45% of survey respondents said they choose new foods by taste.

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Trend: Calories Count

Once upon a time, low-fat was the mantra of dieters. Then came low-carb. Now people are saying that calories are what concern them most. More than a third of those surveyed said that calories are what they track most in their diets, a major shift from five years ago. These results will be music to the ears of government health officials who are crafting a public outreach campaign to fight obesity built on the message that calories count.

When choosing new foods, nearly half those polled said taste is what woos them. "This reinforces how important taste is and how it drives food choices, despite the problems of obesity," says Ann Coulston, FoodFit Advisory Board member and past president of the American Dietetic Association.