New consumer data from Gallup suggests Americans are giving more thought to the foods and beverages they consume regularly. While public knowledge concerning healthy eating seems to be gaining momentum, Gallup sees certain barriers limiting healthy eating habits in the U.S.

Sugar & Soda
Data from a July Gallup poll showed that nearly two out of three U.S. consumers reported they avoid drinking soda, with half claiming they shunned sugar. Gallop found that public awareness surrounding the dangers of sugar and sugary drinks has risen since its 2002 poll, when only 41% of consumers reported actively avoiding soda, compared to 63% today. Further indicating the changing tide, only 13% said they don’t think about how much soda they drink, compared to 24% in 2004.

However, while more Americans reported avoiding soda, nearly half still drink it.

Perception vs. Reality
Gallup also found that Americans are very conscious of what kinds of foods and beverages should be in their diet, but whether they’re adhering to this kind of healthy lifestyle is debatable. Across the board, survey respondents said they included fruit and vegetables in their daily eating habits, yet Gallup questioned whether Americans really are eating this healthfully.

In a nation that notoriously struggles with obesity, the polling expert noted a disconnect between the number of Americans that said they try to consume more fruits and vegetables, and the actual number of overweight or obese adults in the country. While fruits and veggies top the list of foods consumers are actively trying to consume more, the fact remains that obesity among U.S. adults is increasing— now representing 27.7% of U.S. adults, according to Gallup estimates.

Organic Opinions
Fewer consumers reported including organic food in their diet, with 45% actively pursing it, while 15% avoid it all together. Thirty-eight percent “don’t think either way” about including or avoiding organic foods in their diet. 

In the U.S. organic agriculture consists of crops that are regulated and certified by the U.S. Department of Agriculture. Food considered to be organic is “free of man-made additions like antibiotics,” with organic farming boasting benefits for the environment, according to Gallup.

Certain populations, such as consumers on the west coast eat more organic (54%), compared to consumers in the east (39%). Gallup found urban shoppers seem to put a higher value on organic, making up 50% of the consumer block most likely to eat organic food, while suburban shoppers tried to include organic 46% of the time, and rural shoppers less so, with 37%.

When evaluating age-based demographics, younger Americans topped the list of those looking to include organic products in their diet. Fifty-three percent of consumers aged 18-20 actively sought organic food, with interest declining with age. The 30-49 age group said they tried to include organic 48% of the time; 50-64 year-olds 45% of the time; and shoppers 65+ looking to buy organic only 33% of the time.

Cost is a significant barrier to buying organic food. “Organic foods often cost more than non-organic foods, which could keep some Americans from including them in their diets,” noted Gallup.

Almost half of upper-income Americans pursue organic food products, while those making $30,000 or less only seek organic 42% of the time.

More striking though, was the number of lower-income Americans who reported actively avoiding organic food—24% compared to just 11% of those in the highest income bracket. Gallup observed, “This could be a reaction to cost, as organic foods typically cost 20% to 100% more than non-organic foods. So lower-income Americans could be actively avoiding organic foods because they are trying to save money on food purchases, rather than avoiding them because of health reasons or dietary preferences.”