Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Obesity, overweight statistics increase
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- Figure 1: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
- Traits consumers are avoiding
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- Figure 2: Avoiding in better-for-you foods, June 2016
- Generations avoiding artificial
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- Figure 3: Avoiding in better-for-you foods, by generation, June 2016
- Trust of on-pack claims
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- Figure 4: Trust of on-pack claims, June 2016
- Genetic modification failing to resonate
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- Figure 5: Opinion of genetically modified foods, by household income, June 2016
- The opportunities
- Healthy traits consumers seek
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- Figure 6: Seeking in better-for-you foods, June 2016
- Protein of interest to younger consumers, whole grains more to older
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- Figure 7: Seeking in better-for-you foods, by generation, June
- Vegetarian options of notable interest to weight maintainers
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- Figure 8: Seeking in better-for-you foods, by dieting status, June 2016
- Health claim interest increases with larger families
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- Figure 9: Attitudes toward BFY foods, by presence of children in the household, June 2016
- What it means
Market Perspective
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- Consumers appear to associate organic with health
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- Figure 10: Percent change in natural supermarket sales of organic foods and beverages in selected categories, 2012-14
Market Factors
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- Obesity, overweight statistics increase
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- Figure 11: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
- Source: Centers for Disease Control and Prevention; National Center for Health Statistics, National Health and Nutrition Examination Survey/Mintel
- New FDA nutritional guidelines
- Modifying the genetically modified
- Natural confusion
- The FDA
- The USDA
- The FTC
- The TTB
- Lack of definition leads to natural lawsuits
What’s Available to BFY Consumers?
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- Allergen claims top launches
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- Figure 13: Top five claims on food products introduced in the US, 2013-16
- Snacks stake claims
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- Figure 14: Top categories with new products introductions featuring free-from claims*, 2013-16
- Snacks carry the most added-health claims
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- Figure 15: Categories with most added-health claims among product introductions*, 2012-16
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- Figure 16: Most popular added-health claims* in US food introductions, 2012-16
- Environmental health leads natural claims
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- Figure 17: Most popular categories by number of US introductions with natural claims*, 2014-16
The Consumer – What You Need to Know
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- Local and fresh equate to health
- Protein and whole grains of most interest to all generations
- Consumers largely equate unprocessed with healthy
- GM proponents not swaying consumers
- Dads seek health help
- Households with children looking to avoid sweeteners
- Hispanics looking to avoid artificial
- Opportunity for diet foods perceived as healthy
- Sweeteners lead ingredients avoided
Overall Health Perceptions
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- Food’s impact physically and emotionally
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- Figure 18: Impact of diet on consumer wellbeing, June 2016
- Consumer attitudes toward healthy food
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- Figure 19: Attitudes toward BFY foods, June 2016
- Traits consumers are avoiding
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- Figure 20: Avoiding in better-for-you foods, June 2016
- Healthy traits consumers seek
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- Figure 21: Seeking in better-for-you foods, June 2016
- Impact of claims on purchase
- Vegetarian/vegan claims
- GM
- Organic
- Natural
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- Figure 22: Attitudes toward BFY claims, June 2016
- Local a key attribute ascribed to healthy food
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- Figure 23: Opinions of BFY foods, correspondence map, June 2016
- Healthy foods must deliver on their promise
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- Figure 24: Attributes on purchase/behavior, June 2016
- Trust of on-pack claims
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- Figure 25: Trust of on-pack claims, June 2016
- Healthy at the opposite end of the spectrum from processed
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- Figure 26: Permissible foods, correspondence map, June 2016
Generational Health Perceptions
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- Tying experience to emotional wellbeing
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- Figure 27: Impact of diet on consumer wellbeing, by generation, June 2016
- Guiding generations toward healthier options
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- Figure 28: Attitudes toward BFY foods, by generation, June 2016
- Generations avoiding artificial
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- Figure 29: Avoiding in better-for-you foods, by generation, June 2016
- Protein of interest to younger consumers, whole grains more to older
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- Figure 30: Seeking in better-for-you foods, by generation, June
- Interest in plant-based foods
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- Figure 31: Attitudes toward BFY claims, by generation, June 2016
- Free-from claims and health
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- Figure 32: Opinions of BFY foods, by generation, June 2016
- Possible confusion about health needs
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- Figure 33: Attributes on purchase/behavior, by generation, June 2016
- General distrust of dietary claims
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- Figure 34: Trust of on-pack claims, by generation, June 2016
- Interest in local slightly outweighs interest in functional
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- Figure 35: Permissible foods, by generation, June 2016
- GM foods largely unappreciated
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- Figure 36: Less-suitable foods, by generation, June 2016
Health Perceptions Differ by Race
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- White consumer interest in serving sizes, Black consumers concerned about artificial
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- Figure 37: Attitudes toward BFY foods, by race, June 2016
- Avoiding the sweet
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- Figure 38: Avoiding in better-for-you foods, by race, June 2016
- Consumers seeking protein
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- Figure 39: Seeking in better-for-you foods, by race, June 2016
- Challenges for natural claims
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- Figure 40: Attitudes toward BFY claims, by race, June 2016
- Unprocessed aligns more with healthy food
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- Figure 41: Opinions of BFY foods, by race, June 2016
- Ancient grains of particular interest to White, Other races
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- Figure 42: Permissible foods, by race, June 2016
- Artificial elements fail to resonate with consumers
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- Figure 43: Less-suitable foods, by race, June 2016
Income on Health Perceptions
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- Serving sizes of notable interest to higher incomes
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- Figure 44: Attitudes toward BFY foods, by household income, June 2016
- HFCS of particular concern to low-income households
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- Figure 45: Avoiding in better-for-you foods, by household income, June 2016
- Genetic modification failing to resonate
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- Figure 46: Attitudes toward BFY claims, by household income, June 2016
- Figure 47: Opinion of genetically modified foods, by household income, June 2016
- Free-from linked to healthy food
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- Figure 48: Opinions of BFY foods, by household income, June 2016
- Lower-income groups regard their diets as less-healthy
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- Figure 49: Attributes on purchase/behavior, by household income, June 2016
Parents and Health
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- Parents less likely to equate diet and emotional/physical health
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- Figure 50: Impact of diet on consumer wellbeing, by parental status by gender, June 2016
- Dads more likely to seek food with health claims
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- Figure 51: Attitudes toward BFY foods, by parental status by gender, June 2016
- Parents, nonparents alike looking to avoid sugar
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- Figure 52: Avoiding in better-for-you foods, by parental status by gender, June 2016
- Fathers interested in different positive healthy attributes
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- Figure 53: Seeking in better-for-you foods, by parental status by gender, June 2016
- On-pack claims of greater interest to dads
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- Figure 54: Attitudes toward BFY claims, by parental status by gender, June 2016
- Possible potential for healthy store brand among dads
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- Figure 55: Attributes on purchase/behavior, by parental status by gender, June 2016
- Regulatory approval resonates much more strongly with dads
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- Figure 56: Trust of on-pack claims, by parental status by gender, June 2016
More Children in a Household Impacts Role of Health in Food
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- Health claim interest increases with larger families
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- Figure 57: Attitudes toward BFY foods, by presence of children in the household, June 2016
- Households with children looking to avoid sweeteners
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- Figure 58: Avoiding in better-for-you foods, by presence of children in the household, June 2016
- Childless households more likely to seek added health benefits
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- Figure 59: Seeking in better-for-you foods, by presence of children in the household, June 2016
- Interest in natural surges with presence of more children
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- Figure 60: Attitudes toward BFY claims, by presence of children in the household, June 2016
- Consumers with younger children appreciate health claims
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- Figure 61: Attributes on purchase/behavior, by presence of children in the household, June 2016
Hispanic Health Perceptions
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- Hispanic parents feel slightly better about healthy choices for children
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- Figure 62: Impact of diet on consumer wellbeing, by Hispanic origin, June 2016
- Healthy claims resonate more among Hispanics
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- Figure 63: Attitudes toward BFY foods, by Hispanic origin, June 2016
- Hispanic consumers more likely to avoid artificial elements
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- Figure 64: Avoiding in better-for-you foods, by Hispanic origin, June 2016
- Hispanic organic motivation appears largely unrelated to health
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- Figure 65: Seeking in better-for-you foods, by Hispanic origin, June 2016
- Natural, organic largely describe healthy food
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- Figure 66: Opinions of BFY foods, by Hispanic origin, June 2016
- Only a third of Hispanics regard their diet as healthy
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- Figure 67: Attributes on purchase/behavior, by Hispanic origin, June 2016
Dieting and Healthy Foods
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- Dieting consumers unlikely to say their diet is healthy
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- Figure 68: Impact of diet on consumer wellbeing, by dieting status, June 2016
- Dieters avoiding artificial ingredients
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- Figure 69: Avoiding in better-for-you foods, by dieting status, June 2016
- Vegetarian options of notable interest to weight maintainers
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- Figure 70: Seeking in better-for-you foods, by dieting status, June 2016
- Serving sizes of notable interest to the weight conscious
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- Figure 71: Opinions of BFY foods, by dieting status, June 2016
Consumers Avoiding Artificial
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- Sweeteners among the leading ingredients consumers avoid
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- Figure 72: Avoiding artificial in better-for-you foods, by generation, June 2016
- Other races avoiding artificial
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- Figure 73: Avoiding artificial in better-for-you foods, by race, June 2016
- Parents avoiding sweeteners, whether artificial or not
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- Figure 74: Avoiding artificial in better-for-you foods, by parental status by gender, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Correspondence Analysis Methodology
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- Figure 75: Permissible foods, June 2016
- Figure 76: Correspondence analysis – Food descriptions, June 2016
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