Within the webinar, Pike shared analysis that shall be out there within the forthcoming 2023 IFIC Shopper Analysis on Processed Meals report, out there later this month, that examines Individuals’ attitudes on well being and processed meals, taken from a survey of over 1,000 respondents.
Total, most shoppers (84%) say that consuming a nutritious diet is vital to them, however how they’re doing it varies vastly. Among the many high consuming patterns and diets, excessive protein was primary with 18%, conscious consuming at 17%, and calorie counting, clear consuming, and intermittent fasting tied at 12%.
Although shoppers want to eat more healthy, style and value stay an important drivers for purchasing a meals or beverage. When requested to rank buy out of a five-point scale, 87% of shoppers mentioned style was an important, giving it a 4 or 5, value was second at 76%, and healthfulness at 62%, in response to IFIC’s separate 2023 Meals and Well being Survey.
IFIC additionally requested shoppers to pick two methods they’re bettering their well being. Among the many high first decisions, 18% mentioned they have been consuming extra fruit and veggies, 14% have been training stability, selection and moderation, and 13% mentioned they have been consuming much less sugar, per the 2023 IFIC Shopper Analysis on Processed Meals 2023 report. This was related throughout the second alternative, with 15% of shoppers saying they have been consuming extra vegetable, 13% training selection and moderation, and 11% have been consuming much less sugar.
The report additionally revealed that 8% of shoppers prioritized consuming fewer processed meals as their first alternative, whereas 10% selected it as their second.
“Once we requested this query in previous years, intermittent fasting and clear consuming calorie counting, these have been increased on the listing, and now we’re seeing slightly little bit of a shift towards specializing in protein, specializing in mindfulness, maybe taking a extra holistic strategy. So, as we take into consideration how vital it’s for shoppers to eat wholesome this, I believe additionally helps body up the context with which they’re making an attempt to take action,” Pike mentioned.
What merchandise shoppers assume are processed
Most Individuals often eat processed meals, with 51% saying they eat them a few of the time, 25% not often do, and 18% loads of the time, in response to IFIC’s 2023 Meals and Well being Survey. Nevertheless, shoppers are extra divided on whether or not processed meals could be a part of a nutritious diet with 53% saying sure, they’ll; 28% saying, no, they cannot; and 19% did not know, and 76% mentioned they issue if one thing is processed into their buy choice, per the identical report.
Nevertheless, most shoppers cannot totally clarify what processed meals are, regardless of beforehand saying they want to restrict them. Almost half of shoppers (48%) mentioned that they knew what processed meals have been however could not totally clarify them, and 23% did not assume they may clarify what processed meals have been in any respect, per the 2023 IFIC Shopper Analysis on Processed Meals report.
In accordance with the NOVA classification system, which divides meals into 4 classes, processed meals are these made by trade with salt, sugar, oil, and different substances to protect or make them extra palatable. Examples embrace freshly made cheese, beef jerky, recent bread, and canned greens. Extremely-processed meals, which have develop into a hot-button concern, are outlined as these made with industrial substances made or extracted from meals and meals constituents and should embrace taste enhancers, colours, or components. Examples embrace pasta, cereal, toddler system, and margarine.
Customers additionally had quite a lot of ways in which they used to find out if a meals is processed. Almost half of all shoppers (49%) regarded on the ingredient listing to find out if it was processed, whereas 46% thought-about the shape (recent produce or shelf-stable), and 41% regarded on the Diet Details label. Backside of the listing was 26% of shoppers who thought-about location (heart aisle vs. perimeter), 25% checked out icons or claims on the entrance of the package deal, and 25% mentioned they take a look at the model title.
IFIC additionally requested shoppers to contemplate what meals throughout a number of classes, together with fruit and veggies, dairy merchandise, and desserts and snacks, have been processed and never within the forthcoming
Most Individuals believed that canned fruit (60%), veggie chips (58%), and fruit juices (53%) have been processed, whereas a smaller proportion thought frozen greens (31%), recent fruit (23%), and recent greens (21%) have been processed.
Within the dairy division, most Individuals thought American cheese slices (71%), cheese sticks (65%), flavored yogurt (62%), and non-dairy and dairy-based creamers (60% every) have been processed. Nevertheless, yogurt merchandise have been largely seen as being much less processed, with 49% of shoppers saying full-fat plain Greek yogurt isn’t processed, 50% saying the identical for home made yogurt smoothies, and 36% of shoppers every saying the identical for Skyr yogurt and kefir.
Regardless of shoppers largely contemplating yogurts much less processed, the information reveals that American shoppers are much less acquainted with Skyr yogurt and kefir could be factoring into their perceptions, with 34% of shoppers saying they have been uncertain if Skyr yogurt was processed and 43% for kefir — the very best uncertain price among the many dairy class.
Lastly, in desserts and snack meals, most shoppers thought store-bought cookies (75%), sweet (73%), ice cream (73%), and cake (68%) have been processed, whereas 51% of shoppers noticed air-popped popcorn as being not processed, and 41% mentioned the identical for darkish chocolate and home made cookies.
