Contemporary eating habits have given rise to a whole new segment of the food market. The industry is calling them food avoiders.
These are people who read labels for the un-ingredients. They’re more interested in what’s not in their food than what’s in it.
Food avoidance is way of life for tens of millions of American consumers.
Some avoid certain foods because of allergies and sensitivities or specific health problems like celiac disease, diabetes, or lactose intolerance, but they’re in the minority. Most are opting out of certain foods and ingredients as a lifestyle choice.
Eat this! Don’t eat that!
There’s a steady barrage of nutritional advice and medical headlines, and they usually contradict earlier messages. Should we drink red wine for heart health or avoid it because of liver disease? Are eggs high quality protein or little cholesterol bombs? Are we eating butter this week? Additives, dyes, GMOs, gluten; we eye our plates warily, shunning those foods that make us most anxious.
Marketers love the food avoiders.
They get to charge a clean label premium to a larger share of the market than is medically or nutritionally justified. Take gluten-free products: less than one per cent of the population needs to avoid gluten but more than 29 per cent chooses to avoid it even though it’s estimated that a gluten-free diet can double the cost of groceries. Surveys conducted by the National Foundation for Celiac Awareness show that the number one stressor for celiac patients is not the disease itself but the cost of the diet.
It’s a fine line between food avoidance and food fear.
Americans have a love/hate relationship with food based on an eating history full of pesudo-scientific trends that emphasized discipline over pleasure. Now the American Psychiatric Association is considering recognizing Selective Eating Disorder as a medical condition. A task force has been convened to study and categorize finicky eating in adults (known as the Food F.A.D. Study). Researchers at Duke University and the University of Pittsburgh have launched the first public registry of picky eaters that has already attracted thousands of respondents.
The late, great Julia Child had some advice for food avoiders:
“If you’re afraid of butter, just use cream.”