2013 IFIC Food & Health Survey

The 2013 Food & Health Survey: Consumer Attitudes toward Food Safety, Nutrition & Health, commissioned by the International Food Information Council Foundation, is the eighth annual national quantitative study designed to gain insights from Americans on important food safety, nutrition and health-related topics.

The research provides the opportunity to better understand how Americans view their own diets in relation to others, their efforts to improve them, how they balance diet and exercise, their knowledge of food ingredients and components, their beliefs when it comes to food safety, and their behaviors across all of these fronts.   

The International Food Information Council Foundation 2013 Food & Health Survey was conducted by Mathew Greenwald & Associates of Washington, D.C. This 28 minute, web-based survey was fielded in April 2013. The survey respondents were reflective of the demographics of the U.S. population, and while the sample was very close to the target demographics, the data were weighted to match the demographics of the U.S. population. This year, the weighting adjustments were very minor. 

This Survey offers the important voice and insights of the consumer for health professionals, government officials, educators and other interested individuals who seek to improve the lives and health of Americans.   

The vast majority of Americans believe it’s possible to have a great deal of control over their level of physical activity, the healthfulness of their diet and their weight, yet far fewer are actually taking that control. Ninety percent of consumers say it’s possible to have “a great deal” or “complete” control over their physical activity, yet only 65 percent are actually trying to take that same amount of control in their own lives—a 25-point “control gap.” In terms of the healthfulness of their diet, there is a 20-point gap (88% versus 68%), and regarding their weight, the gap is 16 points (81% versus 65%). This indicates that there are barriers preventing people from taking more control of their physical activity, diet and weight. A lack of willpower (64 percent), the dislike of exercise (60%), the perceived high cost of healthful food (54%), and slow progress (51%) are barriers that prevent Americans from taking greater control over their weight.   

On the other hand, when asked about other factors such as their happiness, physical attractiveness, the amount of money they make, and the safety of the foods and beverages they consume, the gap vanishes. Americans are taking at least as much or more control in these areas of their own lives than they believe is actually possible.   

When asked to assign a letter grade on a grade scale form “A” to “F” to their own diet and physical activity, consumers gave themselves an average grade of “C-plus” for their level of physical activity. They grade their personal diets slightly higher with an average grade of “B-minus.” While Americans acknowledge that there is room for improvement in their diet, they believe they are doing a full letter grade better than other Americans. They rated the diet of the average American at “C-minus.”  In order to improve the grade of their own diets, Americans think they should consume a more balanced diet in general, including eating more fruits and vegetables and fewer sweets and snacks.     

This year, consumers were asked if they agreed that they would rather lose $1000 than gain 20 pounds, and slightly more than half of Americans (56%) agreed with the statement either somewhat or strongly. Women were more likely than men, and, predictably, those with higher household incomes were more likely to agree.