
excellent or very good, while more than twice as many report the same when income is over $150K (70%).
This is important. I often see so much social media content that is directed exclusively to an entitled, wealthy population. A lot of the misinformation or food-shaming that I see, only makes the challenge to eat well and choose healthful behaviors, even more difficult.
Who to Trust?
The IFIC survey highlighted how those with lower income are more likely to be stressed. That stress may be linked to consuming less healthy foods and beverages. The fancy foods or ingredients you may see on social media may add to stress levels. This is why I choose to share pantry meals, simple recipes, and content that is hopefully relatable to all.
Who are consumers turning to for information online about what to eat? Luckily, they are not turning to the social media “influencers” with big followings. They are however more likely to trust information about food from personal healthcare professionals and registered dietitian nutritionists. Hooray for credentials (look for RD or RDN)!
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