Consistent with previous surveys, consumers overwhelmingly feel that food and nutrition play the greatest role in maintaining or improving health, followed by exercise and family history.

The last year can certainly be heralded as a year of change. Seismic transformations were felt by many, from the spiraling economy, to politics, to proposed healthcare reform, the environment and scientific advances, all of which can influence consumers’ outlook and decisions to purchase certain foods and beverages. While the country continues to recover from one of the most detrimental economic situations in decades, many consumers have embraced the idea of change, not as a choice, but out of necessity. Accordingly, the International Food Information Council (IFIC), as an organization that monitors food and nutrition trends, including changes in consumers’ perspectives, has observed some interesting shifts that may give insight into where the area of health and wellness is headed in the future.

Traditionally, having “good health” is about managing a disease or reducing the risk of developing a specific condition, or improving overall well-being. Func-tional foods, or foods that can provide benefits beyond basic nutrition, fit nicely into the “health and wellness” product category. Still, defining “health” has become rather nebulous in the minds of many consumers today.

While it still holds true to tradition, the thinking behind what makes a food healthful appears to have expanded to now include factors ranging from environmental concerns (i.e., “How is my food grown?” and, “How does it make its way to point-of-purchase?”) to penny-pinching (i.e., “How can I save money for myself and future generations by taking control of my health today?). This expanding definition of health may elicit exciting changes in how food products are developed. Health and wellness food and beverage products in the pipeline may be geared not just to a “health-conscious” consumer, but also to a “mindful” consumer.

Consumer research allows us to consider what consumers know today about foods and beverages that promote health, as well as the reported actions they are taking to make improvements to their diet. It also provides a glimpse into how products can be designed with greater consumer appeal. IFIC has been tracking consumer attitudes toward functional foods on a bi-annual basis since 1998. In 2009, IFIC commissioned Cogent Research (Cambridge, Mass.) to conduct a quantitative, Web-based survey of 1,005 U.S. adults ages 18 and older. This sixth iteration of the “IFIC Functional Foods/Foods for Health Consumer Trending Survey” was fielded between May 11-20, 2009, and respondents were invited based on gender, education, age and ethnicity, to allow the findings to be representative of the American population. The final data set was also weighted by level of education. The latest edition of the survey, released in August 2009, reflects more than a decade of insights evaluating consumer attitudes toward foods and food components that can promote health.

General Attitudes Toward Health
The majority of U.S. consumers remain confident they have a “great amount” of control over their health. Consistent with previous surveys, consumers overwhelmingly feel that food and nutrition play the greatest role in maintaining or improving health, followed by exercise and family history.

Heart-related and circulatory con-ditions, including general heart health, blood pressure, stroke and high cholesterol, remain the top health con-cerns for consumers, although this number has decreased significantly from 2007 and 2005. Consistent with 2007, the number of consumers mentioning weight as a top health concern remains higher than cancer. Diabetes remains as the fourth largest health concern, followed by nutrition and diet and exercise.

Food is Still First
A belief that foods can provide benefits remains part of mainstream consumer thinking. When asked about their perceptions of functional foods, more consumers (89%) agree that certain foods have benefits that go beyond basic nutrition and may reduce the risk of disease or other health concerns, than in 2007 (85%). Awareness of foods and their benefits is also very high. Similar to 2007 and 2005, when asked unaided, nine out of 10 Americans are able to name a specific food or food component and its associated health benefit (92% in 2009 and 2007, and 91% in 2005). This represents a significant increase, when compared to 84% in 2002, 82% in 2000 and 77% in 1998.

Consumers overwhelmingly mention foods before food components, when talking about foods and beverages that can improve health. The top “functional foods” named by consumers are: fruits and vegetables; fish/fish oil/seafood; dairy, including milk and yogurt; meat and poultry; herbs/spices; fiber; tea and green tea; nuts; whole grains and other grains; water; cereal, oats/oat bran/oatmeal; and vitamins/supplements. Marketing and media appear to increase consumer awareness. For example, Superfruits are discussed often in mainstream media. While almost any food with a high-antioxidant capacity can be considered a Superfruit, many articles and marketing focus on tropical fruits from exotic locations. Pomegranate is one such fruit that has received a lot of media and marketing attention over the past few years, and it appeared in this survey for the first time in 2009.

A Strong Foundation from Which to Grow
It is not surprising that many market researchers estimate the functional foods market in the billions. Indeed, consumer attitudes toward foods and beverages with added health and wellness benefits remain highly positive. When asked whether they agree or disagree that foods and beverages can provide a wide array of specific health benefits (for example, heart health), between 68-85% of Americans either “somewhat” or “strongly believe” in the stated benefit. Of the benefits mentioned, improving heart health (85%); contributing to healthy growth and development in children (83%); improving physical energy or stamina (82%); maintaining overall health and wellness (82%); and improving bone health (82%) are among the top benefits Americans believe foods and beverages can provide. Further, more than 85% of all Americans say they are currently consuming or would be interested in consuming foods or beverages for these specific benefits. Very few Americans indicate they are not interested in consuming foods or beverages for the stated benefits.

Americans Consuming Foods for Specific Health Conditions
Consumers were asked, on an aided basis, whether they are aware of certain food components, their corresponding food sources and their associated health benefits. The most recognizable food and health pairings continue to be those related to bone health, cardiovascular disease, can-cer and benefits associated with fiber. With the exception of a few associations, awareness increased significantly since 2007. For example, two key associations included probiotics (found in yogurt and other products fortified with beneficial cultures) for maintaining healthy digestive and immune systems (72% vs. 58% in 2007, and 71% vs. 54% in 2007, respectively).

Americans’ consumption of functional foods or food components parallels their awareness of food/health associations. When prompted with a certain food or food component and a corresponding health benefit, consumers report they already are consuming specific foods or components related to some of their top health concerns. These include cardiovascular disease, cancer and weight management, and, where they also are highly aware of the connection, between calcium and vitamin D for bone health. Of those who are aware of various associations, between 25-60% of Americans are currently consuming specific foods/food components for related health benefits, and another approximately 35-50% report they are “somewhat likely” or “very likely” to begin consuming foods/food components for the stated benefit.

The food components that Americans are most likely to be consuming for a specified health condition are: calcium “found, for example, in dairy foods such as milk, cheese or yogurt or in calcium-fortified foods or beverages, for the pro-motion of bone health” (58%); vitamin D “found, for example, in fortified foods and beverages, for the promotion of bone health” (56%); fiber (found, for example, in vegetables, fruits and some fortified foods, such as breads and cereals, for a reduced risk of heart disease” and “...for digestive health” (both at 56%); protein “found, for example, in meat, dairy, beans, nuts, soy, and some fortified foods and beverages, for maintaining optimal health” (56%); antioxidants “found, for example, in fruits and vegetables, whole grains, dark chocolate, coffee and certain teas, for protection against free radical damage implicated in aging and various chronic diseases” (54%); and fiber “found, for example, in vegetables, fruits, and some fortified foods, such as breads and cereals, for reduced risk of cancer” (54%).

Inside the Aisles
Findings from the “International Food Information Council Foundation Food & Health Survey,” which has been conducted annually since 2006, sheds light on what consumers are looking for when they shop for health in the grocery store. The “Food & Health Survey” is designed to provide ongoing consumer insights into how consumers view nutrition and health, their efforts to improve their diet and their understanding of the various components of their diets. In 2009, consumers were asked to rank the top three food components they look for when choosing foods and beverages for themselves and their children. For themselves, the top three food components (aided) are: fiber (37%); whole grains (34%); and protein (28%). For their children, the top three food components (aided) are: calcium (39%); vitamin C (31%); and whole grains (26%).

When asked about the impact convenience, healthfulness, price and taste have on their decision to buy foods and beverages, taste remains stable and in the highest position (87% in 2009 vs. 84% in 2008 vs. 88% in 2007 vs. 85% in 2006). However, price continues to significantly increase in importance since 2006 (74% in 2009 vs. 70% in 2008 vs. 72% in 2007 vs. 64% in 2006), while convenience (52%) and healthfulness (61%) remain relatively stable.

Putting It All Together
The findings from these surveys suggest that Americans believe they have control over their health, and foods and beverages can have positive health impacts. They are most interested in foods and beverages that provide benefits associated with their top health concerns, including heart health and weight management. The “2009 Prepared Foods’ R&D Trends Survey: Functional Foods” found food product developers are most comfortable incorporating ingredients such as antioxidants (67%), omega-3s (60%), proteins (53%), vitamin D (53%) and fruit-based ingredients (50%) into products. These results speak to an alignment between what consumers are looking for today in products that provide health benefits and what product developers are creating.

Still, consumers’ definition of health and its benefits continues to evolve. In the future, products that consumers deem “healthy” may be more than just foods and beverages that contain functional components. Today, product developers must consider the multitude of factors that influence consumers’ daily lives and their decisions, from science to politics, to the environment, to healthcare, among others, to help prepare for how mindful and health-conscious consumers will approach products tomorrow. Consumer research, like that conducted by IFIC, attempts to understand where consumers are today and how their attitudes and behaviors may shift. It is one important tool to consider, as developers hone in on target products that can help consumers achieve better health. pf

Elizabeth B. Rahavi, RD, is associate director, Wellness, and Wendy Reinhardt Kapsak, MS, RD is director, Wellness, with the International Food Information Council. IFIC is a 501(c)(6) non-profit, non-partisan, communications organization. Its mission is to effectively communicate science-based information about food safety and nutrition to health professionals, government officials, educators, journalists and consumers. For more information, contact Eric Mittenthal at Mittenthal@ific.org or 1100 Connecticut Ave. NW, Ste. 430, Washington, D.C., 20036. For more consumer insights on functional foods and food components, please visit www.foodinsight.org.

and their benefits is also very high. Similar to 2007 and 2005, when asked unaided, nine out of 10 Americans are able to name a specific food or food component and its associated health benefit (92% in 2009 and 2007, and 91% in 2005). This represents a significant increase, when compared to 84% in 2002, 82% in 2000 and 77% in 1998.

Consumers overwhelmingly mention foods before food components, when talking about foods and beverages that can improve health. The top “functional foods” named by consumers are: fruits and vegetables; fish/fish oil/seafood; dairy, including milk and yogurt; meat and poultry; herbs/spices; fiber; tea and green tea; nuts; whole grains and other grains; water; cereal, oats/oat bran/oatmeal; and vitamins/supplements. Marketing and media appear to increase consumer awareness. For example, Superfruits are discussed often in mainstream media. While almost any food with a high-antioxidant capacity can be considered a Superfruit, many articles and marketing focus on tropical fruits from exotic locations. Pomegranate is one such fruit that has received a lot of media and marketing attention over the past few years, and it appeared in this survey for the first time in 2009.

A Strong Foundation from Which to Grow
It is not surprising that many market researchers estimate the functional foods market in the billions. Indeed, consumer attitudes toward foods and beverages with added health and wellness benefits remain highly positive. When asked whether they agree or disagree that foods and beverages can provide a wide array of specific health benefits (for example, heart health), between 68-85% of Americans either “somewhat” or “strongly believe” in the stated benefit. Of the benefits mentioned, improving heart health (85%); contributing to healthy growth and development in children (83%); improving physical energy or stamina (82%); maintaining overall health and wellness (82%); and improving bone health (82%) are among the top benefits Americans believe foods and beverages can provide. Further, more than 85% of all Americans say they are currently consuming or would be interested in consuming foods or beverages for these specific benefits. Very few Americans indicate they are not interested in consuming foods or beverages for the stated benefits.

Americans Consuming Foods for Specific Health Conditions
Consumers were asked, on an aided basis, whether they are aware of certain food components, their corresponding food sources and their associated health benefits. The most recognizable food and health pairings continue to be those related to bone health, cardiovascular disease, can-cer and benefits associated with fiber. With the exception of a few associations, awareness increased significantly since 2007. For example, two key associations included probiotics (found in yogurt and other products fortified with beneficial cultures) for maintaining healthy digestive and immune systems (72% vs. 58% in 2007, and 71% vs. 54% in 2007, respectively).

Americans’ consumption of functional foods or food components parallels their awareness of food/health associations. When prompted with a certain food or food component and a corresponding health benefit, consumers report they already are consuming specific foods or components related to some of their top health concerns. These include cardiovascular disease, cancer and weight management, and, where they also are highly aware of the connection, between calcium and vitamin D for bone health. Of those who are aware of various associations, between 25-60% of Americans are currently consuming specific foods/food components for related health benefits, and another approximately 35-50% report they are “somewhat likely” or “very likely” to begin consuming foods/food components for the stated benefit.

The food components that Americans are most likely to be consuming for a specified health condition are: calcium “found, for example, in dairy foods such as milk, cheese or yogurt or in calcium-fortifThe last year can certainly be heralded as a year of change. Seismic transformations were felt by many, from the spiraling economy, to politics, to proposed healthcare reform, the environment and scientific advances, all of which can influence consumers’ outlook and decisions to purchase certain foods and beverages. While the country continues to recover from one of the most detrimental economic situations in decades, many consumers have embraced the idea of change, not as a choice, but out of necessity. Accordingly, the International Food Information Council (IFIC), as an organization that monitors food and nutrition trends, including changes in consumers’ perspectives, has observed some interesting shifts that may give insight into where the area of health and wellness is headed in the future.

Traditionally, having “good health” is about managing a disease or reducing the risk of developing a specific condition, or improving overall well-being. Func-tional foods, or foods that can provide benefits beyond basic nutrition, fit nicely into the “health and wellness” product category. Still, defining “health” has become rather nebulous in the minds of many consumers today.

While it still holds true to tradition, the thinking behind what makes a food healthful appears to have expanded to now include factors ranging from environmental concerns (i.e., “How is my food grown?” and, “How does it make its way to point-of-purchase?”) to penny-pinching (i.e., “How can I save money for myself and future generations by taking control of my health today?). This expanding definition of health may elicit exciting changes in how food products are developed. Health and wellness food and beverage products in the pipeline may be geared not just to a “health-conscious” consumer, but also to a “mindful” consumer.

Consumer research allows us to consider what consumers know today about foods and beverages that promote health, as well as the reported actions they are taking to make improvements to their diet. It also provides a glimpse into how products can be designed with greater consumer appeal. IFIC has been tracking consumer attitudes toward functional foods on a bi-annual basis since 1998. In 2009, IFIC commissioned Cogent Research (Cambridge, Mass.) to conduct a quantitative, Web-based survey of 1,005 U.S. adults ages 18 and older. This sixth iteration of the “IFIC Functional Foods/Foods for Health Consumer Trending Survey” was fielded between May 11-20, 2009, and respondents were invited based on gender, education, age and ethnicity, to allow the findings to be representative of the American population. The final data set was also weighted by level of education. The latest edition of the survey, released in August 2009, reflects more than a decade of insights evaluating consumer attitudes toward foods and food components that can promote health.

General Attitudes Toward Health
The majority of U.S. consumers remain confident they have a “great amount” of control over their health. Consistent with previous surveys, consumers overwhelmingly feel that food and nutrition play the greatest role in maintaining or improving health, followed by exercise and family history.

Heart-related and circulatory con-ditions, including general heart health, blood pressure, stroke and high cholesterol, remain the top health con-cerns for consumers, although this number has decreased significantly from 2007 and 2005. Consistent with 2007, the number of consumers mentioning weight as a top health concern remains higher than cancer. Diabetes remains as the fourth largest health concern, followed by nutrition and diet and exercise.

Food is Still First
A belief that foods can provide benefits remains part of mainstream consumer thinking. When asked about their perceptions of functional foods, more consumers (89%) agree that certain foods have benefits that go beyond basic nutrition and may reduce the risk of disease or other health concerns, than in 2007 (85%). Awareness of foodsied foods or beverages, for the pro-motion of bone health” (58%); vitamin D “found, for example, in fortified foods and beverages, for the promotion of bone health” (56%); fiber (found, for example, in vegetables, fruits and some fortified foods, such as breads and cereals, for a reduced risk of heart disease” and “...for digestive health” (both at 56%); protein “found, for example, in meat, dairy, beans, nuts, soy, and some fortified foods and beverages, for maintaining optimal health” (56%); antioxidants “found, for example, in fruits and vegetables, whole grains, dark chocolate, coffee and certain teas, for protection against free radical damage implicated in aging and various chronic diseases” (54%); and fiber “found, for example, in vegetables, fruits, and some fortified foods, such as breads and cereals, for reduced risk of cancer” (54%).

Inside the Aisles
Findings from the “International Food Information Council Foundation Food & Health Survey,” which has been conducted annually since 2006, sheds light on what consumers are looking for when they shop for health in the grocery store. The “Food & Health Survey” is designed to provide ongoing consumer insights into how consumers view nutrition and health, their efforts to improve their diet and their understanding of the various components of their diets. In 2009, consumers were asked to rank the top three food components they look for when choosing foods and beverages for themselves and their children. For themselves, the top three food components (aided) are: fiber (37%); whole grains (34%); and protein (28%). For their children, the top three food components (aided) are: calcium (39%); vitamin C (31%); and whole grains (26%).

When asked about the impact convenience, healthfulness, price and taste have on their decision to buy foods and beverages, taste remains stable and in the highest position (87% in 2009 vs. 84% in 2008 vs. 88% in 2007 vs. 85% in 2006). However, price continues to significantly increase in importance since 2006 (74% in 2009 vs. 70% in 2008 vs. 72% in 2007 vs. 64% in 2006), while convenience (52%) and healthfulness (61%) remain relatively stable.

Putting It All Together
The findings from these surveys suggest that Americans believe they have control over their health, and foods and beverages can have positive health impacts. They are most interested in foods and beverages that provide benefits associated with their top health concerns, including heart health and weight management. The “2009 Prepared Foods’ R&D Trends Survey: Functional Foods” found food product developers are most comfortable incorporating ingredients such as antioxidants (67%), omega-3s (60%), proteins (53%), vitamin D (53%) and fruit-based ingredients (50%) into products. These results speak to an alignment between what consumers are looking for today in products that provide health benefits and what product developers are creating.

Still, consumers’ definition of health and its benefits continues to evolve. In the future, products that consumers deem “healthy” may be more than just foods and beverages that contain functional components. Today, product developers must consider the multitude of factors that influence consumers’ daily lives and their decisions, from science to politics, to the environment, to healthcare, among others, to help prepare for how mindful and health-conscious consumers will approach products tomorrow. Consumer research, like that conducted by IFIC, attempts to understand where consumers are today and how their attitudes and behaviors may shift. It is one important tool to consider, as developers hone in on target products that can help consumers achieve better health. pf

Elizabeth B. Rahavi, RD, is associate director, Wellness, and Wendy Reinhardt Kapsak, MS, RD is director, Wellness, with the International Food Information Council. IFIC is a 501(c)(6) non-profit, non-partisan, communications organization. Its mission is to effectively communicate science-based information about food safety and nutrition to health professionals, government officials, educators, journalists and consumers. For more information, contact Eric Mittenthal at Mittenthal@ific.org or 1100 Connecticut Ave. NW, Ste. 430, Washington, D.C., 20036. For more consumer insights on functional foods and food components, please visit www.foodinsight.org.