iVillage, the largest content-driven community for women on the Web, and Penton’s New Hope Natural Media have unveiled new research proving a majority of women are more focused than ever on buying healthy foods. The study shows that women are scrutinizing labels for ingredients such as high fiber, reduced fat, and low sodium and are staying away from additives such as high fructose corn syrup.
The survey was conducted online within the United States by Penton Research on behalf of iVillage and New Hope Natural Media between February 15 and 24, 2010 among 4,898 iVillage members age 18+. The results suggest that women’s increasing concern about their own and their family’s health is driving them to change their food choices and take control of their nutrition. Findings include:
• 73% say they read labels carefully as they are concerned about specific additives such as high fructose corn syrup
• Approximately 50% look for specific health benefits such as high fiber, reduced fat, and low sodium rather than general claims that food is “organic” or “natural”
• 71% are very interested in buying healthy products at mainstream grocers—a trend that should encourage such retailers to devote more shelf space to healthy and organic products
• While 57% believe organic food is better for them, only 26% will actually go out of their way to purchase it
• 39% find that time is the biggest impediment to eating right, closely followed by willpower and motivation