2014 Food and Health Survey | IFIC Foundation:
While taste and price consistently have been the top two facors that impact consumers’ food and beverage purchases (90 percent and 73 percent respectively), healthfulness in 2014 almost entirely closed the gap with price, rising from 61 percent of consumers in 2012 to 71 percent this year, a 10 percentage-point increase.
Consumers aged 18-34, who cite healthfulness as a driver of food and beverage purchases, increased from 55 percent in 2013 to 66 percent in 2014, significantly narrowing the gap with other age groups.
On May 9, 2014, we went to the National Mall to ask people what they thought about various health and nutrition issues to see how their answers compare with average Americans, as revealed in the IFIC Foundation's 2014 Food and Health Survey
More than a third of consumers report regularly buying food that is labeled as “natural” (37 percent) or “local” (35 percent), with 32 percent who regularly buy products advertised as “organic.”
This year, 66 percent of consumers are at least somewhat confident in the food supply, while 30 percent are not too confident or not at all confident. In 2012, the former figure stood at 78 percent, while the latter stood at 18 percent.
Americans are most likely to trust that health professionals will provide accurate information about weight loss, physical activity, and nutrition.
On the other hand, Americans trust the U.S. government the most when it comes to food safety, food ingredients, and the way foods are produced and farmed.
Survey Objectives:
To understand the attitudes and opinions regarding food biotechnology and the importance of certain benefits of today’s modern food supply that are made possible with biotechnology.
To gauge consumer knowledge and awareness pertaining to plant and animal biotechnology safety, benefits and labeling, as well as sustainability and emerging technologies.
To gauge purchase behavior and determine which information about food biotechnology, and from what sources, best assists consumers with making informed food decisions.
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