New research from Numerator’s Consumer Trends in Clean Living found that nearly three-quarters of Americans say a clean lifestyle is important to them. Among respondents, 71% associate clean living with healthy eating, followed by avoiding chemicals and additives (58%), living in a clean environment (57%), and focusing on health and wellness (57%).

“Consumers place higher levels of importance on clean eating (80%) and healthcare (77%), while a smaller number say it is important to incorporate clean living into beauty (57%) or apparel (48%) choices,” the report said.

Among clean living consumers, 65% are highly concerned about the environment, 32% are highly aware of a brand’s values, 26% are highly committed to organic foods, and 25% are on a specialty diet.

However, Numerator found that while 88% of consumers believe everyone can benefit from clean living, only 70% believe it is achievable for their own households. Price was the most frequently cited barrier, with 65% of surveyors citing it.

In April, the U.S. Department of Health and Human Services and U.S. Food and Drug Administration (FDA) announced “a series of new measures to phase out all petroleum-based synthetic dyes from the nation’s food supply.”

Numerator reported that more than three-quarters (78%) of consumers think tighter restrictions around artificial dyes are needed, with 74% saying they try to be aware of a product’s ingredients.