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Nutrients by the numbers: What consumers want

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Protein is the nutrient that consumers seek out most when choosing their next meal, with 41% saying they look for it when determining what to eat. Here are the top nutrients consumers look for in food and beverages, according to Technomic’s 2018 Healthy Eating Consumer Trend Report.

Protein

  • Overall: 41%
  • 18-34: 44%
  • 35+: 40%

Vitamin C

  • Overall: 40%
  • 18-34: 46%
  • 35+: 37%

Fiber

  • Overall: 40%
  • 18-34: 37%
  • 35+: 42%

Vitamin D

  • Overall: 36%
  • 18-34: 40%
  • 35+: 34%

Calcium

  • Overall: 34%
  • 18-34: 36%
  • 35+: 33%

Omega-3

  • Overall: 29%
  • 18-34: 27%
  • 35+: 30%

Iron

  • Overall: 28%
  • 18-34: 31%
  • 35+: 26%

Vitamin B

  • Overall: 27%
  • 18-34: 31%
  • 35+: 25%

Potassium

  • Overall: 26%
  • 18-34: 25%
  • 35+: 26%

Vitamin A

  • Overall: 24%
  • 18-34: 31%
  • 35+: 21%

Unsaturated fat

  • Overall: 24%
  • 18-34: 19%
  • 35+: 26%

Vitamin E

  • Overall: 19%
  • 18-34: 21%
  • 35+: 19%

Vitamin K

  • Overall: 15%
  • 18-34: 16%
  • 35+: 14%

I don’t specifically look for any nutrients

  • Overall: 29%
  • 18-34: 22%
  • 35+: 32%

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