2008 USA Trend Survey

BACKGROUND

The HealthFocus Trend Survey is the longest running consumer health and nutrition trend survey in the USA.  Conducted since 1990, the 2008 USA HealthFocus Trend Survey is a national survey of primary grocery shoppers.  Data findings are trended against results from the last 18 years.

 OBJECTIVES

The five objectives of the HealthFocus Trend Survey are to:

1. Identify current issues in consumer health nutrition behavior and attitudes;
2. Assess the trends in consumer priorities regarding nutrition issues, such as fat, vitamins, calories;
3. Develop an understanding of where consumers are headed in their behavior towards their health and diet;
4. Identify what nutritional issues will be important over the near horizon;
5. Provide data at a level of detail that truly facilitates good marketing decisions.

QUESTIONNAIRE TOPICS

The HealthFocus Survey questionnaire explores the following areas:

• Food Attitudes:  What do shoppers perceive to be the benefits of eating healthfully? How important are these benefits to them in selecting their diet? 
• Dietary Habits:  How often are shoppers eating products in categories such as meat and eggs, dairy, beverages, grains and supplements?  Are they increasing or decreasing their use of certain foods such as fruits and vegetables, calcium and Vitamin D, fat and carbohydrates, processed foods, etc.?  
• Children’s Health:  Are shoppers changing what they eat because of their children and are they teaching their children to eat healthier than they did?  What are the important brand influences for products for children?  What are the greatest health and food concerns for their children?
• Health Concerns:  To what extent do people believe they have control over their health?  Are they more or less concerned about heart disease, cancer, arthritis, obesity, diabetes, etc?   How often do shoppers see a doctor?  How do they rate their health? Which concerns are trending upwards and which are declining? 
• Organic Usage:  What does organic mean to consumers and how much are they willing to pay for it? Which segments of consumers are most interested in organic? 
• Sweetener Perceptions:  What is the consumer perception of different sweeteners? Of which ones are they increasing and decreasing use?
• Nutrigenomics and Functional Nutrition:  Do shoppers believe foods contain active components that reduce disease risk or enhance health?  How much have shoppers heard about different nutrients, and active components in foods, and herbs?  
• Brand Health:  What brand names are considered the most healthy and the most unhealthy?
• Label Design:  How often are shoppers reading nutritional labels or ingredient statements?  Do shoppers believe what they read?  What package information (nutrition fact box, ingredient statement, etc.) counts the most?  How important are direct claims vs. structure function claims?
• Purchase Habits:  How important are nutrition, price, taste, convenience  and freshness?   Where do shoppers shop for groceries, health foods and supplements? 
• Eating Patterns:  When do shoppers find it difficult to eat healthfully?  How often are shoppers eating main meals or snacking?
• Supplement Usage:  Do shoppers consider it important to take daily supplements?  Who takes supplements for general health versus certain needs?  
• Exercise Habits:  Are shoppers becoming more or less active?  How important is exercise and who does the most exercise?
• Safety Perceptions:  How concerned are shoppers about artificial ingredients, processed food, antibiotics, hormones, pesticides, irradiation, and other safety issues?
• Information Sources:  Where do shoppers get their most useful health and nutrition information?

SURVEY SPONSORSHIP

Sponsoring clients get all the cost benefits of a syndicated study.  HealthFocus provides for two Sponsorship tiers – with proprietary questions and without proprietary questions. Sponsorship with proprietary questions offers the opportunity to include your own proprietary questions addressing your company’s specific interests.  Key benefits of sponsorship without proprietary questions include input into the design of the questionnaire, early access to the data, and presentation and work session with HFI regarding findings.

If you are interested in sponsoring the 2008 USA Trend Survey or would like more information, contact Julie Johnson at sponsor@healthfocus.com.