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.
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