IFIC survey shows links between package information and healthy purchases
Health-related factors have a significant impact on the foods people buy. With the seemingly overwhelming number of products on shelves, a new survey offers insights into which information on food labels is most influential — and on how additional information might lead to healthier dietary choices.
According to the survey, conducted by the International Food Information Council (IFIC) Foundation and the American Heart Association, almost all Americans (95%) report that they always or sometimes look for healthy options when food shopping.
Consumers say they are more likely to consult food labels for healthfulness when buying a product for the first time. However, there is a gap between consumers’ desire to find information about healthy foods and their ability to do so. Only a little more than one-quarter (28%) say it’s easy to find healthy foods, while 11% say it’s difficult, and the remainder report it is only moderately easy.
“We know consumers are making efforts to eat healthier,” said Joseph Clayton, CEO of the IFIC Foundation. “But our research indicates that their ability to locate the information they find most helpful can be a barrier to making healthier choices. Even subtle changes to food labels could have a positive impact on public health.”
When it comes to the wide array of sources where consumers get information about the healthfulness of foods—whether in-store, online or in other marketing statements—the Nutrition Facts panel was the top source (69%), followed by the ingredients list (67%), according to the survey. More consumers primarily consulted labels for ingredients they were seeking (45%) than for ingredients they were avoiding (31%).