NEW YORK—Consumers are paying more attention to calorie counts and using more mobile phone “Apps” while shopping compared to two years ago, according to Shopping for Health 2010, the 18th in a yearly study released today by the Food Marketing Institute (FMI) and Prevention magazine, and published by Rodale Inc.
Almost half of consumers (43 percent) are paying more attention to calorie counts, and one-quarter of shoppers are buying more low- or zero-calorie products than last year. However, the report noted more attention to calories does not mean more precision as the majority of shoppers just loosely try to watch how many calories they consume (9 percent actively count how many calories they consume, 50 percent said they just watch their calories and 41 percent don’t watch at all). Many shoppers greatly underestimate what they consume by meal type, and the majority of them believe they consume the daily-recommended amount of calories.
The survey also found one-third of shoppers find it appealing to use smartphone “Apps” to create grocery lists. More than 25 percent of shoppers also opt to get updates from retailers on sales and specials via an “App;” one-quarter of shoppers like the idea of using “Apps” to choose healthy items.
The survey also found most shoppers do not agree with taxing unhealthy foods, while 25 percent say it is “OK.” Of those who said yes, fast food received the most votes to be taxed (70 percent) with soda (67 percent) and items with trans fats (64 percent) not far behind. Interestingly, bacon (19 percent) and butter (10 percent) are safer in the eyes of consumers.
The economy is still affecting shopping decisions, according to the survey. It found shoppers continue to eat at home rather dining out, and spend at the supermarket or local food retailer. Almost one-quarter (24 percent) of shoppers are spending more at the grocery store than before the economic crash. In the store, many shoppers continue to favor necessities over impulse purchases with 77 percent buying only what they need, and 53 percent cutting out premium versions. Sale items are important, as 45 percent buy on-sale items, even if not on their list. Additionally, 48 percent switched to a store brand in 2009.
When it comes to health claims, sodium levels are the new top label concern (66 percent), tied with fat (66 percent) and followed closely by sugar/artificial sweeteners (65 percent) and calories (60 percent). Compared to last year, more than one-third of shoppers say they’re buying products with more grains (whole grain, 49 percent; multigrain, 40 percent), fiber (39 percent), low-fat (37 percent) and low-sodium (34 percent).
The Shopping for Health survey of America’s supermarket shoppers examines interests and attitudes regarding health and nutrition, their efforts to manage diets, and the ways in which health and nutritional concerns play out in buying decisions at the supermarket. This report is based on a national online survey of more than 1,423 adult shoppers, conducted by Harris Interactive in December 2009 on behalf of FMI and Prevention. All respondents had primary or equally shared responsibility for his or her household’s grocery shopping.