In a world where headlines about food safety – food recalls and toxic ingredients are becoming all too common, it’s no surprise that Americans are feeling increasingly uneasy about the safety of their food. According to the 2024 Food & Health Survey from the International Food Information Council (IFIC), trust in the food supply has dropped to its lowest point in over a decade.
Wendy Reinhardt Kapsak, President and CEO of IFIC, puts it simply: “Trust is at the heart of food choices for individuals and their families.” The recent IFIC Spotlight Survey: American Consumer Perceptions of Food Ingredient Safety sheds light on how consumer confidence has been shaken, particularly around certain ingredients.
What are people worried about?
Foodborne illnesses, like those caused by E. coli, are at the top of the list. A staggering 32% of people are “extremely concerned” about finding E. coli in ground beef. Other big worries include heavy metals in baby food—like lead and cadmium—which 29% of Americans are deeply concerned about. Mercury in seafood is also a significant concern for 27% of people.
Interestingly, allergens—whether in packaged foods or restaurant dishes—are less of a worry, with only around 16% of people saying they are extremely concerned.
What are we avoiding?
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More and more, Americans are actively avoiding certain ingredients. The survey found that dyes and colours are at the top of the list, with 35% of respondents steering clear of them. Sugar substitutes (34%), MSG (29%), GMO ingredients (27%), and preservatives (25%) follow close behind. When it comes to food, 41% of people are most likely to avoid ultra-processed foods. Plant-based meat alternatives (37%) and processed meats (29%) are also on the “avoid” list for many.
Surprisingly, nearly 30% of people said they don’t avoid any ingredients at all, and 25% don’t avoid any specific foods.
It’s not about how much, but what’s in it
When people think about the health risks of packaged foods, it’s not so much about how much of an ingredient is present. 31% of consumers are most worried about whether an ingredient is there at all, while only 21% care about the amount. The total number of ingredients in a product is an even lower priority, with only 16% considering that a major factor.
Who do we trust?
With so much uncertainty around what’s safe to eat, people are turning to the experts they trust most. Registered dietitians top the list, with 73% of people saying they trust their advice on food safety. Healthcare providers and food scientists also rank high. However, trust in family, friends, government agencies, and social media is much lower.
As Kapsak notes, “Safety and trust go hand in hand. People are increasingly relying on professionals for guidance on what’s safe to eat, and that’s an opportunity for us to provide clear, actionable information.”
