The BCG study also found that 43% of consumers found that healthy foods did not taste as good as less nutritious options
80% of consumers agreed that price is the main barrier for them to buy healthy food, according to the study How The Consume Industry Can Boost Healthier Eating.
This report was prepared by the Boston Consulting Group (BCG), The Consumer Goods Forum (CGF) and Nielsen Global Connect, and estimates that 23% of consumers in the world struggle to achieve a nutritious and balanced diet.
7,000 consumers around the world were surveyed and 15 CEOs of large consumer goods companies were interviewed in-depth, including the CEOs of Walmart, Danone, Ahold Delhaize and Nestlé.
Company managers and 80% of those surveyed agreed that price represents the main barrier for consumers to buy healthy food. Despite this, 85% stated that they would buy more often from retailers that actively promote this type of solution.
Another limitation that 43% of those surveyed mentioned is that healthy foods did not taste as good as less nutritious options, while 36% indicated that there is uncertainty about which foods are the healthiest.
It is also highlighted that access to healthier foods is not a problem, since the majority of respondents (73%) believe that this type of food is widely available and accessible, with some variations depending on the country.
The study also indicated that healthy eating has become a major concern for consumers and will certainly be a differentiating factor for companies that will impact their revenue.
According to the survey, 73% of consumers would pay more for healthier products in any industry.