Thirty-one percent of shoppers say they put a lot of effort into selecting nutritious and healthy food options, according to a new FMI report, which also notes that score is up from 28% a year ago.
The FMI report, called "The Power of Health and Well-being," reveals that healthy eating has advanced as a priority for shoppers this year, though consumers are following somewhat less strict dietary approaches.
The report said many shoppers have an interest in learning more about nutrition and health. When asked about the most important attributes in their primary store, 41% pointed to the availability of nutrition and health information.
When asked to rate the most important source of information about staying healthy, consumers rated: family (74%), doctors (68%), friends (61%), farmers (55%) and primary food store (50%), according to the release. News media (20%) and fast food restaurants (21%) were trusted the least.
The report said the majority of shoppers surveyed over the summer said they have been eating at home more since last year, especially parents with children at home. Shoppers surveyed were expecting to increasingly eat more at home and cook and prepare their own meals this fall, and close to a third anticipated eating more healthfully, the report said.
“About 40% expected to reduce eating out at restaurants and 29% expected to purchase less in the way of indulgent/unhealthy food,” the report said.
Forty-one percent of shoppers said their diets are healthy enough or as healthy as possible, which is about the same as the last couple of years, the report said. Only 21% feel their diets “could be a lot healthier,” which the report said is down considerably from both 2022 and 2020.
Dietary claims — such as fat-free, sugar-free and high fiber — are important buying considerations to slightly more than 50% of shoppers, the report said.
When buying fresh fruits and vegetables, the report said close to half of shoppers are interested in more information on factors such as health benefits, nutrition content and ways to integrate produce into snacking. Portion and nutrition knowledge is higher among those who frequently consume fresh produce. That points to the importance of educated shopper decisions for boosting engagement, according to the report.
When consumers were asked, “When shipping for fresh fruits and vegetables, would you like to see more information on …” they responded:
- Health benefits of specific kinds — Enough information (32%), no need to have this (20%), good to have more of this (48%).
- Ways to easily eat more fruit/vegetable snacks — Enough information (30%), no need to have this (23%), good to have more of this (47%).
The full report is free for FMI members and available for purchase for $150 by non-members.
