BakeMark's Bakin N Rockin -- June 2013 - (Page 4)
Shoppers Need Help on Healthy Choices
Certain barriers to healthy eating have diminished in the past provides multiple channels of nutrition education, witnessed in
few years, with shoppers less likely to feel confused about which the emergence of in-store dietitians and targeted programs that
foods are healthy and which foods are not. Yet many shoppers
promote healthy meals.”
agree they do not eat as healthy as they would like because it
BUYING MORE WHOLE GRAINS
“costs too much to eat healthy foods” (62%). Sixty percent of
Comparing 2012 and 2011 data, consumers continued
shoppers say it’s too hard to change their eating habits and are
the trend of switching to healthier versions of the food they used
still searching for motivation to do so.
to eat. Yogurt saw the largest rise, with 34 percent of shoppers
According to Shopping For Health 2013, the
opting for a healthier version in the past year (up 9 points from
21st annual study just released by the Food Marketing
Institute (FMI) and Prevention, shoppers still need help
2011). This is evident in the proliferation of Greek yogurts and
making healthy eating easier, with many citing cost and lack
probiotic varieties on the market today.
of motivation as common obstacles.
In comparison with last year, nearly 50 percent of shoppers
“Shoppers feel cost is a barrier to healthy eating, and
are buying more whole grain foods. When it comes to specific
need further information to understand that healthy food is
health-related ingredients, they are more likely to buy labels with
not expensive and provides a good value,” says Peter Smith,
“whole grain” (48%), “multigrain” (43%), “low fat” (34%), and
g
g
manager of consumer insights for Rodale Inc. “In addition
“low sodium” (32%). The majority of shoppers continue to buy
t
to education about
the same amount of food with labels like “vegetarian,” “no fat,”
t
the benefits of eating
and “sugar free.”
h
healthily, shoppers would
b
benefit from opportunities MISUNDERSTANDING OBESITY
t
Adults can somewhat correctly gauge their own weight, but
to sample great-tasting
h
parents do not have accurate perceptions of their
healthy foods to help
c
children’s weight. Of those surveyed, only 10%
change their negative
t
with children ages
taste perceptions.” 6 to 18 believed any of their
children to be overweight. According to the
Furthermore, the
r
National Center for Health Statistics, Centers
report explores how
for Disease Control and Prevention, 33% of
effort put into healthy eating extends into self-perceptions.
those ages 6 to 19 are actually overweight
AVOIDANCE STRATEGY
or obese.
Shoppers’ top healthy eating strategy involves avoiding food
This misperception is exacerbated
viewed as unhealthy, rather than actively seeking out healthy food through shopping purchases. While
items. Consumers report achieving healthy eating by switching
the vast majority of parents at least
to healthier snacks (56%), avoiding junk food (62%), making
sometimes buy food for their children
conscious efforts not to consume too many calories at once
that is nutritious (88%), just as many
(52%), and preparing healthy recipes at home (59%).
buy food their children like (91%).
“Consumers are increasingly aware of the health-conscious And while nearly all parents at least
choices offered to them in the grocery aisles,” says Cathy
sometimes buy nutritious food for their
Polley, RPh, vice president of health and wellness and executive
kids, only a little more than one-third of
director of the FMI Foundation. “The food retail industry also
parents say they “always” do (38%).
Table of Contents for the Digital Edition of BakeMark's Bakin N Rockin -- June 2013
BakeMark's Bakin N Rockin -- June 2013
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