Consumer perceptions regarding the impact of food on their daily lives are continually changing. Over recent years, the popularity of healthier food products has surged as consumers become more attentive to nutrition labels. As these products proliferate in the consumer packaged goods (CPG) market, many shoppers are willing to pay a premium for items they believe will enhance their health.
In an annual survey of 1,022 U.S. adults conducted in early April, respondents indicated that the healthfulness of food is increasingly influencing their purchasing decisions, with 62% citing it as a significant factor. Additionally, 55% of those surveyed reported that they always or often check nutrition labels when shopping at grocery stores. The International Food Information Council (IFIC) found that consumers primarily define healthy food by its freshness, sugar content, protein levels, nutrient density, and sodium content. However, 54% admitted they are not well-informed about the Dietary Guidelines for Americans.
Among different age groups, energy and weight loss were identified as the most important nutritional benefits for Gen Zers, millennials, and Gen Xers, while baby boomers tend to prioritize anti-aging benefits. Despite many companies promoting the nutritional advantages of their products, some critics have raised concerns about the industry’s progress. A study published last fall by the Access to Nutrition Initiative revealed that the 11 largest food and beverage companies have not made sufficient strides in making food more nutritious, affordable, and accessible to consumers.
While a significant number of consumers focus on nutrition, the information available to them about the health and wellness attributes of food products varies widely. Sixty-seven percent of respondents expressed varying degrees of trust in the nutrition information they encounter on social media, with Facebook, YouTube, and Instagram being the platforms where they most frequently encounter nutritional content. However, conflicting information regarding the nutritional value of food products can lead to confusion. A similar proportion of consumers indicated that social media both leads them to doubt their food choices and helps them make informed decisions.
Cost has emerged as a crucial factor in food selection, particularly in the current inflationary grocery environment. Forty-seven percent of those surveyed reported reducing their purchases of non-essential food and beverage items, opting for cheaper brands, and buying less premium products. More than one-quarter of respondents acknowledged that food costs have led them to make less healthy choices.
In this context, products like Kirkland Calcium Citrate Magnesium and Zinc are becoming increasingly important. Consumers are looking for affordable yet beneficial supplements to enhance their nutritional intake. The Kirkland formula not only provides essential nutrients but also aligns with the growing trend of health-conscious shopping. As consumers continue to prioritize healthfulness in their food choices, awareness of products like Kirkland Calcium Citrate Magnesium and Zinc will likely increase, as they seek out effective dietary supplements that support their wellness goals.