According to the latest report from IFIC (the International Food Information Council), fiber (37%), whole grains (34%), and protein (28%) are the top three food components consumers look for the most, when choosing healthier foods for themselves. When making choices for their kids, whole grains were also among the top three choices: calcium (39%), Vitamin C (31%) and whole grains (26%).

The data come from IFIC’s 2009 Functional Foods Survey, which also noted that a full 83% of those surveyed linked whole grains with heart health, up from just 72% in 2007. (Only calcium/bone health and Vitamin D/bone health trumped the whole grains/heart health connection in consumers’ awareness.)

While I’m delighted to have whole grains way up there in consumers’ consciousness, I must admit that I’m a little bit amused and perplexed that people think that certain choices are important for kids and different ones for adults. Kids don’t need fiber? Adults don’t need calcium? The saddest part, to my mind, is that these results were part of a functional foods survey, showing “a slow but steady increase in people’s awareness that functional foods are foods that go beyond basic nutrition.”

Oh dear. What have we come to when foods that actually provide enough goodness to benefit your health are called “functional foods?” I am waiting for all the other “food-like substances” in the supermarket to be officially labeled “disfunctional foods.” Hannaford Brothers executives tell me that 28% of the foods in their stores qualify for one or more stars in their “Guiding Stars” program, which calls out foods that meet minimum health requirements. Think about it: that means that 72% of the foods in the store are of dubious value, nutritionally.

That’s why I love my local Farmers’ Market this time of year – it’s a place where 95% of the food is flat-out healthy… and the other guy is selling local maple sugar candy. If all food could be like this, we wouldn’t need to gauge people’s awareness of “functional foods.” (Cindy)