SHOPPERS VOTE FOR TASTE OVER HEALTH: SURVEY

BARBARA MURRAY

DES MOINES, Iowa -- This year's HealthFocus survey shows that shoppers are less willing than ever to compromise taste for health's sake -- 46% vs. 33% in 1990.

At the same time, there was a big increase in consumer emphasis on functional foods. This trend reflects the increasing number of people who believe in using foods therapeutically, to reduce the need for drugs or medical therapy.

These and other findings were reported by Linda Gilbert, president of HealthFocus here, whose fifth biennial National Study of Public Attitudes and Actions Toward Healthy Eating and Shopping has just been released. Clients use the data to aid them in positioning their brands, she said.

Fifty-four percent of the consumers who replied said they believe foods and nutrition can be used to reduce use of drugs or other medical therapy, up 14 percentage points from the 1996 survey results. "Shoppers are looking for a variety of health benefits from the foods and beverages they buy and use," Gilbert said. "Foods that boost the immune system, reduce disease risk and enhance health have appeal to more than three out of four Americans."

Percentages in the high 70s reflected interest in foods that supply these three benefits, according to her survey. Another 69% were interested in information about high energy foods.

Fortification will appear in a greater variety of products, she predicts. "More attention will be paid to foods that people want to get into their diets, like soy perhaps," Gilbert said. "But maybe they don't like soy milk. So consumers will be looking for foods they do eat to have those components in them."

Calcium-fortified orange juice is one example. "Juice is seen as being healthy, so it made sense to put calcium in it," Gilbert said in an interview with SN.

People responding that they "eat oat bran or oat cereal more often because I believe it will reduce my risk of disease" took the biggest jump, a 12 percentage-point increase over the previous survey. Spinach or other dark leafy greens had the next biggest jump, with a 7-point increase.

The national survey was conducted in two stages. First, a telephone pre-recruiting interview qualified respondents as primary grocery shoppers. More than 2,000 primary grocery shoppers received questionnaires in 1998, 1996 and 1994.

People are looking for solutions that simplify their choices, Gilbert said. "One way to do that is by using natural ingredients. People feel there is less they need to worry about." Snack packs are another solution, appealing to consumers in several ways. First, snack packs end Mom's worry over the unsanitary aspect of kids all reaching into the same bag for a snack. Second, there are no uneaten portions left to go stale.

Another strong trend is a new attitude toward excess weight, with 46% of respondents saying it is possible to be overweight but physically fit and attractive at the same time. Gilbert also found a strong sense of "entitlement" among consumers today, driven by Baby Boomers and Gen Xers. They want it all, sometimes feeling they have "earned it."

One retailer, Hy-Vee -- located in West Des Moines -- seemed to confirm Gilbert's findings. Ruth Mitchell, vice president for communications, said that the company's president and chief executive officer, Ron Pearson, recently spoke about a customer phenomenon he calls "reward/hedonism," or, in other words, "I work hard, so I deserve this."

"This" might be a pint of superpremium ice cream or a $12 bottle of wine for weekend entertaining. Mitchell said those categories and others that relate to the survey results, such as sports and performance drinks and waters, show strong sales lately.