As prices rise, and consumers tighten their belts, US shoppers are still filling their carts with fresh food.
Status Quo
Many Americans make poor food choices, with significant consequences.
- 85% of US healthcare spending stems from diet-related chronic diseases.
- More than 80% of citizens don’t eat enough fruit or vegetables, per the FDA.
- ~60% of calories consumed by Americans are ultra-processed foods like soda/snacks.
But, a new Deloitte survey found that the majority of consumers want healthier food options, and many are willing to pay a premium for them.
Cost vs. Benefit
Confronting inflation, shoppers are cutting costs, but not on fresh food.
- 84% consider health and wellness when purchasing fresh food.
- 55% will pay a premium for foods that contribute to health and wellness.
More telling, consumers increasingly view food as medicine.
- 75% of respondents believe eating well can be “the best medicine.”
- 78% say eating the right food can prevent and treat health problems.
Beyond a one-size-fits-all diet, 75% of shoppers are seeking more personalized nutrition options, with 40% of people willing to share medical data with grocers to receive custom food recommendations.
But… information and access gaps remain — 62% of consumers are confused about which foods are healthy, while 40% don’t fully understand what “food as medicine” means.
Worse, some 17M Americans live in food deserts, and 10% of US households experienced food insecurity in 2021.
Punchline: Moving away from the modern American diet and toward a healthier future, the report also said progress requires a concerted effort — from Big Food, the government, and beyond.
