9/26/24 –
The link between fresh, healthier food and improved well-being isn’t lost on grocery shoppers, even amid today’s inflationary environment.
Of 2,054 U.S. adults polled, 84% weigh health and wellness as a key factor when buying fresh food, according to Deloitte’s “Fresh Food as Medicine for the Heartburn of High Prices” report, released Monday. What’s more, about 75% said they’re actively seeking more personalized nutrition, up 13 percentage points from a year ago, and 55% will pay extra for “the right foods” that bolster their health and wellness.
Deloitte, which in July surveyed consumers ages 18 to 70 who influenced fresh food purchases in their households, noted that its study’s findings buttress the concept of “food as medicine,” or using food and diet to prevent and treat specific health conditions and further personal wellness goals.
