NEW YORK — Women are reading labels carefully for health benefits and additives, as opposed to merely scanning labels for general product attributes, according to a new research report.
The report, a joint project of iVillage and Delicious Living magazine, found that 50% of women respondents search for specific health benefits such as high fiber, reduced fat and low sodium, rather than general claims that the food is “organic” or “natural.”
Some 73% of respondents said they read labels carefully because of concerns about specific additives such as high fructose corn syrup.
The report was based on an extensive survey fielded to the iVillage women’s community, and the questionnaire received more than 5,000 unique responses from iVillage members. Delicious Living is part of the New Hope Natural Media division of Penton Media. Supermarket News and the SupermarketNews.com website are also part of Penton.
The research also found that 71% of respondents were very interested in buying healthy products at mainstream grocers. While 57% said they believe organic foods are better for them, only 26% said they will actually make big efforts to purchase organics. A total of 39% pointed to time as the biggest challenge to eating right, followed closely by willpower and motivation.
A Penton press release said detailed survey results were produced across five different market segments – dairy products, frozen foods, beverages, snack foods and baby/kids food – and were being made available for purchase.
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