More Consumers Seeking Out Healthy Foods

CHICAGOConsumers are more aware than ever of their own nutritional deficits, and what poor eating habits can do in terms of their long-term health. As a result, todays consumers are seeking out healthy food with greater urgency; however, skeptical or confused consumers arent likely to pay a premium for healthier food, making it hard for manufacturers to justify investment in nutritional or ingredient upgrades, according to a new Mintel report.

According to the Attitudes Toward Healthy FoodUS-June 2012" report, 31% of consumers choose healthy foods to lose weight and 30% do so to maintain weight. The fact that the percentages are fairly similar across all age groups illustrates how widespread the interest in healthy eating is, which creates a growth opportunity for retailers to create their own private label versions of healthier products to generate higher profits, fill a growing need of consumers and also reinforce a retailers identity in the marketplace.

Based on Mintels research, as age increases so does the likelihood that adults are maintaining a mostly healthy diet. Nearly half (48%) of Americans age 65 and older say they pay close attention to how they eat, compared to only 32% of adults aged 18 to 24. Twenty-four percent of the 65 and older age group (the highest percentage of any demographic) say they do not exercise. This could be a principal reason for their healthier eating habits, as that is their main way of controlling their weight and health.

The report also found 67% of males think they are a good judge of healthy foods versus 76% of females. Perhaps thats because 64% of women say they read nutritional information on products compared to only 56% of men. Americans also are trying to create healthier children with 67% of women and 57% of men claiming to eat healthy food more often to set a good example for their kids.