Almost half (46 percent) of Americans are reluctant to spend more on healthier versions of food, the United Soybean Board’s (USB) 2009 Consumer Attitudes about Nutrition survey reveals. This is not for lack of interest: Of those not willing to spend more, 52 percent confirm the reason is financial. However, nutritious foods don’t always come with a hefty price tag.
According to the sixteenth annual research study, 87 percent of Americans express concern about the nutritional content of the food they eat, a number that reflects Americans’ interest in healthier foods. While consumers juggle nutrition and economic value, 88 percent still consider nutrition important when purchasing foods at the grocery store.
Within price constraints, Americans are taking greater control of their health by choosing functional foods that provide specific health benefits. According to Packaged Facts’ Functional Foods and Beverages study, U.S. retail sales for functional foods totaled $31 billion in 2008, an increase from $26.9 billion in 2006. Soymilk faired especially well in sales, although controversy surrounding soy and estrogen may start to cause a decline in demand for soy-related products. Still, 84 percent of Americans rate soy as healthy, up 25 percentage points over the last 12 years. In fact, one-third of Americans purchase foods specifically because they contain soy.