The vast majority of shoppers (86%) are concerned about the nutritional value of the food they consume, according to the United Soybean Board. 
Despite their concerns, the recession seems to have taken a toll on their willingness to pay more for healthier versions of food items — 53% are willing to spend extra in 2010, down from 60% in 2006. Nearly half of those not willing to spend more for healthier food (46%) say they cannot afford to do so. Some 18% claim the food the buy is already healthy, whereas 13% believe healthier food wouldn’t taste as good.
Americans continue to be concerned about obesity, with 28% saying that individuals are responsible and 20% blaming the fast food industry. This represents a significant shift from 2009, when 26% blamed fast food companies and 24% blamed individuals. When it comes to their own diets, 45% of consumers believe that following a moderate-fat diet, choosing “good” fats over “bad” fats is the most effective strategy for maintaining a healthy diet, 11% believe that a low fat diet is the best option, while 35% think that both are equally effective.
Consumers most commonly get their health news from TV, followed by the Internet, which barely registered as source in 2002.
Source: “Consumer Attitudes About Nutrition,” United Soybean Board, Lisa Cassady, 16305 Swingley Ridge Rd., #150, Chesterfield, MO 63017; 800-989-8721; lcassady@unitedsoybean.org; www.soyconnection.com. Price: Available online at no charge.
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