Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Most consumers report making an effort to eat healthy
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- Figure 1: Approaches to healthy eating, May 2018
- Motivations for healthy eating more likely to be general than specific
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- Figure 2: Motivations for healthy eating, May 2018
- Young adults far more likely to see barriers to healthy eating
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- Figure 3: Barriers to healthy eating, by gender and age, May 2018
- The opportunities
- Younger adults more likely to look for natural and organic
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- Figure 4: Health attributes sought, by age, May 2018
- Opportunity to leverage emotional benefits of healthy eating
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- Figure 5: Attitudes toward healthy eating – Physical and emotional wellbeing, May 2018
- Keep it simple
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- Figure 6: Attitudes toward healthy eating – Home cooking, ingredients, specialty diets, May 2018
- What it means
The Market – What You Need to Know
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- Consumers see the health and environmental benefits of plant-based proteins
- Restaurants across segments explore ways to incorporate healthier options
- Obesity remains a significant factor influencing food choices
Market Perspective
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- Consumers see the health and environmental benefits of plant-based proteins
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- Figure 7: Reputation of plant-based proteins, any agree, by age, October 2017
- Rice, potato lead plant proteins consumed
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- Figure 8: Interest in plant-based foods, October 2017
- Restaurants across segments explore ways to incorporate healthier options
- Quick service
- Fast casual
- Full service
Market Factors
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- Obesity remains a significant factor influencing food choices
- Food allergy reactions rising
- Hispanics, particularly Millennials, seek healthy foods
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- Figure 9: US population by Hispanic origin, 2017
- Diabetes, prediabetes numbers rise
- Heart concerns associated with sodium
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- Figure 10: Percentage of deaths caused by heart disease, 2013
- Updates to labeling regulations will give food shoppers more information
- Changes to the Nutrition Facts label
- GMO disclosures and labeling
Key Players – What You Need to Know
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- As “all-natural” declines more specific claims gain traction
- Making healthy easier
What’s Working?
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- As “all-natural” declines more specific claims gain traction
- Gluten-free claims hold steady
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- Figure 11: Incidence of select health claims in US food product launches, 2013-18*
- Making healthy easier
- Refrigerated soups
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- Figure 12: Launches of soup, by storage, shelf-stable, refrigerated, and frozen, 2014-17
- Figure 13: Multi-outlet sales of select growing refrigerated soup brands, rolling 52 weeks 2017 and 2018
- Frozen side dishes
What’s Struggling?
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- Traditional diet/weight-loss brands struggle
What’s Next?
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- Back to balance: A common sense, nutrient dense, diet
The Consumer – What You Need to Know
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- Most consumers report making an effort to eat healthy
- Motivations for healthy eating more likely to be general than specific
- Time, money, and taste form substantial barriers to healthy eating
- Freshness a top priority for health
- Strong associations with both physical and emotional wellbeing
Approach to Healthy Eating
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- Most consumers report making an effort to eat healthy
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- Figure 14: Approaches to healthy eating, May 2018
- Older adults more likely to adopt healthy eating habits
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- Figure 15: Approaches to healthy eating, by gender and age, May 2018
Motivations for Healthy Eating
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- Motivations for healthy eating more likely to be general than specific
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- Figure 16: Motivations for healthy eating, May 2018
- Emotional and lifestyle rewards especially compelling to young adults
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- Figure 17: Motivations for healthy eating – Wellbeing, self-esteem, energy, by gender and age, May 2018
- Weight loss most likely to be important to women aged 18-54
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- Figure 18: Motivations for healthy eating – Weight management, by gender and age, May 2018
- Disease prevention and management most compelling to older adults
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- Figure 19: Motivations for healthy eating – Prevention or management of disease/illness, by gender and age, May 2018
- In their words: Taking the long view
Barriers to Healthy Eating
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- Time, money, and taste form substantial barriers to healthy eating
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- Figure 20: Barriers to healthy eating, May 2018
- Young adults far more likely to see barriers to healthy eating
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- Figure 21: Barriers to healthy eating, by gender and age, May 2018
- Those who alternate between healthy and unhealthy most likely to see barriers
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- Figure 22: Barriers to healthy eating, by approach to healthy eating, May 2018
- In their words: Cost, time, taste, and temptation
Health Attributes Sought
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- Freshness a top priority for health
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- Figure 23: Health attributes sought, May 2018
- Younger adults more likely to look for natural and organic
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- Figure 24: Health attributes sought, by age, May 2018
- The strictest healthy eaters have the longest set of criteria
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- Figure 25: Health attributes sought, by approach to healthy eating, May 2018
Healthy Eating Behaviors
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- Purchases reflect intent to improve diet
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- Figure 26: Healthy eating behaviors, May 2018
- Younger shoppers’ behaviors more likely to be in flux
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- Figure 27: Healthy eating behaviors, by gender and age, May 2018
Attitudes toward Healthy Eating
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- Opportunity to leverage emotional benefits of healthy eating
- Keep it simple
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- Figure 28: Attitudes toward healthy eating, May 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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