U.S. consumers have strong desire to eat healthy, but most don't know what healthy eating entails, new study says; concerns about taste, cost, spoilage, convenience, and preparation major hurdles in consumers' functional foods purchases

Andrew Rogers

DENVER , August 9, 2012 (press release) – A new study from iModerate Research Technologies, a leading qualitative research firm, focuses on healthy eating by investigating consumers’ perceptions about two specific food groups: functional foods that contain natural health benefits such as the antioxidants found in blueberries, and fortified foods such as pastas that are enriched with calcium and vitamins.

iModerate’s qualitative research was conducted with both males and females from across the United States. The research found that while people have a strong desire to eat healthy, most aren’t exactly sure what healthy eating entails, and how they can make it practical for them. Currently, there is a lack of information as it relates to what types of foods are healthy and what specific health benefits these foods provide - creating a challenge for consumers. Aside from a lack of information and prominent marketing by functional food producers and purveyors, the study found definitive barriers that prevent consumers from purchasing fortified and functional foods. Concerns about taste, cost, spoilage, convenience and preparation are the major hurdles when it comes to purchasing and consuming functional foods. When it comes to fortified foods, consumers’ apprehension stems from the fortification process itself, believability as to the product’s health claim, the possible overconsumption of nutrients, and long-term health implications.

“People generally want to eat healthy and do what’s best for them and their family” said Adam Rossow, VP of Marketing at iModerate. “However, while consumers know some of the basics and what to stay away from, there is a tremendous lack of practical information and education that would help break down the barriers for them, inspire purchases and create a loyal following.”

From the research, iModerate found there to be significant areas of opportunity for manufacturers, growers and retailers. These opportunities revolve around taking the guesswork out of healthy eating, messaging health benefits more effectively, and improving labels and signage.

About this research

The full report, How do functional and fortified foods fit with healthy eating? includes additional findings, and is available as a free download from iModerate. The study, comprised of online, one-on-one conversations, was conducted with 81 respondents from the Northeast, Midwest, South and West and included both males and females ages 18+.

About iModerate Research Technologies

iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them.

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