Price approaches taste as top influencer, stu...

Price approaches taste as top influencer, study finds

Increasingly for Americans the cost of food is becoming almost as important as the taste of it, according to the International Food Information Council (IFIC) Foundation 2011 Food & Health Survey.

Although taste remains the top consideration (87%), 79% of consumers say price impacts their decision when deciding which foods and beverages to purchase, a six percent increase from 2010 and a noteworthy 15% increase since 2006. While healthfulness (66%), convenience (58%) and sustainability (52%) play roles in consumer decision making, no other motivator rose at the same rate as price over the past five years. Interestingly, these trends are consistent with what drives Americans’ menu decisions at restaurants: taste (69%) and price (61%) are ranked as the top two motivators. Americans also say that lower prices are the top driver that would lead them to make more healthful choices when shopping for food.

The IFIC Foundation 2011 Food and Health Survey also found that significantly fewer Americans are concerned about their weight status when compared to last year; 50% of Americans describe themselves as overweight in 2011 compared to 57% in 2010. More Americans perceive their diet as extremely or somewhat healthful (62%) when compared to 2010 (53%). At the same time, fewer Americans report making dietary changes (59% in 2011 compared to 64% in 2010) and more Americans report that their physical activity levels are sedentary (43%) – a significant increase from 2010 (37%). These contradictions are further evidenced by the fact that the number of people trying to lose or maintain weight (69%) has significantly decreased since 2010 (77%).

The IFIC Foundation 2011 Food & Health Survey captured the thoughts, perceptions, and behaviors of 1,000 American adults over a two and a half-week period in March and April of 2011.
Source: International Food Information Council


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