Table of Contents
Executive Summary
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- Top takeaways
- Vast majority make some effort
- No one-size-fits-all solutions
- Balance over restrictions
- The issues
- Healthy eating is subjective
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- Figure 1: Select attitudes on healthy diets, September 2019
- Education, clarification can reach most loyal consumers
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- Figure 2: Select attitudes on healthy diets, by eating habits, September 2019
- Don’t neglect traditional for the sake of trendy
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- Figure 3: Opinions on diet trends, September 2019
- The opportunities
- Get social
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- Figure 4: Inspiration from social media and food bloggers, by age and gender, September 2019
- Get personal
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- Figure 5: A healthy diet means different things to different people, September 2019
- Get balanced
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- Figure 6: Select attitudes on healthy eating, balance and calorie counting, September 2019
- What it means
The Market – What You Need to Know
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- Make way for the flexitarians
- Niche diet trends garner major attention
- Good intentions don’t always equal healthier choices
- If food is medicine, med students need more nutrition courses
- 2020 brings changes from FDA, USDA
Market Perspective
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- Age of the flexitarian
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- Figure 7: Perception on the healthiness of flexitarian diet, by age, September 2019
- Trending diets garner major attention, despite remaining niche
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- Figure 8: Examples of products suitable for multiple special diets
Market Factors
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- Good intentions don’t always equal healthier choices
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- Figure 9: Prevalence of obesity among US adults aged 20 and over, 2000-17
- Figure 10: Select healthy eating motivations, by age, September 2019
- If food is medicine, med students need more nutrition courses
- 2020 brings changes to USDA dietary guidelines, nutrition facts labels
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- Figure 11: Attitudes toward new nutrition label guidelines, September 2019
Key Players – What You Need to Know
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- Plant-based for flexitarians
- A little help, please
- Processed foods need to prove their health-worthiness
- Weight-loss brands need new image
- Personalization over one-size-fits-all
- Better for you, better for the planet
What’s Working
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- Plant-based proteins for flexitarians
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- Figure 12: Examples of flexitarian-friendly products
- Looking for shortcuts
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- Figure 13: Usage of prepared foods, by parental status, September 2019
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- Figure 14: Examples of Birds Eye grain alternative products
- Figure 15: Examples of Birds Eye riced cauliflower sides
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- Figure 16: Usage of vegetable-based grain substitutes, by age, September 2019
What’s Struggling
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- Processed foods need to prove their health-worthiness
- Weight-loss brands need new image
What to Watch
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- Personalization over one-size-fits-all
- Better for you, better for the planet
The Consumer – What You Need to Know
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- Eating healthy crosses the mind of most
- Parents are a key demographic
- Consumers more influenced by good habits than bad ones
- Traditional motivations drive healthy eating
- Women more focused on weight
- Pre-prepped veggies help keep it fresh
- Vegetable-focused diets don health halo
- Word of mouth is the way to the cart
- Importance of produce one factor most can agree on
Eating Habits
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- Eating healthy crosses the mind of most
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- Figure 17: Eating habits, September 2019
- Perspective on habits shifts with age and gender
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- Figure 18: Eating habits, by age and gender, September 2019
- Parents are a key demographic
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- Figure 19: Eating habits, by parental status, September 2019
Eating Behaviors
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- Consumers more influenced by good habits than bad ones
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- Figure 20: Influence of others on eating behaviors, by age, September 2019
- Eating strategies vary with age
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- Figure 21: Eating behaviors, by age, September 2019
Healthy Eating Motivations
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- Traditional motivations drive healthy eating
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- Figure 22: Healthy eating motivations, September 2019
- Women driven by weight management to eat healthy
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- Figure 23: Select healthy eating motivations, by age, September 2019
- Younger consumers seeking more holistic benefits
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- Figure 24: Select healthy eating motivations, by age, September 2019
- Older adults have more traditional motivations
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- Figure 25: Select healthy eating motivations, by age, September 2019
Usage of Prepared Foods
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- Pre-prepped veggies are in demand
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- Figure 26: Usage of prepared foods, September 2019
- Moms and dads seek different shortcuts
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- Figure 27: Usage of prepared foods, by parental status, September 2019
Opinions on Diet Trends
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- Many have neutral opinion on health of common diets
- Vegetable-focused diets don health halo
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- Figure 28: Opinions on diet trends, September 2019
- Low-carb maintains a positive image
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- Figure 29: Incidence of low/no/reduced carb claims, in product launches by select categories, 2014-18
- Specialized diets appeal more to younger consumers
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- Figure 30: Opinions on diet trends, by age and gender, September 2019
Healthy Eating Inspiration
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- Word of mouth is the way to the cart
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- Figure 31: Inspiration for discovering healthy foods and beverages, September 2019
- Women more engaged in seeking healthy foods
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- Figure 32: Inspiration for discovering healthy foods and beverages, by gender, September 2019
- Social media engagement crucial for younger adults, especially women
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- Figure 33: Inspiration from social media and food bloggers, by age, September 2019
Attitudes toward Healthy Eating
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- The importance of produce is one factor most can agree on
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- Figure 34: Attitudes toward healthy eating, September 2019
- Healthy diets are subjective
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- Figure 35: Select attitudes on healthy diets, September 2019
- Consumers are confident, aware of changing needs
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- Figure 36: Select attitudes on healthy diets, September 2019
- Parents strive to be a positive influence
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- Figure 37: Important to eat healthy to be a good influence on others, by parental status, September 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 38: Correspondence Analysis – Symmetrical map – Opinions on diet trends, September 2019
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- Figure 39: Opinions on diet trends, November 2019
- Methodology
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