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Americans Pay Lip Service To Healthy Eating, But They Shop For Taste And Convenience

September 16, 2010: 12:57 AM EST

The rising tide of obesity in the U.S. has energized the White House, FTC, FDA and the Congress to pressure major food companies to modify products by both adding healthy ingredients and cutting bad ones, like salt and sugar. But reducing salt and sugar content not only creates technical problems for food formulators, it creates marketing problems, mainly because consumers are looking for something other than nutrition when they shop for food. Despite the fact that nine out of ten Americans say it is “somewhat” or “extremely” important to eat healthy foods, “taste, value and convenience” are more important, according to an industry researcher. “Americans know they should eat vegetables, but would prefer not to spend much money on them, prepare them or taste them.”

" Healthy Eating Yuck: Making healthy food is easy. Making people eat it is not", The Economist, September 16, 2010, © The Economist Newspaper Limited
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