Americans are quite healthy eaters, at least according to their own testimonies. In a survey recently published by the International Food Information Council
and the American Heart Foundation, 43 percent of Americans claimed to always be on the lookout for healthy options when shopping, while 52 percent said they were at least sometimes scouting for healthy foods.
At the same time, the Centers for Disease Control and Prevention
found out that more than 36 percent of Americans were consuming fast food on any given day.
Many shoppers agreed that it was only moderately easy to identify healthy foods. The most sought-after source for information on the healthiness of a product was the nutrition panel which 69 percent of respondents said they would refer to very frequently or always. 67 percent said they frequently read the ingredients list, with 54 percent explicitly looking for the absence of certain ingredients. 17 percent said they were cross-checking information on mobile apps, including many Millennials.
This age group of people 25 to 34 years old appeared to be the most health conscious according to the study. 51 percent said they were always looking for healthy food while shopping, which is a step up from older cohorts as well as younger people of the Generation Z (18-24 years old).