Shoppers Want To Buy Healthy Foods, But Their Families’ Preferences Are A Barrier

Only a slight majority of Americans (52%) say their food purchases are healthy, according to M Booth & Associates. They say the recession has made a difference in their food purchases, though 64% would pay more for healthy food. They evaluate the healthiness of the food they eat by nutrition labels, with more than 80% saying they pay attention to the nutritional value of the food they buy for their children. Most parents (57%) feel pressured to find ways to give their children affordable, tasty, nutritious meals. Some 42% say their children are eating healthier than they did two years ago.

The researchers identify six types of food shoppers:

Child Pleasers

27% of shoppers;

They trade off nutritional value of meals to appease their children’s preferences to avoid a “dinner standoff”;

48% find it difficult to keep their food purchases healthy; and

Overt messaging about nutritional value of food does not resonate with them and may even drive them away.

Jugglers

18% of shoppers;

They try to balance cost, nutrition, and their children’s preferences, with the decision often coming down to cost; and

They read nutrition labels but often settle for the food they know will be eaten.

Budget Driven

16% of shoppers;

They do a reasonable job of buying healthy foods despite budget constraints;

They shop green markets and do more cooking from scratch than any other segment; and

They are very conscious of the nutritional value of the food they give their children.

Short Cuts

14% of shoppers;

32% find it hard to keep their food purchases healthy; and

They opt for “quick and simple” over “natural” or “organic.”

Healthy Savvies

13% of shoppers;

They buy local foods and cook from scratch;

They rely on nutrition labels to make sure they buy the healthiest products; and

Their children are picky eaters and can make meal time a challenge.

Naturals

13% of shoppers;

They are strong advocates for healthy, wholesome lifestyles;

They are more likely than average to be vegetarian, have adopted probiotics, and cook from scratch; and

They are happy to pay a premium for healthy foods despite the economy. [Food/Beverages, Consumer Spending & Attitudes]

Source: “Better 4 You Survey,” M Booth & Associates, Rich Goldblatt, Co-Director, 300 Park Ave. S, 12th Fl., New York, NY 10010; 212-539-3264; richg@mbooth.com; www.mbooth.com. Price: Call for information.

© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.

 

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