Consumers Flunk Yankelovich Food Study -- Personal Health Perceptions Plummet

According to the study, people demonstrate an understanding for the kinds of behaviors involved in a healthy diet, but don't apply the information personally.

04/05/06 CHAPEL HILL, N.C.--If we are what we eat, today's Americans are fast, cheap and easy.

In a convenience-driven, time-constrained society, personal accountability for health is at an all-time low, according to part two of the Food for Life Study released today by marketing consultancy Yankelovich, Inc. The study is the first in-depth analysis of consumers' attitudes and behaviors toward diet, nutrition and preventative healthcare.

When asked to evaluate their diet in terms of health and wellness, the average American rated his/her diet at home a 68.2 out of 100 and a 48.5 out of 100 away from home, according to the study. Though nearly half (44%) of consumers believe they are solely responsible for the healthfulness of their diet, they remain apathetic to their unhealthy behaviors without convenient and enjoyable food options.

"We are obsessed with processed food, junk food and quick service restaurants," said Steve Bodhaine, Group President of Yankelovich. "When it comes to food preferences, taste and convenience trump nutritional balance. Consumers need food companies to offer tasteful, convenient foods that help make dieting more of a lifestyle and less of a punishment. With over one-third of the population saying 'if it takes a lot of extra work to prepare it, I won't eat it,' and 'I would have to totally revamp everything I do to eat well,' it's unrealistic to think any changes will be made without a strong push from food companies and restaurants."

"With competition for the food dollar heating up, marketers more than ever need to precisely target their key audiences with personally relevant products, services, messages and channels," added Walker Smith, President of Yankelovich.

When It Comes to Diet, I Am My Own Worst Enemy

According to the study, people demonstrate an understanding for the kinds of behaviors involved in a healthy diet, but don't apply the information personally. Though 82% of consumers say, "I am directly responsible for my health," 72% say "If food doesn't taste good, I won't eat it, no matter how healthy and nutritious it is." Ironically, consumers' responses indicate that they should know better:

-- What Expiration Date? -- Freshness is rated the number one characteristic to look for in determining healthy foods; yet approximately 60% of the foods people buy for at-home meals are frozen, packaged/processed or prepared.

-- Broiled or Fried? -- When asked about healthy food preparation, steamed is ranked the healthiest cooking method (66%) with microwaved ranked among the least healthy (9%). Conversely, when asked how people actually prepare food, microwaved was cited as the second most frequent method of preparation (37%), with steamed coming in last at 13%.

-- Actions Speak Louder Than Words -- Though people identify fruit and vegetables as the top two foods that make a healthy diet, 60% say they eat too few fruits on a typical day and almost half (49%) say they eat too few vegetables. Yet, nearly half (45%) say they eat too much sugar/junk food.

"The study indicates that over half of consumers don't usually plan their menus for meals at home. Rather, they follow their cravings or use whatever they have on hand," said Bodhaine. "If this is true, there is a real cause for concern. If people only purchase food that is fast, cheap and easy, how does this reflect on other family member's diet behaviors?"

You Are What Your Parents Eat

According to the study, parents rate their children's diets at home 64.7 out of 100, 55.0 at school and 45.5 away from home. Though willing to claim personal responsibility for their own food choices, parents respond much differently when kids are on the receiving end:

-- 71% believe that marketing foods of poor nutritional quality to young children is unfair.

-- Similarly, 71% indicate that food companies should not market unhealthy foods to children using cartoon characters.

-- 58% consider foods served in school a contributing factor to childhood obesity.

"Parents need help from food companies and marketers in order to instill healthy behaviors in their children," Smith said.

Developing Recipes for Success

According to the study, consumers believe food companies also contribute to their bad choices. Four-in-five consumers believe that food companies should develop healthy foods that taste better, including almost 40% that believe "none of the restaurants I like serve the kinds of dishes that are supposed to be the healthiest or most nutritious." Additionally, about half report that restaurant portions are too large and cause them to eat more than they normally would.

"There is a growing opportunity for restaurants and food companies to produce good tasting, nutritious foods," Bodhaine said. "Indeed, 44% of adults claim they are willing to pay up to 20% more for good tasting, healthy and nutritious food. Companies that help consumers make better food choices will win a loyal following."

Currently, 34% of consumers eat at quick service hamburger restaurants at least once a week. However, many fast food companies and restaurants now offer food options that are healthy and nutritious. Consumers identified Wendy's, Subway, Applebee's and McDonald's as restaurants that are doing a particularly good job in offering healthy and nutritious food options.