Decision 2016: Food Choices, Not Just Politics
Just as Americans are casting a vote for this year's presidential election, Americans have submitted their ballots for all things related to food. Data from the 2016 International Food Information Council Foundation Food and Health survey reveal what Americans are looking for when it comes to food and nutrition.
What sources influence opinion and behavior change?
Americans are hungry for information about their food, and the media are standing by with the spoon. Nearly half of Americans (44 percent) say they have sought out a book, article, movie or documentary that examined the food system and/or commonly held beliefs about diet. Of those consumers, about one-quarter of Americans either changed their food purchasing decisions (26 percent) or conversed with friends, family or coworkers (23 percent) based on what they read or viewed, indicating that these sources of information may be contributing to changes in Americans' perceptions regarding food and nutrition. Additionally, the media were the top cited source that caused a less healthful view of certain foods, such as enriched refined grains, saturated fat, added sugars and low-calorie sweeteners. However, media headlines resulted in consumers having a more healthful view of whole grains, plant proteins and natural sugars.
[See: The 38 Easiest Diets to Follow: in Pictures.]
What do Americans think "healthy" food looks like?
To answer this question, it is helpful to know where Americans are looking for information to help them make food purchasing decisions. Up from 40 percent in 2015, nearly 1 in 2 Americans (47 percent) are looking at the ingredients list on foods and beverages to help them make purchasing decisions. When asked in an open-ended question, more than one-third of Americans (35 percent) define a "healthy" food as one that does not contain (or has low levels of) certain components such as fat and sugar, contains no artificial ingredients or additives (14 percent) or is natural (10 percent).
[See: 8 Weird Ways Obesity Makes You Sick.]
Who do Americans trust for food and nutrition information?
Specific to food production, if food is grown locally, consumers are more likely to trust that it's safe. More than 70 percent of consumers trust the safety of food produced in their region of the country, while just 24 percent trust the safety of food from another country. Consumers were also more likely (55 percent vs. 49 percent) to trust the safety of food from a local restaurant than the safety of food from a national chain restaurant.
Americans are turning to trained professionals and credible sources for information on the types of food they should be eating as well as the safety of their food. Americans trust registered dietitians and nutritionists the most for this information, followed by their personal health care professional and U.S. government agencies.
These results offer some significant insights to who Americans trust for food and nutrition information, what sources influence their opinion and behavior change, and ultimately what "healthy" food looks like. Though it may seem like 2016 is the year of political change, food and nutrition are forefront issues for Americans that won't be disappearing anytime soon.
[See: 'Healthy' Foods You Shouldn't Be Eating.]
Methodology
The results are derived from an online survey of 1,003 Americans ages 18 to 80, conducted from March 17 to 24. Results were weighted to ensure they're reflective of the American population, as seen in the 2015 Current Population Survey. Specifically, they were weighted by age, education, gender, race/ethnicity and region. The survey was conducted by Greenwald & Associates, using ResearchNow's consumer panel.
Megan Meyer, PhD is the Manager of Nutrition Communications at the International Food Information Council. At IFIC, she develops educational materials and stimulates conversations surrounding nutrition related issues. Coupling her training in basic scientific research with her passion for communication, Megan strives to serve as science liaison to promote and discuss public health related topics and materials to various audiences. To learn more, go to www.foodinsight.org or follow us @foodinsight.
