October 2012

Even before the expected food-price hikes from this summer’s drought, consumers are looking to get more bang from their grocery buck, according to a new survey. The Food Marketing Institute’s annual “Shopping for Health” survey of 1,471 representative adults reports that health concerns and the economy are causing Americans to cook at home more often. Consumers are also buying more “plus” foods that promise nutritional benefits, with 32% picking foods with claims such as added whole grains, fiber or protein. The number targeting more protein specifically was up 10 points, and more than half said they’d switched to whole-grain bread. More of those surveyed also said they were shopping for “minus” claims, with 32% buying more low-sodium foods than a year ago. “More and more shoppers are making the shift to foods with benefits,” said an FMI spokesperson, adding that consumers are asking, “What’s in my food and how is it good for me?”