Mintel's recent data shows consumers are starting to pay more attention to their intake of salt on a daily basis, as more than half are monitoring the amount of sodium in their diets.
Meanwhile, food product introductions containing a low, no or reduced sodium claim have more than doubled (115) percent 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.
"The rapidly rising evidence in the past several years points out sodium as a major cause of hypertension, osteoporosis, kidney damage and stomach cancer," says 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."
What are consumers currently doing about sodium? Mintel sees four main types:
• Twenty-two percent 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;
• Eighteen percent say "food and beverages low in sodium are one of the three most important components of a healthy diet;"
• Twenty-six percent 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; and
• Thirty-four percent 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 they "do not miss the salt." Being able to cut back is critical, given that 70 percent of over-75 women and 80 percent of over-75 men are currently on medication for high blood pressure.
