Eating “better for you” foods rather than dieting appears to be the weapon of choice against the battle of the bulge, according to Rosemont, Ill.-based The NPD Group. In fact, the percentage of adults on a diet has decreased by 10 percentage points since 1990, while the percentage of Americans eating healthier has increased.
“While dieting for both women and men remain huge markets, they are not growing markets,” says Harry Balzer, vice president, and author of Eating Patterns in America. “The desire to lose weight really was a 90s trend. Today consumers appear to be making healthier food choices.”
NPD finds that at least once in a two-week period, over 70 percent of Americans are consuming reduced fat foods, and over half of them are eating reduced calorie, whole grain or fortified foods. In addition to these foods, other “better for you” foods consumed include diet, light, reduced-cholesterol, reduced-sodium, caffeine-free, sugar-free, fortified, organic, and low-carb varieties. The average American, according to National Eating Trends, has at least two “better for you” products a day.
Consumers are looking to add whole grains, dietary fiber, omega-3 fatty acids, antioxidants, and probiotics, according to the NPD Dieting Monitor, which examines top-of-mind dieting and nutrition-related issues facing consumers. Awareness of these nutritional food elements continues to grow. Forty-six percent of respondents are trying to get more omega-3 fats in their diet versus 36 percent in 2005.
“A generation ago it was about subtracting bad things from your diet, but today healthy eating is more a matter of addition and subtraction,” he says.
The ongoing concern about health appears to be paying off, according to Balzer. Recent U.S. government studies confirm obesity leveling off, and most recently, childhood obesity stabilizing.
Even with concerns about the economic downturn, eating healthy still remains top-of-mind with consumers. According to a recent NPD Fast Check Survey on economic conditions, adults who identify themselves as financially worse-off compared to last year, said that eating healthy still had the greatest impact on the food and beverages their household selects. Saving money ranked a close second.