According to new research, Americans shoppers scan food labels for nutritional information but still buy items that are poor nutritional choices.

 An Ipsos poll shows nearly 80% of shoppers frequently check for fats and calories but 44% still purchase unhealthy foods. Women place more importance on nutritional content and check more frequently than men, who are more likely to read labels if they are married. Some 39% of people aged 18 to 29 read caloric listings, but like older Americans, will nonetheless select foods with poor nutritional content (60%).

Despite increasing label information and consumer education, the Centers for Disease Control and Prevention says the number of overweight Americans has increased from 56% to 66% in the last 11 years.