The American Shopper Study uncovers what is on the minds of American shoppers. Some highlights from include: 
FOOD and NUTRITION:
• Obesity is the issue that most Americans are concerned about with regard to their personal health, with 39% identifying it as one of their primary health concerns.
• High blood pressure and high cholesterol are very concerning to 36% of Americans, followed by Cancer (34%).
• More than eight in 10 continue to believe that proper food and nutrition can help to prevent illness, and 78% of Americans report actively making changes in their lifestyle to be healthier.
• A majority of Americans, 81%, continue to pay attention to food labels.
• Despite a vast increase in the nutritional information available to consumers, there remains a gap in intent, knowledge and follow-through when it comes to nutrition: 64% know their recommended daily intake of calories, but just 29% follow that recommendation. Meanwhile, four in 10 know their recommended intake of fat, protein, fiber and carbohydrates, but only one in four follow these recommendations.
• Italian food is the most widely enjoyed food, eaten by 91% of Americans, followed by Mexican food enjoyed by 82% and Chinese enjoyed by 76%. These are also the same top three ethnic food types for Hispanic shoppers.

STORE BRANDS VS. BRAND NAMES:
• More than nine in 10 shoppers have purchased private label products in the past year.
• Private label purchase is strong in food categories: more than six in 10 shoppers have purchased private label dairy products, dry food and frozen vegetables.
• Products in the personal care categories have stronger brand loyalty: four in 10 shoppers will never purchase a private label/store brand product in categories including make-up and hair care.
• Shoppers still see value in trusted name brands and 72% prefer to find brand name products on sale than to purchase private label.

MOBILE SHOPPING HABITS:
• While nine in 10 shoppers own a mobile phone, nearly two in three shoppers now own a smartphone, up from just over one in two a year ago.
• Android OS based phones lead the market, followed by iPhone, together accounting for 84% of smartphones in the hands of U.S. shoppers.
• Smartphones' role in retail is growing, with over five in 10 shoppers interested in using their phone to download or scan coupons.
• 30% of shoppers 18-34 indicated storing their shopping list on their phone regularly or occasionally, a proportion that is expected to increase as the functionality of related apps and their ability to interact with promotion-driven marketing media improves over time.
• Traditional media and channels are still very important sources of ideas on what to buy: 67% of shoppers reference circulars to get ideas on what to purchase on their shopping trips, making it the leading external source of ideas. Meanwhile, almost 3 in 10 get ideas from recipe books and newspaper articles, and approximately 1 in 5 cite each of TV and magazine ads as sources of purchase ideas.