Americans are making greater efforts to eat healthier as more than 3 in 4 (77%) state that eating right is important to them. The recent survey of 500 Americans conducted by InsightExpress, a professional online research firm, reveals that 60% of Americans are eating healthier today than a year ago-whether they are on a diet or not. Interestingly, almost half (44%) of all households contain at least one dieter. The most commonly cited reasons for eating healthier include:
Reasons for Eating Healthy
* It’s just ‘Common Sense’ – 71%
* Enables me/my family to control our weight – 62%
* Helps prevent me/my family from getting sick – 54%
* Enables me/my family to live longer – 49%
* Is essential for a current health condition – 46%
* The growth and development of my family/children – 40%
Healthier attitudes are prevalent in the grocery aisles as 2 out of 3 consumers (64%) state they consider the nutritional value of products before they actually make a purchase decision. Americans also appear less price sensitive when it comes to eating right as almost half (46%) are willing to pay more for ‘healthy products.’ Further, 1 in 5 Americans are willing to sacrifice taste for healthier, less flavorful foods.
“Clearly, Americans are becoming more health conscious when it comes to food-buying and eating habits-with these attitudes being demonstrated in the check-out line,” said Lee Smith, president and COO of InsightExpress. “With 43% of shoppers consulting nutritional information on product packaging when buying a product for the first time, marketers need to recognize this medium as a formidable information platform.”
So who wins the brand war against the bulge? According to survey participants, the top brands in the “healthy food” category are:
1. Healthy Choice
2. Lean Cuisine
3. Weight Watchers.
The survey was created, distributed and tabulated during a 24-hour period in early May 2003. The data has a tolerance of +/- 4.4%.