Stress Fuelled

Recent findings reveal a concerning trend: nearly two out of three consumers report feeling very or somewhat stressed, and half of these stressed individuals admit to consuming less healthy food and beverages. This insight comes from the annual Food & Health Survey conducted by the International Food Information Council (IFIC), which was released on June 20th, 2024.

Key Demographics Affected by Stress

The survey highlights specific demographics that are more likely to report higher levels of stress: women, Hispanic people, and those with lower household incomes. This correlation between stress and dietary choices underscores the need for targeted interventions to address the mental and physical health needs of these groups.

Defining "Healthy" Food in 2024

The 2024 IFIC survey offers an updated perspective on what consumers consider "healthy" food. The term "natural" has lost prominence, with more respondents now emphasising the importance of "limited or no artificial ingredients or preservatives." The top three criteria for defining a healthy food have emerged as:

1. Freshness

2. Good Source of Protein

3. Low in Sugar

This shift indicates a growing awareness and preference for whole, minimally processed foods.

Stress Factors and Their Impact on Food Choices

Food and beverage choices ranked eighth on a list of ten stress factors surveyed respondents were asked to rank. Leading the list were managing personal finances and the economy, followed by health and medical issues, personal relationships, work or school, US politics, and changes in employment status. Notably, managing personal finances was consistently among the top two stress sources across all generations, from baby boomers to Generation Z.

The Rising Cost of Food and Beverages

An overwhelming 90% of respondents observed an increase in the cost of food and beverages over the past year, with older generations being more likely to notice this trend. This perception of rising costs further contributes to stress and potentially influences less healthy food choices as consumers may opt for cheaper, less nutritious options.

Declining Confidence in Food Safety

Confidence in the safety of the US food supply has declined. The survey shows a drop from 70% to 62% in respondents who are very or somewhat confident in food safety, while those who are not too confident rose to 26%. Those more confident in food safety were typically older, had higher household incomes, were men, and reported lower stress levels.

Trust in Food Advice Sources

When it comes to guidance on what foods to eat or avoid, survey respondents place the most trust in healthcare professionals and registered dietitians. This preference over other sources, such as scientific studies, government agencies, or food companies, suggests a reliance on personalised and expert advice in making dietary decisions.

Processed Foods: Awareness and Avoidance

Awareness of processed foods is high, with 79% of respondents considering whether a food is processed before purchasing it, and 63% actively trying to avoid or sometimes avoid processed foods. About one-third of respondents were familiar with the term "ultra-processed food," with greater familiarity among younger generations, college graduates, those with higher household incomes, parents of young children, individuals in excellent or very good health, and those who have followed specific eating styles in the past year.

Factors Influencing Food Purchase Decisions

Taste remains the predominant factor affecting food and beverage purchase decisions, followed by price and convenience. While convenience still plays a significant role, its impact has diminished compared to 2023. Healthfulness is notably important to baby boomers, those with higher household incomes, and Asian Americans.

Final Thoughts...

The 2024 IFIC Food & Health Survey sheds light on the complex interplay between stress, food choices, and perceptions of health and safety. The data highlights the need for greater support and resources for stressed populations, particularly women, Hispanic people, and those with lower incomes, to encourage healthier eating habits. Additionally, it emphasises the importance of transparency and trust in the food supply and the critical role of healthcare professionals in guiding dietary choices.

As we navigate these challenges, it's clear that addressing stress and its impact on diet requires a multifaceted approach, involving community support, economic stability, and accessible healthcare advice. By understanding and responding to these factors, we can foster a healthier, more resilient population.

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