Research Shows Americans Remain Concerned About Nutrition, But are Less Willing to Pay for Healthier Foods

Consumers are more savvy about nutrition labels and the healthy role of soy

ST. LOUIS – New consumer research highlights a fundamental shift in opinion when it comes to nutrition. Recent findings from the 12th Annual Consumer Attitudes about Nutrition Study suggest that, while nine out of 10 consumers remain concerned about the nutritional content of food, they are much less willing to pay for healthier versions of food. This figure dropped a significant eight points over the last two years (from 72 to 64 percent) after a consistently flat period averaging 72 percent over the previous five years. The study, sponsored by the United Soybean Board (USB), reports that although they are less willing to pay more for healthier foods, 74 percent of consumers still report having changed their eating habits due to nutritional or health concerns.

Consistent with the value placed on nutrition, 87 percent of consumers consider the Nutrition Facts Label as important when deciding which foods to buy, yet 52 percent of respondents report that the nutrition label is too confusing. In a shift from last year, however, fewer consumers reported confusion with this figure dropping four points from 56 to 52 percent.

While consumers are becoming savvier about nutrition labeling, more than one-half of consumers are still confused about the role fat plays in the diet:

• Eighty-eight percent of consumers correctly reported saturated fats as unhealthy, but many remain unaware that monounsaturated and polyunsaturated fats are necessary for healthy bodily function.
• An increase in consumers surveyed (52 percent) correctly reported omega-3 fatty acids as a healthy part of their diet, up four points from last year.
• In comparing trans fatty acids to saturated fats, significantly fewer consumers incorrectly believe trans fatty acids are healthier than saturated fats (down 40 to 33 percent), while 28 percent perceive that saturated fats are healthier.
• Due to its content of lower fat and no cholesterol, consumers (88 percent) continue to recognize soybean oil as one of the top two healthiest oils, second only to olive oil.

Despite the reported concern about nutrition, the Centers for Disease Control and Prevention report that 30 percent of U.S. adults (over 60 million people) are obese, and the percentage of obese youth has tripled since 1980. To combat this epidemic, 60 percent of consumers agree that consuming soy-based foods can play a role in reducing obesity while more than three-quarters (78 percent) of all surveyed agree soy products are healthy. Thirty-three percent of consumers are specifically aware that consuming 25 grams of soy protein per day significantly reduces the risk of coronary heart disease (up four points). Significantly more consumers (up five points) are aware that soy is a good source of protein (from six to 11 percent).

Of those who perceive soy as healthy, 26 percent seek out products that specifically contain soy. A new question to this year’s survey reveals that one in five consumers would order soy products in restaurants if they were available, with veggie burgers the most popular item (33 percent), followed by tofu (26 percent) and soymilk (22 percent). More than one quarter of Americans (27 percent) consume soyfoods or beverages once a week or more. Consumers who use soy products once a month or more (16 percent) do so mainly at dinner (40 percent) followed by breakfast (27 percent) and lunch (23 percent). Breakfast consumption increased the most since 2004, up three points from 24 to 27.

USB’s 12th Annual Consumer Attitudes about Nutrition survey was conducted by an independent research firm. The study includes 1,000 random telephone interviews, providing a sample that is consistent with the American population. The margin of error is +/- 1.9 to 3.1 percent and has a confidence level of 95 percent.

The United Soybean Board is a farmer-led organization comprised of 64 farmer-directors. USB oversees the investments of the soybean checkoff on behalf of all U.S. soybean farmers. For more soy health information, visit www.soyconnection.com


Editor’s Note: To download images of the brochure (cover and additional graphs), please visit www.soyconnection.com/health_nutrition/consumer_attitudes.php