Solving Sodium: New Consumer Research Signals Significant Knowledge Gaps, Consumption Concerns & Motivation to Improve Health

July 18, 2024

Solving Sodium: New Consumer Research Signals Significant Knowledge Gaps, Consumption Concerns & Motivation to Improve Health

(Washington, D.C.) - Salt (i.e., sodium chloride) has consistently been indispensable for preserving, improving texture and enhancing flavor of our food, in addition to sodium's role as an essential nutrient in human nutrition. But despite these benefits, excess dietary sodium intake is linked to health issues, such as high blood pressure, heart disease and stroke. The International Food Information Council's (IFIC) latest Spotlight Survey: American Consumer Perceptions of SodiumIn The Diet dives into the U.S. consumer mindset, their knowledge of how much they consume contrasted with the recommended amounts, and trusted sources of information about sodium.

"Effective communication begins with understanding consumers' knowledge of sodium recommendations and their perceptions of just how much sodium they believe they consume every day. After conducting our research, we unveiled major knowledge gaps when it comes to individual sodium intake and dietary guidance recommendations," IFIC President & CEO, Wendy Reinhardt Kapsak, MS, RDN, said. "These insights are critical in educating the public and ultimately, improving public health."

Nine Out Of 10 Americans Consume Too Much Sodium

Dietary guidance suggests that American adults should consume no more than 2,300 milligrams (mg) of sodium per day, however the average American adult consumes about 3,400 mg. In fact, according to National Health and Nutrition Examination Survey (NHANES) data, nine out of 10 Americans consume too much sodium. More than 70% of the sodium that Americans consume comes from packaged and prepared foods, while about 11% is added during cooking or eating.

According to the latest IFIC consumer research, when Americans consider sources of sodium in their diets, 29% say the top source is packaged foods, such as canned food or frozen meals. Nearly four in ten say their top sources of dietary sodium are the salt added during cooking (22%) or while eating (15%).

"Our research showed us that people tend to think their sodium consumption matches dietary guidance. They think their current intake is consistent with sodium recommendations," Milton Stokes, PhD, MPH, RD, FAND, Senior Director, Food & Nutrition at IFIC, explained.

Consumers Struggle With Sodium Recommendations & Measurement

According to the latest IFIC Spotlight Survey, nearly half (48%) of Americans admit they do not know how much sodium is recommended to consume per day. The other half (52%) convey their awareness of the daily sodium recommendation-most perceiving an amount consistent with either the Upper Limit (2,300 mg/day) or the Adequate Intake (1,500 mg/day) for sodium, or an amount less than that.

The ambiguity continues as half of Americans also do not know how much sodium they consume each day. When asked about their personal daily sodium consumption, 48% of Americans say they simply "don't know," while estimates vary widely for the other 52%.

"Some of the sodium uncertainty could stem from the way sodium is measured and recommended. Milligrams per day may not be intuitive to consumers. In addition, messages around sodium recommendations may not make it through in an actionable way," said Stokes.

Many Americans Struggle To Take Action On Reducing Sodium Intake

While most Americans recognize the need to limit sodium intake, according to IFIC data, few follow through or fully understand how to effectively manage their consumption. Thirty seven percent are "currently limiting sodium" in their diets and 17% are "interested in limiting sodium but have not yet started." Alternatively, 4 in 10 say they do not think about sodium in their diets.

For those who are limiting sodium intake, improving overall health was the top motivator, followed by managing a current health condition (33%), a "healthcare provider recommended it" (31%), and "to reduce water retention" (30%).

Actions consumers can take when looking to reduce sodium intake would be limiting the amount of salt they add to their food while cooking or eating, reading the Nutrition Facts Panel, and looking for "low in sodium" labels on packaged foods. In fact, Americans expressed positivity toward foods and beverages advertised "low in sodium," and among shoppers who check Nutrition Facts for sodium, 31% said they would choose the lower sodium product and 26% said they would purchase the healthier option.

"Something that can't be overlooked when we're talking about sodium reduction strategies is that the appeal of sodium lies in its ability to enhance the flavor of food," Stokes said. "Salt makes food taste good. It augments sweetness and reduces bitterness. And we know that according to nearly two decades of data from IFIC's Food & Health Survey, taste is the leading purchase driver for food and beverage decisions. It's hard to argue with that."

Effective Education On Sodium Reduction Is Needed & Consumers Trust Health Professionals To Provide More Information

While sodium is an essential nutrient, it remains over-consumed, and many Americans are looking to limit it in their diets. There is an opportunity for educational efforts around recommended amounts of sodium and measuring daily sodium intake. When asked about trust in a variety of potential sources for information about consuming sodium, consumers put health professionals and health organizations and agencies at the top.

"It is possible to shift our palettes to prefer less salty foods," Stokes said. "While we recognize total elimination is not the goal, a gradual downward shift is the recommended approach."

Reinhardt Kapsak added, "One key takeaway is that although medical professionals, health organizations, registered dietitians, and U.S. government agencies generally have consumer trust, the challenge remains how to effectively capture their attention and motivate them to take action."

Read the full survey here.

Research Methodology

The International Food Information Council (IFIC) commissioned an online survey among U.S. consumers to measure knowledge, attitudes, and beliefs about sodium consumption. Data was collected from March 7-9, 2024, via an online survey of 1,000 Americans aged 18 years to 80+ years, and responses were weighted to ensure proportional results. The Bayesian confidence level for the survey sample (n=1000) is 3.5, which is roughly equivalent to a margin of error of ±3.1 at the 95% confidence level.

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The International Food Information Council (IFIC) is a 501(c)(3) nonprofit educational organization with a mission to effectively communicate science-based information about food safety, nutrition, and sustainable food systems, serving the public good.To fulfill this mission and demonstrate its thought leadership in action, IFIC: 1) delivers best-in-class research and consumer insights to inform food, nutrition, and health stakeholders; 2) promotes science communications to positively impact consumer behavior and public health; and 3) convenes critical thought leaders to advance the food systems dialogue and science-based decision-making. For more information, visit https://ific.organd our resource hub http://foodinsight.org; Follow us on LinkedIn, Instagram, Facebook, and X and sign up for our newsletter here.

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