Study explores beliefs and behaviors behind food choices
Results of a new research study commissioned by the James Beard Foundation underscore how consumer thinking about food has changed over the past three years.
Results of a new research study commissioned by the James Beard Foundation underscore how consumer thinking about food has changed over the past three years.
According to the study, which incorporated results of two surveys, more than two-thirds (67%) of adults say they have changed their diets within the past three years; 70% of those who have made changes report that they are eating more healthful foods.
Not everyone is health conscious, however. For the one-third (33%) who have not made dietary changes, the primary reasons are contentment and apathy—70% were satisfied with their diets and 17% didn’t care about making a dietary change. Those who had not changed their diets were more likely to be from the Midwest, to be over 45 years of age, and to live outside of urban areas.
Flavor and health were priorities for survey respondents; flavor was cited by 66% of consumers and health/wellness by 62% as a top purchase decision influence. Asked about overall factors and forces influencing the American diet, the survey participants identified three top influencing factors: food companies, cited by 50%; food retailers, noted by 48%; and advertisers, cited by 46%. Respondents had a fairly positive opinion of food companies; more than half (53%) said that food companies generally produce healthy foods.
On the controversial subject of genetically modified ingredients, just over half (51%) said that they could be part of a healthy diet. The study clearly illustrates the priority that consumers place on transparency. Nine out of 10 consumers (90%) want to understand the ingredients in their foods and to see truthful nutritional information. A sizable majority (77%) say they want to know where their food comes from, and 76% want to know what its environmental impact is. Not surprisingly, 80% are in favor of labeling genetically modified ingredients.
The research findings are based on two 2017 surveys, one completed online by 1,105 randomly selected U.S. adults and the other completed by nearly 2,500 subscribers to Good Housekeeping magazine.