WASHINGTON—The majority of Americans (88 percent) conduct most of their shopping at a supermarket/grocery store rather than a warehouse shopping club (4 percent) or a discount retailer (4 percent), according to International Food Information Council Foundation’s fifth annual Food & Health Survey which takes an extensive look at Americans’ eating, health and physical activity habits, as well as food safety practices. Additionally, most Americans are either somewhat or extremely satisfied with the healthfulness of products offered at their supermarket (73 percent).
Healthy products may help Americans with their weight-loss goals, as 70 percent said they are concerned about their weight status, and 77 percent are trying to lose or maintain their weight. To help maintain their weight, most Americans reported they are changing the amount of food they eat (69 percent); changing the type of foods they eat (63 percent); and engaging in physical activity (60 percent). More than half (65 percent) of Americans said weight loss is a top driver for improving the healthfulness of their diet, while 16 percent report improving their diet to maintain weight. Similarly, losing or maintaining weight is the main motivator (35 percent) for Americans who are physically active, yet a large majority of people (77 percent) are not meeting the U.S. Department of Health and Human Services’ Physical Activity Guidelines.
Even with the desire to change eating habits to maintain weight, the survey found most Americans do not understand the “calories in” to “calories out” ratio, as 58 percent said they do not make an effort to balance the two. In addition, of those who say they are trying to lose or maintain weight, only 19 percent say they are keeping track of calories, which can be a tool for those trying to manage weight.
Further, few Americans (12 percent) can accurately estimate the number of calories they should consume in a day, and many Americans do not know how many calories they burn in a day (43 percent) or offer inaccurate estimates (35 percent say 1,000 calories or less).
For available tools to help weight management, Americans have at least heard of the Dietary Guidelines for Americans (71 percent, consistent with findings from 2009), and most have heard of MyPyramid (85 percent), but the majority (71 percent) have not used it.
When it comes to the Nutrition Facts Panel (NFP), more than half of Americans (53 percent) are concerned with the amount of sodium in their diet and more likely to look for sodium content. However, Americans seem to be less focused on dietary fat than in previous years, with significant decreases in the number who report looking for total fat on the NFP. Americans are trying to consume more fiber (72 percent) and whole grains (73 percent).
As in previous years, taste remains the biggest influence on purchasing decisions (86 percent) followed by price (73 percent in), healthfulness (58 percent) and convenience (55 percent).
The Foundation’s 2010 Food & Health Survey captured the thoughts, perceptions, and actions of 1,024 American adults over a two and a half-week period in April and May of 2010. The 2010 Food & Health Survey also covers consumer attitudes on protein, use of the NFP and other forms of food and beverage labeling, as well as low-calorie sweeteners, caffeine, food additives and colors.