Abstract P483: Food Purchase Priorities and Healthy Food Purchase Supports and Barriers for U.S. General and Low-Income Consumers: A Quantitative Survey

Abstract

Introduction: Identifying priorities and attributes that influence food purchase decisions will inform interventions and strategies to promote healthy eating. Aim: This study aimed to identify food purchase priorities and healthy food purchase supports and barriers for the general population and those with limited household income. Methods: Participants were recruited by a market research company in May 2023 and were required to be ≥ 18 years old, not work in healthcare/medical/nutrition or advertising/public relations/marketing/market research and be the primary/shared food decision maker for the household. Recruitment quotas ensured age, income, gender and geographic region approximated 2022 US census data (n=1,182) (Census-representative group, CRG). A sample with limited income and participation in federal food or healthcare programs (low-income group, LIG) was also recruited (n=506). The survey was administered online in May and June 2023. Differences between LIG and CRG were assessed using z-tests (p < 0.05). Results: Taste was most commonly rated by CRG as very or extremely important in household food purchasing (87%). Availability, price, ingredients and nutritional value were also important to at least two-thirds of CRG. Taste was similarly important to LIG (85%), but they were more likely to rate price and less likely to rate availability, nutritional value and ingredients as important. When prompted to choose the most important factor, price and taste were the most common responses, chosen by similar proportions of CRG, while price was the most important factor for LIG, followed by taste. CRG versus LIG were more likely to prioritize personal taste over cost, health and nutrition information on labels, buying local and selecting according to nutrition, brand and origin/sourcing information. CRG were less likely than LIG to prefer a lower cost and usually select according to price. LIG were more likely than CRG to state that nothing supports them in selecting healthier foods and less likely to have found support from good-tasting recipes, advance meal or grocery list preparation, cooking equipment access, following influencers, recommendations from organizations or consulting a dietitian/nutritionist. Conversely, LIG were more likely to identify price and availability as barriers to selecting healthier foods, and less likely to see long preparation time, small servings sizes or nothing as barriers. Conclusions: Cost is a strong barrier to healthy eating, especially with limited income, along with taste, while nutrition is not a leading influence on food choice. Strategies to enable healthy eating among low-income households must prioritize taste and cost.