Prevention magazine, in partnership with the Food Marketing Institute (FMI), Chicago, IL has released the results of its 14th annual “Shopping for Health” survey, which offers perspectives on the evolving attitudes of America’s grocery shoppers. Amidst increasing concerns about chronic health conditions such as heart disease and diabetes, consumers are trying to eat healthier but are having experiencing some difficulty. While 59% of shoppers said they are trying to eat healthfully (a 14% increase since 2000), 62% of shoppers conceded that their diet could be healthier, with 70% of those with children expressing the same sentiment.  

Among those who think their diet could be healthier, 30% said the main impediment to change was that they were too busy. Twenty-seven percent said healthy food costs too much and 21% cited conflicting information.

Many shoppers find that they face similar challenges in getting their children to maintain healthful diets. Sixty-six percent of shoppers report that their children eat the recommended amount of fruits and vegetable (five daily servings) more than two days a week, yet only 22% achieve that goal every day.

Adding to the problem is parent’s continued reliance on fast food restaurants. Thirty-four percent of shoppers with children take them to eat one or more fast food meals per week; 19% take them for three to five. In response to these troublesome trends, some shoppers are trying to reassert control over their eating by having more family meals together. Among families who don’t eat together regularly, 32% (5% higher than in 2003) endeavor to eat together more often. This figure is particularly high among Generation X (aged 28-41) shoppers, 50% of whom are trying to eat together more often.

Unsurprisingly, weight control remains an omnipresent concern for many shoppers. Still, 59% of all Shopping for Health respondents described themselves as overweight, with a startling 71% of those aged 52-60 saying that could stand to lose a few pounds. Among those who are overweight, 53% said they need to lose “a little” weight, while 42% said they need to lose “a lot.”

Although 59% of shoppers describe themselves as overweight, only 27% report that someone in their household is on a diet to lose weight. Instead, shoppers seem to have adapted different techniques for controlling their weight with the most popular options being:

• Eating More Fruits and Vegetables (83%)
• Limit Sugar and Sweets (76%)
• Control Portions (73%)
• Buy Whole-Grain Health Products (71%)
• Choose Healthier Alternatives When Dining Out (69%)

Results are mixed when it comes to weight issues with children. About one in five shoppers describe their children under 18 as overweight. However, significantly higher percentages (61% to 51%) of children 6-11 need to lose at least a little weight compared to those aged 12-18.