Shopping. for Health

Transcription

1 Shopping for Health 2013

2 l Food Marketing Institute (FMI) conducts programs in public affairs, food safety, research, education, and industry relations on behalf of its nearly 1,250 food retail and wholesale member companies in the United States and around the world. FMI s U.S. members operate more than 25,000 retail food stores and almost 22,000 pharmacies with a combined annual sales volume of nearly $650 billion. FMI s retail membership is composed of large multistore chains, regional firms, and independent operators. Its international membership includes 126 companies from more than 65 countries. FMI s nearly 330 associate members include the supplier partners of its retail and wholesale members. Copyright 2013 by Prevention magazine and Rodale Inc., and FMI. Printed in USA. All rights reserved. This publication may not be reproduced, stored in any information or retrieval system, or transmitted in whole or in part in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the express written permission of the Food Marketing Institute and Rodale Inc. Published by Research Department Prevention Magazine 400 South 10th Street Emmaus, PA Rodale Contact: Peter Smith Consumer Insights Manager Peter.Smith@Rodale.com FMI Research Department Food Marketing Institute 2345 Crystal Drive, Suite 800 Arlington, VA Prevention, the nation s leading health magazine, with more than 8.7 million readers, is published by Rodale Inc., Emmaus, Pennsylvania. Other Rodale publications include Bicycling, Men s Health, Organic Gardening, Runner s World, and Women s Health. FMI Contact: Vickie Brown Manager, Research research@fmi.org Rodale Contact: Richard Alleger Senior Vice President, Retail Sales Richard.Alleger@Rodale.com

3 : Fast Facts Co$t and lack of motivation to change eating habits continue to be major barriers to healthy eating. DHowever, confusion about what s healthy vs. what s not is less of an obstacle than it used to be. Perception: Only 10% of shoppers with children ages 6 to 18 think any of their children is overweight. Reality: 33% of those ages 6 to 19 are overweight or obese. 1 Childhood obesity: Ignored by parents and exacerbated by how kids are fed DOnly a little more than one-third of parents always buy nutritious food for their kids. DParents are just as likely to buy food that s nutritious as they are to buy food their children like or food that takes less time to prepare. 1 National Center for Health Statistics, Centers for Disease Control and Prevention Nearly 50% of shoppers are buying more whole grain foods than last year. Salt: Consistently a major concern. #1 ingredient shoppers pay attention to on food labels, as has been the case since 2009 Demand for local foods is growing and organic food purchases remain stable. Fewer than 33% of shoppers say they put a lot of effort into eating a healthy diet.

4 : Fast Facts Nutrition Facts Nearly 75% of shoppers read food labels Compared to other food and beverages Yogu rt saw the largest rise in the number of shoppers who switched their usual product for a healthier version in the past year, likely due to the proliferation of Greek and probiotic yogurt. A majority of those shoppers look for: Salt/sodium content Sugar/artificial sweeteners Fat Trans Fat Calories High-fructose corn syrup Close to 50% of shoppers use coupons often or all the time. Sunday newspaper supplements remain the top coupon source. But nearly half of coupon users acquire coupons online, and more young, Gen Y shoppers get coupons online than from Sunday supplements. Most shoppers used a new healthy recipe in the past year. Salads and Chicken are the new healthy recipes most often tried. Copyright 2013 by Prevention magazine, Rodale Inc., and Food Marketing Institute (FMI)

5 Table of Contents : Fast Facts 1 Introduction 5 DExecutive Summary 6 DMany Routes to Eating Well 9 The Big Picture on Food Shopping 9 Strategies for Saving Money 10 Real Men Buy Food 11 DHealthy Eating 13 Awareness and Effort 13 Healthy Eating Requires Healthy Shopping 15 Obstacles to Healthy Eating 15 Routes to Healthy Eating 17 Making Changes 17 DSteering Shoppers to Healthy 21 In-Store Offerings 21 Factors that Drive Healthy Food Purchases 22 Inspirations 22 Influences 23 Label Trends 23 Sidebar: The Accidental Label Shopper? The Case of Gluten 24 Snacks Blurring the Boundaries with Regular Food 24 Sidebar: The Salt Dilemma 26 Local Food Steaming Past Organic 26 Why Organic, and Why Not? 27 Kids and Healthy Eating: Room for Improvement 28 Impulse and Influence 28 Methodology 31

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7 Introduction is the 21st in a series of annual surveys of America s grocery shoppers. Sponsored by Rodale Inc.; Prevention, Men s Health, and Women s Health magazines; and the Food Marketing Institute (FMI), this national survey examines shoppers interests and attitudes regarding health and nutrition, consumers efforts to manage their health, and the ways in which health and nutritional concerns play out in purchase decisions at the grocery store. FMI and Rodale are committed to bringing a practical understanding of the relationship between food shopping and health. The objectives of the 2013 study: DTo measure what grocery shoppers are buying and how they are shopping, and to track how these are changing over time DTo measure and track the healthfulness of shoppers diets and what s driving the move toward healthy eating and decisions on what food to buy DTo understand how shoppers try to achieve healthy eating in terms of substituting, avoiding, or limiting food DTo measure and track local and organic foods influence on grocery shoppers DTo examine the shopping habits of men and their efforts in the area of health and wellness DTo measure and track parents attitudes and activities around planning meals for family and children DTo understand the usage and interest of in-store services, information, and offerings 5

8 Executive Summary How can shoppers be guided toward shopping for health? DShoppers need motivation to make changes to their habits and eat healthily. A potential path to healthier eating involves discovering healthy food that tastes good as well as finding ways to make shopping for healthy food easier and more convenient. Shoppers know their food choices affect their health. Few put a lot of effort into healthy eating, but most put at least some effort into it. Relatively few follow a specific, planned diet, but shoppers achieve healthy eating in a variety of ways, such as checking labels for healthy ingredients, buying healthier versions of foods, switching to healthy snacks, eating less junk food, making conscious efforts not to consume too many calories at one time, and preparing healthy recipes at home. While these various techniques can be effective, shoppers still need help to make healthy eating easier. Shoppers need help feeling they can actually improve their eating habits, so they can overcome one of the largest obstacles to healthy eating lack of motivation. Shoppers also need simpler and quicker ways to eat healthy foods, such as ready-to-eat healthy options that they can take home for that day s meal. In addition, some shoppers continue to feel that healthy food does not taste as good. Shoppers need opportunities to sample great-tasting healthy foods to help change their negative taste perceptions. Shoppers feel cost is a barrier to healthy eating. Shoppers need further information to understand that healthy food is not expensive and provides a good value. Some barriers to healthy eating are diminishing, as shoppers are less likely now than they were a few years ago to feel confused about which foods are healthy and which are not. However, cost remains a large obstacle. Shoppers complain that cost is the main culprit for why they do not eat as healthily as they would like. About half of shoppers do not want to pay a premium for 6

9 a variety of healthier foods, such as those with no artificial ingredients and those fortified with enhanced nutritional components. Cost is also a factor regarding organic food, since most shoppers are not willing to pay any premium for it. In fact, those who do not purchase organic food cite cost as the main deterrent. Shoppers need to be educated to better understand the value of healthy foods, especially those, like vegetables and fruit, that are relatively low in cost, nutritious, filling, and locally grown, as well as foods with the benefits shoppers are most interested in, like heart health. Deals may guide shoppers toward healthy food purchases. As economic conditions continue gradually to improve, shoppers are less focused on buying only what they need and are thinking more about healthy food choices. During this transitional period, shoppers may be open to deals on healthy food. Deals can help alleviate shoppers cost concerns, since that is a major barrier to healthy eating. Plus, consumer loyalty may improve if shoppers feel their store not only provides good deals but also cares about them and their health. Help shoppers navigate food labels and guide them to fresh local food and other healthy choices in the store. The vast majority of shoppers are looking at food labels, and those shoppers are concerned with numerous aspects of food s nutritional components, especially salt, sugar and artificial sweeteners, fat and trans fat, calories, and high-fructose corn syrup. In addition, more and more shoppers now buy local food and exhibit interest in their stores offering locally grown food; this increasing interest in local food is one path that shoppers can take to eat more healthily. With the growth of online and couponing, retailers and food manufacturers have a way to target shoppers and offer tailored deals to bring shoppers into stores and encourage product sales. In the store, shoppers may be encouraged by deals to diverge from their shopping lists and buy additional, healthy items. These deals can lead shoppers to make smart, wholesome decisions for themselves and their families. 7

10 In-store signage that denotes healthy choices that meet shoppers main nutritional concerns could be helpful. Retailers could designate areas of the store that contain only food meeting certain healthy criteria, to make it easier and quicker for shoppers to find and buy healthy items. Age-targeted promotions may help better meet different shoppers needs and improve customer loyalty. Different age groups shop differently and face unique challenges to healthy eating. Gen Y is less likely than others to make purchase decisions before arriving at the store; they are likely to appreciate assistance so they can make quick in-store purchase decisions that are healthy. In addition, Gen Y is more likely to get coupons from the Internet than from any other source, so promotions targeting this group need to differ from others. Middle-aged Gen X parents face many pressures time, money, pleasing their kids. They may need help staying organized and on track with goals, and can benefit from promotions that focus on easy, convenient, and tasty ways they and their children can eat healthily. As Boomers grow older, they need help accepting changes in their bodies, discovering how to make dietary modifications to aid with their health issues, and learning what foods they should purchase to meet their new goals. 8

11 Many Routes to Eating Well DAmericans have recently been witness to numerous food trends that are leading to steps in the right direction toward healthier eating habits. Some food trends, like making vegetables the main course, eating more whole grains and multigrains, switching to healthier versions of foods (like Greek or probiotic yogurt), and eating fresh, local food, can help Americans improve their food choices and eat a healthier diet. And as the USDA s MyPlate continues to become better known following its 2011 introduction, Americans can utilize another tool to help them improve their eating habits. 2 Many healthy-food experts focus on meals rich in fruits and vegetables, and some Americans are taking note by adjusting their meal choices. Meat continues to be an American tradition, but some are now focusing on making meat healthy, too. For example, the 30th National Beef Cook-Off has a health-focused theme for 2013 Making the Most of My Plate which will encourage delicious, healthy recipes from a variety of food groups. 3 This could well apply to many shoppers healthy eating strategies. Healthy eating involves a multifaceted effort comprising decisions that take place every step of the way, from composing a shopping list to determining what food choices to make at the store, to cooking meals, to deciding what to have for a snack. It involves many sources of information, from product packaging to media like websites and magazines, along with pointof-purchase resources and mobile technology. Shoppers and retailers can both be involved in American s efforts to lead a healthier lifestyle. The Big Picture on Food Shopping Americans live life in a big way, and this extends to their food shopping as much as anything. In other parts of the world, people are more likely to make small shopping trips on a daily basis by walking to neighborhood stores, but Americans tend to make bigger food shopping trips since they often live in suburban or rural homes that are a drive away from local stores. Of those who do any 2 choosemyplate.gov 3 30th National Beef Cook-Off Seeks Healthy Recipes, farmandranchguide.com, February

12 of their household s food shopping (those surveyed for this study), 86 percent are responsible for big food shopping trips (more than 15 items), while 77 percent do supplemental shopping (5 to 15 items) and 70 percent make quick trips (fewer than 5 items). Traditional grocery stores continue to be the main place shoppers buy their food, followed by discount stores and then club stores. Shopping at niche outlets, such as natural/organic stores, farmers markets, gourmet markets, and specialty stores, has remained stable (frequented by 14 to 22 percent of shoppers). The stores where people do their big shopping trips have likewise been stable for the past several years. These are led by traditional grocery stores, at 79 percent, although club stores have regained second place over discount stores this year (at 65 percent versus 60 percent). The average shopper utilizes one or two different types of stores for big shopping trips. They also use one or two types of stores for supplemental trips, as well as for quick trips, but the types of stores differ compared with those used for big trips. For quick trips, shoppers utilize convenience stores more than any other type of store. Club stores are more likely to be used for big trips than for quick or supplemental trips. On the other hand, natural/organic food stores are more likely to be used for quick or supplement trips than big trips. What It Means: While big food shopping trips at traditional grocery stores continue to be the most prevalent shopping excursion, food shoppers patronize a host of store types and often make smaller trips too, which means there is ample room for retailers to grow their businesses by serving both general and specific needs. Strategies for Saving Money Food prices were stable in 2012, according to the USDA, but they will probably rise 3 to 4 percent in 2013, as the effects of last year s severe Midwestern drought finally hit the marketplace. 4 This means consumers will continue to wrestle with the challenge of eating well on a budget. As in past years, three in four shoppers say they make most of their purchase decisions before arriving at the store. Working women are more likely than average to do so, at 83 percent, probably because they need to be organized in order to get things done. Gen Y young adults are least likely to do so, at 63 percent, probably because they are less responsible for making big shopping trips to feed a family, so they can afford to be more impulsive. Close to half of shoppers use coupons often or all the time (44 percent). Despite the advent of the TV program Extreme Couponing, the practice of using coupons among everyday shoppers has not grown in the past few years. What has grown is the number who get their coupons online, with nearly half of those using coupons looking to the Internet to acquire them. However, some print sources have also grown, and the traditional Sunday newspaper supplement remains the number one source, at 63 percent. While the Sunday newspaper supplement is the top source for most age groups, Gen Y is most likely to get their coupons online (58 percent, versus 10

13 Print Media Sources Remain Strong, but Online Coupons Are Growing % of Coupon Users Who Usually Get Coupons from These Sources* Sunday newspaper supplement Store circular Online Newspaper * Top 4 of 7 sources 51 percent who get coupons from Sunday supplements). During the peak of the Great Recession, three in four shoppers said they were saving money in the grocery store by buying only what they needed. Although that has subsided to two-thirds of shoppers, this tactic remains the most popular of nine money-saving strategies. Half of shoppers save money by purchasing store brands instead of national brands; the same number avoid paying higher prices for premium/luxury brands. These brandrelated tactics are most popular among Mature shoppers. Nearly half of shoppers, 45 percent, save money by buying sale items even if they are not on a shopping list. While this behavior at first seems to contradict their claims that they make decisions ahead of time and are making fewer impulse purchases, they may justify these as smart purchases rather than unnecessary and impulsive. What It Means: Deviating from a shopping list can sometimes be seen as a smart decision, and retailers can encourage shoppers to do so for great deals, without those shoppers feeling the guilt associated with impulse buys. To the extent that older shoppers are less brand-conscious, this offers opportunities for store brands as the population ages. Real Men Buy Food Men are a big part of the food-shopping picture. However, they are still not as involved as women. Men are less likely than 4 Food Price Outlook, 2013, USDA Economic Research Service 11

14 Saving Strategies Vary by Generation 80 % of Shoppers Who Apply These Money-Saving Strategies to Their Grocery Shopping Matures Older Boomers Younger Boomers Gen X Gen Y Buy only what I need Buy items on sale even if not on list Buy more store brands Buy large size/bulk items Buy canned/ frozen more than fresh women to be responsible for big food trips (78 percent of male shoppers versus 92 percent of female shoppers), as well as other trips: 73 percent make supplemental trips (versus 79 percent) and 65 percent make quick trips (versus 74 percent). Men, like women, are more likely to say they make their purchase decisions before heading to the grocery store rather than in the store (73 percent decide before the shopping trip). However, men are more likely than women to say they buy only what they need, and less likely to say they buy things on sale even if they are not on their list, which suggests men aim to avoid impulsive purchases. Men are almost as likely as women to frequently use coupons: 40 percent of men use coupons often or all the time, compared with 48 percent of women. In fact, while women s coupon use in recent years has fluctuated with economic conditions, peaking at 51 percent in 2009, men s has steadily increased from 32 percent in

15 Healthy Eating DAwareness and Effort Shoppers understand the link between food and health. Two-thirds of shoppers agree that their food choices are an important factor affecting their health; the same share agrees with the statement I really care about what goes into the foods I eat. However, this understanding is not always reflected in their dietary efforts. Fewer than one-third of shoppers put a lot of effort into eating healthily. This has been consistent over the past 6 years, possibly contributing to the obesity epidemic in America. However, shoppers understanding of the link between food and health is likely leading them to put at least some effort into healthy eating. The share of shoppers who say they put some or a lot of effort into eating a healthy diet is 81 percent, in line with rates for the past 6 years. The only notable slump in this ongoing effort occurred in 2009, at 74 percent, perhaps because shoppers were too worried about money. Success in healthy eating also slumped that year. Women remain more likely than men to report efforts to eat healthily: 85 percent of women put in at least some effort, while only 77 percent of men do. This gender gap is in line with previous years; it has ranged from a difference of 6 points in 2007 to Fewer than one-third of shoppers put a lot of effort into eating healthily. This has been consistent over the past 6 years, possibly contributing to the obesity epidemic in America. 13 points in Likewise, Gen Y adults remain less likely than Older Boomers and Matures to make an effort to eat healthily. So the vast majority of shoppers in all age groups put at least a little effort into eating healthily; just 6 percent don t try at all. Of those who make any effort, 74 percent report success with eating healthily more than half the time. This share is the highest it has been since However, only 11 percent always eat healthily. There is little difference between women and men in this success rate. Generational groups are a different story. Gen X is least likely to report success. By contrast, in 2007, it was the youngest group (Gen Y) that was least likely to feel they were succeeding in healthy eating. Effort somewhat extends to people s selfperceptions. More than half of shoppers, 13

16 Healthy Eating Regaining Ground After Recession Slump % of Shoppers Who Make an Effort to Eat a Healthy Diet and Are Successful Make some/a lot of effort Successful always/ more than half the time (among those who make any effort) percent, consider themselves at least a few pounds overweight. While some shoppers likely perceive themselves as being an ideal weight when they are not, overall weight perceptions are at least somewhat similar to the 69 percent overweight/obesity rate for American adults in general. 5 Not everyone who admits they are overweight is trying to shed the excess pounds. Just 34 percent of shoppers report starting a weight-loss diet in the past year, on par with previous years. The rate of followthrough has been stable, too. Two-thirds of people who started diets said they were still on them. The most popular diet is not a specific regimen 58 percent of dieters say they simply watch calories. The next most popular way to lose weight is to follow a low-fat diet, at 24 percent. Aside from these two very general types, the low-carb concept appears to have established itself as a long-term phenomenon, at 16 percent. Branded diet programs garner smaller but measurable numbers of adherents. Most shoppers aren t on diets per se but are making some attempt to monitor their food intake and calories. Although just 13 percent of shoppers actively watch or count calories each day, 52 percent make a 14

17 conscious effort not to consume too many at a time; the combined total of 65 percent far outpaces the 13 percent of shoppers who specify that they are on a just watching calories diet to lose weight. Most shoppers aren t on diets per se but are making some attempt to monitor their food intake and calories. What It Means: Shoppers know that their health depends, at least in part, on what they eat. They know they are overweight. And they know that monitoring their calorie consumption is key to managing their weight. Shoppers sometimes put this awareness into action by putting at least some effort into healthy eating. However, few are putting in a lot of effort, which is likely contributing to America s obesity epidemic. This opens up opportunities for both manufacturers and retailers to enact changes to product labeling, portion sizes, and marketing efforts in order to help shoppers make healthier choices when deciding what to buy and eat. Healthy Eating Requires Healthy Shopping The process of eating right to get or stay healthy starts at the grocery store. Weight remains the top health-specific incentive when food shopping and a remarkably stable one. Fully 68 percent of shoppers say their grocery purchase decisions are affected at least somewhat by a desire to lose weight or maintain a healthy weight; this share has ranged only from 67 to 69 percent since In addition, 54 percent of shoppers say their food purchases are affected by the desire to reduce the risk of developing a specific health condition or illness (this number has ranged from 51 to 56 percent since 2007); 47 percent base food purchase decisions on a doctor s advice (ranged from 44 to 48 percent); and 44 percent say they want to manage or treat a specific condition they already have (ranged from 43 to 46 percent). Boomers and Matures are more likely than younger adults to be motivated by the desire to manage current conditions or follow a doctor s advice, while women are more likely than men to be influenced by the desire to manage their weight or reduce the risk of future problems. When choosing which foods and drinks to buy, a majority of shoppers say a variety of health-specific benefits are at least somewhat important. However, only a few say health-specific benefits are very important in their purchase decisions: Foods and beverages promoting heart health are most important (35 percent), while other benefits are less important, like building strength (24 percent). Obstacles to Healthy Eating Although most people who try to eat healthily feel at least somewhat successful, they also admit it s an uphill battle. One of the biggest problems continues to be cost: 62 percent of shoppers agree that a reason they don t eat as healthily as they would like is because it costs too much to eat healthy foods. This number has been very stable for the past 6 years. 5 National Center for Health Statistics, Centers for Disease Control and Prevention,

18 Cost and Lack of Motivation to Change Eating Habits Remain Top Barriers to Healthy Eating % of Shoppers Who Cite These Reasons for Not Eating as Healthily as They Would Like It costs too much to eat healthy foods. It s too hard to change my eating habits. There is too much conflicting information about which foods are healthy and which are not. Healthy foods don t taste as good. I m too busy to take the time to eat healthfully The lack of motivation to change is also a major barrier: 60 percent of shoppers feel it s too hard to change their eating habits. On the other hand, shoppers are far less likely to claim confusion about healthy food than they used to be. Just 47 percent now cite too much conflicting information about which foods are healthy and which are not as a barrier to healthy eating, down from 62 percent in They are also less likely to say it s because they are too busy to take the time to eat healthfully (38 percent, down from 47 percent in 2007). Some shoppers still seem to be making excuses, though. For example, those who say healthy food is not available at their regular food store are more likely to also say it s not available at their preferred restaurants either. Whether the notion is true or merely perception, people are convinced that healthy eating is more expensive, and few are willing to pay the price. Only 33 percent of shoppers are somewhat or very willing to pay more for healthier versions of foods. Just 29 percent agree that they often choose the healthiest option even though it is more expensive. About half are unwilling to pay any premium at all for items such as organic food, food with no artificial ingredients, and even fortified foods with enhanced nutritional components. 16

19 Middle-aged, Gen X shoppers, many of whom are in their active parenting years, seem a little conflicted about the cost issue. On one hand, they are much more likely than average to say cost is a major reason they don t eat as healthily as they want (42 percent versus the 29 percent average). But they are also more likely than average to say they are willing to pay more for healthier food versions (39 percent versus 33 percent). How much more, they don t know; they are consistently more likely than average to say they re not sure how much of a premium they would pay for specific healthy items. Then there are shoppers who freely admit that a sheer joy of food is what keeps them from healthy eating. This is not a tiny group. Forty-three percent of shoppers say they do not eat as healthily as they would like because healthy foods don t taste as good ; 41 percent say they don t want to give up the foods they like for their health; and 48 percent agree they fall prey to their hunger impulses when deciding what to eat. Different segments admit different weaknesses. Gen X shoppers are most likely to fall prey to their hunger impulses, possibly because these busy parents find themselves tempted by the foods their children request. Younger Boomers are most likely to be reluctant to give up foods they like, maybe because they are struggling to accept the physical changes of the aging process, such as digestive issues, slowing metabolism, and dietary restrictions for health. What It Means: Shoppers need help overcoming some of the large hurdles they face Too much conflicting information about which foods are healthy and which are not is less of a barrier than it was a few years ago. on the route to healthy eating. They need motivation to improve their eating habits, and they need to find healthy food that they feel is both tasty and a good value for the money. Routes to Healthy Eating Shoppers have different ways of eating healthier. Shoppers top healthy eating strategy involves avoiding food that is unhealthy, (rather than actively seeking items that are healthy): 62 percent of shoppers say they avoid junk food to eat healthier. The only other method that a majority of shoppers say they are doing is cooking more healthy food (54 percent). In addition, 42 percent say they are eating out less. Few shoppers eat healthier prepared/ take-out food (17 percent), and even fewer shop in stores that promote and highlight healthy foods (5 percent). What It Means: Opportunities exist for retailers to draw shoppers attention to healthy food, including prepared food that is easy for shoppers to take home from the store and eat. Making Changes Some shoppers undoubtedly make wholesale changes in their diets in a given year. These people might be prompted to make such changes because of a critical health 17

20 Cutting Back on Junk Food Is the Top Strategy Shoppers Use to Eat Healthier % of Shoppers Who Apply These Healthy Eating Strategies healthy eating strategy Gen Y Gen X Younger Boomers Older Boomers Matures Consume fewer unhealthy food items (eat less junk) 54% 53% 66% 65% 70% Cook more healthy dishes 50% 50% 48% 61% 60% Eat out less often 42% 44% 44% 43% 38% Eat more locally grown food 26% 12% 9% 1 1% 16% More swaps to healthy items 23% 21% 25% 20% 22% Healthier prepared/take-out food 14% 20% 16% 20% 14% Try/buy healthy foods haven t bought before 9% 14% 10% 17% 17% Shop in stores that promote healthy foods 5% 5% 4% 5% 4% Eat more organic food 4% 1 1% 9% 9% 8% Not doing anything specific 17% 10% 8% 7% 10% issue like a heart attack. But most people make more-gradual changes toward healthier eating. In line with the slight majority who say they are cooking more healthy food in general, 59 percent of shoppers say they have used new healthy recipes in the past year, representing a slow but steady rise from 52 percent in Salads and chicken dishes are still the top types of new healthy recipes, followed by pasta/rice dishes and soups. The continual introduction of new food and beverage products with health-related claims shows shoppers are also looking for healthy products to improve their eating habits, and food manufacturers are looking to meet that demand. In fact, eight of the top 12 fastest-growing food and beverage claims for new products launched between 2002 and 2011 were health related. 6 In the past year, more shoppers report switching to healthier versions of the food they used to eat, compared with The biggest jump has been for yogurt (34 percent switched to a healthier yogurt, up 9 points from 2011); the proliferation of Greek yogurt and yogurt with probiotic cultures has likely led to the switch. In addition, nearly one-quarter of shoppers switched to healthier crackers, up 7 points from Overall, three-quarters of shoppers switched to at least one healthier version of food (out of the 21 foods asked about), compared with over two-thirds of shoppers in

21 When it comes to specific health-related ingredients, the lion s share of shoppers say they are buying the same amount of foods as they were a year ago with labels like vegetarian, no fat, and sugar free, among others. However, the ones they are most likely to be buying more of are whole grain (48 percent), multigrain (43 percent), low fat (34 percent), and low sodium (32 percent). Women are slightly more likely than men to say they are buying more of these items. There are a few generational differences, too: Gen Y is a little more likely to buy foods that are natural and soy based ; Gen X is looking for no high-fructose corn syrup; Older Boomers are interested in low sodium ; and Matures want low fat and sugar free. What It Means: Shoppers can make healthy shifts in their eating habits by Shoppers top healthy eating strategy involves avoiding food that is unhealthy (rather than actively seeking items that are healthy). changing both the foods they buy and the way they prepare and cook these foods. Offering healthy food products is just the first step for retailers. If people do not make good use of the healthy foods they buy, they will not benefit. Retailers that can aid shoppers in the preparation and cooking of healthy meals will reinforce the adoption of healthy eating habits that people can feel good about, which in turn may reinforce store loyalty. 6 Attitudes Toward Healthy Food, Mintel, June 2012 Shoppers Are Moving Toward Healthier Yogurts Probably Switching to Greek and Probiotic Varieties % of Shoppers Who Have Switched to Healthier Versions of These Items Foods with largest increases from 2011 % of shoppers who switched to healthier version in past 12 months % change from 2011 Yogurt 34% +9 Crackers 22% +7 Salty Snack 17% +6 Soda 20% +5 Oil 24% +5 Frozen Dinner 16% +4 Pasta Sauce 12% +4 Bread 38% +4 19

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23 Steering Shoppers to Healthy DIn-Store Offerings Helping shoppers eat healthily can seem like as much of a challenge for retailers as it is for shoppers themselves, but there are many possible strategies. One of the biggest challenges is grabbing shoppers attention and interest. Twothirds say they have not seen any healthrelated information, classes, or programs offered in the supermarkets where they shop (just 22 percent say they have seen one or two of the 14 types asked about, and 9 percent say they have seen three or more). So it seems that very few shoppers are aware of any information or activities, even though some of those shoppers stores may be offering such programs, which the shoppers are not noticing. Gen Y shoppers are more likely to say they have seen information, classes, or programs in a store: 39 percent say they have seen one or more, compared with 24 percent of Young Boomers. It is possible these Gen Y shoppers are more likely to shop at stores offering these programs. In fact, Gen Y are more likely to shop at natural/organic food stores, and it is possible these stores are more likely to offer programs. However, it is also possible that younger shoppers are just more observant of in-store programs than older shoppers are. Some shoppers are interested in information being offered in stores. Shoppers are most interested in information on nutrition labeling (mentioned by 31 percent), followed by information on weight management (26 percent) and specific disease education (25 percent). Smaller but not insignificant numbers are also interested in in-store cooking classes of various kinds, from general cooking classes to those addressing weight management and wellness (ranging from 21 to 24 percent). However, if stores did offer programs, many shoppers say they would not be interested, with 41 percent saying they are not interested in any information or programs. Men and women are about equally interested in potential store offerings. Gen X shoppers are the most likely among generational groups to express interest in a number of items, including those related to children. Compared with information and classes, a number of other improvements rank higher when shoppers are asked what they would like to see their primary food store implement so they can eat healthier. These tend 21

24 Women Are More Interested in In-Store Services That Help Them Eat Healthier % of Shoppers Who Would Like to See These Improvements in Their Primary Grocery Store So They Can Eat Healthier Men Women Offer more locally grown food Offer tasting station for healthier foods Offer more healthy ready-to-eat foods Recommend healthy product switches Indicate if product is healthy choice Offer more nutritional information on products Highlight more healthy recipes Promote only healthy items on aisles Offer more organic products Offer in-store dietitian to be related to the actual food products offered in stores. Shoppers are most interested in their stores offering more locally grown foods, more healthy ready-to-eat foods, and a tasting station for healthier foods (40 to 41 percent). Women are more interested than men in these kinds of offerings, especially tasting stations (45 versus 33 percent). Parents are more aware than nonparents of in-store offerings related to children: 7 percent have seen kid-friendly cooking classes promoted (versus 1 percent of those without children) and 10 percent have seen children s/school programs promoted (versus 4 percent). This shows that people are more likely to notice things that are relevant to them. Parents are also more interested in these kid-friendly offerings, as well as cooking classes in general and those addressing weight management and wellness. Factors That Drive Healthy Food Purchases Inspirations Shoppers find inspiration for healthy eating and meal ideas from many sources. The 22

25 top-ranked source is the Internet, cited by 36 percent, but traditional media outlets are not far behind. Twenty-seven percent mention magazine or newspaper articles, the same as the number who turn to TV cooking shows for inspiration. In addition, 29 percent of shoppers are inspired by family and friends. This share is highest for Gen Y shoppers (36 percent), who have fewer years of cooking experience and may look to people they know for help preparing meals. Parents are more likely than nonparents to say family and friends, as well as food-package recipes, inspire them. Of those inspired by online sources, 64 percent use recipe websites, which are by far the most popular. Besides recipe sites, about one-quarter use sites for cooking shows (29 percent) and magazines (26 percent), as well as food companies (24 percent) and food brands (23 percent). Usage of magazine websites for inspiration is up 7 points from 2011, while food company and brand sites are up 4 and 5 points, respectively. Influences When it comes to in-store items that people say have actually influenced them to make healthy food purchases, product labels lead the way, at 42 percent, distantly followed by in-store coupons at 24 percent, and even more distantly by shelf talkers (10 percent), TV monitors (4 percent), and in-store audio broadcasts (3 percent). Altogether, most shoppers say at least one in-store item has influenced them to make healthy food purchases (57 percent). Label reading is up after a 3-year dip, with nearly three-quarters of shoppers now saying they generally read food labels for ingredients and other product information. Outside the store, the top media source that has influenced people to purchase or switch to a healthy food or beverage is television, at 29 percent. Magazines and websites are close behind (tied in second place at 22 percent). For women, magazines tie with TV for first place as a media source that has influenced them. Websites rank first for Gen Y, though Boomers and Matures are most likely to rely on television. Label Trends Label reading is up after a 3-year dip, with nearly three-quarters of shoppers now saying they generally read food labels for ingredients and other product information (73 percent); that share had fallen to about two-thirds of shoppers between 2009 and What are shoppers looking for on labels? Salt/sodium content remains at the top of the list, as it has for the past several years, cited by 63 percent as an area of concern. Other ingredients cited by at least half of label readers are sugar/artificial sweeteners (61 percent), fat (53 percent), trans fat (51 percent), calories (50 percent), and high-fructose corn syrup (50 percent). 23

26 The Accidental Label Shopper? The Case of Gluten Americans have become more aware of gluten as a food ingredient in the past couple of years. About one in four shoppers buy gluten-free products, but just 3 percent follow an exclusive gluten-free diet, and just 2 percent of shoppers who buy gluten-free foods do so because they have celiac disease. Only one out of five gluten-free buyers say the main reason they purchase gluten-free items is because it makes them feel better; most buy these products because they think it s healthier (59 percent). The remaining 20 percent have other reasons. Maybe some of these people have a wheat allergy but not celiac disease. It is also possible that shoppers have noticed the gluten-free label on products they buy but this is not the motivator for their purchase. Many food products have added the gluten-free label, not because they have made any formulation changes, but because they are, and always have been, gluten-free products and want to promote the fact. This possibility highlights an interesting phenomenon: Shoppers may find themselves buying foods that have certain benefits without meaning to. This doesn t mean shoppers will put a product back if they discover it has certain ingredients they are not looking for, but it could mean that some of their purchases of products with certain labels (like gluten-free, low sodium, low fat, and others) may be inadvertent. The oldest shoppers, Matures, are the most likely to cite a number of product label concerns, especially trans fat, saturated fat, and cholesterol (19, 13, and 12 points higher than average, respectively). Gen Y is most likely to look for protein, and Gen X for vitamin/mineral content and potential allergens (the latter probably owing in part to their role as parents). Meanwhile, Older Boomers are more focused than others on gluten content. Snacks Blurring the Boundaries with Regular Food In many ways, shoppers approach to snacking mirrors their approach to food in general. In other words, women tend to be more broadly engaged with health-related issues when it comes to snacks, and generational differences in snack preference reflect life-stage health issues. Just over half of shoppers (56 percent) have switched to eating healthier snack items in the past year. While 28 percent of this group only switched types of snacks (e.g., from potato chips to nuts) and 16 percent only purchased healthier versions of snacks (e.g., from regular crackers to whole grain crackers), most did a combination of both (56 percent). The driving forces behind shoppers healthy snacking are led by the desire to consume less sugar, fewer calories, and less fat, as well as to eat more fiber. In general, shoppers motivation for switching to healthier snacks is to avoid 24

27 unhealthy ingredients rather than take advantage of added health benefits, such as energy or calcium. Women are far more likely than men to say they switched to healthier snacks (63 percent versus 46 percent). Women list more driving forces for snack switching, with notably large gaps for calorie reduction (15 points higher than men), more protein (14 points higher), and less sugar (11 points higher). As is the case with food in general, healthy snacking among older shoppers is driven by a desire to cut back on fat but also to consume more fiber and whole grains, perhaps in the interest of digestive regularity. Young shoppers are more interested in snacks that provide protein and energy; they are less interested in The driving forces behind shoppers healthy snacking are led by the desire to consume less sugar, fewer calories, and less fat, as well as to eat more fiber. reducing their intake of fat, sodium, and carbs than older shoppers. Calorie reduction is of nearly equal interest to all generations, however. Parents are somewhat more likely than average to say they have switched to healthier snacks in the past year. They are also more likely to have done so by switching to healthier versions of the same snacks (rather than a new type of snack), perhaps in deference to their children s tastes, and Young Shoppers Snack Healthily for Different Reasons Than Older Shoppers % of Shoppers Who Snack for These Health Reasons REASON FOR HEALTHY SNACKING Gen Y Gen X YoungER BoomERS OldER BoomERS MatureS Get more protein 43% 34% 29% 31% 24% Consume less sugar 40% 37% 35% 53% 52% Reduce calories 37% 39% 37% 37% 41% Get more energy 33% 27% 26% 22% 17% Consume less fat 32% 28% 41% 40% 46% Consume more fiber 26% 33% 42% 45% 46% Consume more whole grains 20% 26% 31% 39% 42% Consume less sodium 18% 23% 30% 37% 39% Limit carbs 18% 24% 22% 32% 37% 25

28 The Salt Dilemma Salt concerns continue to be a major issue for shoppers. Salt/ sodium content is the single most critical ingredient shoppers pay attention to on food labels (as has been the case since 2009), and 32 percent say they are buying more low-sodium products than they were a year ago. However, fewer seem to be willing to reduce their sodium intake when it comes to salty snacks. Compared with the one-third of shoppers buying various types of low-sodium products, only 17 percent switched to a healthier type of salty snack in the past year. In addition, sodium reduction ranks as only a mid-tier driving force for eating healthy snacks (it is less important than the desire to consume less sugar, calories, and fat while snacking). This all suggests that people may be more willing to reduce their sodium intake in certain kinds of food products, like canned soup, than in their favorite snacks. perhaps in hopes that their child won t notice the change. They are less concerned than nonparents with reducing their sugar and carb intake, and more interested in boosting their protein and calcium consumption as well as their energy level. Local Food Steaming Past Organic Organic has long ceased to be a novelty item found only at health food stores, but it has not become fully mainstream among shoppers, either. Price remains a key obstacle, and shoppers are not entirely sold on its benefits. In contrast, shoppers are continuing to embrace the idea of local food. The number of shoppers buying organic has remained steady. Almost half of shoppers, 45 percent, have bought at least one type of organic food in the past 6 months, similar to the rate in Fruits and vegetables remain the perennial favorite organic items, at 33 percent, while fewer shoppers buy organic in other categories, such as dairy, packaged foods, meats, and soups (only 8 to 18 percent). Middle-aged Gen Xers are somewhat more likely than average to buy organic (52 percent), while Matures are less likely to do so (36 percent). Traditional grocery stores are shoppers primary organic-food source. Natural/ organic stores are shoppers secondary source for organic food. In contrast to the stability (or, looking at it another way, stagnation) of organic food, local food is gaining steam. Seventy-two percent of shoppers report having purchased locally grown food in the past year, up 9 points from Unlike organic food purchases, which are lower for the oldest adults, the tendency to buy local food rises with age, peaking at 82 percent for Mature shoppers. The purchasing of local food may be increasing partially because it s become more accessible. Between 2008 and 2011, the number of farmers markets in the United States grew 53 percent, reaching 7,175 operating markets in

29 Most Shoppers Buy Local Food Regardless of Age % of Shoppers Who Have Purchased Locally Grown Food in the Past 12 Months Gen Y Gen X Younger Boomers Older Boomers Matures Why Organic, and Why Not? Most shoppers do not buy organic food. But of those who do, the top reason is that it is grown without chemical pesticides, cited by 57 percent, followed by 42 percent who say they buy organic food for long-term personal health effects. Yet most reasons to buy organic food are the lowest they have been during the past few years, which may be signaling some fatigue in the category. Another potential warning sign is the general feeling about cost. Only 41 percent of shoppers say they are willing to pay a premium for organic foods. And of those who have not purchased organic food in the past 6 months, 58 percent say cost is a barrier. In addition, 34 percent say they do not buy organic food because it is not much different from the regular version of the food, up 5 points from This could signal a product-parity problem. Taste has never been one of organic food s top selling points, either, ranking only in the middle of the list of reasons why shoppers buy it. One issue is that although health is a major driver for people who buy organic food, shoppers in general do not see eating it as a major component of a healthy eating plan. Organic, all-natural, and local foods all 7 Shopping for Groceries, Mintel, July