Taste often determines product purchases.

Trimming fat may be a weighty issue for consumers, but gratifying the taste buds takes even higher priority, according to research conducted for the Grocery Manufacturers of America. More than nine in ten shoppers say that taste is a very important factor in deciding which food products to buy. Nutrition ranks a close second.

The study revealed other key marketplace trends in grocery shopping, with healthy and zappable microwave products topping the list of favorites among consumers. Half of all shoppers identified reduced-fat and no-fat products as one of the two most important developments in packaged products over the past several years. These are followed closely by vitamin and mineral-fortified foods and microwaveable products.

Consumers were also asked to identify grocery trends they perceived to be on the rise. Seven of ten shoppers said purchasing bottled water is the biggest current trend. Shoppers who were college-educated and part of upper-scale, professional households identified an upswing in meal solutions. Purchasing organic food was also classified as a major trend in grocery shopping.

"People continue to shop for low-fat foods, but at the same time we're seeing a return to self-indulgence, and that often means foods with more fat and taste," explains Gene Grabowski, GMA Vice President. "Picture a young woman who eats fat-free pretzels for a mid-afternoon snack, salad and mineral water for dinner and tops it off with a bowl of gooey chocolate ice cream. Her behavior represents a lot of shoppers."

Technology is also beginning to trickle into shopping trends. One-third of shoppers say the notion of shopping for basic food items at home using a computer or television is enticing. Younger shoppers who are time-pressed and have annual incomes of greater than $50,000 were the most likely to cite this trend as appealing. Shoppers pay close attention to nutrition labeling and product pricing, according to the results, with more than 70% saying they read the label for nutritional content all or most of the time. Nearly three in five shoppers read the unit pricing that is displayed on the store shelf all or most of the time.

The study also uncovered consumer attitudes on food safety, irradiation and national brands:

* A clear majority of American shoppers express confidence in the safety of national brand-name packaged foods.

* While a majority of the American public is not familiar with the process of irradiation, a growing number of shoppers favors it as a tool to increase food safety.

* Consumer loyalty in brands is greater than ever. Six out of ten shoppers find it very difficult to change to a less expensive store brand once they find a national brand they like.

Further information. Gene Grabowski, Grocery Manufacturers of America Inc., 2401 Pennsylvania Ave. NW, 2nd floor, Washington, DC 20037; phone: [phone]; fax: [phone]; URL: www.gmabrands.com.