Table of Contents
Background
Methodology
Executive Summary
Demographics
Detailed Findings

3
4
5
7
11

2

BACKGROUND
The International Food Information Council (IFIC)
Foundation’s 2018 Food and Health Survey marks the
13th time the IFIC Foundation has surveyed American
consumers to understand their perceptions, beliefs
and behaviors around food and food purchasing
decisions.
This year, the survey continues an examination ofissues related to health and diet, food components,
food production, and food safety. It also explores new
topics, such as food insecurity, diets and eating
patterns, and how consumers’ diets compare todietary guidelines and expert recommendations.
A supplement to this report, focused on Medicaid
recipients and in partnership with the Root Cause
Coalition, will be released in October, 2018.

3

METHODOLOGY• Online survey of 1,009 Americans ages 18 to 80.
March 12 to March 26, 2018. The survey tookapproximately 21 minutes to complete.

• The results were weighted to ensure that they

are reflective of the American population ages
18 to 80, as seen in the 2017 Current Population
Survey. Specifically, they were weighted by age,education, gender, race/ethnicity and region.

• The survey was conducted by Greenwald &Associates, using ResearchNow’s consumer
panel.

• Note: changes in trend vs. 2017 are indicatedwhere appropriate with up and down arrows.

4

Executive Summary
This year’s 2018 Food and Health Survey seeks to understandconsumers’ perceptions and behaviors around food and foodpurchasing decisions.
• The findings from this year’s online survey of 1,009 Americans
ages 18 to 80 focuses on:• The link between food and desired health outcomes• How consumer diets compare to recommendations• The prevalence and motivation behind certain eating
patterns• Information sources and trust• Food and beverage purchase drivers• The influence of food values and views on food safety• Food insecurity and barriers to healthy eating• In-person vs. online shopping• Findings are presented for all respondents. Additional insights
are provided based on how findings vary by different types ofdemographic groups such as age, race, gender and income.

Key Findings
This year, some of the more compelling findings of the Food and
Health Survey include:• Consumer confusion remains entrenched: Last year, the study
found consumer confusion to be a prevalent issue. That finding is
confirmed again in 2018, with 80% who come across conflicting
information about food and nutrition and 59% of those who saythat conflicting information makes them doubt their choices.
This significant consumer segment also experiences heightened
stress while shopping.
• Context can influence the consumer’s judgment ofhealthfulness, even when the nutritional facts are the same:
Despite being given two products to consider with identical
Nutrition Facts Panels, consumers are swayed by the presence ofGMOs, a longer ingredients list, sustainable production,
freshness and a sweeter taste.

Key Findings Continued
5

Executive Summary
Key Findings Continued• Familiarity is a core purchase driver: While taste and price still
reign supreme as influential factors, familiarity (a new addition to
the 2018 survey) actually comes in a close third. The impact offamiliarity of product even outweighs healthfulness.
• Importance of sustainability on the rise: 6 in 10 consumers say
it is important to them that the food they purchase or consume is
produced in a sustainable way, an increase from 50% who said
the same in 2017. In particular, reducing pesticide use andensuring an affordable food supply appear to be the issues
driving this increased interest in the topic.
• Preference for no artificial ingredients and willing to pay for it:
Despite the importance of familiarity, 7 in 10 consumers would
be willing to give up a familiar favorite product for one that did
not contain artificial ingredients. Of those who would, 4 in 10
would be willing to pay 50% more and 1 in 5 would pay 100%
more. That said, there are about 4 in 10 who would pay nothing
more for the new product.

• Interestingly, trust in government agencies seems to be on therise: Consumers put more trust in government agencies to tellthem what foods to eat or avoid. In addition, consumers are
more confident in purchasing meats and poultry in the wake of
new FDA regulation on antibiotics than they were in 2017.
• Doctors are both trusted and influential sources: For those
consumers who get information from their personal healthcare
professional, 78% indicate making a change in their eating habits
as a result of those conversations.
• Cost and access are key barriers to eating fruits andvegetables: On average, Americans consume lessfruits/vegetables and more protein than even they think experts
would recommend. The top two reasons for this: the cost of andlack of access to good quality fruits/vegetables.

6

Demographic Profile of
Respondents

7

General Demographics
GenderHousehold Income

Male

49%

Less than $35,000

22%

Female51$35,000 to $49,999

16$50,000 to $74,999

21$75,000 to $99,999

15$100,000 to $149,999

13$150,000 and above

8

Don't know

1

Prefer not to answer

5Age
18 to 3431%

35 to 4925

50 to 6426

65 to 80

18

Race/Ethnicity
White

64%

Hispanic/Latino/Spanish descent

15

Black or African American

12

Asian or Pacific Islander

6

Other

2

EducationLess than high school

4%

Graduated high school

34

Some college

17

AA degree/technical/vocational

12

Bachelor's degree

22

Graduate/professional degree

128Household Demographics
Marital Status

US Region
Northeast

18%

Married

54%

South

38

Living with partner

7

West

24

Single, never married

27

Midwest21

Divorced or separated

10

Widowed

3

Other

<0.5

Type of location

Children’s Ages

Suburban

43%

Urban

27

Rural

18

Small town

13

Currently have Medicaid
Yes

24%

No

75

Prefer not to say

1

Newborn to 2 years old

6%

2 to 8 years old

14

9 to 17 years old

16

18 or older

38

Do not have any children

36

Prefer not to say

1Receive food assistanceYes, SNAP program

11%

Yes, WIC program

5

Yes, both SNAP and WIC

2Yes, other program

1

No, do not receive food assistance80

Prefer not to say

19Health Demographics
BMI score

HeightNormal or Low

37%

Less than 5’0

4%Overweight32

5’0 to 5’5

34

Obese

28

5’6 to 5’1145

No answer

3

6’0 or taller

16

Diseases

WeightMultiple responses accepted

Less than 100 pounds

2%High blood pressure

25%

100 to 149 pounds

28

High cholesterol20%

150 to 199 pounds

41

Stress/anxiety/depression

13%

200 to 249 pounds

18

Diabetes

11%

250 to 299 pounds

5

Overweight/obesity

8%

300 to 349 pounds

1

Cancer4%

350 to 399 pounds

2Heart disease3%

400 pounds or more*

Muscle strength/mobility

3%

Prefer not to answer

2

Osteoporosis

2%

Attention deficit hyperactivity disorder

2%

Stroke1%None of the above

49%

10

Consumers have Desired
Health Outcomes but Unsure
How to Achieve Them

11

Consumers View Themselves in Good HealthDespite rating health as excellent/very good, a large percentage of respondents are classified as overweight or obese
Self-Reported Health Status
Excellent56%

Of consumers indicate their healthis excellent or very good

Very good
2018
2017

Good

2016

Fair

68%

Of consumers with income above$75,000 rate health as excellent orvery good, compared to 37% of
those with incomes less than
$35,000

Poor
0%

10%

20%

30%

40%

50%

Q1: How would you describe your own health, in general? (n=1,009)

12

Cardiovascular Health Top Desired Benefit fromFood
Weight loss, energy, and brain function also rank as top benefits consumers are interested in getting from foodInterest in Health Benefits from Food and Nutrients
Cardiovascular health
Weight loss/weight management

24%

EnergyOf African Americans
ranked weight loss as a
top three health benefit,
compared to 41% of
non-Hispanic whites

Brain function (memory, focus, cognition)
Digestive healthMuscle health/strength
Immune function
Diabetes management/blood sugar

Ranked First
Ranked Second/Third

Emotional/mental healthMore older adults (65+)
ranked bone health anddiabetes management in
top 3 benefits from foodBone health
Athletic Performance
None of the above
Other
0%

20%

40%

60%

Q31: Which of the following health benefits are you most interested in getting from foods or nutrients? Please rank the top 3 benefits. (n=1,009)

13

6 in 10 Could Not Connect a Food to a Goal
Protein and vegetables generally perceived as most beneficial for top health issue
Able to Link Top Health
Issue to Food

Food or Nutrient Sought for Top Health Issue
Protein
Vegetables
Vitamins and Minerals

38%

Able to name afood they would
seek for top
health issue

FruitsFood Ingredients/Components
Dairy
All Issues

Grains/Grain Foods

Cardiovascular
Weight loss

All Oils/Fats

Energy
Other
0%

5%

10%

15%

20%

Q32: Can you name a food or nutrient that you would seek out to help with [1st Health Issue]? (Of those who mentioned a health benefit they are interested in getting from food or nutrients, n=972)

14

Carbohydrates Increasingly Believed to Cause
Weight Gain
Sugars believed to be most likely to cause weight gain; only 17% believe calories from all sources impact weight the same
Source of Calories Most Likely to Cause Weight Gain
32%

Sugars33%

Carbohydrates
25%

Fats
Protein16%

All sources same

3%
17%

Not sure
2012

5%
2013

2014

2015

2016

2017

2018

Of those following a lowcarb-related diet say thatcarbohydrates are most
likely to cause weight gain

22%

Of those with a college
degree indicate all sourcesof calories equally
influence weight gain

21%

Of those in excellent/very
good health state all
sources of calories cause
weight gain

Q7: What source of calories is the most likely to cause weight gain? (n=1,009)

15

Consumers Take Multiple Actions to Limit Sugar
When limiting/avoiding sugar, 60 percent drink water instead of caloric beverages

Limiting/Avoiding
Sugars in Diet

Actions Taken to Limit/Avoid Sugars(Of those limiting/avoiding sugars)

Drinking water instead of caloric beverages
Eliminating certain foods and beverages from my diet
No longer adding table sugar to foods and beverages

77%

Are trying tolimit/avoid
sugarsConsume smaller portions
Using the Nutrition Facts label to choose foods andbeverages with less sugar
Reducing the number of calories I consume each day
Using low-calorie sweeteners instead of adding sugar
Ordering or purchasing "sugar-free" options*

Avoid

Limit

Switching to low-or no-calorie beverage options*
Reducing fruit intake

Q34: Are you trying to limit or avoid sugars in your diet? (n=1,009)
Q35: What action(s) are you taking to limit or avoid sugars? (Of those limiting/avoiding sugars, n=801)*Response text has been abridged

0%

20%

40%

60%

80%

16

Nearly Half Eliminating Soft Drinks and Candy to
Reduce Sugar Consumption
Baked goods and frozen desserts also among the most avoided
Types of Foods and Beverages Eliminated to Reduce Sugar Consumption(Of those eliminating foods and beverages to limit/avoid sugar)

Top Responses

Less Common Responses

Soft drinks

Energy drinks

Candy

100% fruit juice
Breakfast cereal

Baked goods (cookies, cakes, pastries)

YogurtFrozen desserts (ice cream, frozen yogurt)

Sauces and condiments
Juice flavored drinks (fruit punch)

Fruits

Sweetened teas and coffees

Dairy substitutes (soy, almond milk)

Breads (bagels, dinner rolls)

Milk or other dairy products

Sweet snacks (granola bars, trail mix)

Other

0%

20%

40%

60%

0%

20%

40%

60%

Q36: Which types of foods or beverages do you most often eliminate to reduce the amount of sugars you consume? (Select up to three.) (Of those eliminating foods and beverages to limit/avoid sugar, n=383)

17

3 in 10 Prefer Low/No-Calorie Sweeteners
Consumers choose low/no-calorie sweeteners to consume less sugar, manage diabetes, consume fewer calories, and to lose or
maintain weight
Perceived Benefits of Using
Sweeteners Likely to Use
Low/No-Calorie Sweeteners(Of those who use low/no-calorie sweeteners)

Consume less sugar
Manage diabetes or control blood sugar

29%
Use low/no
caloriesweeteners

Consume fewer calories
Lose weight
Maintain my weight
Reduce carbohydrate intake
Consume an appropriate amount of total calories
Consume an appropriate amount of sugar

Any type of sugar (table sugar, honey, maple syrup)
Low/no calorie sweeteners (aspartame, sucralose, stevia)
I don't use any type of sugar or low/no-calorie sweeteners

Other
None of the above

0%

20%

40%

Q37: Which of the following are you more likely to use to sweeten foods and/or beverages? (n=1,009)
Q38: Which of the following, if any, do you believe consuming low/no-calorie sweeteners helps you do? (Select top answer.) (Of those who use low/no calorie sweeteners, n=301)

18

6 in 10 View Added Sugars Negatively
Nearly one-third have developed at least a somewhat more negative perception of added sugars over the past year
Opinion of Added Sugars

Change in Opinion of Added Sugars in
the Past Year
11%

Very positive

Very / Somewhat
positive

Somewhat positive
Neutral13%

Much more positive

Much more /Somewhat morepositive

Somewhat more positive
My opinion hasn't changed

Somewhat negative

59%

Very / Somewhat
negative

Very negative

Somewhat more negative

32%

Much more /Somewhat morenegative

Much more negative

Not sure

Not sure
0%

20%

40%

60%

0%

20%

40%

60%

Q39: What is your opinion of 'added' sugars (ex. table sugar or high fructose corn syrup)? (n=1,009)
Q40: Thinking about the past year, how has your opinion changed, if at all, about 'added' sugars (ex. table sugar or high fructose corn syrup)? (n=1,009)

19

4 in 10 View Low/No-Calorie Sweeteners
Negatively
Hispanic/Latino consumers have more positive opinion of low/no-calorie sweeteners
Opinion of Low/No-Calorie Sweeteners

23%

Very positive

Very / Somewhat
positive

Somewhat positive
NeutralChange in Opinion of Low/No-Calorie
Sweeteners in the Past Year
17%

Much more positive

Much more /Somewhat morepositive

Somewhat more positive
My opinion hasn't changed

Somewhat negative

45%

Very / Somewhat
negative

Very negative
Not sure

Somewhat more negative

25%

Much more /Somewhat morenegative

Much more negative
Not sure

0%

20%

40%

60%

0%

20%

40%

60%

Q41: What is your opinion of low/no-calorie sweeteners? (ex. Sucralose, Aspartame, stevia leaf extract) (n=1,009)
Q42: Thinking about the past year, how has your opinion changed, if at all, about low/no-calorie sweeteners (ex. Sucralose, Aspartame, stevia leaf extract)? (n=1,009)

20

Eating Behaviors Diverge
from MyPlate
Recommendations21

3 in 10 Know A Lot/Fair Amount About MyPlate
Younger consumers, those in better health, parents and women are particularly familiar with the icon
Familiarity with the MyPlate Graphic
2018

2017

2016

59%

I have seen it and know a lot about it

Have seen the MyPlategraphic

I have seen it and know a fair amountabout it69%

Of parents withchildren under 18 haveseen the MyPlategraphic

I have seen it but know very little about it
I have never seen it before
Not sure
0%

20%

40%

Q6: How familiar are you, if at all, with the following graphic? (n=1,009)

22

A Typical Dinner Plate is Mismatch to MyPlate
Americans report getting less fruits and vegetables, and more protein, than is recommended by MyPlate
My Plate Vs. What Consumers Say Is On Their Plate

48%
Fruits12%

Vegetables
29%

include
dairy
often

Grains21%

Protein
38%

17%

17%

Always
Often
Sometimes

33%

31%

RarelyNever

Q2: Thinking about your average dinner, what percentage of your plate would contain each of the following types of food? Please note, your response must total to 100%. (n=1,009)
Q3: Thinking about your average dinner, about how often do you include a serving of dairy (ex: milk, cheese, yogurt, etc.)? (n=1,009)

23

Beliefs about Expert Recommendations
Consumers believe experts recommend a larger portion of fruit and a smaller portion of protein than what they say is actually on
their plate
What Consumers Say
is On Their Plate

Fruits
12%

FruitsGrainsVegetables
Vegetables
29%

Grains21%

Vegetables
29%
ProteinProtein
38%

What Consumers Believe
Experts Recommend

Fruits21%

Vegetables
30%

Grains20%

Protein29%

Q2: Thinking about your average dinner, what percentage of your plate would contain each of the following types of food? Please note, your response must total to 100%. (n=1,009)
Q4: What percentage of a healthy adult’s plate do you think health experts recommend should contain each of the following types of food? Please note, your response must total to 100% (n=1,009)

24

One-Third of Consumers
Follow an Eating Pattern,
but Patterns are Diverse

25One-Third Follow a Specific Eating Pattern
A higher number of younger consumers (18 to 34) followed a specific eating pattern/diet
Following Specific Eating Pattern

Type of Eating Pattern Followed
Intermittent fasting
Paleo diet
Gluten-free diet

36%

Followed a
specific eating
pattern in thepast year

Low-carb diet
Mediterranean diet

16%

Whole 30

NET: Low-carbrelated diets

High-protein diet
Vegetarian or vegan diet
Weight-loss plan
CleanseDASH diet
Ketogenic or high-fat diet
Other

0%

10%

20%

Q27: Have you followed any specific eating pattern or diet at any time in the past year? Select all that apply. (n=1,009)

26

Motivators for Adopting Specific Eating Pattern
Almost half of consumers indicate they adopted a new eating pattern in an effort to lose weight
Motivations for Adopting a New Eating Pattern(Of those w ho follow ed a specific eating pattern in past year)
I wanted to lose weight
I wanted to feel better and have more energy

56%

I wanted to protect my long-term health/prevent future health conditions

Of non-Hispanic whites
tried a new eating patternin order to lose weight

I wanted to prevent weight gain
I wanted to improve my health so I can have more independence in life
I noticed a change in my physical appearance

52%

A conversation with my personal health care professional

Of those age 50-64 and
47% of those age 65+
followed a new eating
pattern in an effort toprotect long-term health

I was diagnosed with a health condition
I wanted to prevent any changes in my physical appearance
A conversation with a friend or family member
I wanted to set a good example for my friends and family
A news article, blog post, or study that discussed the effects of poor eating habits
Other

0%

20%

40%

60%

80%

Q28: Which of the following motivated you to make an effort to adopt a new eating pattern/diet? Select all that apply. (Of those who followed a specific eating pattern in past year, n=369)

27

Nearly Half Say They Stop Eating When They’ve
Had Enough
Majority of consumers indicated they sometimes snack at least twice a day

How Often Do You Do the Following…
Always

Often

Sometimes

RarelyNever

Not sure

I stop eating when I’ve had enough but not too
much

Older adults (65+) areless likely to skip a meal

I pay close attention to the flavors and textures of
my food as I eat

51%

I stop myself from eating if I’m not hungry

Of African Americans state
they often or always stopthemselves from eatingwhen they are not hungry

I try not to eat before or after a certain time of day
I skip at least one meal a day

People who rank foodsustainability as very
important indicate they
participate in these eating
patterns more often

I snack at least twice a day
I try to limit distractions when I am eating a meal orsnack
I replace at least one meal a day with snacks

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q25: How often do you do the following? (n=1,009)

28

Few Familiar With Intuitive Eating
Younger adults have more familiarity with mindful eating and intuitive eating than older adults
Familiarity and Interest in Mindful, Intuitive Eating
60%
Mindful eating

Intuitive eating

50%

Mindful eating
NET familiarity: 47%
NET interest: 55%

40%
30%

Intuitive eating
NET familiarity: 26%
NET interest: 55%

20%
10%
0%
I have heard of it, and I am I have heard of it, but I dointerested in learning more
not want to learn more

I have not heard of it, but I I have not heard of it, and I
am interested in learning
do not want to learn more
more

Q26: Which of the following best describes your familiarity and interest in the practice of “mindful eating”? (Split Sample A, n=506)
Q26b: Which of the following best describes your familiarity and interest in the practice of “intuitive eating”? (Split Sample B, n=503)

29

Parents Introduce Solid Foods for Many Reasons
Consumers see each reason for introducing solid food as important, in some cases very/extremely important
Reasons to Introduce Solid Food to Infants(Among those who have children)

Extremely important

Very important

Somewhat important

Not too important

Not at all important

Add extra vitamins, minerals and othernutrients to the infant’s dietConsumers between
the ages of 35 and 49
generally view eachreason as very/extremely
important, compared tothose consumers age
65+

Help the infant develop a preference fornutrient-rich foods
Help the infant safely explore new tastes
and textures
Expose to common allergens to help
prevent the development of food allergies

Add extra calories to the infant’s diet

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Q29: Experts recommend that parents and caregivers begin introducing solid food to infants around the age of 6 months. How important are the following reasons for introducing solid foods? (Of those who have children, n=637)30

Consumers Rely on a
Multitude of Information
Sources, Some of Which
They Trust

31

Conflicting Information Creates “Confusion”

59%

80%

Strongly/
Somewhat
Agree

Strongly/
Somewhat
Agree

78%

Of Hispanic consumers
strongly/somewhat agree

Q8: Do you agree or disagree with the following statement? “There is a lot of conflicting information about what foods I should eat or avoid.” (n=1,009)
Q9: Do you agree or disagree with the following statement? “The conflicting information about what I should be eating makes me doubt the choices I make.” (Of those who agree about conflicting information, n= 817)32

Consumers Put Trust in Health Professionals
Trust in Government agencies has increased significantly since 2017, going from 25% highly trust to 38%
Trusted Sources About Which Foods to Eat/Avoid
5 - A lot

4

3

2

1 - Not at all

Conversation with registered dietitian nutritionist
Conversation with personal healthcare professional

76%

Conversation with wellness counselor or health coach

Of older Americans (those65+) trust a registereddietitian, compared to
65% of younger adults(<35 years old)

Reading a scientific study
Conversation with fitness professional
Government agency (USDA, EPA, FDA, or CDC)¹
Health-focused website
Doctor or nutritionist on TV or via social media²

Younger adults also havemore trust in technologybased sources of
information, including
fitness apps, bloggers andpeople on TV

Chef or culinary professional
Fitness, diet or nutrition mobile app
Health, food or nutrition bloggers
Friend or family member
News article or headline, or news on TV³
A food company or manufacturer

0%

20%

40%

60%

80%

100%

Q10: How much would you trust information from the following on which foods to eat and avoid? (n=1,009)
1In 2017, this item did not include the examples in parentheses
2In 2017, this item was phrased as “Healthcare professional on TV or via social media”
3In 2017, this item was phrased as “News Article or Headline”

33Consumers Use Multiple Sources for Information
Consumers who rate food sustainability as very important generally indicated using more sources
Sources for Information About Which Foods to Eat/Avoid
5 - A lot

4

3

2

1 - Not at all

Conversation with personal healthcare professional
Friend or family member
News article or headline, or news on TV³

Consumers at a lower
BMI are more likely tolisten to friends, personal
healthcare professionaland health coaches

Conversation with registered dietitian nutritionist
Health-focused website
Reading a scientific study
Doctor or nutritionist on TV or via social media²
Conversation with wellness counselor or health coach
Conversation with fitness professional
Government agency (USDA, EPA, FDA, or CDC)¹
Fitness, diet or nutrition mobile app
Health, food or nutrition bloggers
A food company or manufacturer
Chef or culinary professional

0%

20%

40%

60%

80%

100%

Q11: How often do you get information from the following on which foods to eat and avoid? (n=1,009)
1In 2017, this item did not include the examples in parentheses
2In 2017, this item was phrased as “Healthcare professional on TV or via social media”
3In 2017, this item was phrased as “News Article or Headline”

34Relationship Between Trust and Reliance
Health professionals trusted and used by consumers to guide health and food decisions

35

Healthcare Professionals Impact Eating Habits
Most consumers indicate they made a change to eating habits as a result of a conversation with healthcare professional
Getting Information From Personal
Healthcare Professional

Changed Eating Habits as Result ofConversation
Yes, completely changed my eating
habits (i.e., started a new diet plan oreating pattern)

54%

Get informationfrom a personal
healthcare
professional

78%

Yes, made significant changes (i.e.,
reduced or eliminated certain types offoods)

Of consumers
made a change

Yes, made minor changes (i.e., eat aserving of vegetables at lunch)

No, have not made any changes

0%

20%

40%

60%

80%

100%

Q11: How often do you get information from the following on which foods to eat and avoid? (n=1,009)
Q12: Have you changed your eating habits as a result of a conversation with a personal healthcare professional? (If has conversation with Personal Healthcare Professional 3-5, n=541)

36

Range of Food
Attributes Impact Food
Choice37

Taste and Price Remain Top Drivers
Although price is a top driver, it again comes in at a lower level than was seen before 2017
Purchase Drivers Over Time(% 4-5 Impact out of 5)

100%

2018

90%
Taste

80%
70%

Price
Healthfulness
Convenience

60%
50%
40%

Taste
Price
Healthfulness
Convenience
Sustainability

81
64
61
54
39

Sustainability

30%
20%
10%
0%
2012

2013

2014

2015

2016

2017

2018

Q13: How much of an impact do the following have on your decision to buy foods and beverages? (n=1,009)

38

Familiarity is an Important Purchase Driver
Key drivers, like taste, remain unchanged from 2017
Drivers of Food/Beverage Purchases
5 - A great impact

4

3

2

1 - No impact

Taste

57%

Of those under 35 say
familiarity is a top
driver vs. roughly 7 in
10 older consumers.

Price
Familiarity

Consumers who reportbeing confused byconflicting nutrition
information are more
likely to be influenced
by several of thesefactors

Healthfulness
Convenience
Sustainability
0%

20%

40%

60%

80%

100%

Q13/14: How much of an impact do the following have on your decision to buy foods and beverages? (n=1,009)

39

NFP and Ingredients List Equally Consulted
Over half of consumers look at nutrition facts panel or ingredient list often or always when making a purchasing decision
How Often Consult Packaging Information
5 - Always

4

3

2

1 - NeverNutrition facts panel

All three packaging
information types wereviewed most by:• Those in excellent/very
good healthIngredients list

• Those who saysustainability is very
importantStatements about health or nutrition benefits(e.g., "Reduces risk of heart disease";"Made with 100% whole grains")
0%

20%

40%

60%

80%

100%

Q15: How often do you consult the following packaging information before deciding to purchase a food or beverage? (n=1,009)

40

Consumers See Many Nutrients As Healthy
Vitamin D, fiber and whole grains ranked healthy by at least 80% of consumers
Perceived Healthfulness of Foods
Healthy

Neither healthy nor unhealthy

UnawareUnhealthy

Vitamin D% Healthy by Gender

Fiber

Men

Whole grains

Women

Protein from plant sources
Omega-3 fatty acids

Vitamin D

Probiotics
Enriched refined grains
Omega-3s

Animal protein
Unsaturated fats
Prebiotics

Probiotics

Fortified foods
EPA/DHA

0%

20%

40%

60%

80%

100%

Saturated fats
0%

20%

40%

60%

80%

100%

Q30: How would you rate the healthfulness of each of the following? (n=1,009)

41

Consumers Evaluate
Foods Based on
Personal Beliefs andValues42

How Context Influences the Consumer
Despite identical nutritional info, GMOs, longer ingredients lists, sustainable production and freshness influence perception

Q18: Imagine you came across two food products that had the exact same Nutrition Facts panel. Would any of the following details lead you to believe that one of the products was more likely to be healthier? (n=1,009)

43

Understanding Production Increasingly Impacts Food
Purchases
Over half of respondents indicate recognizing the ingredients, understanding where food is from and number of ingredients as key
Important Factors When Purchasing Food
5 - Very important

4

3

2

1 - Not at all important

Recognizing the ingredients listed on
the package
Knowing where the food comes from

A higher percentage ofwomen rate almost all
factors as important,compared to men

Understanding how the food is
produced
Being able to access information about
how my food is produced

Those who seesustainability as very
important rank eachfactor higher thanthose that do not

The number of ingredients on the
food’s label
Knowing that the manufacturer has acommitment to producing food in anenvironmentally sustainable way
Knowing that the food was producedwith animal welfare in mind

0%

20%

40%

60%

80%

100%

Q43: How important are the following factors in your decision to purchase a food or beverage? (Split Sample A, n=505)

44

Knowing Food Sources Key to Restaurant Choice
Food sources and production are top 2 important factors when selecting a restaurant
Important Factors When Choosing a Restaurant or Cafeteria
5 - Very important

4

3

2

1 - Not at all important

Knowing the food contains only
natural ingredients

19%

Of those 65+ rankavailability of organic food
options as a 4/5 on a 5
point scale

Knowing where the food comesfrom

Understanding how the food is
produced

66%

Of Hispanics rank knowing
food contains only naturalingredients as very
important/important

Knowing that the restaurant has acommitment to environmental
sustainability

Availability of organic options

0%

20%

40%

60%

80%

100%

Q44: How important are the following factors when it comes to choosing a restaurant or cafeteria? (Split Sample B, n=504)

45

Natural, No Added Hormones Important Labels
Consumers more influenced by labels when shopping for food than when eating away from home
Labeling Influence on Purchasing Behavior
60%
Shopping for food and beverages

Eating away from home

50%
40%
30%
20%
10%
0%

NaturalNo addedhormones orsteroids

Pesticide-free

Organic

Non-GMO

Raised without
antibiotics

Locally sourced

Sustainably
sourcedNone of the above

Q47a: Which of the following, if any, do you do on a regular basis (that is, most times when you shop for foods and beverages)? Buy foods and beverages because they are advertised on the label as...? Select all that apply. (Split Sample A, n=505)
Q47b: Which of the following, if any, do you do on a regular basis (that is, most times when you eat away from home)? Eat at restaurants because they advertised their foods and beverages as...? Select all that apply. (Split Sample B, n=504)

46

Majority Say Sustainability of Food Important
Sustainability for consumers means reducing pesticides, an affordable food supply and conserving natural habitats
Importance of Sustainability in Food
Products Purchased

Ranked Important Aspects of Sustainable
Food Production(Of those who say it’s important their food be produced sustainably)
Reducing the amount of pesticides*
Ensuring an affordable food supply

59%
Important

Conserving the natural habitat*
Ensuring sufficient food supply for the growing population*
Conserving farmland over multiple generations

Rated 1Less food and energy waste

Rated 2-3

Produce more food with less use of natural resources
Very important
Somewhat important
Neither important nor unimportant
Not very important
Not at all important
Don't know enoughFewer food miles (shorter distance from farm to point ofpurchase)
None of the above are important*
0%

20%

40%

60%

80%

100%

Q45: How important is it to you that the food products you purchase or consume are produced in a sustainable way? (n=1,009)
Q46: What 3 aspects of producing food in a sustainable way are most important to you? (Select top answer.) (Of those who say it’s important their food be produced sustainably, n=583)*Response text has been abridged

47

Confidence Grows After FDA Regulation
Since last year, more consumers have confidence in the meat, poultry and egg products on the market; those who value
sustainability highly are especially likely to be more confident
Change in Confidence Since Prohibitionof Antibiotics for Growth Purposes
The US Food and Drug Administration recently
prohibited growth-promotion uses of antibiotics
and now only allows antibiotics to fight illness inanimals producing food. How does this change
impact your level of confidence in purchasing
meat, poultry, egg, and milk products?

A lot more confident
Somewhat more confident
No change

2018

2017

62%

50%

More
Confident

MoreConfident

Somewhat less confident
A lot less confident

Q48:The US Food and Drug Administration recently prohibited growth-promotion uses of antibiotics and now only allows antibiotics to fight illness in animals producing food. How does this change impact your level of confidence in purchasing meat, poultry, egg, and milk products?
(n=1,009)

48

Consumer Confidence has Risen
Foodborne illness, carcinogens and chemicals in foods continue to be pressing safety issues
Confidence in Overall Food Supply
Very confident

68%

Very / Somewhat
confident

Somewhat confident

Most Important Food Safety Issues Today
Foodborne illness from bacteria
Carcinogens or cancer-causing chemicals infood
Chemicals in food
Pesticides / pesticide residues

Not too confident

28%

Not too / Not at
all confident

Not at all confident

Food additives and ingredients
The presence of allergens in food
Ranked 1

Animal antibiotics

Ranked 2-3

Biotechnology / “GMO”s

Not sure

Other

0%

20%

40%

60%

0%

20%

40%

60%

Q49: Overall, how confident are you in the safety of the US food supply? Select top answer. (n=1,009)
Q50: What in your opinion are the three most important food safety issues today? Please rank from 1 to 3, with 1=Most Important. (n=1,009)

49

Less than Half Changed Eating Because of Safety
Carcinogens is the concern that spurs the most change in eating habits
Changed Eating Habits Due toConcerns about Top Safety Issue

Changed Habits by the Concern
Driving the Change
Carcinogens or cancer-causing chemicals in food
Foodborne illness from bacteria

43%

Changed eating
habits due toconcern

Pesticides / pesticide residues
Chemicals in food
Food additives and ingredients
Changed Habits
The presence of allergens in food

Top Concern

Animal antibiotics
Biotechnology / “GMO”s
Other
0%

10%

20%

30%

Q51: Have you changed your eating habits due to concerns about [TOP FOOD SAFETY ISSUE] ? (n=1,009)

50

Only 1 in 6 Sure About Caffeine Consumption
Many unsure about whether there is a difference between naturally occurring and added caffeine
Knows the Amount of Caffeine inFoods and Beverages Consumed

True or False:

Caffeine that is naturally occurring has thesame effect as caffeine that is added(Of those who consume caffeine)

Strongly agree

True

Somewhat agree
False
Somewhat disagree
Not sure
Strongly disagree
0%
2018

20%
2017

40%
2016

2015

60%
2014

0%

10%
2018

20%

30%
2017

40%

50%

2016

Q53: Please indicate how much you agree or disagree with the following statement: I know the amount of caffeine that is in the foods and beverages I consume (n=1,009)
Q54: Please indicate whether the following statement is true or false:
Caffeine that is naturally occurring in foods and beverages has the same effect as caffeine that is added to foods and beverages. (n=1,009)

51

7 in 10 Prefer No Artificial IngredientsThat said, only 4 in 10 of those who do prefer the option with no artificial ingredients would pay an additional 50% for it
Preference for Products with No Artificial Ingredients
Imagine you are going to the store to purchase a food or beverage you like. You
see they have made a newer version of the product. Option A has all the original
ingredients you are familiar with, including artificial ingredients. Option B has
similar ingredients, except no artificial ingredients. Which option would you likely
purchase?

If Option A
costs $1.00
69%...

Likely topurchase
Option B

Highly likely would purchase Option A
Somewhat likely would purchase Option A
Somewhat likely would purchase Option B
Highly likely would purchase Option B

If Option B is Preferred: If Option A costs $1.00, what is themost you would be willing to pay for Option B?
100%
90%
80%
70%
60%

Only 62%
would pay
more than$1.00

4 in 10 would
pay anadditional
50%

50%
40%
30%

1 in 5 would go as
high as 2x thebase cost

20%
10%
0%
$1.00

$1.20

$1.40

$1.60

$1.80

$2.00

$2.20

$2.40

$2.60

$2.80

$3.00

Max Price Willing to Pay

Q55: Imagine you are going to the store to purchase a food or beverage you like. You see they have made a newer version of the product. Option A has all the original ingredients you are familiar with, including artificial
ingredients. Option B has similar ingredients, except no artificial ingredients. Which option would you likely purchase? (n=1,009)
Q56: If Option A costs $1.00, what is the most you would be willing to pay for Option B? (Of those who are likely to purchase Option B, n= 736)

52Those Who Prefer No Artificial Ingredients
Preference for Option B (without artificial ingredients) varies by age, income, gender and other demographics
Preference for Products with No Artificial Ingredients
Imagine you are going to the store to purchase a food or beverage you like. You
see they have made a newer version of the product. Option A has all the original
ingredients you are familiar with, including artificial ingredients. Option B has
similar ingredients, except no artificial ingredients. Which option would you likely
purchase?

If Option A
costs69%$1.00
Likely topurchase
Option B...

Highly likely would purchase Option A
Somewhat likely would purchase Option A
Somewhat likely would purchase Option B
Highly likely would purchase Option B

Likely to Purchase
Option B
All consumers

69%

Men

65%

Gender

Women
18-34
35-49

Age

Householdincome

72%
52%
66%

50-64

83%

65-80

81%

<$35K

63%

$35K-$74K

65%

$75K+

Has kids
under 18

Yes

Has non-comm.
disease

Yes

No

No

Also more likely topurchase option B:• Non-Hispanic white
consumers• Those with higher
education

76%
57%
73%
60%
70%

Q55: Imagine you are going to the store to purchase a food or beverage you like. You see they have made a newer version of the product. Option A has all the original ingredients you are familiar with, including artificial
ingredients. Option B has similar ingredients, except no artificial ingredients. Which option would you likely purchase? (n=1,009)

53

News Sources Impact Opinion on Food Safety
Generations influenced by different sources, with younger adults more influenced by family, doctors on tv or food companies
Top Source of Influence on Opinion about Top Safety Concern
News article or headline, or news on TV

50%

Friend or family memberNews

Government agency (USDA, EPA, FDA, or CDC)
40%

Reading a scientific study

Friend/Family
Gov agency

Doctor or nutritionist on TV or social media
Health-focused website

30%

Conversation with personal healthcare professional

Scientific study

A food company or manufacturer
20%

Conversation with registered dietitian nutritionist
Health, food or nutrition bloggers
Fitness, diet or nutrition mobile app

10%

Conversation with wellness counselor or health coach
Conversation with fitness professional0%
18 to 34

Chef or culinary professional

0%

10%

20%

30%

35 to 49

50 to 64

65 to 80

Age

Q52: What one source of information most influenced your opinion on [TOP FOOD SAFETY ISSUE]? (n=1,009)

54

Food Insecurity Remainsa Significant Barrier toEating a Healthy Diet

55

Food Insecurity Impacts Many Americans
1 in 6 say they have often chosen less healthy options and 1 in 8 often worry about food running out
Food Insecurity in Past Year
Often true

Sometimes true

Never true

I have purchased less healthy food options than I would
otherwise because I don’t have enough money to purchasehealthier food options

30%

Of those in fair/poor health
say they often choose lesshealthy options because ofcost, double that of healthierAmericans

I have purchased less food overall than I would otherwise
because I don’t have enough money
I have delayed purchasing food or purchased less foodbecause of other expenses like rent or utility bills

21%

The food that I bought just didn’t last and I didn’t havemoney to buy more

Of parents (with kids under18) say they often choose lesshealthy options. Parents arealso more likely to often delay
buying food to pay bills and toworry that food will run out

I worried whether our food would run out before I got
money to buy more
I have delayed purchasing food or purchased less foodbecause of medical or prescription expenses

0%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Q20: In the past 12 months…? (n=1,009)

56

Consumers Take Steps to Limit Food Costs
Coupons and purchasing products on sale most common ways to cut costs
Cost Cutting Actions in Past Year
Using coupons

Women, more thanmen, take action to limit
costs, including using
coupons, purchasing sale
items or buying genericbrandsPurchasing more products on saleCut back on eating out or getting take out fromrestaurants
Purchasing generic or store brands over brand
names
Shopping at discount storesYounger adults
consume less food andcutback on eating out

Shopping less frequently
Purchasing fewer food or beverages
Other
None of the above – have not tried to spend lesson food

0%

20%

40%

60%

80%

Q21: In the past 12 months, have you done any of the following in order to spend less on food and beverages? Select all that apply. (n=1,009)

57

Consumers Work to Avoid Reducing Groceries
Cutting back on eating out, delaying new clothing purchases and reducing entertainment costs top steps that will be taken
Cost Cutting Actions Consumers Would Take Before
Reducing Amount Spent on Groceries
Cut back on eating out or getting take out fromrestaurants

70%

Delay purchasing new clothing

Of those age 65+ will cutback on eating out,
compared to 57% of
those under age 35

Reduce or eliminate all entertainment spending
Shop for non-essential items (such as clothing,
toys, etc.) at store known to offer better pricing

13%

Put less money into savings

Of people with children
under 18 will delay
medical care

Delay car repairs/maintenance
Delay medical care/prescription medicine purchases

Younger consumers ingeneral are also more
likely to delay medical care

Other
None, I would reduce spending on grocery
purchases before any of these options

0%

20%

40%

60%

80%

100%

Q22: If you needed to cut back on your spending one month, which of the following would you do before reducing the amount you spend on grocery purchases? Select all that apply. (n=1,009)

58

Cost, Access Are Top Barriers
Nearly 6 in 10 eat less fruits/vegetables than they think an expert would recommend; cost is top barrier, especially for millennials
and parents
Get Less Fruits/Vegetables Than What
They Believe Experts Recommend

Barriers to Eating More
Fruits/Vegetables
The cost of fruits/vegetables
You don't always have access to good quality
fruits/vegetables
You already eat healthy enough57%

Less thanexperts
recommendNot enough time to prepare themDon't like the taste of fruits or vegetables
You are trying to eat a diet high in protein
You don't know how best to
cook or prepare fruits/vegetables
Don't have enough of an appetite
You have other issues/priorities
to worry about
None of these apply
I eat fruits for breakfast/snacks
Other

0%

20%

40%

Q2: What percentage of a healthy adult’s plate do you think health experts recommend should contain each of the following types of food? Please note, your response must total to 100% (n=1,009)
Q5: The amount of fruit and vegetables you get in the average meal is less than the amount you think a health expert would recommend. Which of the following reasons prevent you from eating more fruits/vegetables? Select all that apply. (If own fruit/veg % is less than “expert
recommends” n=587)

59Consumers Lack Comfort
with Shopping Online and
See Cost as Barrier

60Supermarket Remains Top Source of Food
Men more likely to use drug stores, convenience stores and online or meal kit delivery services
How Often Shop For/Purchase Food or Beverages
Multiple times a week

Once a week

Several times a month

Once a month

Less than once a month

Never

At a supermarket
At a super-store (ex: Walmart, Target)
At a natural foods store (ex: Whole Foods)
At a warehouse/discount club (ex: Costco, Sam's Club, BJ's)
At a convenience store (ex: 7-Eleven)At a farmers' market
From an online grocery delivery/pick-up service
At a drug store (ex: CVS, Walgreens)
From a meal kit delivery service

0%

20%

40%

60%

80%

100%

Q16: How often do you shop for/purchase food and beverages… (n=1,009)

61

Use of Online Delivery/Meal Kits Limited
Consumers cite desire to shop in-person and cost of these services are barriers to use
How Often Shop/Purchase from Online
Grocery Delivery/Meal-Kit Service

Reasons Don’t Use Online Grocery
Delivery/Meal-Kit Service Often
You are just more comfortable shopping in-person
The cost of these services
Concern about quality/freshness83%

Use online
grocery services
less than once amonth

Don't know enough about these services
It is hard to have things delivered to your home
Concern about safety of ingredients
Concern about healthfulness of the foodThe options available are too limited
These services create too much packaging waste
Other
None of these apply

0%

20%

40%

60%

Q16: How often do you shop for/purchase food and beverages… (n=1,009)
Q17: Which of the following are reasons why you don’t use online grocery or meal kit delivery services (more often)? Select all that apply. (If less than once a month/never shops or purchases from online grocery delivery/pick-up service, n=846)62

For more information, visit:
foodinsight.org/FHS@foodinsighthttps://www.facebook.com/FoodInsight63