Important takeouts:
- Americans prioritize tastes (83%) that exceed cost (62%), health (52%) and convenience (47%) when making food choices, but rising prices have made eating healthier for consumers, particularly 69% of low-income people.
- Only 21% describe their diet as very or very healthy, reporting better dietary health among people who regularly cook at home, earned/educated, and have a higher nutritional knowledge.
- There is a considerable disparity in access to healthy foods, with white (70%), upper (79%) and suburban (69%) Americans reporting easy access compared to black (53%), Hispanic (56%), low-income (53%) and rural (57%) populations.
Americans want healthy diets, but grocery prices get in the way, New data from Pew Research Center. A survey of more than 5,000 US adults examines evolving attitudes towards healthy eating, food priorities, and purchasing behavior.
Taste and cost are prioritized
When deciding what to eat, the decisive 83% of US adults think that taste is very or very important when making food choices, and are ranked higher than cost (62%), health (52%), or convenience (47%). This hierarchy of priorities is consistent across demographic groups. Even among people seeking healthy foods, taste remains a dominant consideration.
Rising food prices creates a major challenge for consumers striving to eat healthier. Nine in 10 respondents say healthy foods have become more expensive in recent years, with 69% reporting that these price increases have made it more difficult to maintain a healthy diet.
The financial burden is disproportionate to low-income Americans. 46% of low-income adults say that eating healthy is “more difficult” compared to just 15% of upper-income adults due to increased costs. Additionally, 75% of low-income Americans take into account the very important costs when making food choices compared to 39% of high-income consumers.
Other important points from the report include:
- Diet Health: About 59% of Americans describe their diet as somewhat healthy, but only 21% rate their diet as “extreme” or “very” healthy. A fifth admits that their diet is not too healthy or not healthy at all. Older, high-income, and more educated Americans report healthy diets.
- Home cooking: Nearly nine in 10 (88%) respondents eat homemade meals at least several times a week. Of those who eat homemade meals every day, 29% describe their diet as extremely healthy, but only 12% do not cook very often.
- Identifying Health Foods: Almost half (49%) of Americans express high confidence in their ability to identify which foods are healthy. This trust increases with education level. 60% of graduate students report higher confidence compared to 42% who are below high school education.
- Confidence in nutritional knowledge: One third of consumers who are confident in their nutritional knowledge describe their diet as extremely healthy, while only 5% of people with low nutritional reliability report a very healthy diet.
- Access to Healthy Foods: Though 65% of Americans say it’s easy to find healthy foods where they live, there are significant disparities. 70% of white adults report easy access to 53% of blacks and 56% of Hispanic adults. Country Americans.
Impact on food and beverage manufacturers
1. Prioritize taste while providing nutrition
The data clearly show that taste is a major factor in food choice across all demographic groups. A successful health product must first realize flavor expectations with nutritional benefits as a support attribute. Consider investing in flavour techniques and culinary expertise to help healthier formulations maintain an attractive taste profile.
2. Addressing the affordable price gap
There is a clear opportunity for manufacturers who can offer nutritional value at more accessible prices, as 69% of Americans say that price increases make healthy diets more difficult.
Consider:
- Develop products with high nutritional density in the mid-tier price range
- Offers a healthier option value size package
- Uses more affordable, nutritious ingredients that do not compromise quality
3. Supports home cooking trends
88% of Americans are home cooks who cook at home multiple times each week and report healthier meals, and food companies may benefit from the development of products that promote dietary preparation for nutritious homes, such as:
- Fresh ingredients pre-recorded to reduce cooking complexity
- Healthier diet starter with clean labels
- Ready to use healthy sauces, seasonings and flavor enhancers
- A semi-prepared, healthy option that reduces preparation time while allowing customization
4. Improve nutrition education and transparency
As people with a high nutritional knowledge report healthier diets, manufacturers should invest in clear communication about the nutritional benefits of their products.
- Develop clearer and more accessible nutrition labels that highlight important benefits
- Create digital content that educates consumers on identifying healthy options
- Incorporate QR codes that link to detailed nutritional information and healthy recipes
- Don’t disrupt your health claims and prioritize simple communications
5. Address Access Difference
Due to the large gaps in health food access in demographic groups and geographical areas, manufacturers should consider:
- Distribution strategies for food deserts and underserved communities
- Shelf stable healthy options that allow you to reach areas where fresh food is limited
- Partnership with online grocery services to expand the offering of healthy options
- Packaging innovations that extend shelf life while maintaining nutritional value
Findings from the Pew Research Center show that while consumers increasingly value their health, they continue to prioritize taste and struggle to raise costs. For food and beverage manufacturers, they succeed in developing products that deliver multiple aspects, including outstanding taste, nutritional benefits, affordability, and convenience.
