Nutrient density of foods and consumer perception of value

High‐energy‐density foods provide low‐cost dietary energy ($/10MJ) but also tend to be nutrient‐poor. Foods that have more favorable nutrient‐to‐energy ratios have lower energy density (ED) but are associated with higher costs per MJ. Higher food costs may lead consumers to think that nutrient‐rich foods do not represent sufficient value. This study explored consumer perceptions of nutritional and economic value in relation to measured nutrient density, ED and cost of 315 common foods representing every food group. Study participants were 160 adult men and women of mean age 40y. The Naturally Nutrient Rich (NNR) score, the mean percent daily values for 16 nutrients in 2,000 kcal of food, was used as an objective measure of nutrient density. ED was calculated by dividing dietary energy by 100g edible portion. Food costs were calculated per 100g, per 10MJ and in terms of nutrients per unit cost. Correlation analyses confirmed that ED and NNR scores of foods were inversely linked. High ED foods were also associated with lower energy costs. However, the subjective perception of value for money was most strongly associated with the foods' perceived nutrient content (r2=0.51). The concept of nutrient content per unit cost of food may be a valuable marketing tool in promoting healthier diets. Supported by USDA CSREES grant 2004‐35215‐14441 and the National Cattlemen's Beef Association and Dairy Management, Inc.