January 23, 2017
CHICAGO — Less than 42% of Americans consider their diets healthy, according to new research from Mintel. In addition, less than 38% agree healthy foods are worth the added expense, and only 14% believe regulatory approval constitutes a healthy product. Moreover, 16% of consumers trust health claims on packaging, and 23% believe the U.S. Dietary Guidelines are good for them.
“Despite the fact that we’re seeing such a widespread and growing interest in healthy foods, relatively few Americans believe their diet is healthy,” said Billy Roberts, senior food and drink analyst at Mintel. “With consumers largely wary of even regulator-approved health food options, marketing healthy foods to skeptical consumers requires far more than merely an on-pack promise. The key to attracting these consumers is convincing them that products actually deliver on the healthy attributes they promise and that they are truly good for consumers and their families.”
Fifty per cent of health-conscious consumers avoid high-fructose corn syrup, 47% stay away from sugar, 45% steer clear of trans fat, and 43% avoid saturated fat, according to the research. Artificial ingredients such as artificial sweeteners (43%), artificial preservatives (38%) and artificial flavors (35%) also are on the healthy consumer’s list of ingredients to avoid.