Skip navigation

Study: More Americans Considering Price

WASHINGTON — Though taste tops all things considered when making food purchases, the influence of price is on the rise, according to the International Food Information Council's 2011 Food & Health Survey.

WASHINGTON — Though taste tops all things considered when making food purchases, the influence of price is on the rise, according to the International Food Information Council's 2011 Food & Health Survey.

Close to nine in 10 consumers (87%) said taste impacts their food and beverage purchase decisions, while 79% said the same of price, up 6% from last year and 15% from 2006. Healthiness (66%), convenience (58%) and sustainability (52%) also figure into the equation.

Unaided, Americans said they'd make more healthful choices if prices were lower (26%), there were more information/better organization (21%) and more choices/better quality (16%). Many are also receptive to messages about the foods they should be eating, rather than those to avoid, with 63% favoring positive messaging.

"People want to know what they can put on their plate, and too many times we're telling them what they can take off their plate, so it's important to say 'these are things you can add,'" said Marianne Smith Edge, senior vice president of food safety and nutrition for IFIC.