Nutritional Facts Matter
A strong interest in nutrition has caused consumers to reference the “Nutritional Facts” box on packaged/bottled foods when making a purchase. More than half (54 per cent) of Americans surveyed frequently or always read the “Nutritional Facts” box on an unfamiliar packaged or bottled food item and 26 per cent occasionally, as compared to 15 per cent rarely and five per cent who never read it.
The top five nutritional facts that consumers report reading are: calories (71 per cent), total fat (63 per cent), sugars (50 per cent), sodium (45 per cent) and serving size (39 per cent). Four out of 10 (42 per cent) consumers surveyed frequently or always purchase packaged/bottled foods influenced by health-related claims, such as “low carb,” “low sodium” and “heart healthy.”
“Over the past two years, we have seen a significant shift in how consumers view the foods they purchase,” sates Conroy. “Though our survey still shows health and safety as the top two concerns facing Americans, the percentages have dropped and consumers are using their increased knowledge of food products to raise concerns around over-processed foods. Food companies are now dealing with an engaged consumer who actively seeks to understand the products they are looking to buy. This survey should be yet another red flag for the industry, as it shows that consumers are determined to be smarter about the foods they put on their table.”
The survey was commissioned by Deloitte and conducted online by an independent research company between March 22 and March 24, 2010. The survey polled a nationally representative sample of 1,102 consumers. The survey has a margin of error of +/- three percentage points.
For more information on Deloitte’s Food Safety Survey, please visit: www.deloitte.com/us/foodsafety.
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