Professional Documents
Culture Documents
This report presents the results of an online survey of 1,007 Americans ages 18 to
80.
2015 marks the 10th anniversary of the Food & Health Survey, allowing for trend
analysis for many questions.
Fielding took place from March 13 to March 26, 2015.
The duration of the survey was 29 minutes, on average.
The results were weighted to ensure that they are reflective of the American
population ages 18 to 80, as seen in the 2014 Current Population Survey.
Specifically, they were weighted by age, education, gender, race/ethnicity, and
region.
The survey was conducted by Greenwald & Associates, using ResearchNows
consumer panel.
International Food Information Council Foundation
Food and Health Survey 2015
Consistent with previous years, more than half of Americans rate their own
health as excellent or very good.
How would you describe your own health in general?
57%
2015
College grads
Women
Higher income
Lower BMI , no non-communicable
diseases
17%
18%
40%
42%
2014
2013
43%
33%
31%
30%
19%
8%
7%
7%
1%
Excellent
Very Good
Good
Fair
2%
2%
Poor
Over half of Americans who see themselves as in excellent or very good health
are overweight or obese.
BMI Score
Normal or low
23%
Overweight/Obesity
27%
Self-Reported Health
32%
Excellent/Very Good
26%
Good
28%
Obese
Fair/Poor
41%
58%
Refused to provide
height/weight
15%
13%
Overweight
17%
24%
High cholesterol
3%
4%
2%
Stress/Anxiety/Depression
Diabetes
ADHD
Heart disease
Osteoporosis
Cancer
Stroke
None of the above
8%
9%
7%
4%
45%
20%
14%
13%
3%
3%
4%
2%
5%
7%
2%
2%
6%
1%
4%
9%
<0.5%
<0.5%
1%
31%
41%
31%
25%
25%
42%
62%
In 2015, almost half of all Americans have given a lot of thought to the
healthfulness of foods and beverages they consume.
Over the past year, how much thought have you given to the healthfulness of the foods and
beverages you consume?
2015
13
48%
51%
2014
91%
2013
56%
44%
40%
40%
College grads
Women
13
7%
A lot
A little
7%
None
3%
1%
2%
1%
Not sure
Roughly half of all Americans have given a lot of thought to the amount of
physical activity they get. Compared to 2014, fewer now say they have given
no thought to their physical activity.
Over the past year, how much thought have you given to
the amount of physical activity you get?
2015
13
53%
56%
2014
94%
2013
60%
14
41%
35%
37%
14
5%
A lot
A little
8%
None
4%
1%
1%
<.5%
Not sure
If given an extra $100 every month, six in ten Americans would save it, invest
it, or pay off debt. No more than 13% would apply the extra money to any of
the food or health options.
If you had an extra $100 to spend every month, what would you likely do with
that money? (Please select up to 3 options.)
Groups more likely to select:
61%
28%
23%
17%
13%
Younger
13%
10%
10%
9%
Younger
2015 n=1,007
If Americans had an extra 4 hours every week, most say they would exercise or
spend time with friends and family. Only about one in ten would spend any of
the time cooking or tracking their activity/diet.
If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.)
Groups more likely to select:
Exercising
36%
31%
Relaxing/Sleeping
29%
Women
Younger, Lower income
20%
Women, Parents
Reading
20%
Practicing a hobby
20%
Men
17%
Younger, Men
Watching TV
16%
13%
Cooking or baking
2015 n=1,007
11%
Lower BMI
7%
7%
Working
6%
Men
Grocery shopping
International Food Information Council Foundation
Food and Health Survey 2015
4%
Lower income
9
19%
52%
15-44 MINUTES
29%
45+ MINUTES
Zero
Some, but less than 15 minutes
8%
Men
12%
Older, Men
23%
29%
15%
An hour or more
14%
No kids
Women
10%
Hispanic
25%
African American
18%
Women, Parents
2015 n=1,007
10
Those who already spend more time cooking/preparing dinner are the ones
who are more likely to use their extra time on food/diet related activities.
Lower income consumers are more likely to spend extra money on groceries.
If you suddenly had an extra 4 hours every week, how
would you likely spend that time? (Please select up to
3 options.)
24%
Exercising
Watching TV
Cooking or baking
Grocery shopping
14%
15%
to 3 options.)
26%
9%
13%
16%
3%
39%
36%
2%
3%
6%
45+ min
18%
7%
12%
15-44 min
11%
17%
16%
Household Income:
10%
<$35K
9%
$35-$74K
$75K+
10%
9%
7%
2015 n=1,007
11
When given a choice between losing money or gaining weight, women would
rather lose the money. Men are evenly split on the tradeoff.
To what extent do you agree or disagree with the following statement?
I would rather lose $1,000 than gain 20 pounds.
2015
28% 29%
Agree strongly
2013
Men
28% 27%
Women
19%
16%
Somewhat
agree
Somewhat
disagree
29%
35%
50%
26%
61%
20% 19%
Age: 18-34
6%
Strongly agree
21%
Agree somewhat
Strongly
disagree
9%
Not sure
24%
25%
48%
Age: 35-49
33%
24%
57%
Age: 50-64
31%
28%
60%
Age: 65-80
22%
40%
63%
12
While men are more likely to prefer to gain the weight, this is true more so of
younger males.
To what extent do you agree or disagree with the following statement?
I would rather lose $1,000 than gain 20 pounds.
Agree strongly
Agree somewhat
31%
26%
BMI: Overwight
29%
32%
BMI: Obese
25%
20%
27%
21%
25%
Agree strongly
Age: 18-34
57%
61%
Men
52%
33%
39%
26%
58%
64%
24%
24%
Age: 50-64
25%
Age: 18-34
Women
16%
Age: 35-49
Age: 65-80
40%
Agree somewhat
Age: 35-49
Age: 50-64
Age: 65-80
19%
39%
26%
50%
34%
39%
32%
42%
37%
24%
59%
58%
25%
21%
23%
41%
57%
63%
60%
65%
13
Almost half of all men say they spend more time following their favorite sport
or sports team than tracking their diet. Only 17% of women say the same.
Which do you spend more time doing?
29%
27%
31%
Tracking the healthfulness
of your diet
40%
32%
Men
27%
46%
17%
Women
51%
2015 n=1,007
14
Most Americans are excited about the idea of futuristic food technology.
Excitement is highest in the younger cohorts.
If you time-traveled 30 years into the future and found that the following had
been invented, how excited would you be to try?
Very excited
Somewhat excited
Groups more likely to be excited:
43%
40%
39%
37%
39%
30%
69%
80%
Younger
78%
Younger
2015 n=1,007
15
Only three in ten Americans made a New Years resolution. Of these, the
majority included diet and exercise. By March, six in ten are only somewhat
following the resolution.
MADE RESOLUTION BY AGE
Age
29%
18-34
46%
35-49
28%
50-64
21%
65-80
12%
66%
10%
9%
16%
28%
64%
8%
16
Nearly two in three Americans recognize the MyPlate graphic, with more than
four in ten Americans report knowing something about it. Familiarity with
MyPlate has increased since 2014.
How familiar are you, if at all, with the following graphic?
42%
2014
Men
38%
30%
21%
12%
Women
52%
Parents
32%
28%
21%
9%
I have seen it and know I have seen it and know I have seen it, but know I have never seen it
a lot about it
a fair amount about it
very little about it
before
32%
4%
Yes
52%
No
38%
3%
Not sure
17
Americans have consistent views about which packaging information they are
more likely to look at. However, they report looking at fewer pieces of
information when making a purchasing decision.
What information do you look at on the food or beverage package when deciding to purchase or eat a
food or beverage? (Select all that apply.)
Expiration date
51%
49%
Ingredients list
40%
36%
29%
Brand name
27%
25%
23%
15%
15%
On average, consumers
consider 3 of these pieces
of information in
purchasing decisions.
11% say they look at none
of these things.
13%
2015 n=1,007
18
Over the past nine years, the information used has varied, but the past three
years have shown a general decline for all items.
What information do you look at on the food or beverage package when deciding to purchase or eat a
food or beverage? (Select all that apply.)
2007
2008
2009
2010
2011
2012
2013
2014
2015
(n=1,000) (n=1,000) (n=1,064) (n=1,006) (n=1,000) (n=1,057) (n=1,006) (n=1,005) (n=1,007)
Expiration date
69%
69%
67%
66%
63%
76%
82%
66%
51%
66%
63%
69%
68%
68%
66%
67%
65%
49%
Ingredients list
59%
51%
49%
47%
49%
51%
52%
52%
40%
50%
55%
44%
36%
48%
45%
42%
29%
50%
46%
53%
35%
27%
33%
45%
45%
32%
25%
31%
42%
43%
30%
23%
29%
26%
15%
30%
29%
18%
15%
24%
23%
20%
13%
Brand name
44%
40%
50%
50%
44%
43%
29%
29%
28%
27%
20%
22%
24%
19
5.3
4.9
4.3
4.1
2014
3.6
3.3
3.0
2015
5.4
5.2
4.8
4.7
4.2
4.0
3.5
3.1
3.5
3.0
18-34
35-49
50-64
65-80
2013
2013
Men
Women
College Grad
2014
2015
2013
2014
2015
20
Taste, price, and healthfulness continue to drive food selection, but Americans
feel less strongly about these three factors than in 2014. Healthfulness in
particular is down from its peak position last year.
How much of an impact do the following have on your decision to buy foods and beverages?
85%
88%
84%
87%
86%
87%
87%
89%
90%
83%
79%
72%
70%
74%
73%
73%
71%
64%
65%
58%
55%
62%
55%
48%
58%
61%
56%
52%
66%
58%
52%
61%
53%
35%
2006
2007
2015 n=1,007
Arrows indicate significant (.95 level) differences vs. 2014.
2008
2009
2010
2011
2012
64%
56%
Price
73%
68%
71%
36%
Healthfulness
Convenience
60%
51%
Taste
52%
Sustainability
35%
38%
2013
2014
2015
21
While taste, price, and healthfulness are down slightly, nearly everyone still
rates these as at least a 3 out of 5 in terms of impact.
How much of an impact do the following have on your decision to buy foods and beverages?
96%
98%
93%
97%
90%
85%
91%
88%
89%
84%
91%
84%
98%
93%
89%
80%
97%
92%
88%
84%
96%
93%
90%
86%
85%
98%
92%
90%
84%
71%
97%
91%
90%
85%
98%
93%
94%
97%
90%
85%
91%
86%
77%
77%
71%
Taste
Price
Healthfulness
Convenience
Sustainability
2006
2007
2015 n=1,007
Arrows indicate significant (.95 level) differences vs. 2014.
2008
2009
2010
2011
2012
2013
2014
2015
22
While younger consumers were once notably more impacted by price and less
impacted by healthfulness, they now look similar to other age groups. They
also show the smallest decrease in healthfulness impact from 2014.
Taste Impact (4-5 of 5)
by Age
93%
89%
88%
93%
91%
89%
86%
89%
84%
82%
80%
81%
18-34
68%
64%
35-49
50-64
78%
73%
72%
66%
71%
70%
67%
65%
65-80
73%
70%
65%
77%
74%
69%
66%
55%
2013
2014
2015
2013
2014
2015
2013
2014
62%
60%
57%
2015
23
Not sure
2015
Net: 4-5
18% 3%
13% 2%
75%
7% 5%
8%2%
57%
9% 4%
7%2%
55%
1 (Not at all)
Happiness
2015
2013
Weight
2015
2013
26%
30%
2015
2013
24%
29%
32%
2015
2013
26%
23%
29%
34%
29%
29%
6% 7% 4%
9% 5%
55%
2015
2013
24%
31%
31%
30%
10% 4%
8% 2%
55%
Physical attractiveness
2015
2013
24%
24%
30%
35%
12% 4%
9% 4%
54%
2015
2013
23%
21%
11% 6%2%
11% 6%
51%
35%
38%
41%
46%
30%
34%
30%
26%
30%
24%
39%
25%
34%
28%
31%
29%
27%
31%
30%
24
2015
2014
2015
2014
2015
2014
23%
23%
47%
49%
2015
2014
26%
25%
2015
2014
2015
2014
22%
20%
2015
2014
23%
21%
2015
2014
21%
19%
36%
40%
2015
2014
19%
15%
39%
40%
2015
2014
30%
31%
52%
51%
14% 4%
15% 2%
24%
26%
6%
3%
Women
43%
45%
24%
27%
7%
3%
37%
36%
27%
32%
5%
2%
29%
31%
6%
2%
Older, Women
50%
53%
31%
30%
43%
46%
38%
42%
33%
35%
5%
2%
26%
26%
24%
22%
Not Sure
19%
19%
30%
32%
9%
6%
37%
38%
6%
4%
35%
42%
6%
3%
Women
37%
40%
7%
3%
2015 n=1,007; 2014 n=1,005; Arrows indicate significant (.95 level) differences vs. 2014.
25
Consistent with 2014, more than half of Americans are in the Action stage, having made
at least one change to improve their diet in the past year. A third are in the Maintenance
stage, having maintained a diet change for more than a year.
3%
3% 4%
Precontemplation
36%
Contemplation
2014
Action
Maintenance
57%
5%
Subgroup Differences:
Younger consumers are more
likely to be in the action stage,
older consumers have often
transitioned into maintenance.
Those with a college degree are
less likely to be in the
precontemplation/contemplation
stages.
36%
2015
56%
26
1 2 3 4 5 6 7
Agreeableness
30%
15%
0%
Conscientiousness
30%
15%
0%
17%
E
45%
A
General Descriptors:
Sociable
Assertive
Talkative
Active
General Descriptors:
Trusting
Generous
Sympathetic
Cooperative
XTROVERTED
GREEABLE
1 2 3 4 5 6 7
61%
C
ONSCIENTIOUS
General Descriptors:
Organized
Self-disciplined
Hard working
Not impulsive
Emotional Stability
30%
15%
0%
1 2 3 4 5 6 7
45%
E
S
Openness to Experiences
30%
15%
0%
1 2 3 4 5 6 7
37%
E
OPEN TO XPERIENCES
General Descriptors:
Relaxed
Self-confident
Not easily upset or stressed
General Descriptors:
Open-minded
Curious
Reflective
Creative
2015 n=1,007
The Big 5 Personality Traits are constructed using Gosling, Rentfrow, and Swanns (2003) Ten-Item Personality Inventory (TIPI). Please see their 2003 Journal Of Research In Personality article for more details.
27
Those who are Conscientious and/or Open to Experiences have more healthy
eating behaviors, even when controlling for Age, Gender, and BMI.
Of the 10 healthy eating behaviors (e.g. eating more fruits and vegetables) Americans are currently doing 6.6 of
them, on average.
How does personality impact behavior?
EXTROVERT
AGREEABLE
CONSCIENTIOUS
6.6
7.0
6.3
7.1
Low-Med
High
Low-Med
High
6.0
Low-Med
5.8
OPEN TO EXPERIENCES
7.1
6.4
7.0
6.3
7.2
High
Low-Med
High
Low-Med
High
7.4
28
Four out of five Americans are trying to lose weight or maintain their current
weight.
Which of the following best describes what you are currently doing
regarding your weight?
2015
52%
2014
2013
29%
I am trying to lose
weight
54% 56%
14
29%
53%
70%
43%
I am trying to
maintain my weight
25%
34%
15%
27%
16%
3%
3%
18%
15%
I am trying to gain
weight
3%
I am trying to lose weight I am trying to maintain I am trying to gain weight I am currently not doing
my weight
anything regarding my
weight
I am currently not
doing anything
regarding my weight
9%
Normal or low
<0.5%
Overweight
0%
Obese
19%
13%
15%
29
Americans see changing the types of food eaten and making sure to get
enough physical activity as the most effective weight management strategies
Which of the following would contribute/has contributed the most to your success in maintaining/losing weight?
(Select up to 4 options.)
51%
50%
41%
30%
24%
22%
16%
Support of family/friends
11%
10%
College grads
Lower income
Younger
6%
Younger
6%
5%
Younger
5%
Parents
5%
Younger
2015 n=1,007
10%
30
56%
55%
53%
Increased self-esteem
36%
16%
14%
None/Nothing
Older
Lower income
25%
Tracking/recording progress
Other
Women
30%
Stress relief
Higher income
Parents
7%
4%
2%
4%
31
Americans see lack of willpower and time as the biggest barriers to losing or
maintaining weight.
In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.)
Groups more likely to select:
Lack of willpower
37%
Lack of time
31%
28%
27%
Lack of energy
26%
26%
21%
Get bored
20%
13%
13%
Lack of knowledge
Other
None/Nothing
Younger, Parents
Higher BMI, Higher income
Younger, Men
In worse health, Lower income, Less than a college degree
18%
8%
7%
5%
10%
32
A lack of time, stress, and cost are especially impactful barriers for younger
Americans and parents.
In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.)
All Consumers
30%
34%
31%
Lack of time
Not seeing results quickly
Stress, demanding work or travel schedule
Lack of energy
Cost of food, weight loss programs, or gym
memberships
Feeling hungry all the time
Get bored
28%
27%
27%
27%
Parents
18%
37%
Lack of willpower
Age: 18-34
45%
46%
35%
34%
26%
30%
25%
26%
33%
35%
21%
24%
25%
20%
19%
15%
8%
9%
8%
9%
8%
7%
12%
13%
15%
17%
13%
22%
11%
11%
5%
3%
4%
2%
2%
10%
2015 if trying to lose or maintain weight (Split Sample B) n=411; Age: 18-34 n=121; Parents n=122
33
To manage their weight, three-quarters would eat smaller portions, and nearly
seven in ten would eat snacks less frequently, or increase their physical activity.
How likely do you think you would be to use or continue using each of the following methods of weight management in the next year?
Very likely
Somewhat likely
7%2%
16%
46%
29%
Not sure
Net: Likely
75%
Higher BMI
26%
42%
19%
10% 4%
68%
Higher BMI
27%
40%
19%
11% 3%
67%
Younger, Women
26%
24%
7%4%
65%
Younger, Women
12% 6%
59%
18%
4%
55%
Younger, Women
19%
3%
46%
19%
20%
13%
39%
24%
40%
34%
33%
24%
32%
2015 n=1,007
34
The support of family and friends is the most commonly used aid to improve
. the healthfulness of ones diet. More than one in five uses a weight loss plan or
an app or other tracking tool. Over one third have not used any resource.
Which of the following, if any, have you used in your efforts to improve the healthfulness of
your diet? (Select all that apply.)
Family/friends support
32%
Younger
22%
22%
Medical professional
20%
Registered Dietitian
6%
6%
Other
6%
35%
2015 n=1,007
35
2014
52%
4%
2%
14%
13%
35%
College grads
Women
Those in better health
Higher income
35%
25%
23%
23%
26%
36
59%
39%
27%
20%
7%
Very important
Somewhat
important
Neither important
nor unimportant
Somewhat
unimportant
5%
Very unimportant
2%
Don't know
2015 n=1,007
37
20%
21%
11%
21%
9%
14%
26%
28%
2%
2%
15%
1%
31%
22%
2006
19%
2007
2008
2009
2010
29%
24%
2011
Sugars
20%
Carbohydrates
13%
2%
Fats
Protein
27%
11%
Not sure
19%
2%
40%
29%
27%
15%
2012
2013
2014
2015
2015 n=1,007
Arrows indicate significant (.95 level) differences vs. 2014
38
Personal healthcare professionals are most trusted for info on both types of
food and food safety.
Which one of these sources would you trust the most to provide accurate information about the following
issues? (Select up to 3.)
Types of food you should be eating
College grads
Younger
70%
34%
Men
Food safety
65%
29%
26%
42%
US government agencies
24%
A food expert on TV
24%
24%
24%
Farmer
23%
Younger
18%
7%
International Food Information Council Foundation
Food and Health Survey 2015
11%
39
Most Americans, particularly women and those age 50+, would rather hear
what they should eat than what they should not eat.
To what extent do you agree or disagree with the following statement?
I would rather hear what I should eat than what I should not eat.
2015
2013
52%
45%
Agree strongly
Agree somewhat
Men
45%
29%
74%
Women
37%
Age: 18-34
34%
39%
Age: 35-49
33%
44%
Age: 50-64
33%
51%
84%
Age: 65-80
32%
50%
82%
45%
82%
33%
26%
10% 12%
Strongly agree
Somewhat
agree
Somewhat
disagree
5% 4%
6% 6%
Strongly
disagree
Not sure
72%
78%
40
Nearly nine out of ten Americans have given some thought to the ingredients
in their foods and beverages in the past year, with more than two out of five
giving a lot of thought to the ingredients.
Dietary Components
Over the past year, how much thought have you given to
the ingredients in your foods and beverages?
2015
2014
88%
2013
47%
43% 43%
45%
Women
Those in better health
13
11% 12%
7%
1%
2015 n=1,007; 2014 n=1,005; 2013 n=1,006
Arrows indicate significant (.95 level) differences vs. prior years
A lot
A little
None
1%
1%
Not sure
42
Whole grains, calories, and sugars are the most common food components
that Americans have considered in the past twelve months. Among the most
considered items, whole grains and sugars are up slightly from 2014.
Dietary Components
Thinking back about the past twelve months, when making decisions about buying packaged food or
beverages, have you ever considered whether or not they contain the following? (Percent saying Yes.)
Groups more likely to select:
Whole grains
67%
Calories
66%
Sugars in general
66%
(2014: 62%)
(2014: 60%)
Sodium/Salt
63%
Fiber
63%
Protein
62%
Added sugars
61%
Trans fats
58%
Women, Older
Fats/oils
58%
Saturated fats
57%
Women, Older
57%
54%
Cholesterol
53%
NEW
Caffeine
51%
Women
(2014: 45%)
Women
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2014
43
Many of the specific food components are more likely to be considered this
year.
Dietary Components
Thinking back about the past twelve months, when making decisions about buying packaged food or
beverages, have you ever considered whether or not they contain the following? (Percent saying Yes.)
Calcium
51%
Preservatives
(2014: 42%)
46%
44%
Aspartame
43%
Fructose
41%
40%
(2014: 37%)
(2014: 36%)
Omega-3 fats
38%
Saccharin
37%
(2014: 31%)
Glucose
36%
(2014: 30%)
Sucrose
36%
(2014: 30%)
Potassium
35%
Complex carbohydrates
34%
Refined carbohydrates
34%
Women
(2014: 27%)
(2014: 27%)
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2014.
44
Dietary Components
The greater consideration is also true for probiotics, stevia, soy, lactose,
gluten, and other components.
Thinking back about the past twelve months, when making decisions about buying packaged food or
beverages, have you ever considered whether or not they contain the following? (Percent saying Yes.)
Sucralose
30%
Probiotics
30%
(2014: 25%)
Stevia
30%
(2014: 24%)
Soy
28%
(2014: 21%)
Lactose
28%
(2014: 20%)
Women
Gluten
28%
(2014: 20%)
Food colors
26%
Omega-6 fats
23%
Omega-9 fats
20%
Acesulfame potassium
NEW
17%
(2014: 12%)
In better health
Younger, In better health
College grads, Lower BMI
Flavonoids
15%
Steviol glycosides
14%
Erythritol
13%
NEW
NEW
Monk fruit
8%
(2014: 9%)
In better health
Younger
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2014
45
Dietary Components
More Americans report that they are trying to get at least a certain amount of
Calcium, Omega-3s, and Potassium in 2015.
To what extent do you try to consume or avoid the following?
(2014: 3%)
5%
4%
4%
4%
6%
5%
7%
5%
(2014: 2%)
5%
(2014: 2%)
(2014: 2%)
(2014: 3%)
% Try to limit or
avoid entirely
(2014: 2%)
47%
35%
42%
(2014: 16%)
43%
55%
53%
30%
(2014: 16%)
45%
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2014.
21%
14%
20%
(2014: 4%)
7%
Whole grains
Fiber
Protein
Calcium
Omega-3 fats
Potassium
Probiotics
Omega-6 fats
Calories
Omega-9 fats
Caffeine
Fats/oils
Complex carbohydrates
Soy
Low-calorie sweeteners in general
Mono- and poly- unsaturated fats
Sugars in general
Sodium/salt
Stevia
Cholesterol
Flavonoids
27%
26%
19%
14%
13%
11%
11%
10%
9%
9%
8%
7%
6%
6%
(2014: 3%)
5%
5%
4%
43%
56%
55%
54%
(2014: 36%)
(2014: 21%)
(2014: 19%)
46
Dietary Components
47%
19%
26%
(2014: 13%)
% Try to limit or
avoid entirely
49%
54%
21%
29%
(2014: 15%)
48%
33%
3%
37%
29%
35%
21%
31%
(2014: 8%)
13%
25%
10%
9%
(2014: 24%)
Preservatives
Saturated Fats
Gluten
Refined carbohydrates
Trans fats
Added sugars
Lactose
Glucose
High fructose corn syrup
Fructose
Monk fruit
Aspartame
Sucrose
Monosodium glutamate (MSG)
Food colors
Saccharin
Acesulfame potassium
Sucralose
Steviol gylcosides
Erythritol
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
(2014: 2%)
(2014: 2%)
(2014: <0.5%)
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2014.
47
Dietary Components
Which, if any, of the possible benefits of processed foods do you value most?
Convenience
51%
44%
Affordability
40%
Variety/Choice
30%
Better taste
25%
Increased availability
21%
Improved health/nutrition
Improved food safety
Less food waste
None of the above
Women
18%
16%
14%
10%
48
Half of Americans believe that they would be most impacted by a higher cost
of food if processed foods were removed from the food supply.
Dietary Components
If processed foods were removed from the food supply, how would it impact you?
51%
Less convenient
45%
Improved health/nutrition
43%
33%
32%
15%
15%
21%
Reduced health/nutrition
Higher BMI
7%
9%
49
Dietary Components
Most Americans agree that its important to consume enough protein in their
diet, and that protein can be part of a heart healthy diet. Nearly as many agree
that protein can help maintain muscle during aging.
To what extent do you agree or disagree with the following statements about protein?
Agree strongly
Agree somewhat
Disagree somewhat
59%
60%
N/A
N/A
38%
37%
35%
34%
38%
38%
30%
42%
24%
22%
11%
10%
40%
41%
40%
36%
21%
27%
2015
Net: Agree
89%
3% 10%
86%
16%
81%
College grads
19%
20%
77%
5%
7%
21%
19%
73%
5%
22%
72%
8%
11% 2%
26%
24%
65%
39%
39%
38%
N/A
2% 8%
2%5%
36%
42%
Not sure
31%
31%
50%
Disagree strongly
3%
3%
3%
7%
9%
22%
19%
50%
50
Dietary Components
The most common perceived barrier to increasing protein intake is the belief
that they already get enough, followed by cost and lack of knowledge about
which foods contain protein.
Which of the following are reasons why you do not consume more protein than you do now?
Yes, this is a reason
2015
2014
2015
2014
2015
2014
15%
24%
2015
2014
15%
21%
56%
57%
2015
2014
14%
22%
64%
2015
2014
14%
25%
38%
44%
Not sure
39%
39%
32%
38%
65%
53%
23%
18%
47%
47%
21%
15%
65%
19%
11%
Lower income
65%
54%
29%
22%
22%
13%
34%
21%
Younger
51
Most Americans believe that athletes, and to a lesser degree people who are
generally active, should be consuming higher amounts of protein.
Dietary Components
Do you believe that consuming higher amounts of protein is especially beneficial for any of the following
groups? (Percent Yes)
Groups more likely to select:
Athletes
79%
73%
Active teenagers
69%
64%
Pregnant women
59%
Children under 12
Sedentary men and women ages 21-45
53%
43%
Sedentary teenagers
40%
39%
Women
College grads, In better health
Older, College grads, Women
Older
In better health
In better health
2015 n=1,007
52
Dietary Components
Slightly less than half of Americans agree that soy foods are part of a healthful
diet. Four in ten agree that they are naturally low in fat, saturated fat, and
cholesterol.
Do you agree or disagree with the following statements about soy foods:
Agree
Disagree
45%
7%
Don't know
48%
39%
5%
56%
37%
9%
54%
34%
9%
31%
18%
Affordable
57%
51%
College grads
53
One in three Americans agree that flavonoids are found in berries, dark
chocolate, and tea, but overall familiarity with food sources of the component
and associated health benefits is low.
Dietary Components
Flavonoids are
True
Found in berries, dark chocolate and tea
31%
19%
17%
3%
22%
14%
False
6%
5%
6%
6%
Don't know
65%
72%
College grads
76%
77%
80%
In better health
54
Dietary Components
Yes
31%
23%
If yes
No
69%
77%
55
Dietary Components
Olive oil and fish oil are seen as the most healthful types of oil on the market.
How would you rate the healthfulness of each of the following types of oil?
Extremely healthful
Somewhat healthful
NEW
Olive
41%
NEW
Fish oil
41%
NEW
Coconut
38%
34%
26%
32%
Sunflower
13%
Canola
12%
38%
Soybean
11%
37%
Corn
6%
Cocoa butter
7%
Palm
6%
17%
42%
21%
19%
26%
20%
18%
20%
26%
25%
22%
79%
10% 2% 12%
75%
5%2%
17%
58%
Younger, Women
4%
19%
56%
6% 4%
13% 4%
11% 5%
10% 2% 9%
12% 4% 14%
19%
Unaware
22%
5%
19%
32%
38%
(2009: 74%)
(2009: 49%)
49%
48%
(2009: 54%)
32%
Men
27%
24%
2015 n=1,007; Arrows indicate significant (.95 level) differences vs. 2009 ; Percentages under 2% are not labeled
56
Americans view omega fatty acids as the most healthful type of fat.
Considerably less recognize the healthfulness of mono- and polyunsaturated
fat.
Dietary Components
How would you rate the healthfulness of each of the following types of fat?
Extremely healthful
Somewhat healthful
Omega 3
37%
Omega 6
Unsaturated
31%
25%
Omega 9
27%
23%
9%
9% 2%
24%
22%
9% 2%
21%
35%
10% 2%
25%
40%
12% 6%
27%
Unaware
Net: Healthful
68%
52%
47%
31%
Monounsaturated 4% 13%
20%
16%
11%
37%
16%
Polyunsaturated 4% 13%
20%
17%
11%
36%
16%
24%
12%
23%
13%
24%
25%
35%
18%
15%
11%
Saturated 2%6%
14%
16%
22%
25%
30%
7%
16%
23%
24%
31%
7%
Interesterified oil
5% 13%
31%
10% 5%
26%
67%
22%
7%
6%
57
Yes
32%
No
68%
Dietary Components
35%
If yes
I believe eating carbohydrates is less
healthful to eat than I used to
65%
58
Dietary Components
Americans are more concerned about the amount of sugars they eat versus
the type of sugars.
How concerned are you, if at all, with the
Extremely concerned
Somewhat concerned
33%
38%
29%
15%
19%
18%
35%
36%
33%
23%
29%
31%
6% 5%
71%
7% 5%
64%
Women
12% 8%
52%
51%
Women
11% 7%
2015 n=1,007
59
Dietary Components
70%
26%
A food expert on TV
24%
24%
Farmer
Food company or
manufacturer
34%
US government agencies
18%
7%
Honestly, television. I am able to watch chefs like Jamie Oliver who are passionate
about good food and who demonstrate how to cook it correctly. I grew up eating a
certain type of food and I am not always sure how to cut or cook food I didn't grow
up eating but I can learn. I also am very conscious now that I am feeding a child
what your body needs to stay alive. I am 100% responsible for her nutritional
health and I want to set her on the right path.
Woman, age 18-34
2015 n=1,007
60
Dietary Components
More than half of Americans who consider the carbohydrate content in their
foods and beverages do so for their weight.
Which of the following, if any, are reasons why you consider the carbohydrate content of the foods and
beverages you buy? (Select all that apply.)
54%
38%
37%
33%
33%
31%
In better health
23%
Higher BMI
6%
61
Dietary Components
Fewer consumers agreed that sugars can have a place in a healthful diet,
compared to 2014.
As far as you know, which of the following statements, if any, are true?
True
Moderate amounts of sugars can be part of an
overall healthful diet
2015
2015
2014
2015
2015
2014
2014
Not sure
13% 18%
68%
2014
False
12% 14%
74%
17%
63%
14% 18%
68%
48%
54%
48%
53%
19%
20%
16%
34%
30%
31%
30%
19%
17%
College grads
Dietary Components
Many consumers see the amount and types of sugars as a complex topic.
As far as you know, which of the following statements, if
any, are true?
(% True)
68%
63%
48%
48%
2015 n=1,007
63
Dietary Components
Half of Americans who consider the sugars content in their foods and
beverages do so for their weight. Taste and energy considerations are
becoming more prevalent.
Which of the following, if any, are reasons why you consider the sugars content of the foods and beverages you buy?
2014
51%
45%
42%
48%
34%
33%
25%
20%
25%
17%
23%
24%
61%
40%
41%
Another reason
59%
Higher BMI
Lower income
In worse health
Men, Less than a college degree, Higher BMI,
In worse health
6%
7%
64
Dietary Components
Consistent with 2014, the vast majority of Americans believe they would be
able to find information about ingredients in their food if there was
something they wanted to know.
Please indicate how much you agree or disagree with the following statement:
If there was something I wanted to know about an ingredient in my food, I think I would be able to find the
information.
2015
53%
2014
86%
50%
33%
36%
College grads
Higher income
6%
Strongly agree
Somewhat agree
5%
Somewhat disagree
3%
5%
Strongly disagree
4%
4%
Not sure
65
Dietary Components
Six in ten Americans report that they know the amount of caffeine in the
foods and drinks they consume.
Please indicate how much you agree or disagree with the following statement:
I know the amount of caffeine that is in the foods and beverages I consume.
2015
64%
45%
19%
2014
48%
21%
23%
15%
Strongly agree
15%
Somewhat agree
Somewhat disagree
15%
Strongly disagree
66
Dietary Components
Half of Americans are not sure if naturally-occurring caffeine has the same
effect as added caffeine.
As far as you know is the following statement true or false:
Caffeine that is naturally occurring in foods and beverages has the same effect as caffeine that is added
to foods and beverages.
True
28%
Who is more likely to believe?
Not sure
47%
College grads
Lower BMI
False
25%
2015 n=1,007
67
About three out of ten Americans agree that both the nutritional content and
calorie count of a food or beverage are more important than whether or not it
contains low-calorie sweeteners.
Dietary Components
To what extent do you agree or disagree with the following statements regarding low-calorie sweeteners?
Agree strongly
Agree somewhat
Neutral
Disagree somewhat
Disagree strongly
Not sure
Groups more likely to agree:
12%
10%
20%
19%
33%
32%
15%
11%
13% 7%
18%
Higher income
10%
2015 n=1,007
68
Sustainability
44%
2014
2013
19%
35%
30%
20%
64%
44%
30%
Parents
Women
22%
14, 13
6%
A lot
A little
None
3%
4%
Not sure
70
Sustainability
Seven in ten millennials say they think about whether their food and
beverages are produced in an environmentally sustainable way.
Over the past year, how much thought have you given to
whether your foods and beverages are produced in an environmentally sustainable way?
All Consumers
44%
25%
Age: 18-34
Parents
44%
40%
30%
29%
24%
20%
25%
6%
A lot
A little
None
6%
6%
Not sure
71
Sustainability
Four in ten Americans believe that a sustainable diet means that the foods
they eat represent a balanced, nutritious meal.
A sustainable diet means that the foods you eat
39%
15%
25%
14%
23%
13%
Younger
23%
13%
Lower BMI
Higher income, College grads
17%
Are organic
16%
15%
Other
11%
2%
8%
2015 n=1,007
72
Sustainability
Seven out of ten Americans have given some thought to how their foods and
beverages are farmed or produced.
Over the past year, how much thought have you given to
the ways the foods and beverages you consume are farmed or produced?
2015
72%
2014
25%
48%
27%
25%
23%
3%
A lot
A little
None
Parents
Women
Younger
Lower BMI
2%
Not sure
73
Three in ten consumers regularly buy foods labeled as Organic, while nearly
four in ten do not regularly buy foods with any of these terms on the label.
Sustainability
Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)?
Buy foods because they are advertised on the label as (Check all that apply.)
Groups more likely to select:
Natural
40%
31%
Organic
30%
Locally sourced
26%
25%
Sustainably sourced
None of the above
10%
Younger
37%
2015 n=1,007
74
Sustainability
40%
31%
Organic
30%
37%
35%
Locally sourced
26%
25%
30%
30%
Sustainably sourced
None of the above
10%
37%
32%
27%
20%
20%
2015 n=1,007
75
Sustainability
Agree somewhat
Disagree somewhat
Disagree strongly
Not sure
Net Agree
31%
13%
16%
11%
35%
6% 4%
24%
66%
36%
11% 6%
33%
50%
32%
11% 7%
34%
48%
13% 5%
36%
46%
35%
2015 n=1,007
76
Sustainability
2nd
3rd
32%
26%
24%
18%
Find new ways to grow more food on less land and in extreme
climates
25%
26%
29%
20%
23%
29%
27%
21%
19%
19%
21%
41%
2015 n=1,007
77
Food Safety
Almost two out of five Americans report that they have given food and
beverage safety a lot of thought.
Over the past year, how much thought have you given to the safety of your foods and beverages?
2015
39%
38%
40%
45%
2014
44%
84%
2013
47%
13
15%
16%
11%
1%
A lot
A little
None
1%
1%
Not sure
79
Food Safety
Awareness of GRAS is very low, with only one in ten consumers having heard
of the term.
Have you ever heard of the term GRAS (Generally Recognized as Safe)?
2015
2014
85%
74%
10%
16%
9%
Yes
6%
No
Not sure
80
Food Safety
Six in ten Americans are confident in the U.S. food supplys safety.
Overall, how confident are you in the safety of the U.S. food supply?
2015
13
50%
2014
2013
61%
54% 55%
26% 25%
13
11% 12%
Older
Men
Higher income
23%
15%
Very confident
7%
Somewhat confident
14, 13
5% 6%
6%
4%
1%
Not sure
81
Seven out of ten Americans would dispose of or return the item if they heard
that it had been recalled.
Food Safety
In the news, you hear that a particular food item has been recalled. You think that you might have the
recalled item in your home. What is your likely response? (Please select all that apply.)
Groups more likely to select:
69%
Ensure that the item in your home is in fact the item being recalled
by checking the proper criteria
62%
37%
16%
I dont know
24%
Take no action
1%
Parents
In better health
5%
2015 n=1,007
82
Food Safety
Only three in ten Americans have taken action in response to an actual food
recall.
Have you ever taken action in response to an actual food recall?
Not applicable:
Not aware of
being affected
by a food recall
35%
Yes
30%
No
34%
2015 n=1,007
83
Food Safety
Nearly nine out of ten Americans have not heard of the Food Safety
Modernization Act.
Have you heard of the Food Safety Modernization Act (FSMA)?
By Age Group
Yes, 13%
20%
18-34
9%
No
87%
50-64
15%
35-49
5%
65-80
2015 n=1,007
84
Food Safety
36%
Undeclared allergens
None of the above
Don't Know
12%
34%
Pesticide residues
Animal antibiotics
9%
7%
Yes
45%
No
43%
3%
11%
2015 n=1,007; if respondent chose chemicals in food, pesticide residues, or animal antibiotics as food safety issue n=521
85
Food Safety
36%
34%
Pesticide residues
Animal antibiotics
Undeclared allergens
9%
7%
3%
34%
23%
16%
8%
Undeclared allergens
3%
4%
12%
11%
86
Those who are not confident in the U.S. food supply are much more likely to
be concerned about chemicals in food and less concerned about foodborne
illness.
Food Safety
In your opinion, what is the most important food safety issue for you
and your family today?
33%
Chemicals in food
46%
39%
27%
9%
10%
Pesticide residues
Animal antibiotics
Undeclared allergens
None of the above
7%
8%
Confident in food
supply
Not confident in food
supply
3%
4%
9%
6%
2015 confident in food supply n=610; not confident in food supply n=330
87
Food Safety
News channels/website
44%
Health websites
33%
29%
28%
26%
Younger
19%
15%
Bloggers
13%
12%
Nonprofit organizations
7%
Other
7%
2015 if respondent chose chemicals in food, pesticide residues, or animal antibiotics as food safety issue n=521
88
Food Safety
Of the three in five Americans that have a food thermometer, more than onequarter always use it when preparing poultry or whole cuts of meat. More
than half never use it when preparing ground beef.
Thinking of your usual habits over the past year, when you
prepare the following foods, how often do you use a
thermometer? Would you say...?
Always
No
40%
Yes,
60%
If yes
Often
Poultry (chicken/turkey)
Ground beef
Sometimes
30%
26%
13% 9%
Never
19%
21%
22%
18% 1%
34%
17% 3%
53%
3%
89
Food Safety
The majority of Americans would use a thermometer if they were given a free
one. More Americans would use thermometers if their friends used them, or
their favorite cooking show used them than in 2014.
Which of the following, if any, would encourage you to use a food thermometer more often than you do?
(% Yes)
2015
2014
57%
51%
42%
44%
27%
18%
26%
19%
College grads
Younger, Parents
17%
10%
90
Food Safety
Thinking of your usual habits over the past year, how do you usually thaw raw meat or
poultry before cooking it? (Select all that apply.)
Groups more likely to select:
65%
39%
33%
25%
14%
13%
3%
Younger, Men
Lower BMI, In better health, No kids
1%
2015 n=1,007
91
Food Safety
Most Americans wash their hands and cutting boards. Only three of out ten
respondents regularly use a thermometer to check if their meat is cooked
thoroughly.
Which of the following actions do you perform regularly
when cooking, preparing, and consuming food products? (Select all that apply.)
84%
91%
57%
55%
49%
30%
34%
5%
3%
2015
2014
70%
65%
55%
60%
75%
84%
75%
92
Food Safety
Of the two-thirds of Americans that have seen this label, a majority have read
the information, used it while preparing food, and used while cooking food.
83%
17%
No
33%
If yes
Yes, 67%
No
76%
24%
69%
31%
93
Respondent Profile
94
Respondent Profile
Age
(n=1,007 )
Gender
(n= 1,007)
18 to 34 years old
31%
Male
48%
35 to 49 years old
26
Female
52
50 to 64 years old
26
65 to 80 years old
17
Education
Less than high school
0 to 2 years old
8%
39
3 to 6 years old
11
20
7 to 12 years old
16
13 to 17 years old
13
63
18
10
Race/Ethnicity
Marital Status
White (Non-Hispanic)
65%
Married
55%
Hispanic/Latino/Spanish descent
17
Single
24
12
Divorced
10
Widowed
Native Hawaiian
Other
<0.5
1
Other
Prefer not to say
<0.5
1
95
Respondent Profile
Pregnant within past 12 months
(n=276)
Medical Conditions
(n=1,007)
Yes
11%
23%
No
89
High cholesterol
22
Stress/anxiety/depression
12
Region
Northeast
18%
Diabetes
Midwest
21
Overweight/obesity
South
37
Heart disease
West
23
Cancer
ADHD
3
2
Household Income
Less than $35,000
19%
Osteoporosis
18
Stroke
<0.5
18
52
14
BMI score
$100,000 or more
18
Normal or low
33%
Overweight
29
Obese
35
Dont know
Prefer not to answer
1
11
No answer
96
Dietary Components
5%
4%
4%
4%
6%
5%
7%
5%
47%
5%
Younger
35%
42%
Parents, Women
Lower BMI
Women
43%
55%
53%
30%
21%
14%
45%
2015 n=1,007
20%
7%
Whole grains
Fiber
Protein
Calcium
Omega-3 fats
Potassium
Probiotics
Omega-6 fats
Calories
Omega-9 fats
Caffeine
Fats/oils
Complex carbohydrates
Soy
Low-calorie sweeteners in general
Mono- and poly- unsaturated fats
Sugars in general
Sodium/salt
Stevia
Cholesterol
Flavonoids
27%
26%
19%
14%
13%
11%
11%
10%
9%
9%
8%
7%
6%
6%
5%
5%
4%
43%
56%
55%
54%
Younger
Lower income
97
Dietary Components
47%
37%
19%
26%
49%
54%
21%
29%
Women
Women
Higher income, College grads, Women
Healthier, Women
48%
33%
Younger
College grads, Women
College grads, Women
Higher income, Healthier, Women
Lower BMI, Healthier, Women
Older, College grads, Women
College grads, Lower BMI
Higher income, College grads, Lower BMI, Women
College grads
College grads, Lower BMI
3%
37%
29%
35%
21%
31%
13%
25%
10%
9%
Preservatives
Saturated Fats
Gluten
Refined carbohydrates
Trans fats
Added sugars
Lactose
Glucose
High fructose corn syrup
Fructose
Monk fruit
Aspartame
Sucrose
Monosodium glutamate (MSG)
Food colors
Saccharin
Acesulfame potassium
Sucralose
Steviol gylcosides
Erythritol
4%
4%
4%
4%
4%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
2015 n=1,007
98