What drives consumers to choose particular foods and beverages?
The International Food Information Council recently published research results about food and health to learn. In March 2024, 3,000 Americans aged 18 to 80 were surveyed. The research aimed to analyze which consumer perceptions about health and nutrition and how ‘healthy’ food is defined by the consumer. In addition, they looked at how the use of social media content can influence food and eating habits and shopping habits.
For the average person, however, choosing foods that are convenient, filling and delicious is really where it hits. However, it may not surprise you to learn that research has revealed an increase in overall stress.
Anxiety
This increased level of stress appears to link food choices to mental and emotional well-being. In addition, this stress can be transferred to the grocery store.
Consumers are worried about food prices and perhaps life in general Notification to X Consumers have reported that stress sometimes causes them less healthy dietary choices and habits as well. The report revealed that nearly 2 in 3 consumers feel very or somewhat stressed, which is an increase from previous years. Responses identified both managing personal finances (59%) and the economy in general (51%) as major factors for this stress.
Adding to stress levels, nine out of 10 (90%) consumers say they have noticed an increase in the price of food and drink. This concern increases significantly from 83% in 2022.
A changing mindset
This year’s research revealed that overall, people are looking to follow a high protein diet. Protein is often associated with building and repairing muscle. Perhaps the desire for lean bodies is one of the reasons for today’s protein obsession. There also seems to be a growing interest in ‘optimal ageing’.
Perceptions of food and nutrition have changed over the years, but interestingly, the science of nutrition and health hasn’t changed that much. If you asked consumers what they thought of when choosing “healthy foods” in 1994, they would say they were looking for “less fat and calories.” Today’s consumer perceives protein as an essential nutrient for health. More respondents were concerned (71%) about getting enough protein in 2024 compared to previous survey years (59% in 2022, 67% in 2023). They look for foods that are fresh, full of protein and low in sugar.
When asked if they follow a specific dietary pattern, consumers surveyed in this 2024 report say they are primarily interested in adding protein to their diet. With over 50% of American adults diagnosed with high blood pressure, you’d think the DASH diet would be more popular. DASH is supported by strong evidence for the treatment of high blood pressure, however, unfortunately, only 2% of IFIC respondents reported following a DASH eating plan.
An obsession with protein
Despite what you may hear from fitness professionals or non-certified people on the internet, you don’t need to eat your body weight in protein. Protein needs vary by age, gender and activity levels. The average active person needs no more than 0.4 to 0.5 grams of protein per kilogram of body weight (that’s about 60-75 grams per day for a 150-pound woman and 75-100 grams per day for a 190-pound man). While protein is the buzzword today, it’s not a magic bullet. There are many other nutrients to consider.
The taste is tops
Taste is the number one factor in food choices. According to the report, 85% rank it as the most important factor in their food and beverage purchasing decisions. Price is the second most influential (76%), followed by hygiene (62%), convenience (57%) and environmental sustainability (31%).
Although you may see headlines touting the potential harmful health effects of “ultra-processed foods,” 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 term “ultra-processed food.” Younger generations are more familiar with the term than the Boomer gen. Unfortunately, the term hyper-processed can become a “food rule” and unnecessarily eliminate many convenient and nutritious foods.
Opinions about weight loss drugs
Consumers are split almost 50/50 (48% agree they are helpful) in their opinions of weight loss drugs. More millennials (56%) are likely to think these drugs are effective. When it comes to their perception of safety, only about 30% of respondents believe that prescription weight loss drugs are safe.
Interestingly, I was surprised to see that even in this small sample of 3000 people, one in 10 say they have tested a prescription drug for weight loss in the past year. An additional 22% say they have considered it.
Overall, it seems that most people would rather change their lifestyle than take a drug.
Inequalities and social determinants of health
It’s not really surprising that research found that hygiene trumps price as a purchasing factor in households bringing in $100,000+. In other words, those with money are able and willing to spend more on food or goods that support health. Health is a key driver for the top 75% of household income earners. While Only 55% of people with the lowest household income prioritize health in making their purchases.
Happiness and self-reported health increase as households increase as well. Clearly, more income = less stress. Unfortunately only 1 in 3 (33%) of those with incomes under $20,000 describe their health as
excellent or very good, with more than twice as many reporting the same when income is over $150,000 (70%).
This is important. I often see so much content on social media that caters solely to an entitled, wealthy population. A lot of the misinformation or food shaming I see makes the challenge of eating well and choosing healthy behaviors even more difficult.
Who to trust?
IFIC’s research highlighted how people with lower incomes are more likely to experience stress. This stress can be linked to eating less healthy foods and drinks. Fancy foods or ingredients you may see on social media can increase stress levels. This is why I choose to share pantry meals, simple recipesand the content we hope relevant to everyone.
Who do consumers turn to for information online about what to eat? Fortunately, they don’t target social media influencers with large followings. However, they are more likely to trust food information from personal health professionals and registered dietitian nutritionists. Yay for credentials (look for RD or RDN)!
