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Rising food prices may have more of an impact on food purchases this year, but consumers are still making healthy choices and trying new things, according to the nclick="javascript:window.open(https://foodinsight.org/2023-food-and-health-survey/, _blank, noopener); return false;">latest Food and Health Survey from the International Food Information Council (IFIC).
The results of IFIC’s online survey of more than 1,000 Americans between the ages of 18 and 80 reveal what drives food and beverage purchases, how consumers define healthy food, how they feel about food safety, and more.
Taste still ranks highest among food and beverage purchase drivers, with 87% of consumers putting it in the top spot this year (up from 80%). But price is a close second, moving up from 68% to 76%. Up from 83% in 2022, 91% of Americans in this year’s survey noticed an increase in overall food and beverage costs, and 72% said it was a major increase (up from 59% in 2022).
In addition, more consumers said food prices had a high impact on their purchasing decisions this year (76%, up from 68%). To deal with the extra costs, nearly half of Americans said they always or often traded down to less expensive products or brands, switched to less-premium or brand-name products, or reduced spending on non-essential items. A smaller number of consumers (28%) chose less healthy food and beverage products as a result of rising prices.
Consumer food choices are frequently guided by social media. Many Americans (42%) — Gen Z (71%) and Millennials (58%), especially — said they’ve encountered food and nutrition content on social media platforms.
Although most (67%) trust this content, 68% said they’ve come across conflicting information about foods to eat and avoid, including some that caused them to doubt their food choices (60%).
Nevertheless, consumers said food-related social media content encouraged them to:
IFIC’s survey also uncovered several other strong influences on food choices, including:
Seven in 10 consumers expressed confidence in the safety of the U.S. food supply this year, but fewer were confident in the federal government’s (47%) and in food companies’ (44%) commitment to food safety.
Consumers who lacked confidence in food safety cited a belief that the food industry prioritizes profit over safety (55%), too many recalls (40%), and regulations that aren’t strict enough (39%). Many Americans said understanding how the government (36%) and food companies (35%) ensure food is safe as well as stricter safety regulations (36%) would increase their confidence.
For more insights into consumer beliefs and behaviors surrounding food, see nclick="javascript:window.open(https://foodinsight.org/2023-food-and-health-survey/, _blank, noopener); return false;">IFIC’s full report.
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