Consumer surveys have identified price as a leading barrier to purchasing healthy foods. In the Food Marketing Institute’s 2004 “Shopping for Health” survey, among shoppers whose diets could be more healthful, 34% claimed high cost is a major reason their diets are not better. The number of shoppers who blamed cost for their poor diet has risen 10% since 2001. Price was even an issue for people in reasonably high income brackets, cited by 39% of shoppers with household income
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