Numerator: Price, preferences keeping consumers from sticking to new nutrition guidelines
More than four-in-10 consumers are aware of the updated USDA food pyramid, but prices, preferences and product availability limit many from adhering to it.
Over half (53%) of U.S. consumers feel their current grocery spend is aligned with the new food pyramid, which suggests prioritizing more proteins and healthy fats, according to new data released by Numerator. A third (33%) think they are neither aligned nor misaligned, while 14% say they are somewhat or very misaligned to the latest guidelines.
Gen Z and millennials are more likely to say they “distrust it a great deal” when it comes to the updated USDA nutritional guidance, while baby boomers are more likely to say they “trust it somewhat.”
Numerator’s survey found that the top reasons for current misalignment among those not aligned are price/affordability (49% of consumers), household preferences (34%) and time/convenience (21%). Less cited reasons included product availability (18%), conflicting health guidance (18%), lack of interest (17%) and allergy or diet restrictions (14%).
Numerator’s survey found that consumers fully aligning with the new food pyramid would increase household grocery spending by 32% – an average gap of $1,012 between current baskets and recommended intake annually.
Consumers said that they could align more closely to the new food pyramid with lower prices or better value packs (50%), clearer labeling or guidance on products (22%), better assortment where they shop (18%) and more convenient formats (16%).
Current grocery sales are still led by the center store, where products typically considered packaged and processed reside, according to Numerator. Center store products account for nearly half (49%) of total grocery sales, compared to 42% for perimeter (where produce and dairy products are typically found) and 9% for frozen. Center store sales also grew 6.5% compared to the year-ago period.
By income, the store perimeter represents 44% of grocery spend for high-income households, 42% for low-income households, and 40% for middle-income households.
[READ MORE: Study: Prices, focus on health to shape consumer spending in 2026]
Numerator’s New Food Pyramid survey was fielded on Jan. 28, 2026 to 2,005 consumers.
