Americans Prefer Food the Way They Want It

Newswise — Bombarded by sometimes conflicting messages, even about themselves and their own choices, it's no wonder American consumers are confused by what food can or cannot do for them.

At the Institute of Food Technologists annual meeting here, a recent survey conducted by public relations company Porter Novelli revealed that 20 percent of consumers are totally confused about what and how they're supposed to eat.

Moreover, they're so fed up that 25 percent of them say they're tired of others telling them what to eat. Maybe that's because nearly 80 percent of consumers surveyed believe that in the next five years experts will have messages completely different from what they're saying now.

Dennis Gordon, a retired professor from North Dakota State University noted that there are at least three definitions of fiber currently being utilized.

Then there's the free fall that trans fats have taken, causing consumers to avoid them, thus forcing manufacturers to reformulate popular products. It's re-opened the market for oil-based products like soy and palm oils according to Archer Daniels Midland scientist Brent Flickinger.

But whether their results will withstand finicky shoppers is anyone's guess.

"Probably the most precise conclusion one could draw is that people want air that feels and looks like a hamburger," said Mary Christ Irvin of Porter Novelli. "It's hard because we've told them they can have it all, and so they're demanding it."

How can a company predict what products will be successful? The overriding demand seems to be for healthy food that tastes good.

"Profits can be made at the intersection of good taste and real (health) benefit," said Steve Lensner, chief scientist at Ottens Flavors. Lesner has studied the successes and failures of many products over the years and believes that the three factors that most influence a product's success in the marketplace are perceived health benefit, real heath benefit, and taste.

"Don't try to fool anyone," he said, "The public is smarter than you think, and short term trends and devices can cost you."

"Food companies have a really wonderful opportunity to impact national health, and considering the genuine impact that consumers have in that arena, the possibilities are really exciting," he added.

The IFT Annual Meeting + Food Expo®, running now through July 20, is the world's single largest annual scientific meeting and technical exposition of its kind. Rated among the largest shows in America*, the meeting delivers comprehensive, cutting-edge research and opinion from food science-, technology-, marketing- and business-leaders.

More information on each conference is available online at http://www.am-fe.ift.org.

* According to Tradeshow Week® 200 magazine.

Founded in 1939, and with world headquarters in Chicago, Illinois, USA, the Institute of Food Technologists is a not-for-profit international scientific society with 26,000 members working in food science, technology and related professions in industry, academia and government. As the society for food science and technology, IFT brings sound science to the public discussion of food issues. For more on IFT, see www.ift.org.