“While dieting for both women and men remain huge markets, they are not growing markets,” says Harry Balzer, vice president, The NPD Group, and author of Eating Patterns in America. “The desire to lose weight really was a 90’s trend. Today consumers appear to be making healthier food choices.”
NPD’s National Eating Trends data finds that at least once in a two-week period, over 70 percent of Americans are consuming reduced fat foods, and over half of them are eating reduced calorie, whole grain, or fortified foods. In addition to these foods, other “better for you” foods consumed include diet, light, reduced cholesterol, reduced sodium, caffeine free, sugar free, fortified, organic, and low carb varieties. The average American, according to National Eating Trends, has at least two “better for you” products a day.
Healthy eating to consumers today tends to boil down to basic mathematics, says Balzer, who has been tracking consumers’ food consumption behavior for 30 years.
“A generation ago it was about subtracting bad things from your diet, but today healthy eating is more a matter of addition and subtraction,” he says.
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 top-of-mind dieting and nutrition-related issues facing consumers. Awareness of these nutritional food elements continues to grow. For example, in 2005, 36 percent of consumers surveyed said they were trying to get more omega-3 fatty acids in their diets, and the most recent NPD Dieting Monitor shows that number increasing to 46 percent.
The ongoing concern about health appears to be paying off, according to Balzer. Recent U.S. government studies confirm obesity leveling off, and most recently, childhood obesity stabilizing.
Even with concerns about the economic downturn, eating healthy still remains top-of-mind with consumers. According to a recent NPD Fast Check Survey on economic conditions, adults who identify themselves as financially worse-off compared to last year, said that eating healthy still had the greatest impact on the food and beverages their household selects. Saving money ranked a close second.