CENTER STORE PRODUCTS THOUGHT TO PROVIDE MEDICINAL ATTRIBUTES

SARAH MULHOLLAND

DES MOINES, Iowa -- A new study by HealthFocus here, a marketing research and consulting firm specializing in consumer health and nutrition trends, shows that 54% of shoppers believe foods can be used to reduce their intake of some drugs and other medicinal therapies.

According to the study, some of the more popular products in the functional food group include Center Store items, such as sports and energy bars, sports drinks, and nutritional drinks such as Ensure and Boost. Organic processed foods, such as soups and sauces, also figure prominently for the health conscious consumer.

HealthFocus has been following Americans' attitudes toward food, health and nutrition for the past 10 years. The number of people who believe in the curative power of food has been increasing steadily since 1992, when 44% of shoppers agreed that food could be used in lieu of some therapeutic measures.

Findings from the latest study show, women, at 53%, are slightly less likely than men, at 56%, to believe that food can function as a replacement for drugs and therapies.

Shoppers between the ages of 50 and 64 are the demographic most likely to put their faith in food, with 59% of respondents agreeing that food can reduce their use of medical remedies. Shoppers over the age of 70 are the least likely to purchase food for medicinal value, with only 46% agreeing with that statement.