Better for You Snack Trends

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Trends: Better-For-You Snacks Marketing

The most significant driving factor of the better-for-you snack industry's success is the millennial consumer segment, which have a passion for eating healthy. Millennials are the largest consumer segment in the United States healthy snacks market. Marketing efforts of better-for-you snack brands should primarily be focused on millennials. A prominent marketing trend targeting Millennials is through social media ratings, reviews and recommendations.


A market research report by Amplify and The Center for Generational Kinetics, suggests that a successful product label should appeal to the millennial segment by containing clearly labeled ingredients with an emphasis on minimization. Sixty four percent of Millennials consider products with fewer ingredients as healthier. Seventy nine percent of the millennial segment report trusting companies more that offer snacks with clearly labeled ingredients.


A healthy snack case study in the Technomic Snacking Occasion Report indicates that over half of millennial consumers, 51%, prefer all natural, non-GMO, high protein snacks. Convenient stores have successfully increased marginal sales of better-for-you snacks by utilizing product signage and placing products in high traffic/high visibility areas of the store such as endcaps. The increase in the frequency of consumption of healthy snacks among millennials has provided an opportunity for C-store merchants.


Over half of the millennial consumer segment are persuaded to purchase better-for-you snack products through ratings, reviews and recommendations on social media. One of the newer trends are social media launch campaigns where videos, contests, speeches, demonstrations, and partnerships with influencers on various platforms are usable mediums.


Millennial mothers are setting a good example for their children by educating them on the differences between non-healthy and healthy snacks. More than two-thirds of millennial mothers state their children are aware of the differences. As a result, 55% of children of millennial parents are more likely to consume a better-for-you snack product.

Other strong trends in the better-for-you snack market include using "free from" product labeling, such as free from categories involving allergens and gluten. The most popular products on the market include bite sized portions or innovative flavorings. Many millennial consumers claim the taste of healthy snacks is better than the original. In fact, it is the number one most important factor when choosing a snack.

Future marketing trends may be effected if the FDA approves considerations to regulate the use of the term "all-natural" in snack product marketing.


Current trends in better-for-you snack marketing indicates success in products that have clearly labeled ingredients. Trust among consumers is essential when focusing on the millennial segment. Company interaction on social media platforms have also proven to be essential to a product's success among the millennial consumer segment.
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Trends: Better-for-you snack products

The trend in snack food consumption has increased dramatically in recent times with the snack food industry itself projected to grow by $25.4 billion by 2020, according to an article published by Food Navigator. This presents a growth rate of 5.7% over the $20.3 billion in profits the industry experienced in 2016. The driving consumer segment comes from the millennial population with a push toward organics, whole food ingredients, and reduced carbohydrate content as the largest trends in snack food preferences.
Organic Foods
The organic food trend has seen staggering development in recent years with millennial consumers spearheading the movement. According to a trend report published by FONA International, “52% of organic consumers are millennial.” Millennial customers are also increasingly seeking out organic labels, with 47% of them stating that they are purchasing more foods labeled organic in 2018 than they were last year. An additional “27% of millennials say “they trust that foods labeled organic actually are organic.” This same report noted that over half of respondents equate organic foods with healthier foods, making it a food label bearing a large influence in the better-for-you snack food industry.
Fewer Ingredients with Increased Nutritional Density
Survey information compiled from an IRI Infoscan Review showed that one driving trend in snack food consumption is for products advertised to contain few ingredients. A CSP Daily News source also cited that snacks involving single, whole food ingredients is a growing trend in the snack food industry. Additionally, a Technomic trend report cited that about “60% of consumers want additional health benefits beyond the food’s inherent nutrition.” Today’s snack food eaters are reaching for foods like purple potato, beet, and whole vegetable chips for their relative lack of ingredients as well as their heightened nutritional content over white or yellow potato chips.
Smaller Portions
In addition to seeking out snack foods with fewer ingredients, millennial customers are also looking for smaller versions of the foods they would eat during a sit-down meal. Baking Business noted that today’s consumers are going beyond ready-made snack bars and traditional snack food items to eat smaller servings of “eggs, meat snacks and pairings of small beverage and breakfast items as snacks.” This trend has driven the development of snacks that are “moving into the fresh meat and produce sections for easy access and cross-merchandising.
Cereal and Breakfast Bars
According to a 2018 report published by FONA International, cereal and breakfast bar products have seen a recent incline in sales after experiencing sluggish development in previous years due to consumers moving away from those foods containing higher amounts of sugar and carbohydrates. The rising popularity of high protein grain, seed, and nut products like quinoa, amaranth, chia, hemp, and almond have offered the industry a boost. Ingredients like goji berry, spirulina, and blueberry, touted as “super fruits,” have also been significant industry trends within the cereal bar industry.
Ingredient Trends
According to a publication by Grandview Research, Inc., cereal and nut bars continue to make up the largest segment of the global healthy snack food market at 33.5% with meat and animal product-based snacks following close behind with $5.72 billion in sales in 2016. Nuts and seeds, fruit, and trail mix snacks follow behind with each taking up 14%, 7%, and 9% respectively. Reasons for this include a 50% consumer shift away from snacks with higher sugar content and an over 100% jump in consumers buying full or whole fat products such as yogurt and other high fat “novelty” foods.
In a FONA publication, flavors for snack foods spanned not only a trend toward those associated with health foods, but traditional, indulgent focused flavors as well. The writer noted a range of flavors like “chocolate, honey, fruit, almond & nut, frosted sugar, cashew and ginger” as being “among the top and emerging flavors in the category.” The 2018 FONA trend report also noted that millennial consumers also gravitate toward global and exotic sounding flavors like sriracha and acai berry when reaching for snack foods over more traditional flavors.
The snack food industry has seen its biggest growth in organic, whole-food products in recent years with the most notable changes being driven by millennial consumers. There has also been a significant increase in customers looking for high protein, low sugar snack foods with few ingredients. Foods labeled as super foods and those containing global, or exotic flavors have also seen a recent industry trend increase.

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Trends: Protein-focused snack products

In the US, protein is now considered by consumers as a valuable nutrient, in the same class as calcium or fiber. Product trends for 2018 include dairy-free snacks, bars, baked goods, crisps and fish-based snacks. Increasingly popular high-protein ingredients include plant-based proteins, pea protein, collagen, brown rice and nuts and seeds, while flavors tend to lean towards the use of neutral or lightly flavored ingredients that add a lighter texture to products. Below we provide a deep dive into our findings on the recent trends regarding protein-focused snack foods based on reputable articles and sources published in 2017, including new and popular products, ingredients and flavors.


High-protein snack bars have also been identified as an emerging trend within the US snack bar market. As a result, the market for protein-based products has evolved dramatically and involves a wide variety of new products and niches. According to research company SPINS, snacks such as puffs, chips and bars high in protein, have seen a 6% growth in products sales in 2017 when displaying protein as a functional or beneficial ingredient. The market for high-protein snacks, in particular, was valued at $1.7 billion in 2017. Furthermore, snacks that are natural and high in protein accounted for sales of $115.5 million, demonstrating a growth of 17.5% in this category. With regard to demographics, Millennials, Gen Xs and Baby Boomers, are all driving demand for protein as an important ingredient within snack foods, along with fiber.


Dairy-free snacks:
Products such as DanoneWave and Diaya, are dairy-free yogurts that contain plant-based proteins. As consumers become more health-conscious, a growing number of people believe there is a connection between dairy consumption and digestive disruption, so dairy-free products are becoming more popular. With the lack of nutrients when dairy is removed, the use of vegetable proteins is seen as a benefit as it provides additional fiber and vitamins, alongside the benefits of protein.

Whole food protein bars, such as the RXBAR, contain egg whites as a source of protein (with approximately 14g per bar), along with healthy nuts and natural sweeteners such as dates. Ingredients are also listed in large text on the front of each product, appealing to health-conscious consumers who want to know the contents of the food they buy. Puffed bars are also identified as a snack to watch in 2018, including products such as P-nuff Crunch. Each bar contains 5 grams of protein which is derived from all natural, plant-based ingredients including brown rice, peanuts and navy beans. Other bars include the Primal Kitchen Macadamia Sea Salt Bar with protein derived from collagen, nuts and seeds, the Clif Bar's Nut Butter Filled Energy Bar containing organic pea protein, organic brown rice protein and nuts and the Seeds of Change Health Warrior bar with protein-packed pumpkin seeds.

Baked goods:
Snacks such as the Mighty Muffin, have been identified as a product to watch in 2018. They contain approximately 20 grams of protein and are marketed as a quick snack for people on-the-go. The protein comes from ingredients such as pea protein, oat flour, whey protein isolate and soy lecithin. Other baked products include the Bulletproof Vanilla Shortbread Collagen Protein Bite with protein provided from grass-fed collagen protein and organic cashews.

These crunchily-satisfying snacks have been given a healthier, protein boost and can now be consumed guilt-free. Protein-packed products on the market include Schuman Cheese, Inc's Cheese Cello Wrisps, containing nothing but Parmesan cheese (made from cow’s milk, enzymes, sea salt and cheese cultures). California Grove's Avocado Crisps are another example of high-protein crisps and boast 0g of trans fat which is a dramatic difference from regular potato crisps.

Fish-based snacks:
Products such as Tuna Creations and Selects E.V.O.O. Wild-Caught Pink Salmon, are high in protein with approximately 14 grams per serve. The self-serve packets are marketed as a topping for sandwiches or salads but also come with a fork to be consumed as a snack right from the pack.


The plant-based food trend has driven demand for plant-based protein to be used in snack food and other food products. As mentioned previously, they provide additional fiber and vitamins, alongside the benefit of protein and consumers are beginning to value its importance to their overall health and well-being.

One ingredient that is both packed with protein (90%) and is very affordable to manufacturers is pea protein. It is most commonly used in bars and beverages and is also appealing as it is easily digested and is gluten-free. Furthermore, pea protein is also known as being low-allergenic which suits consumers as more and more people are faced with food allergies.

This increasingly-popular ingredient is derived from broth made with turkey, beef or chicken and is added to snack foods such as bars and baked goods. Not only does it increase the protein content of snacks, it also promotes hair and skin health.

Another popular plant-based ingredient which is versatile as it can be ground into a flour and added to baked goods or can be puffed to create crunch in bars. High in protein and providing a light flavor, this ingredient satisfying those after a crunchy texture and those looking for nutritional product ingredients.

Nuts and seeds:
Nuts are another ingredient that can be manipulated into a variety of forms including ground into a meal, a paste or butter, crushed as a topping or added in its whole form. Almonds are a popular choice for manufacturers as they also enhance the premium positioning of a product and add to its value. Seeds such as pumpkin seeds are also high-protein and can be ground to create a powder which can also be added to bars and baked goods.


According to research by Mintel, consumers choose snacks to purchase based on flavor above all else. Six out of ten consumers surveyed said flavor was more important than nutritional content and health claims. Therefore, ingredients such as legume crisps, used in bars and granola blends, are becoming increasingly popular due to their neutral taste. Preferred legumes include lentils, peas, chickpeas and beans.

As plant-based proteins continue to grow in popularity, flavors such as chai, coffee, chocolate and mocha and fruit-based flavors such as strawberry and banana, are also increasing in demand. However, difficulties are encountered during the manufacturing process as most high-protein ingredients tend to have bitter notes which affect a product's overall flavor. The texture is also often an issue as high-protein snacks tend to lack a lightness and can be grainy or chunky.

An ingredient that can counteract this and is considered to enhance flavor without being too overwhelming is wheat protein isolate. It is used in wheat-based snacks such as baked goods, crackers and bars. Additional benefits of this ingredient within a product include a lighter texture, which is particularly beneficial to add an airiness that high-protein products lack.


We have identified a number of trends relating to high-protein snacks in the US, with a focus on products, ingredients and flavors. Product trends include dairy-free snacks, bars, baked goods, crisps and fish-based snacks, while increasingly popular high-protein ingredients include plant-based proteins, pea protein, collagen, brown rice and nuts and seeds. With regard to flavors, snack food manufacturers tend to lean towards the use of neutral or lightly flavored ingredients that add a lighter texture to products and don't affect the overall taste.
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Trends: Vegetable-focused snack category

According to Nielson, the 'snackable' fruit & vegetable industry in the US, reported sales of $16.3bn in the year ending in May 2017. A subset of this category is 'on-the-go' snacks, which are defined as individually packed snacks to be consumed in a single sitting. This 'on-the-go' category amounted to $1.1 bn and showed a CAGR of 10% from 2012 to 2016. 17% of this category came from vegetable snacks. Key trends amongst the vegetable snacks category include a preference for alternative vegetable snacks, root vegetable, exotic flavors, popped & puffed snacks.

Vegetable-focused snack Trends

1. Alternative vegetable snacks
45% of the alternative ingredient snacks are vegetable based. These include products like veggie pretzels from Good Health, vegetable chips by Terra Chips and veggie crisps from Harvest Snaps. Veggie chips attributed to $466M in 2016.

2. Root vegetables
Root vegetables with high nutritional value like beetroots and sweet potatoes are an emerging trend in the vegetable-based snacks category. In 2016, Beetroot chips drove sales of $6.2M.

3. Global flavors and ingredients
Experimental exotic flavors inspired by other cultures and cuisines like Italian, Mexican, South American and Mediterranean are gaining popularity. Millenials have a more multi-cultural mindset and have acquired a liking for spicy food and more chillies. Jalapenos and hot peppers have grown in popularity. Tropical fruits like Jack fruit, plantain and Cassava are also being used as ingredients in snacks by companies like Upton's, Mavuno harvest and Artisan tropic.

5. Puffed and popped snacks
Whole foods market has predicted that puffed and popped snacks will see major growth in 2018. They have based this prediction on the efforts put into extrusion methods that were required to bring in to the market, food products like popped cassava chips and seaweed fava chips.

6. Transparency
This trend is not restricted to vegetable snacks but applies to it. Consumers want to know what they are consuming and are careful to read the details on the packaging for healthy farm-grown ingredients. FDA approval, Fair trade certification and community supported agricultural (CSA) programs are desirable factors when choosing a product.


In conclusion, key trends in the vegetable-based snacks category are driven by a conscious move towards eating healthier, contributing to the local farming community and experimenting with international flavours and ingredients. Families with children are more likely to opt for such products.
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Overview: Better-for-you snack attributes

Consumers want tasty healthy snacks with ingredients like protein and fiber, alternative proteins, natural sweeteners and less sugar. Consumers also look for purity and authenticity when it comes to their better-for-you snacks.


In the research, key attributes that consumers look for in better for you snacks are explored. First, Millennial preferences are featured as Millennials drive the market for better-for-you snacks. Afterwards, overall preferences are shown divided into factors that drive sales and attributes which consist of ingredients and packaging preferences. Lastly, a 2016 research is featured that shows additional statistics that may be useful and we deemed valuable. However, as this source is not within the past year, we excluded it from the main research findings.

Millennial preferences

In this part of the research, millennial preferences are explored since reports show that they drive the market. Millennials expect four key features when it comes to better-for-you snacks:
1. Great Taste: 78% of Millennials think of better-for-you snacks as "tasting the same or better than traditional packaged snacks".
2. Less is More: 64% of Millennials, which is more than any other generation, think that lesser ingredients mean a snack is healthier. On top of that, 79% of Millennials claim that that understanding all the ingredients used to produce a snack will increase their level of trust when it comes to the snack.
Social Media: Millennials are the most likely to try a better-for-you snack based on online ratings, reviews, and social media posts.
Kids as Motivation: 69% of Millennial moms claim that their kids are able to understand that some snacks are better for you than others and 55% claim that their kids are more prone to choosing a better-you-snack over another non-healthy snack.

Moreover, Millenials have additional requirements regarding better-for-you snacks that aren't just tied to the taste. While taste is the most important element, additional priorities are also considered as key by Millennials when purchasing snacks. It is also important whether snack satisfies hunger (75%), if the snack has a quality ingredient list (67%), if the snack is healthier than regular packaged snacks (63%), and whether it is easy to eat on the go (54%).

Factors driving better-for-you snack sales

Executive director of the NPD Group, Darren Seifer, claims that currently people are looking for two factors when it comes to their better-for-you snacks: purity and authenticity: “They are giving the ingredient list a quick glance to see if there’s anything they don’t recognize—or anything they do recognize as not natural. They want simple, recognizable ingredients.”


Protein and fiber are the two most sought after ingredients when it comes to consumer demand, and this trend crosses Millennials, Gen Xers and Boomers, as it relates to the need for satiety when it comes to weight loss: "High-protein snack bars are presently riding the wave of marketing messaging from manufacturers competing for market share within the snack industry." Alternative proteins are especially popular as they are starting to get incorporated into plant-based dairy and meal alternatives. This involves nut ingredients, such as nut butter, nut milk, chopped nuts and whole natural nuts.
Sweet potato juices and clean-label sweeteners are the snack and bar manufacturers' response to consumers demanding snacking options that satisfy the need for indulgence while still being healthy. The juices can be a great response for anyone who looks for reducing or completely displacing sugar, while still providing natural sweetness and significant nutrients.

60% of consumers expect additional health benefits that go beyond just the food’s nutrition values. Consumers nowadays are busy and see snacks as mini meals: "Customers are enjoying eggs, meat snacks and pairings of small beverage and breakfast items as snacks. As a result, snacks are moving into the fresh meat and produce sections for easy access and cross-merchandising". On top of that, 41% of consumers think that any food can be packaged and sold as a snack if the portion size is small.

Packaging matters as well. Better-for-you snacks packages should feature "easy access to full nutritional and brand information, features that protect freshness to replace chemical preservatives and sustainability benefits to match healthier choices to strides toward a healthier planet."

2016 research

Finally, we include a study conducted by Euromonitor into snacking habits. While it is older than the required 12 months, we provide it as we think it also adds value to the research.
One of the leading attributes when it comes to better-for-you snacks is freshness. Consumers are actively on the lookout for fresher and healthier snacks:
Over 50% of consumers want snacks that "contain vitamins/minerals and provide health benefits beyond nutrition".
44% of consumers want natural or organic products.
60% want snacks that are able to deliver an energy boost.
Almost 50% of consumers try to purchase snacks that are high in fiber or contain a serving of fruit or vegetables.


Consumers actively look for purity and authenticity when it comes to their better-for-you snacks. 60% of consumers expect additional health benefits that go beyond just the food’s nutrition values. 41% of consumers think that any food can be packaged and sold as a snack if the portion size is small, and better-for-you snacks packages should feature easy access to full nutritional and brand information and offer freshness.
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Trends: Health-Focused Restaurants

The food trends among health-forward restaurants include gluten-free and allergy-free foods, plant-based foods, and menu transparency. The sale of gluten-free food in the United States is expected to reach $23.9 billion by 2020. In the year 2016, the consumption of plant-based foods increased to 83% and 86% of consumers are pushing for menu transparency in restaurants for health reasons.

Food allergies effect 15 million Americans and cause 150 to 200 deaths every year. Therefore, restaurants have to embrace foods that are not likely to cause allergic reactions to the sensitive customers. There has been a great trend in preparing gluten-free foods to ensure people allergic to gluten also have enjoyable meals. Less than 1% of the American population has celiac disease, but more than twice that population avoid gluten. This means that the number of people consuming gluten is still likely to rise. Other people looking for gluten-free foods are people with wheat intolerance, gluten sensitivity, and those seeking to improve their irritable bowel syndrome and irritable bowel disease symptoms. Other common allergens include fish, egg, shellfish, soy, wheat, peanut, and milk.

In 2006, gluten-free foods in the United States made $0.9 billion in sales, and this will increase to $23.9 billion by 2020. The category of gluten-free foods increased by 136% from 2013 to the year 2015 and reached $11.6 billion. The embrace of gluten-free foods is increasing because of the rise in the number and flavor of the gluten-free dough in the recent years. Ancient gluten-free grains such as quinoa, amaranth, and faro are also an increasing trend in restaurants. Some top restaurants known for their gluten-free food include the Original Pancake House, Mellow Mushroom, Pie Five, Giordano’s, and Lifetime Fitness. Major chain restaurants such as Chipotle, Uno's, Olive Garden, Wendy's, 99 Restaurant, and Outback Steakhouse also have gluten-free menus. Restaurants are also increasing their training on food allergies. In a study of 211 food workers, 40.8% reported that they had received food allergy training and 33.3% of 152 food servers also reported receiving food allergy training.

Vegetable carbohydrate substitutes such as zucchini spaghetti and cauliflower rice are also a major trend in health-forward restaurants. High-end restaurants are also incorporating edible flowers among ingredients to provide different flavors. The common flowers used for flavor include rose, lavender, and elderflower. Consumers are incorporating plant-based dining by having smaller portions of meat and greater portions of vegetables. In 2016, there was a 90% increase in vegan-related Google searches, and plant-based food consumption increased to 83% with 35% of consumers choosing alternatives to meat protein and 56% of consumers preferring plant-based milk. In the past decade, consumers below 40 years old have increased their intake of fresh vegetables by 52%. More millennials are demanding plant-based options and major restaurants such as McDonald's have started responding. Plant-based burgers are also becoming common in the United States, and companies such as Beyond Meat and Impossible Foods in California make high-protein products from plant proteins. Their products look and taste like ground beef patties, and they have higher nutritional value than meat and are low in fat and sodium. Restaurants such as Avant Garden in New York, Bad Hunters in Chicago, and PYT in Los Angeles are among the major restaurants that focus on plant-based diets.

Functional mushrooms are another important plant for plant-based beverages. Mushroom varieties such as Cordyceps, Reshi, and Chaga have antioxidant properties and boost immunity. They are used to flavor coffee and tea, and can also be used in chocolates.

Menu transparency is founded on the desire of consumers to know the ingredients of their foods in restaurants. There is an increasing trend of focusing on the origin of every ingredient in the menu. 86% of food consumers require menu transparency and 72% are concerned about additives in their foods. Providing information on the ingredients and the source of food builds trust among the consumers. Millennials eat out more compared to the baby boomers. They want healthier options and details on their menu such as the calorie count and ingredients used, and fast food restaurants are changing their menus to accommodate these requirements. The millennials look for words such as organic, local, fresh, grass-fed, natural, and unprocessed and are willing to pay more for fresh foods. Taco Bell and Panera Bread are examples of restaurants that have incorporated transparency in their ingredients. Panera Bread removed artificial flavors, preservatives, sweeteners, and colors.

Restaurants and people are embracing fermented foods as adventurous and healthy choices. There has been a rise in the need to preserve foods, and the rise of Korean foods in the United States has increased the popularity of fermented foods. Fermented foods such as sauerkraut, kimchi, kefir, pickles, tempeh, and vinegar provide digestive health benefits. In 2016, the sale of kefir grew by 16% for the third consecutive year, vinegar grew by 11.7% to hit a market of $544 million, and the sale of kombucha grew by 7%. Some restaurants that have adopted fermented foods include Vistro in Chicago, Emmer & Rye in Texas, and Al's Place in San Francisco.

The food trends among health-forward restaurants in the United States include gluten-free and allergy-free foods, plant-based foods, and menu transparency. The sale of gluten-free food in the United States is projected to reach $23.9 billion by the year 2020. In the year 2016, the consumption of plant-based foods increased to 83% and 86% of consumers are pushing for the transparency of restaurant menus for health reasons.

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Overview: Consumer Food Preferences - Sourcing

There is a new trend in the fresh food movement called “locavores” where consumers base their purchasing decision on the source of the food and prefer locally grown food. According to a survey by A. T. Kearney, 96 percent of U.S. consumers describe local food as products grown or produced within 100 miles from the point of sale. According to the market research firm Packaged Facts, the local foods market generated $11.7 billion in sales in 2014, and will climb to $20.2 billion by 2019. Walter Robb, co-CEO of Whole Foods, stated that customers want transparency and want to know where their food comes from and what’s in it.

* Millennials are leading the “buy local” movement which includes both food and non-food products. According to Edelman Digital, 40 percent of Millennials prefer to shop local, even if it costs more. Such a higher percentage of shoppers prefer to buy local because they associate local with “fresh”.

* In 2016, almost 78 percent of consumers were willing to pay a premium of 10 percent or more for local food. Also, 30 percent of customers stated that they preferred to purchase their produce from brands carrying local foods.

* Almost 95 percent of U.S. single urban households are willing to pay more for local food including 38 percent who are willing to pay up to 5 percent more. Customers (30 percent) are motivated to buy local due to retailer marketing.

* Research by Trace One found that there is an obvious gap in information consumers want to learn from manufacturers and retailers. While 68 percent of consumers stated that they are not provided with enough information about the source of their food, 92 percent of consumers stated that it is important to know about their food source. Besides this, 81 percent of consumers would buy a brand's entire portfolio of products, 73 percent are willing to pay more for a product and 94 percent would stay loyal to a brand if the brand was transparent about their products.
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Overview: Consumer Food Preferences - Health

Health-related concerns have resulted in an increased inclination towards the purchase of organic foods and a rise in the market for organic foods in the United States. 71% of consumers buy foods and beverages based on their nutritional label and ingredients, 68% buy organic foods, and 44% buy foods labeled GMO-free. In 2016, consumers spent $37.43 billion on organic food and beverages and the expenditure increased to $40.05 billion in 2017.

Americans are more keen on their portions and food choices. The need for healthier foods has resulted in a decline in the sale of soft drinks and the introduction of kale in the menu at McDonald's. 71% of Americans believe they could make healthier food choices. 44% of consumers consider the ingredients of beverages and foods before consumption, and 29% have made an effort to consume better food portions in the past year. A survey in 2016 revealed that 71% of consumers buy foods and beverages based on their nutritional label and ingredients, 68% buy organic foods, and 44% buy food labeled GMO-free. Most Americans believe that organic food is good for their health compared to produce that is conventionally grown and more Americans are buying organic due to health concerns. 55% of the consumers believe it is better for their health, but only 32% say the organic food tastes better compared to 59% who say it tastes the same as conventionally grown foods. 62% of the people focused on eating nutritious and healthy foods believe organic produce is better for their health and 46% of people slightly focused or not focused on eating healthy also believe the organic foods and better for good health. Younger adults aged 18 to 49 years consider organic foods as good for their health compared to other older adults and 53% of Americans aged 18 to 29 years always try to include organic foods in their diets. 82% of Americans also use diet, sports products, and vitamins to maintain their health.

The preference for healthy eating is also upheld in restaurants by American consumers. 61% of chefs in the US explain that one of the leading trends is healthy kids' meals and 46% of Americans believe that a healthy menu should not include deep-fried food options. 52% of chain restaurants also plan to serve low-calorie food options often. Most Americans do not believe that the quick service restaurants serve healthy foods. Only 10% of Americans believe food from KFC is healthy and 19% believe Subway serves healthy foods. Only 25% of Americans believe the food they have had at restaurants is healthy.

The health concerns have resulted in a rise in the market of organic foods and beverages. There is a high number of players in the market of organic food and beverages with the leading global players being Hain Celestial Group Inc., Starbucks, Amy's Kitchen Inc., and Organic Valley. North America leads in the global market for organic foods and beverages, and the United States is the largest market in the region. In 2015, the market for organic foods in the United States was valued over $40 billion because of the growing resistance of consumers to chemically grown and genetically modified food. The consumers are more inclined towards buying the organic foods leading to an increase in expenditure on such foods in 2016 and 2017. Consumers spent $37.43 billion on organic food and beverages in 2016, and it increased to $40.05 billion in 2017.

In conclusion, health-related concerns have led to an inclination towards organic foods and increased the market for organic beverages and foods in the United States. 71% of American consumers consider nutritional labels and ingredients when buying foods and beverages, 68% buy organic foods, and 44% buy food labeled GMO-free. Consumers spent $37.43 billion on organic food and beverages in the year 2016, and this increased to $40.05 billion in 2017.