Recent findings from the 12th Annual Consumer Attitudes About Nutrition survey suggest that while nine out of 10 consumers remain concerned about the nutritional content of food, they are much less willing to pay for healthier versions of food.
This figure dropped a significant eight points over the last two years (from 72 to 64%) after a consistently flat period averaging 72% over the previous five years. The survey, sponsored by the United Soybean Board (USB), shows that although they are less willing to pay more for healthier foods, 74% of consumers still report having changed their eating habits due to nutritional or health concerns.