Perceived barriers to consuming functional foods in the U.S. 2013

Perceived barriers that stopped U.S. consumers from eating functional foods in 2013

CharacteristicShare of respondents*
Foods are more expensive 86
Skepticism about these foods 72
Preference of basic foods 71
Taste 70
Conflicting information on these foods 64
Lack of knowledge on which functional foods to buy for desired health benefits 63
Lack of knowledge on amount of functional foods to eat for desired health benefits 63
Non-purchase decision due to uncertainties of the health claim on the food package 58
Vitamins and supplements provide more nutritional value 55
Confidence in the science-based health claims 54
Availability 54
Vitamins and supplements provide the exact amount I need 53
Lack of desire to try new foods 50
Created with Highcharts 7.2.2Share of respondents*8686727271717070646463636363585855555454545453535050484848484747Foods are more expensiveSkepticism about these foodsPreference of basic foodsTasteConflicting information on these foodsLack of knowledge on which functional foods to buy for desired healthbenefitsLack of knowledge on amount of functional foods to eat for desiredhealth benefitsNon-purchase decision due to uncertainties of the health claim on thefood packageVitamins and supplements provide more nutritional valueConfidence in the science-based health claimsAvailabilityVitamins and supplements provide the exact amount I needLack of desire to try new foodsUncertainty of how to prepare foodsMy diet is already healthful enoughMental effort it takes to learn about these foods
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Release date

October 2013

Region

United States

Survey time period

July 9 to July 22, 2013

Number of respondents

1,005 respondents

Age group

18-80 years

Special properties

U.S. adults

Method of interview

Online survey

Supplementary notes

* Multiple responses were possible. Percentages include the answers given as 'major' and 'minor' reason.

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