Better for you Eating Trends - US - November 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Top takeaways
Vast majority make some effort
No one-size-fits-all solutions
Balance over restrictions
The issues
Healthy eating is subjective
Figure 1: Select attitudes on healthy diets, September 2019
Education, clarification can reach most loyal consumers
Figure 2: Select attitudes on healthy diets, by eating habits, September 2019
Don’t neglect traditional for the sake of trendy
Figure 3: Opinions on diet trends, September 2019
The opportunities
Get social
Figure 4: Inspiration from social media and food bloggers, by age and gender, September 2019
Get personal
Figure 5: A healthy diet means different things to different people, September 2019
Get balanced
Figure 6: Select attitudes on healthy eating, balance and calorie counting, September 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Age of the flexitarian
Figure 7: Perception on the healthiness of flexitarian diet, by age, September 2019
Trending diets garner major attention, despite remaining niche
Figure 8: Examples of products suitable for multiple special diets
MARKET FACTORS 
Good intentions don’t always equal healthier choices
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
Figure 11: Attitudes toward new nutrition label guidelines, September 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Plant-based proteins for flexitarians
Figure 12: Examples of flexitarian-friendly products
Looking for shortcuts
Figure 13: Usage of prepared foods, by parental status, September 2019
Figure 14: Examples of Birds Eye grain alternative products
Figure 15: Examples of Birds Eye riced cauliflower sides
Figure 16: Usage of vegetable-based grain substitutes, by age, September 2019
WHAT’S STRUGGLING
Processed foods need to prove their health-worthiness
Weight-loss brands need new image
WHAT TO WATCH
Personalization over one-size-fits-all
Better for you, better for the planet
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Eating healthy crosses the mind of most
Figure 17: Eating habits, September 2019
Perspective on habits shifts with age and gender
Figure 18: Eating habits, by age and gender, September 2019
Parents are a key demographic
Figure 19: Eating habits, by parental status, September 2019
EATING BEHAVIORS
Consumers more influenced by good habits than bad ones
Figure 20: Influence of others on eating behaviors, by age, September 2019
Eating strategies vary with age
Figure 21: Eating behaviors, by age, September 2019
HEALTHY EATING MOTIVATIONS
Traditional motivations drive healthy eating
Figure 22: Healthy eating motivations, September 2019
Women driven by weight management to eat healthy
Figure 23: Select healthy eating motivations, by age, September 2019
Younger consumers seeking more holistic benefits
Figure 24: Select healthy eating motivations, by age, September 2019
Older adults have more traditional motivations
Figure 25: Select healthy eating motivations, by age, September 2019
USAGE OF PREPARED FOODS
Pre-prepped veggies are in demand
Figure 26: Usage of prepared foods, September 2019
Moms and dads seek different shortcuts
Figure 27: Usage of prepared foods, by parental status, September 2019
OPINIONS ON DIET TRENDS
Many have neutral opinion on health of common diets
Vegetable-focused diets don health halo
Figure 28: Opinions on diet trends, September 2019
Low-carb maintains a positive image
Figure 29: Incidence of low/no/reduced carb claims, in product launches by select categories, 2014-18
Specialized diets appeal more to younger consumers
Figure 30: Opinions on diet trends, by age and gender, September 2019
HEALTHY EATING INSPIRATION
Word of mouth is the way to the cart
Figure 31: Inspiration for discovering healthy foods and beverages, September 2019
Women more engaged in seeking healthy foods
Figure 32: Inspiration for discovering healthy foods and beverages, by gender, September 2019
Social media engagement crucial for younger adults, especially women
Figure 33: Inspiration from social media and food bloggers, by age, September 2019
ATTITUDES TOWARD HEALTHY EATING
The importance of produce is one factor most can agree on
Figure 34: Attitudes toward healthy eating, September 2019
Healthy diets are subjective
Figure 35: Select attitudes on healthy diets, September 2019
Consumers are confident, aware of changing needs
Figure 36: Select attitudes on healthy diets, September 2019
Parents strive to be a positive influence
Figure 37: Important to eat healthy to be a good influence on others, by parental status, September 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE CONSUMER 
Figure 38: Correspondence Analysis – Symmetrical map – Opinions on diet trends, September 2019
Figure 39: Opinions on diet trends, November 2019
Methodology