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Consumers Offer to Pay More to Satisfy Health Demands

Wednesday, September 5, 2007 General News
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ST. LOUIS, Sept. 4 Anyone aware of the expression "putyour money where your mouth is" knows that spending choices can illuminate ourpriorities, as individuals and as a nation. So, food companies, restaurantsand home cooks that provide healthy options should take heart: U.S. consumersare willing to increase grocery spending for healthier foods -- a majorturning point in shopping behavior. The reasons? Consumers are trying toavoid trans fats, increase intake of the "good fats" or boost consumption ofbeneficial ingredients like soy protein. Results released today from the 2007Consumer Attitudes about Nutrition survey -- the 14th annual research studysponsored by the United Soybean Board (USB) -- uncovered these findings.
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The study found 60 percent of consumers express a willingness to pay extrafor healthier foods, reversing a four-year downward trend and a seven percentrise over 2006 alone. Independent market research by groups, such as GlobalIndustry Analysts, confirms this surge. They report the functional foodsmarket is expected to reach $109 billion by 2010 due to key factors, such asgrowing income levels, changing lifestyles, increasing health awareness, thetrend towards convenience foods and an aging population.
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"The fact that consumers say they will dig deeper into their pocketbooksfor healthier versions of food represents a significant shift in attitude,"said Lisa Kelly, MPH, R.D. "Consumers want nutritious products that arereadily available at the grocery store. Fortunately, healthful eating can bequite affordable."

As a prime example of desired food product changes, two-thirds ofconsumers in the USB study say they would be more likely to purchase afavorite product if it were reformulated with zero grams trans fat and notedon the package, up 10 percent over last year. Half of today's consumersreport it unlikely they would purchase foods with trans fat listed on thelabel.

News and information about "good" versus "bad" fats also resonates withthese health-minded shoppers. In a continuing upward trend, 62 percent ofconsumers report that implementing a moderate-fat diet, including "good fats,"is an effective strategy for improving overall health (up 15 percent over2006). And, 70 percent of consumers rate omega-3 fatty acids as healthy.

"Our nation's soybean growers are proud that soybean oil provides aheart-smart solution for consumers," noted Steve Poole, Director of SoyProtein and Edible Oils programs for USB. Soybean oil, commonly labeled asvegetable oil, contains zero grams of trans fat, no cholesterol and is low insaturated fat -- a fat Poole cautions consumers to also "keep a watchful eyeon for intake." Soybean oil provides the poly- and monounsaturated ("good")fats that reduce cholesterol and the risk of heart disease when replacingsaturated fats in the diet, along with heart-healthy vitamin E and omega-3fatty acids.

Turning to soy protein, consumer perception of soy's healthfulness jumpedto 85 percent in 2007, up 18 percent from 1998. In fact, a growing number ofconsumers specifically seek out food products listing soy as an ingredient inorder to reap the health benefits of soy, up 10 points over the last threeyears. "Americans recognize soy for its health benefits, especially in regardto aiding weight management, promoting heart health and reducing the risk ofsome cancers," added Poole. Soy is an increasingly popular choice at home anddining out, with 25 percent using soy foods or beverages at least once a week.

USB's fourteenth annual Consumer Attitudes about Nutrition survey wasconducted by an independent research firm. The study includes 1,000 randomonline surveys conducted in February and March of 2007, providing a samplethat is consistent with the total American population. The margin of error is+/- 1.9 to 3.1 percent and has a confidence level of 95 percent. The UnitedSoybean
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