IFIC Spotlight Survey: Perceptions On Processed: Consumer Sentiment & Purchasing Habits In 2020
September 30, 2020
Research Type
It turns out that “processed” is making an impact on Americans’ thought process, particularly when it comes to their food choices. In fact, our 2020 Food and Health Survey found that nearly half (49%) say that whether a product is considered to be processed has an impact on their food and beverage purchasing decisions. Additionally, over two in 5 (43%) say that whether a food is processed has more of an impact on their food and beverage purchases now, compared to ten years ago. But why exactly are Americans tuned into processed foods, and what are possible reasons for their growing influence in decision making?
The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about processed foods. One thousand adults aged 18+ years completed the survey from September 10-12, 2020, and responses were weighted to ensure proportional results.
Key findings include:
- Nearly 3 in 4 buy processed foods at least sometimes.
- Convenience, quick preparation and affordability are the top reasons for buying processed foods.
- Artificial ingredients, perceived negative impact on health and perceived lack of nutrition are primary reasons for not buying processed foods.
- Consumers overwhelmingly agree that processed foods are convenient and affordable, but are split on their superiority in terms of safety, compared to unprocessed foods.