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Americans Plan to Avoid Sugar, Eat More Sustainably in 2018

Most (67 percent) Americans will be prioritizing healthy or socially-conscious food purchases in 2018, according…

  • January 25, 2018

Most (67 percent) Americans will be prioritizing healthy or socially-conscious food purchases in 2018, according to a new survey from product transparency specialist Label Insight.

Americans’ primary point of emphasis is cutting back on sugars, with nearly half of consumers (47 percent) planning to eat less sugar or buy more ‘no sugar added’ products this year.

The next most prominent purchase factors are: emphasizing natural ingredient purchases, such as those with ‘no artificial colors or flavors’ (37 percent) and shopping for more sustainable products and ingredients (22 percent).

No Sugar for You

Baby Boomers and women are by far the most likely to simmer down the sweetness, with 53 percent of Boomers planning to cut down on sugary foods compared to only 40 percent of Millennials.

More than half (52 percent) of women will be looking to reduce their sugar intake, while only 41 percent of men feel the same.

Shop Sustainably

When it comes to shopping with a social consciousness in 2018, men are particularly keen on knowing that the food they chose is sustainable, with 26 percent spotlighting sustainability in their food choices compared to only 19 percent of women.

Millennials are also emphasizing sustainability more than older generations, 26 percent compared to 17 percent of Gen Xers.

Gluten-Free, Vegan, Ketogenic or Paleo?

For many Americans, maintaining healthy or socially-conscious eating habits will mean choosing a gluten-free, vegan, ketogenic or Paleo diet to serve as a guide, but these methods are not equally appreciated among the generations.

In fact, 1 in 5 (20 percent) Millennials report they are likely to follow one of these diets in 2018, while only slightly more than 1 in 10 (11 percent) of Baby Boomers expect to do likewise. While Baby Boomers lead the pack when it comes to cutting out sugar, they may be less eager to follow the stricter rules of these popular diets.

Improve Label Transparency 

To help them better understand what’s in the products they use and consume, Americans want better-defined and more transparent food labels. Indeed, the primary change consumers want to see from food brands and retailers is product labels that provide information they can better understand in 2018 (25 percent).

The next most pressing need is greater transparency into ingredients (14 percent) and easier-to-identify ‘clean’ or minimally processed products (14 percent).

Label Insight provides a data-as-a-service platform for CPG product information covering more than 80 percent of top selling food, pet, and personal care items in the U.S. Find out more at

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