Source: 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey
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Since 2007, there has been a significant increase in awareness of several food/health benefit associations. Sadly, despite increases in awareness, the number of Americans actually consuming these foods for their associated health benefits has generally not changed since consumption data was first recorded in 2005.
Foods and food components Americans look to the most to help improve or maintain their health are: fruits and vegetables, fish/fish oil, dairy, whole grains and herbs & spices.
"Americans have made it clear they want to take advantage of the health benefits of food," says Elizabeth Rahavi, associate director of health and wellness at IFIC (www.foodinsight.org). "But it's not just fruits and vegetables that can have a positive impact on our health. There are lots of healthful components such as antioxidants, fiber, whole grains and soy found in a variety of foods and beverages that can make a difference in our health as we age."
Top components with benefits mentioned in the survey include calcium (92 percent) and vitamin D (90 percent) for bone health, protein (87 percent) and B vitamins (86 percent) for overall well-being, omega-3 fatty acids (85 percent) for heart health and probiotics (81 percent) and fiber (79 percent) for digestive health.
This latest study further explored barriers preventing Americans from consuming foods with health benefits and found price (16.1 percent) and taste (15.4 percent) are the most important factors affecting their decisions to consume these foods. Other barriers include availability, convenience in finding them, knowledge of which foods provide benefits and uncertainty of how to prepare them, among others.
These findings are similar to those of IFIC's 2011 Food & Health Survey, a trending survey exploring consumer attitudes toward food, nutrition, food safety and health. This survey found while taste is still the top consideration that impacts their decision of which foods and beverages to purchase, price, healthfulness, convenience and sustainability also play roles. No other influencing factor has risen at the same rate as price over the past five years.