Last year, two-thirds of consumers said healthfulness has an impact on their
food buying decisions, and the same portion made a strong effort to eat more
fortified foods – up 17% from 2005. With such a rapidly growing interest
in healthful foods, it’s crucial for dairy, deli, and bakery staff to
understand the impact that this trend can have on their companies and departments.
That’s where IDDBA’s new study, Health & Wellness: The Purpose-Driven
Consumer, steps in.
For this study, IDDBA commissioned Sloan Trends, Inc., to do a national survey
about the role that health concerns play in consumer purchases, especially in
the dairy, deli, and bakery departments. The results appear along with an extensive
review of the healthy foods marketplace. Some of the findings are surprising:
- Health is strengthening as a food purchase mega factor, ranking third after
taste and price, and above convenience.
- Dairy shoppers are slightly more likely than the average consumer to believe
that foods can have a strong impact on health.
- Those who frequent the full-service deli at least three times monthly are
more concerned than the average shopper about all of the major health conditions,
including diabetes, high blood pressure, and high cholesterol. People who
shop the deli department at least five times a month are more likely than
the average consumer to consider themselves extremely health conscious.
- Frequent bakery shoppers tend to be less health-conscious than the rest
of the population.
- Shoppers say they are buying more reduced-fat milk (+30%), whole-grain
bakery products (+29%), and yogurt (+19%).
- More than half of shoppers are trying to avoid trans fat, total fat and
saturated fat. Frequent dairy, deli, and bakery shoppers are more concerned
about trans fat than the average shopper, but less concerned about a reduced-fat
claim on products.
- More than a third of shoppers say that the calorie content of foods is
very important to them when they shop in the dairy, deli, and bakery departments.
Frequent deli shoppers are the most concerned, with about 40% of full-service
and a similar portion of self-service customers indicating they place great
importance on calories.
- Frequent shoppers in the self-service deli and self-service fresh bakery
are more likely to buy organic and natural foods.
- Seven in ten consumers tried to increase their consumption of whole grains
last year.
- About half of frequent deli and bakery shoppers say it’s important
for products in these departments to contain added nutrients, such as vitamins
or fiber. Added nutrition is ranked even more important by frequent shoppers
in the dairy and full-service deli departments.
Health & Wellness: The Purpose-Driven Consumer
identifies all these trends and more, while providing insight into how changing
attitudes about food and health will shape the marketplace.
The cost is $395 for IDDBA members; $795 for
non-members, plus S&H.
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Click
here to read the Health & Wellness: The Purpose-Driven Consumer
press releases.
For more information, please contact IDDBA's
Education Department at 608.310.5000, or education@iddba.org
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