A crowded market

The 2024 Food and Health Survey marks the 19th year the International Food Information Council (IFIC) has surveyed Americans to understand their perceptions, beliefs and behaviors surrounding food and food-purchasing decisions. This year’s survey continues an examination of issues related to personal health, nutrition, eating patterns, food production and food safety. 

“Much has happened since 2005, when the first IFIC Food & Health Survey was released,” says Wendy Reinhardt Kapsak, IFIC president and CEO. “The U.S. Departments of Agriculture and Health and Human Services produced four editions of the Dietary Guidelines for Americans. Our population has become more diverse than at any other time in history. Rates of obesity rose from close to 35% to well over 40%, accompanied by a global shift from infectious diseases to diet-related conditions — such as heart disease and stroke — as the leading cause of mortality.

“We experienced a global pandemic that illuminated co-morbidities, such as diabetes, as risk factors for experiencing severe illness and death. Still, one fact is constant. Food and nutrition are central to all these topics, and sound science supports following healthy eating patterns.”

The report is based on IFIC’s online survey of 3,000 Americans ages 18 to 80.

Use some of these key findings to help improve marketing, packaging decisions and pricing for your greenhouse or vertical farm operation.

Purchase decisions

Consumers continue to say taste (85%) is “very impactful” on their food and beverage purchase decisions. Price remains the second most impactful (76%). Healthfulness falls in the middle (62%), followed by convenience (57%) and environmental sustainability (31%).

The impact of convenience, however, is down somewhat from last year (61% in 2023 to 57% in 2024). Environmental sustainability continues to slide down over the last two years (39% in 2022 to 34% in 2023 to 31% in 2024).

It is important to recognize that these purchase drivers are highly dependent on income, according to IFIC. As income rises, the influence of price understandably diminishes, while other factors, such as taste and healthfulness, increase dramatically in importance.

Healthfulness is a key driver for 55% of people with the lowest household income, but 75% of people with the highest household income rate it as important. Healthfulness surpasses price as a purchase driver at the threshold of more than $100,000 in household income.

Recyclable packaging remains the top indication that a product has minimized its impact on climate. More consumers are looking for sustainably sourced and non-GMO labels and compostable packaging than last year.

Of those who consider minimizing climate impact important, 47% said they look for recyclable packaging, 40% look for packaging made from recycled materials, 36% look for reusable packaging and 30% look for compostable packaging. Other factors that influence minimal impact on climate include being labeled as locally grown (39%), sustainably sourced (37%), organic (33%) and certified by a third-party environmental organization (25%).

Food consumption

Half of Americans reported consuming more fresh foods in the past year. And nearly half reported eating less from quick-service and full-service restaurants in the past year. When asked about their change in consumption of fresh foods (e.g., fruits, vegetables, meats/seafood) during the past year, 19% said they “eat much more now,” 30% “eat somewhat more now,” 38% “eat the same amount” and 7% “eat somewhat less.”

There may be an opportunity for food producers to increase fresh produce as snacks to the buying public.

More than half of Americans (56%) replace traditional meals by snacking or eating smaller meals. Gen Z, millennials, women and single Americans are more likely to replace traditional meals.

According to the survey, of those who said they snack, their evening/late night snack choices include fruits (21%, second behind savory snacks) and vegetables (6%, at the bottom of the top 10 snacks). Vegetables were beaten by items such as candy, nuts/seeds, bars and microwavable/frozen foods.

Consumer health & food benefits

There is dramatic inequality in consumer well-being, which continues to impact food and diet choices, according to IFIC.

Although good health and happiness are widespread among Americans, stress is on the rise (60% in 2023 to 64% in 2024). Personal finances and the economy are the leading sources of stress, which affects your costs and how you price products. Health and medical issues become the number one source of stress as people get older.

While food and beverage choice is not a top stressor, there is an important relationship between food and well-being, according to the report. Three in four say food choices impact their mental well-being, and two in three recognize the reciprocal relationship: their mental well-being influences the food choices they make.

Still, there is inequality in outcomes for Americans. As household income rises, so does happiness and self-reported health, accompanied by a decrease in stress. In fact, only one in three (33%) of those with less than $20,000 in income describe their health as excellent or very good, while more than twice as many report the same when income is over $150,000 (70%). And since those with lower income are more likely to be stressed, those groups are also more likely to report that they have consumed fewer healthy foods and beverages due to stress.

Some 60% of respondents said they have a positive relationship with food. More than three in four Americans (76%) believe their food and beverage choices impact their mental/emotional well-being. However, fewer (65%) believe the reverse: that their well-being impacts their food and beverage choices.

Energy remains the top benefit sought from food, and more consumers are seeking benefits for healthy aging, digestive health, mental health and immune health compared to last year.

When it comes to generational differences in benefits sought from food, Gen X, millennials and Gen Z all cited energy/less fatigue as the most valuable food benefit, followed closely by weight loss/weight management (37% of millennials and 35% of Gen Z). Millennials ranked emotional/mental health as the third most important food benefit (36%), followed by digestive health/gut health (35%).

Food safety

Confidence in the safety of the food supply is down (62% in 2024, down from 70% in 2022). Some 26% revealed they are “not too confident” in the safety of the food supply, while 9% said they were “not confident at all.”

The decline in overall confidence is most notable for millennials (down 14%) and Hispanic Americans (down 12%).

Among multiple food safety issues, consumers are most concerned about carcinogens in food, foodborne illness from bacteria and pesticides. Of those concerned with foodborne illness, nearly all are familiar with “best by” dates, but just 67% are familiar with what to do when their food has been recalled.