Study Shows Consumers Won’t Pay Price for Healthy Food

Chicago—The recession is adversely affecting consumers’ healthy eating behavior, according to a study by Technomic, Inc., a food industry research firm. The consumer survey showed that, although over half of consumers are more concerned about their eating habits today compared to a year ago:
- 70 percent report that healthier foods are increasingly difficult to afford,
- 53 percent claim they often purchase less healthy foods because they cost less, and
- 44 percent say their budgets prevent them from eating healthier foods.

The survey also revealed that consumers generally regard popular lower-priced restaurant options to be less healthy. “Healthy eating is still important to consumers, but evidence strongly suggests that it is a lower priority these days,” says Bob Goldin, Executive Vice President. “Consumers are economizing in their food expenditures and believe that one way to do so is to spend less on healthy foods.” 

More information is available from Technomic.