Forget your old notions of a “grocery list.” New research suggests many consumers pushing their carts through the grocery aisles have heart health, better bones and cholesterol counts on their minds as they shop for food. A recent national survey commissioned by the International Food Information Council (IFIC) shows that not only do consumers believe that foods can provide benefits beyond basic nutrition, familiarity with these foods is at an all-time high with 92% of consumers able to name a food and health benefit, such as calcium for bone health.
 
“Our survey results show the American public is receptive and eager to receive nutrition information about specific foods and their health benefits. They want to make wiser choices about what kinds of foods they eat based on a desire to improve their overall well-being and their physical health,” said Wendy Reinhardt Kapsak, M.S., R.D., and Director of Health and Nutrition for IFIC.  “Consumers may not be able to tell you exactly what nutritional components they’re seeking when they shop for fruits and vegetables or fish, but they can tell you why they’re doing it. It’s because there’s a strong food and health benefit connection at work.”
 
Top Ten “Functional Foods”
 
According to the 2007 IFIC Consumer Attitudes toward Functional Foods/Foods for Health Survey , the top 10 “functional foods” or foods with health benefits beyond basic nutrition named top-of-mind by consumers were: 1) fruits and vegetables; 2) fish, fish oil, seafood; 3) milk and other dairy products; 4) whole grains, including oats, oat bran, and oatmeal; 5) fiber; 6) green tea; 7) meat; 8) water; 9) certain herbs and spices; and 10) nuts.  Consistent with previous surveys, consumers overwhelmingly believe food and nutrition play the greatest role in maintaining or improving health (75%) and certain foods have health benefits that go beyond basic nutrition and may reduce the risk of some diseases (85%).
 
Americans’ Top Health Concerns
 
More than half (53%) of consumers cited heart and circulatory conditions (heart disease, blood pressure, cholesterol and stroke) as their top health concern which was consistent with the findings in 2005 (54%). Weight was mentioned by one-third of consumers (33%) followed by cancer (24%) and diabetes (17%).  Concern with “nutrition/diet” increased in 2007 to 16%, compared to 7% in 2005.
 
“More than ever, consumers are taking control of their health through diet. Food plays an important role in our health and that of our families. It is encouraging to see that consumers are able to identify specific diet and health relationships,” said Roger Clemens, DrPH., Professor at the University of Southern California.
 
Top Five Diet and Health Relationships
 
The top five “diet and health relationships” named by consumers in this research include:
1) calcium, for promotion of bone health (89%); 2) fiber, for maintaining a healthy digestive system (86%); 3) vitamin D, for promotion of bone health (81%); 4) omega 3 fatty acids, for reduced risk of heart disease (76%); and 5) fiber, for reduced risk of heart disease (74%).
 
“The majority of Americans are interested in learning more about food and health relationships, and in consuming components, such as antioxidants, whole grains, fiber, probiotics, omega-3 fatty acids, soy, among others for their health benefits. That’s a good thing,” said Reinhardt Kapsak. “The next step is motivating consumers to fit these foods into their diet so that they improve their health and sustain it for a lifetime.”
 
About the 2007 IFIC Consumer Attitudes toward Functional Foods/Foods for Health Survey

The 2007 IFIC Consumer Attitudes toward Functional Foods/Foods for Health Survey is a quantitative, Web-based survey of U.S. adults, 18 and older that measures and tracks changes in consumer awareness, knowledge, behaviors and interest in functional foods, or any food or food component that may have health benefits beyond basic nutrition. The sample size in 2007 was 1,000 adults, and the research was conducted April 10-24, 2007.  This is the fifth edition of the survey, which was also fielded in 1998, 2000, and 2002, and 2005. The survey is planned to be fielded again in 2009.