Americans are living in an age of recessions, obesity and food-born illnesses—all of which have become factors in their food choices. Many consumers are changing their attitudes about their eating habits, and their food choices are now for reasons that range from affordability to personal sustainability.

In their quest for affordable, healthy foods, American consumers can often find themselves in a Catch-22 situation. Many are concerned with eating more healthfully—in fact, more than half of consumers have a greater emphasis on healthy eating habits than consumers did a year ago, according to Technomic, a Chicago-based food industry research firm.

But although the concern is greater, the firm’s research also shows that 70 percent of those surveyed report that healthier foods are become more unaffordable. In fact, many of those say that their budgets prevent them from making healthier food choices.

And budget isn’t the only concern when it comes to better-for-you food options. Many consumers experience a dissonance when it comes to wanting to live a healthy lifestyle and actually making healthy choices. According to Mintel, a Chicago, IL-based research organization, there is a dichotomy between perceived health and actual behavior that becomes evident in food choices. In a recent survey from Mintel, two-thirds (65 percent) of respondents said they "try to eat healthier food these days"—but almost the same number (59 percent) said they eat foods they like "regardless of calories."

Healthy food choices are steeped in a consumer’s perception of the healthful value. In their report Healthy Eating Trends 2009, The Hartman Group also indicates that consumers equate healthy food with quality food, and describe "healthy" foods as "real"—meaning minimally processed and few artificial colors, flavors and preservatives; and "fresh"—meaning a food isn’t processed because it doesn’t need to be.

Lifestyle has much to do with how consumers make healthy eating choices. "Interest in healthy aging leads to interest in healthy eating," says Laurie Demeritt, president and COO, The Hartman Group of The Hartman Group. According to Healthy Eating Trends 2009, the relationship between age and interest in healthy eating rises at a fairly young age, and by age 40, that proportion begins to level off.

Bakeries today have an opportunity to help their customers find balance between what they need, what they want and what they can afford by incorporating affordable, healthy choices into bakery menus.