Table of Contents
Executive Summary
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- Top takeaways
- Many consumers avoid defining the way they eat
- Consumers want more nutrition info
- Processed viewed as less nutritious
- Key trends
- Taste reigns supreme
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- Figure 1: Important food features, November 2019
- Many don’t want to be pigeonholed
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- Figure 2: Don’t define how I eat, by age, November 2019
- Plant-based, organic maintain health halo with Millennials
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- Figure 3: Plant-based, organic foods are more nutritious, by age, November 2019
- Shifting opinions on nutrients
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- Figure 4: Nutrition label elements viewed, November 2019
- Processed foods viewed as less nutritious
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- Figure 5: Processed foods have less nutritional value than fresh foods – any agree, by age, November 2019
- Microbiome awareness mainstreaming
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- Figure 6: Eat foods that encourage healthy gut – any agree, by age, November 2019
- What it means
The Market – What You Need to Know
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- Calories often viewed – but who’s counting?
- Aging population will drive nutrition innovation
- Income affects choices
- Legislative tactics to fight obesity
Market Perspective
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- Calories often viewed – but who’s counting?
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- Figure 7: Calorie counting behaviors, Spring 2019 Simmons NCHS 12-month Study
Market Factors
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- Aging population will drive nutrition innovation
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- Figure 8: Population aged 18 or older, by age, 2014-24
- Income affects choices
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- Figure 9: Any effort towards healthy eating, by household income, September 2019
- Governments/regulators step in, but will consumers take note?
Key Players – What You Need to Know
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- Microbiome awareness is mainstreaming
- Meal kits stay on the pulse of diet/lifestyle trends
- Baby food trends reflect diverse grown-up preferences
- Eyes peeled for sugar
- Artificial ingredients are undesirable
- Moving on to the un-diet
What’s In
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- Feeding the microbiome is mainstreaming
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- Figure 10: Percent of food and drink product launches with probiotic claims, 2015-19
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- Figure 11: Probiotic Product examples
- Meal kits stay on the pulse of diet/lifestyle trends
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- Figure 12: Meal delivery services accommodating special diets
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- Figure 13: Meal delivery, plant-based
- Baby food trends reflect diverse grown-up preferences
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- Figure 14: Baby food examples
What’s Out
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- People are on sugar watch
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- Figure 15: Nutrition label elements viewed, November 2019
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- Figure 16: Percent of food and drink product launches with no added sugar or low/reduced sugar claims, 2015-19
- Artificial ingredients are undesirable
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- Figure 17: Prefer to eat foods without artificial ingredients, 2010-19
What to Watch
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- Moving on to the un-diet
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- Figure 18: Opinions on healthiness, intuitive eating and intermittent fasting, September 2019
- Celebrities bring intermittent fasting into the spotlight
The Consumer – What You Need to Know
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- Snacks sneaking in on produce
- Don’t believe the hype
- Taste reigns supreme
- Personalization in demand
- Majority of consumers scan nutrition panels before purchase
- Eyes peeled for sugar content
- Adventure eaters most driven by the details
Types of Food Eaten
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- Consumers rely on convenience of packaged foods
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- Figure 19: Food types eaten, November 2019
- Fresh produce consumption rises with income levels
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- Figure 20: Food types eaten – fresh produce, by household income, November 2019
Diet Types Followed: Status, Reasons, Commitment
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- Don’t believe the hype
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- Figure 21: Diet types followed, November 2019
- Reasons behind eating styles are broad
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- Figure 22: Reasons for following diet types, November 2019
- Flexitarians most committed to long-term adherence
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- Figure 23: Commitment to diet types, November 2019
- Older adults more likely to avoid defining diets
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- Figure 24: Don’t define how I eat, by age, November 2019
Important Food Features
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- Taste reigns supreme
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- Figure 25: Important food features, November 2019
- Age influences shoppers’ priorities
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- Figure 26: Important food features, by age, November 2019
Opinions on Nutrition
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- Desire for personalized plans will continue to grow
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- Figure 27: Interest in new diets and DNA testing – any agree, by age, November 2019
- Ancestral diets appeal to Hispanic, Black and Asian adults
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- Figure 28: Traditional eating is best diet – any agree, by Hispanic origin and race, November 2019
- Nutrition information in high demand
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- Figure 29: Opinions on nutrition education and access to information – any agree, November 2019
- Plant-based, organic maintain health halo with Millennials
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- Figure 30: Plant-based, organic foods are more nutritious – any agree, by age, November 2019
- Younger men put least thought into what they eat
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- Figure 31: Don’t think about what I eat – any agree, by age and gender, November 2019
Frequency of Reading Nutrition Labels
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- Most consumers rely on labels
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- Figure 32: Nutrition label reading behaviors, November 2019
- Parents more consistently read labels
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- Figure 33: Nutrition label reading behaviors, by parental status, November 2019
- Small segment feels no need for labels
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- Figure 34: Reasons for not reading nutrition labels, November 2019
Nutrition Label Details
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- Eyes peeled for the details
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- Figure 35: Nutrition label elements viewed, November 2019
- Age influences label details reviewed
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- Figure 36: Nutrition label focal points: fat, sugar, sodium and cholesterol, by age, November 2019
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- Figure 37: Nutrition label focal points: protein, by age, November 2019
Food and Drink Consumer Segmentations
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- Mintel Food and Drink Consumer Segmentation
- Time Savers, Value Chasers follow traditional eating path
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- Figure 38: Diet types followed, by food and drink segment, November 2019
- Adventure Eaters driven by the details
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- Figure 39: Would like more information on diet and nutrition, by food and drink segment, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Reasons for diet type followed – TURF analysis
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- Figure 40: TURF Analysis – Diet types – reasons, November 2019
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- Figure 41: Table – TURF Analysis – Diet types – reasons – November 2019
- Important food features – TURF analysis
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- Figure 42: TURF Analysis – Influences on meal choice, November 2019
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- Figure 43: Table – TURF Analysis – Influences on meal choice, November 2019
- TURF Methodology
- Mintel Food and Drink Segmentation
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- Figure 44: Nutrition label reading behaviors, by food and drink segment, November 2019
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- Figure 45: Important Food Factors, by food and drink segment, November 2019
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- Figure 46: Feelings of guilt when eating fatty foods, sweets, Spring 2019 Simmons NCHS 12-month Study
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