Sean Moloughney06.16.08
A report from the NPD Group, Rosemont, IL, indicates that more Americans are eating healthier while fewer people claim to be dieting.
The average American has at least two “better for you” products a day, according to NPD’s National Eating Trends data. More than 70% are consuming reduced fat foods at least once in a two-week period, and more than half are eating reduced calorie, whole grain or fortified foods. Other “better for you” foods consumed include diet, light, reduced cholesterol, reduced sodium, caffeine free, sugar free, fortified, organic and low carb varieties.
NPD also reports that the percentage of adults on a diet has decreased by 10 percentage points since 1990. Instead, more consumers are looking to add whole grains, dietary fiber, omega 3 fatty acids, antioxidants and probiotics, according to the NPD Dieting Monitor, which examines dieting and nutrition-related issues. Awareness of these nutritional food elements continues to grow. In 2005, 36% of consumers surveyed said they were trying to get more omega 3 fatty acids in their diets, compared to 46%, according to NPD Dieting Monitor’s most recent data.
“While dieting for both women and men remain huge markets, they are not growing markets,” says Harry Balzer, vice president, NPD Group. “The desire to lose weight really was a 90s trend. Today consumers appear to be making healthier food choices.”
U.S. government studies suggest obesity is leveling off in general, and childhood obesity is stabilizing.
Even while more Americans express concerns about a struggling economy, eating healthy remains a priority. A recent NPD Fast Check Survey on economic conditions states that adults who identify themselves as financially worse-off compared to last year, said that eating healthy still has the greatest impact on which foods and beverages their household buys. Saving money ranked a close second.
The average American has at least two “better for you” products a day, according to NPD’s National Eating Trends data. More than 70% are consuming reduced fat foods at least once in a two-week period, and more than half are eating reduced calorie, whole grain or fortified foods. Other “better for you” foods consumed include diet, light, reduced cholesterol, reduced sodium, caffeine free, sugar free, fortified, organic and low carb varieties.
NPD also reports that the percentage of adults on a diet has decreased by 10 percentage points since 1990. Instead, more consumers are looking to add whole grains, dietary fiber, omega 3 fatty acids, antioxidants and probiotics, according to the NPD Dieting Monitor, which examines dieting and nutrition-related issues. Awareness of these nutritional food elements continues to grow. In 2005, 36% of consumers surveyed said they were trying to get more omega 3 fatty acids in their diets, compared to 46%, according to NPD Dieting Monitor’s most recent data.
“While dieting for both women and men remain huge markets, they are not growing markets,” says Harry Balzer, vice president, NPD Group. “The desire to lose weight really was a 90s trend. Today consumers appear to be making healthier food choices.”
U.S. government studies suggest obesity is leveling off in general, and childhood obesity is stabilizing.
Even while more Americans express concerns about a struggling economy, eating healthy remains a priority. A recent NPD Fast Check Survey on economic conditions states that adults who identify themselves as financially worse-off compared to last year, said that eating healthy still has the greatest impact on which foods and beverages their household buys. Saving money ranked a close second.