Americans Start Passing on Salt, Reports Mintel

September 1, 2009

New research from Mintel shows US consumers are starting to pay more attention to their salt intake as more than half (52%) are monitoring the amount of sodium in their diets.

At the same time, food product introductions containing a low, no or reduced sodium claim have increased by nearly 115% from 2005 to 2008, according to Mintel’s Global New Products Database (GNPD), which monitors new product launches. Consumer awareness and the continued push from public health organisations and consumer advocacy groups suggest the low-sodium change is gaining steam, says Mintel.

Salt: consumers are paying more attention to their intake (Picture courtesy www.saltsense.co.uk)

“The rapidly rising evidence in the past several years points out sodium as a major cause of hypertension, osteoporosis, kidney damage and stomach cancer,” said David Lockwood, director of consumer insights at Mintel. “Because of this scientific knowledge mixed with that of global health activists, there is a climate forming for rapid change. We are starting to see this information set into motion with a reduction in sodium on packaged goods and restaurant menus.”

Mintel has identified four consumer behaviours to salt:

• 22% restrict the amount of salt they add to food but don’t watch the much greater amount of sodium that is in foods and beverages
• 18% say “food and beverages low in sodium are one of the three most important components of a healthy diet”
• 26% read labels for sodium, and may make some decisions based on this information, but they are not following a regime to control sodium in their diet
• 34% do not pay attention to sodium

Cravings for salt can truly be lowered over time, researchers add.

Mintel's study found three out of four respondents who say they are on a sodium-restricted diet also stating they “do not miss the salt”.

Being able to cut back is critical, Mintel adds, given that 70% of women and 80% of men over age 75 are currently on medication for hypertension.