2021 Food Trends: From Our Eating and Purchasing Habits to Food Safety, COVID-19 Still Looms Large on Food Decisions and Health Goals

(Washington, D.C.)—A year ago, almost nobody could have imagined how dramatically everyone’s life would change in 2020. What we eat, how we purchase it, and how we prepare and eat it are among the most far-reaching impacts we have seen because of the COVID-19 pandemic.  According to the 2020 Food & Health Survey, fielded in April by the International Food Information Council (IFIC), 85% of Americans said they had experienced at least some change in their eating or food preparation habits because of COVID-19, and we don’t anticipate effect to fade much in 2021.   “COVID-19 has upended virtually every aspect of our daily lives,” said Joseph Clayton, IFIC’s chief executive officer. “While new vaccines and treatments will hopefully help turn the tide, IFIC’s survey data suggest that some of the changes we’ve undergone are proving durable, even many months later.  “Drawing on IFIC’s expertise in nutrition, food safety, and consumer attitudes and behaviors, we believe the pandemic will continue to be the dominant force behind a wide array of food trends in the coming year.”  COVID-19 Remains a Food Safety Focus  IFIC surveys historically have shown little variation in consumers’ biggest concerns about food safety, with foodborne illness from bacteria topping the list almost every year. But that changed dramatically in 2020, when the risk to food handling and preparation related to COVID-19 was ranked the top food safety concern by more Americans than any other issue (24%), outpacing foodborne illness from bacteria (20%).    Despite there being no evidence of transmission of COVID-19 from food or food packaging, we predict food safety will continue to be top–of–mind in 2021, given the findings of our recent surveys. A September 2020 IFIC survey revealed that about half (49%) of Americans were concerned about the safety of food prepared at home. The same survey showed that coronavirus exposure and food contamination remain among the most common food safety worries. More recently, 39% of respondents in the 2020 Year-End Survey said the risk of COVID-19 when shopping for food or dining out was their top food-related concern  In 2021, we anticipate that this trend will be reflected in technologies and innovations. For example, restaurant customers can expect experiences that minimize face-to-face interaction, such […]

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Vitamins and Minerals a Vital Priority for Most Americans, But Do We Know Enough About Them?

(Washington, D.C.)—From A to zinc, vitamins and minerals are essential for our overall health. While Americans have clearly internalized their overall importance, a new survey by the International Food Information Council (IFIC) suggests that there are untapped opportunities to help people get the information they need about those nutrients.  According to the survey, “Consumer Perspectives on Vitamins, Minerals, and Food and Beverage Fortification,” 72% of Americans said they consider specific vitamins at least sometimes (22% consider them always) when choosing what to eat or drink every day, and 65% consider specific minerals at least sometimes (17% consider them always) when making those choices.  General health and wellness was the top reason people look for specific vitamins and minerals, followed by immune health, bone health, and digestive/gut health. Of those who choose vitamins and minerals for their immune benefits, almost half say doing so has become much more important since the COVID-19 pandemic began. An additional 25% say that this priority is at least somewhat more important now.   In terms of which specific vitamins and minerals consumers are looking for, vitamin D (66%) and vitamin C (62%) dominated the list, followed by vitamin B12 (43%), calcium (41%), iron (33%), vitamin A (33%) and vitamin E (32%). The research also found significant differences when comparing age and gender. People age 65+ were more likely to say they frequently seek out vitamin D (89%, vs. 53% of people under 45), calcium (70%, vs. 31% of people under 45) and potassium (45%, vs. 20% of people under 45). In addition, women were more likely to say they frequently seek out vitamin B12 (50% vs. 34% of men) and calcium (48% vs. 33% of men).  Of the consumers looking for vitamins and minerals in their diets, 56% seek them out in the foods they consume, 49% look for them in supplement form and 37% look for them in beverages. Once again, there were demographic differences behind […]

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Consumers Show Strong Interest in Knowing About Food Ingredients: “Clean” Is in, “Chemical-Sounding” Is Out

(Washington, D.C.)—Whether they impact flavor, appearance, nutrition, freshness or texture, food ingredients have been used for centuries for a variety of purposes. But the names of those ingredients or how they are described can make a big difference in whether we buy a particular food—or pass it by.  A new survey by the International Food Information Council (IFIC) is revealing just how big a role ingredients play in the food attitudes and purchasing habits of American consumers. The survey, “From ‘Chemical-Sounding’ to ‘Clean’: Consumer Perspectives on Food Ingredients,” shows that our interest is strong, “clean” is popular and health is paramount.  Ingredient Interest  Nearly two-thirds (63%) of adults say the ingredients in a food or beverage have at least a moderate influence on what they buy.  When we are shopping, the product itself is overwhelmingly where we look for information about the ingredients: 62% consult the ingredients list and 52% look at front-of-package information. Other sources of information trail far behind, including the websites or social media accounts of brands/companies (20%), family or friends (16%) and QR codes on packages (8%).  But the calculus changes somewhat when Americans seek more general information about food ingredients, with 20% saying family and friends are their top source, followed by websites or social media accounts of brands/companies (19%), the top articles shown after an online search (18%), their personal health care provider (16%) and websites or social media accounts of U.S. government agencies (15%). Only 4% of Americans cite food/nutrition social media influencers or bloggers as their top source of food ingredient information.   Not only is the influence of ingredients on purchasing decisions high, but consumer attentiveness is also growing, with 62% of respondents saying they are paying more attention to ingredient lists now than they did five years ago.  The survey also found pluralities of consumer support for the benefits of preservatives: 42% agree that adding preservatives to foods is a way to help reduce food waste (21% disagree) and 39% agree that adding an ingredient to a food would be positive if it extended shelf life (23% […]

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Wendy Reinhardt Kapsak Appointed Chief Executive Officer of International Food Information Council

(Washington, D.C.) — The International Food Information Council (IFIC) announced the appointment of Wendy Reinhardt Kapsak, MS, RDN as its new Chief Executive Officer effective May 1. A visionary leader with extensive experience in food, nutrition, and agriculture business strategies, Reinhardt Kapsak is uniquely poised to help IFIC deliver on its mission to effectively communicate science-based information about sustainable food systems, with a focus on food safety and nutrition. “Wendy’s transformative and results-oriented leadership, coupled with her significant food and nutrition experience in various sectors, make her the ideal candidate to lead IFIC into the future,” said Russell Dyer, IFIC Co-Chair and Chief Communications Officer, Mondelēz International. “The Board is thrilled to welcome Wendy and looks forward to the organization continuing its important work fostering an environment where science informs food decisions.” Reinhardt Kapsak previously served for the past five years as President and CEO of Produce for Better Health Foundation where she led the organization’s efforts to increase fruit and vegetable consumption through research, thought leadership, public-private partnerships, value chain and influencer connectivity, as well as innovative consumer engagement strategies. “Having a leader with proven CEO experience and a passionate, people-first approach as well as food, nutrition, and agriculture subject matter expertise will serve IFIC well now and in the future, said Regan Bailey, PhD, MPH, RD, IFIC Co-Chair and Associate Director, Institute for Advancing Health through Agriculture, Texas A&M University. “We are confident that her inspirational leadership will propel IFIC to new heights,” she added. Reinhardt Kapsak also has extensive industry experience, including leadership positions in the Food, Nutrition & Health Partnerships and Corporate Engagement verticals in what is now collectively known as Bayer Crop Science. She is returning to IFIC after a previous tenure from 2000–2012, including service as Senior Director, Health & Wellness. “While there are […]

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International Food Information Council Expands Food, Nutrition & Agriculture Expertise To Advance Its Mission, Serving The Public Good

IFIC Welcomes New Board of Trustees and Milton Stokes, PhD, MPH, RD, FAND as IFIC Senior Director, Food & Nutrition  (Washington, D.C.) — The International Food Information Council (IFIC) recently expanded its team and confirmed a new slate of Trustees to further strengthen its food, nutrition, and agriculture expertise as well as guide and execute its new strategic vision. IFIC is led by a public-private Board of Trustees comprised of academic and food industry leaders with expertise in nutrition, food safety, risk communications and biotechnology, along with government liaisons. The majority of IFIC’s Board is comprised of independent academic researchers.   As a food-focused research and educational nonprofit under new executive leadership, IFIC is set to release new consumer behavioral research and insights; enhance its science communication capabilities, including its digital and social media platforms; and broaden its multi-sector stakeholder engagement partnership platform this year. IFIC remains proactively invested in the mission-driven priorities most necessary and valuable to support multiple stakeholder needs, including those of consumers, in making informed food decisions.  “IFIC’s mission is to effectively communicate accurate and actionable information at the intersection of science, food, and the consumer,” said IFIC President & CEO Wendy Reinhardt Kapsak, MS, RDN. “Through best-in-class consumer research, science communications and convening thought leadership, we look forward to working with our Trustees to advance the food systems dialogue and science-based decision-making.”   At the December 2023 Annual Meeting, IFIC confirmed the following Board of Trustees:   A full list of IFIC Trustees and Public Liaisons can be found here.   Additionally, IFIC named Milton Stokes, PhD, MPH, RD, FAND as Senior Director, Food & Nutrition. Stokes will lead the organization’s food and nutrition strategy in support of its mission to effectively communicate science-based information on food safety, nutrition, and sustainable food systems.   A registered dietitian and communications professional, […]

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Catching The Buzz: Consumers Are Caffeinated Yet Confused About Safety, Research Reveals

(Washington, D.C.) — In recognition of Caffeine Awareness Month, the International Food Information Council (IFIC) published new consumer research revealing Americans’ knowledge, perceptions, and behaviors regarding caffeine consumption amounts, sources, and safety.   “While many Americans regularly consume and enjoy caffeine’s benefits, it is also important to identify and address knowledge gaps surrounding this ingredient. As an educational nonprofit sitting at the intersection of science, food, and the consumer, we believe exploring consumer insights on this popular ingredient and communicating science-based information on its safety is important,” Wendy Reinhardt Kapsak, MS, RDN, IFIC President & CEO, said.   Caffeine Culture: Consumers Seek Energy And Respond To Routine   From the first sip in the morning to a late-night evening surge, caffeinated food and beverages have undeniably integrated themselves into the fabric of Americans’ daily routines. The majority of Americans (88%) consume caffeine, with 8 in 10 reporting they consume it daily, and nearly half (47%) reporting they consume it multiple times a day.   The main reasons for consuming caffeine? Over half (51%) reported that “it’s part of my routine,” and 30% simply “enjoy the taste.” Another 30% reach for caffeine for the “quick boost of energy.” Other top-listed benefits include making consumers feel awake/alert for longer periods of time (13%), and simply that it’s already an included ingredient in products they are choosing (11%).   Coffee remains king when it comes to preferred source of caffeine (54%), followed by soft drinks (17%), energy drinks (7%), and tea (7%). Other sources included desserts and candies (10%), as well as energy shots, pills, dietary supplements, and medications (2%).   Consumers Are Confused About Caffeine Recommendations And Amounts  While it is clear consumers seek caffeine—and often—confusion remains when it comes to how much caffeine is recommended, and what that amount translates to […]

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Latest Research Reveals What’s Really Keeping Consumers From Eating Fruits and Vegetables

(Washington, D.C.) — As Earth Day approaches, consumers are thinking about what’s healthy for both people and the planet— with fresh fruits and vegetables top of mind. But despite the best of intentions, new research from the International Food Information Council (IFIC) reveals significant barriers to produce consumption.  “Spring is the time when people are planning gardens and planting seeds; it is also typically a time when lists of which fruits and veggies are safer for you to eat start to circulate on newsfeeds,” Wendy Reinhardt Kapsak, MS, RDN, IFIC President & CEO, said. “Our consumer research shows Americans consider how their food was grown when making food decisions, yet at the same time, Americans have never been more removed from the farm. It is our mission to help bridge that gap with consumer insights and science communications.”  Most Americans Show Interest In How Food Is Grown Yet Express Serious Concerns  According to the 2024 IFIC Spotlight Survey: Public Perceptions Of Pesticides & Produce Consumption, the majority of Americans (91%) consider how their food is grown when making food and beverage decisions; less than one in ten (8%) never consider how it travels from farm to fork.   Keeping food safe (70%) and the use of pesticides (60%) are top concerns when considering how food is grown. Nutritional content, use of agricultural technology, environmental sustainability, animal welfare, and farm workers welfare were other listed concerns consumers factor into their purchase decisions.   Concerns and Myths About Pesticides Persist  Pesticides are commonly utilized by farmers for pest control as a tool to protect public health by ensuring safe and sufficient food production. Pesticides are regulated by several government agencies worldwide. Yet it is clear consumers remain confused regarding the methods, reasons, and situations where pesticides are used.   Many Americans (47%) believe […]

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The International Food Information Council Releases New Front-of-Pack Nutrition Labeling Research To Help Consumers Make Healthier Food and Beverage Choices 

(Washington, D.C.) — The use of Front-of-Package (FOP) nutrition labeling schemes has increased dramatically worldwide in recent decades. In the U.S., the Food and Drug Administration (FDA) has initiated qualitative and quantitative consumer research to explore the development of a FOP nutrition labeling scheme. Given the multiple FOP initiatives underway at the FDA and health agencies throughout the world, the International Food Information Council (IFIC) has released the results of its most recent quantitative consumer study on FOP nutrition labeling, Front-Of-Package (FOP) Nutrition Labeling: Front & Center Food Information To Encourage Healthy Choices.    “Nutrition communications are ever-evolving, and so must on-label communications if we want to keep pace with today’s consumer. Too often, the consumer’s voice is left out of food policy conversations. That is why IFIC’s new Front-of-Pack labeling study and the work currently being done by FDA to understand consumer interpretations of Front-of-Pack nutrition labeling concepts is so critical,” said Wendy Reinhardt Kapsak, MS, RDN, President & CEO of the International Food Information Council (IFIC).     IFIC is one of the first to publish results on consumer reactions to FOP labels being considered by the FDA for a potential standardized FOP scheme on food packaging. IFIC’s study also included FOP labels with calorie and dietary fiber information, two elements not included in the FDA’s current prototype FOP labels.    “One of the many intriguing findings from our new research is that no single FOP scheme was best for helping people identify the healthiest and least healthy food label,” said Kris Sollid, RDN, IFIC Senior Director of Research & Consumer Insights. “However, people found it easier to select the healthiest choice when calories and fiber, a health-promoting nutrient that Americans do not eat enough of, were included on Front-of-Pack labels. By including this information front and center on food packaging, consumers may […]

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