As consumers increasingly link health with diet, more are taking a greater interest in the products details, specifically focusing on things such as fat, calories, carbohydrates and even fiber and salt levels.

Modern consumers are becoming more aware of health concerns

Modern consumers generally aspire ‘to remain healthy and active’ and are increasingly focused on personal well-being, which includes physical health, mental health and beauty. Consumers who value their health more than previously are driving the growing concern for health, as is the ageing population. In the US, the country’s obesity crisis has alerted consumers to the need to take control of their health by taking charge of their diets.

Consumers check the nutritional content of products

Consumers’ growing understanding of the link between health and diet means more and more are checking the nutritional content of products. Datamonitor’s 2005 consumer survey revealed that 84% of consumers check the nutritional content of prepared meals. It should be noted that this includes 24% and 12% of consumers who claim to check the labels “sometimes” and “rarely” respectively. The New York Times conducted a nationwide telephone survey of 554 adults in the US which revealed that 85% of consumers “read the (nutritional) label closely some or all of the time”.

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