More than half of Americans pay attention to Sodium

Americans love sodium and most of us consume considerably more than we should on a daily basis. Mintel’s recent data shows consumers are starting to pay more attention to their intake as more than half (52%) are monitoring the amount of sodium in their diets.

Meanwhile, 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). Consumer awareness and the continued push from public health organizations and consumer advocacy groups suggest that the low-sodium change is gaining steam.

What are consumers currently doing about sodium? Mintel sees four main types:

• 22% restrict the amount of salt that they add to food, but don't watch the much greater amount of sodium that is in foods and beverages
• 18% say that “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 info, but they are not following a regimen to control sodium in their diet
• 34% do not pay attention to sodium

It helps that the craving for salt can truly be lowered over time. Mintel’s research supports this, as three out of four respondents who say they are on a sodium-restricted diet also say that they “do not miss the salt.”