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According to Mintel’s research, 52 percent of American adults are currently “watching” their diet. And while 60 percent report dieting because they want to lose weight, some 15 percent of dieters claim to be doing so at least in part because of concerns about “salt intake.”
“Sodium watching” is a relevant concern, as 44 percent of U.S. consumers claim that they “always” or “usually” consult the Nutrition Facts Panel and/or ingredient list to assess sodium levels when considering a food purchase, according to the market research firm. By contrast, 51 percent “always” or “usually” look at fat content, while 47 percent inspect sugar levels, and 49 percent examine calorie counts “always” or “usually” when shopping.
“The relatively high incidence of dieting in the U.S. is one key factor driving demand for low-sodium products,” says Molly Maier, senior health and wellness analyst at Mintel. “Our findings indicate that fat and calorie counts are more likely than sodium to influence purchase. Thus, companies may be able to maximize the appeal of low-sodium foods by also showing, where appropriate, that they are low in fat and calories.”
When it comes to sodium, 62 percent of Americans believe that manufacturers are responsible for disclosing how much sodium is in their products, whereas just 35 percent feel the government is responsible. Eighteen percent see this as the responsibility of retailers.
Despite an interest in disclosures on the part of manufacturers, 46 percent feel that manufacturers should implement sodium restrictions, and 34 percent feel the government should do so.
Customers want to choose for themselves how much sodium they consume and that they generally want to avoid regulation that will limit their food options.
More than half (59 percent) of respondents “always” or “usually” limit salt consumption when at home, while 44 percent “always” or “usually” do so when dining at a restaurant.
“This indicates that while restaurant chains can often benefit from sodium reduction initiatives, they are especially important for manufacturers of packaged foods, including those that make sauces, condiments, and other flavor enhancers often used to prepare meals at home,” adds Maier.
Women (80 percent) are more likely than men (67 percent) to limit the amount of salt they cook with when dining at home. Hence retail signage and other materials designed to promote low-sodium meal elements such as reduced-sodium bottled sauces should often be directed at women, especially mothers and homemakers.
Consistent with the fact that they tend to be more health-conscious, women (25 percent) are more likely than men (18 percent) to state that they “always” consult sodium levels when shopping for foods. Similarly, while 22 percent of all respondents “always” assess sodium levels when shopping for foods, 32 percent of 55-64-year-olds report doing so along with 33 percent of those aged 65+. Thus, foods designed in large part for women and/or mature consumers are among those that should be considered for reformulation.
Meanwhile, there appears to be substantial demand for reduced-sodium packaged foods and restaurant items. When it comes to low salt/sodium foods, 59 percent indicated that they have tried and would use such foods again in the future. An additional 16 percent have not tried reduced-sodium packaged foods, but would be interested in trying them.