Sodium: A Dash of Reality

By Steve French, Contributing Editor

Most Americans love salt. While sodium is not only essential to life and necessary for good health, most of us consume substantially more than we need. Current USDA guidelines state that the average healthy person should not exceed 2,300 mg of sodium each day, the equivalent of just one teaspoon. But, in fact, the average American consumes between 3,000 to 4,500 mg every single day. Although not everyone is affected by high sodium intake, for certain at-risk population groups, new dietary guidelines are even more stringent. Those over 40, African Americans and individuals with high blood pressure are recommended to consume no more than 1,500 mg per day. The negative effects of too much sodium are well-researched and documented: increased risk of high blood pressure, stroke, heart attack, ulcers and kidney disease, among other conditions.

Today, more than ever, health and wellness is taking a more-prominent position in consumers lives. As more information emerges about the connection between diet, lifestyle and health, consumers are taking note and making adjustments to incorporate healthier practices into their daily regimens. Not only are healthy foods being added to diets, but consumers are increasingly likely to exclude specific foods in an effort to eat healthy; in fact, 71% report they have avoided some foods to eat healthier.

Salt concerns. Concerns about salt and sodium are clearly a key and growing focus. Nearly 60% of the general population indicates they are more concerned now as compared to 20 years ago about the sodium content of the foods and beverages they consume. A similar proportion is currently trying to limit the amount of salt in their diet, a propensity that increases with age.

Labels show the way. Consumers increasingly strong attitudes regarding the importance of maintaining a healthy, balanced lifestyle translates into similar shifts in their behavior. Label-reading behaviors have seen strong growth in recent years, with 71% saying they usually read labels on food and beverage packages, leaving foods with high negatives vulnerable to being rejected from shopping carts. For salt in particular, labels are a key source of information as consumers strive for more-healthy lifestyles; 46% say they most often check for sodium content on packaged food labels.

Consumers are clearly interested in raising the bar on the nutrition level of their diets, and monitoring their sodium intake is one key means to this end. In response, marketers and manufacturers continue to offer a wide array of no-salt/sodium and low-salt/sodium alternatives as consumers take responsibility for their health and wellness. But will salt become the new trans fat, as governments and consumer advocacy groups push for stronger regulations and scrutiny of sodium content in foods and beverages?

The Natural Marketing Institute (NMI), Harleysville, PA, is a strategic consulting, market research and business development firm specializing in the health, wellness and sustainability marketplace. For more information on NMIs services or proprietary research tools, contact Steve French, managing partner, at [email protected] or visit nmisolutions.com.

Steve French will be presenting "Vital Consumer and Market Trends You Need to Know--Now" on Nov. 11 at 3 p.m. at SupplySide West , Las Vegas.