Consumers have a desire to make healthier choices, but have historically been unable to find solutions to fit both their lifestyle and needs, while also receiving a myriad of conflicting information about what constitutes ‘healthy’ products, according to a research.
It found that there is a confused consumer and disconnect between aspirational and real behaviors when it comes to buying and eating healthy foods.
Conducted by frozen food company Luvo and The Hartman Group, the study identified trends in consumer’s perceptions of healthy foods and uncovered the disconnect between aspirational and actual behaviors.
The results of the study were discussed at the 2015 Natural Products Expo West conference this month.
“There are so many people on the pursuit for better health, and Luvo has cracked the code in developing delicious and nutritious meals from real foods like fruit, vegetables, whole grains and lean sources of protein,” said Samantha B. Cassetty, M.S., R.D., VP of nutrition at Luvo.
“We are reinventing frozen food and challenging its historic reputation as a tasteless and less nutritious option.”
“By using patented technology, Luvo is able to give consumers an unmatched experience of the aroma, taste, beautiful plating, and nutrition of a well-planned, home cooked meal,” she said.
The study found:
• Consumers ranked nutrition high in their consideration for food purchases.
However, in looking at their purchases, many are currently making non-nutritious choices, so they are struggling to find products that meet their aspirational needs.
Consumers know what to look for to try to avoid processed foods. They read labels looking for whole foods, with the focus shifting from fat and calories to salt and sugar content.
• Consumers look to a range of cues, such as a recognizable short list of ingredients, to determine if a food is ‘processed’ or ‘fresh’ and seek nutritionally well-rounded food sources for even the most important macronutrients – fiber and protein.
• As a result of preconceived notions, traditional frozen foods are in danger of being lumped into the packaged food space as consumers today are making distinctions between fresh food (seen as healthy) and packaged food (seen as less healthy).
“The focus today is increasingly on the nutritional panel, however we have found that consumers struggle to interpret the information available and are more often feel frustrated and stymied in their attempt to eat healthier,” said Laurie Demeritt, CEO of The Hartman Group.
“Key brands such as Luvo have created a new, healthier option in the frozen food aisle, simplifying the ingredients and providing real food for consumers to be able to reach their aspirational health and nutrition goals.”
