Purdue University’s Consumer Food Insights Report: Key Findings and Challenges for Healthier Eating in 2024 – Medriva

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Purdue University’s Consumer Food Insights Report

The latest Consumer Food Insights Report from Purdue University’s Center for Food Demand Analysis and Sustainability provides an in-depth snapshot of consumers’ diet-related plans for 2024. According to the report, there was a significant increase in the number of consumers making food or nutrition-related New Year’s resolutions in 2024 compared to the previous year. The report offers a comprehensive analysis of consumer behavior, dietary trends, and the challenges faced when trying to establish healthier eating habits.

Key Findings: Increased Interest in Healthy Eating

The survey included 1,200 consumers across the U.S. and found that 25% of them had food or nutrition-related resolutions. The top resolutions focused on eating healthier by either limiting the intake of certain foods such as sugar or increasing the intake of fruits and vegetables. Consumers also cited improving health and weight loss as the top motivators behind their resolutions.

Challenges in Implementing Resolutions

Despite the increased interest in healthier eating, the report highlights several challenges consumers face in implementing these resolutions. Cravings, cost, and the perception of healthy diets being more expensive were all identified as potential obstacles. However, the report notes that the cost of a diet is complex and varies, suggesting that healthy diets may not necessarily be more expensive than less healthy alternatives.

The Impact on Food Spending

The report also assesses food spending, showing that average weekly food spending was 20% higher in January 2024 compared to January 2022. Food inflation was at 2.7%, down significantly from the previous year. These findings underscore the economic factors that can influence dietary choices and habits.

Food Insecurity and Nutrition

The intertwined problems of food insecurity and nutrition, particularly among low-income consumers, are a key emphasis in the report. It highlights the need for research to identify solutions to these pressing issues, underscoring the broader social and economic implications of dietary trends and behaviors.

Trust in Information Sources

The report also explores the trust consumers have in food and nutrition-related information from various organizations and professionals tasked with protecting public health and the U.S. food system. This trust was rated higher in January 2024 compared to previous years, indicating a growing confidence in these sources of information.


The January 2024 Consumer Food Insights report offers valuable insights into the evolving landscape of consumer behavior, dietary trends, and the challenges and motivations behind healthier eating. The findings underscore the need for continued research and dialogue on food insecurity, nutrition, and the economic factors influencing dietary choices. As we move further into 2024, it will be interesting to see how these trends and behaviors continue to develop and what implications they may have for the broader food industry and public health.

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