“However, while consumers know some of the basics and what to stay away from, there is a tremendous lack of practical information and education that would help break down the barriers for them, inspire purchases and create a loyal following.”

iModerate’s qualitative research was conducted with both males and females from across the United States. The research found that while people have a strong desire to eat healthy, most are not exactly sure what healthy eating entails, and how they can make it practical for them. Currently, there is a lack of information as it relates to what types of foods are healthy and what specific health benefits these foods provide, creating a challenge for consumers. Aside from a lack of information and prominent marketing by functional food producers and purveyors, the study found definitive barriers that prevent consumers from purchasing fortified and functional foods. Concerns about taste, cost, spoilage, convenience and preparation are the major hurdles when it comes to purchasing and consuming functional foods. When it comes to fortified foods, consumers’ apprehension stems from the fortification process itself, believability as to the product’s health claim, the possible overconsumption of nutrients, and long-term health implications.

“People generally want to eat healthy and do what’s best for them and their family” said Adam Rossow, VP of Marketing at iModerate. “However, while consumers know some of the basics and what to stay away from, there is a tremendous lack of practical information and education that would help break down the barriers for them, inspire purchases and create a loyal following.”

From the research, iModerate found there to be significant areas of opportunity for manufacturers, growers and retailers. These opportunities revolve around taking the guesswork out of healthy eating, messaging health benefits more effectively, and improving labels and signage.