There's a big difference between counting calories and computing them - the same way there's a distinction between hearing and listening, reports Supermarket News.A joint survey by the Food Marketing Institute (FMI) and Prevention magazine found what they call the calorie conundrum; Nearly 43 percent of consumers pay more attention to calories than they did two years ago, and 25 percent buy more low-or zero calories than last year. However, FMI and Prevention's Shopping for Health 2010 finds monitoring calories does not necessarily translate into action. Findings reveal 9 percent are diligent about the calories they consume; 50 percent say they "just watch" their calories; and 41 percent 41 percent don't watch at all. Among those polled for the survey who do take action: 58 percent swap by opting for the healthier version of a product; 52 percent switch one product for a healthier alternative; 47 percent stop buying less-healthy products; 47 percent continue buying less-healthy products, just eat less or smaller portions; and 46 percent start buying healthy products not purchased before."While many American's are paying more attention to calories, they have a long way to go towards knowing how many they consume in an average day," said Cary Silvers, the director of consumer insights at Prevention. "This is the next line of opportunity in calorie management."