Many are fed up with low carb

SAN FRANCISCO — Americans’ taste for low-carbohydrate foods and diets to help shed pounds appears to be souring, a new survey says.

More than half of individuals who tried a low-carb diet are no longer on it, and less than one in 10 are currently sticking to one, according to an independent survey of 500 people from InsightExpress, a market research firm in Stamford, Conn.

Of those people who are on a low-carb diet, nearly three out of four surveyed said they’re likely to stay the course for the long term. Of those who passed on the diet, less than one in five said they would consider buying low-carb products, said the firm’s president, Lee Smith.

“Consumers are telling us that the low-carb opportunity may have been blown out of proportion,” Smith added. That may bode poorly for food and beverage companies and restaurants that invested in producing low-carb alternatives of their flagship products. Brand-name businesses such as Burger King and Michelob, and even Frito-Lay and candymaker Russell Stover have recently introduced reduced-carb options.

But labels such as “carb-conscious” or “carb-friendly” appear to have limited appeal, the survey said. Thirty-four percent of those surveyed said they bought a food item because it was low in carbs, but only 25 percent said they’re likely to purchase food labeled as such in the next six months.

What’s more, 45 percent said they were either unlikely or extremely unlikely to purchase low-carb versions of the foods they typically buy in the next six months.

Carbohydrate content scrutiny also seems to be falling out of favor at supermarket aisles across the country. Fewer people said they consider total carbohydrates important when making food purchasing decisions, compared with those apt to consider contents such as calories, fat and cholesterol.

“The perception is it’s not a healthy diet and not a good way to help control weight,” Smith said.