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Attitudes Toward Healthy Food - US - June 2012

America’s collective weight problem and its impact on the country’s healthcare system has been well-documented by the media. While some Americans have sought or will seek to improve their eating habits, the country’s weight situation is expected to grow even worse. The Centers for Disease Control and Prevention’s (CDC) Obesity and Severe Obesity Forecast through 2030 report forecasts that the rate of obesity among the U.S. population will swell to 42% by 2030.

Employers are taking note of this growing trend, with some companies starting to charge their employees higher health insurance premiums if they are obese—and indeed Americans all pay higher premiums in general to cover the costs of an increasingly overweight population. This may encourage some Americans to start taking more personal ownership of their health, if for no other reason than to save money.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer data
            • Acronyms and terms
              • Acronyms
                • Terms
                • Executive Summary

                    • Interest in eating better could provide growth opportunity
                      • Federal programs provide platform for nutritional information transparency
                        • Hispanic obesity issues create growing target audience
                          • Figure 1: Population, by race and Hispanic origin, 2006-16
                        • Healthier foods cost more, putting them out of reach for some
                          • Figure 2: Real disposable income, January 2007-January 2012
                        • Organic foods most appealing to younger shoppers
                          • Figure 3: Population, by generation, 2011
                        • Appeal of healthier food could lead to healthier sales
                          • Marketing efforts look to educate consumers on healthier foods benefits
                            • Younger consumers (18-34s) in tune with emerging dietary issues
                              • Figure 4: Attitudes/approach toward eating, March 2012
                            • Nutritional attributes appeal to fewer respondents than practical issues
                              • Figure 5: Other factors that matter with packaged foods, by age, March 2012
                            • Multicultural groups offer diverse views on eating habits
                              • Figure 6: Resources used for managing health, by race/Hispanic origin, March 2012
                            • What we think
                            • Issues in the Market

                                • How can manufacturers respond best to consumer desire to eat healthier?
                                  • How are labeling programs and guidelines impacting purchase decisions?
                                    • What trends are emerging on the healthy food innovation front and how are they aligning with consumer interests?
                                    • Insights and Opportunities

                                      • Natural/organic represents a primary opportunity
                                        • Develop separate divisions dedicated to natural/organic products
                                          • Develop private label and merchandising of natural/organic products
                                            • Focus on a specific part of the grocery industry
                                              • Seek third-party endorsements
                                              • Inspire Insights

                                                  • Trend 1: Accentuate the Negative
                                                    • Trend 2: Factory Fear
                                                    • Market Drivers—Nutrition and Labeling Programs

                                                      • Overview
                                                        • Facts Up Front program highlights products’ nutritional information
                                                          • Let’s Move! campaign addresses childhood obesity
                                                            • MyPlate icon serves up easy way to track food choices and portions
                                                              • Labeling programs a growing source of civil lawsuits
                                                                • Grocery industry implementing nutritional rating and label systems
                                                                • Market Drivers

                                                                  • Majority of Americans interested in healthy foods
                                                                    • U.S. obesity problem has some Americans rethinking how they eat
                                                                      • Figure 7: Percentage of obesity (BMI ≥ 30) among U.S. adults
                                                                    • Employers considering charging obese workers more for insurance
                                                                      • Higher Hispanic obesity rates create larger target audience
                                                                        • Figure 8: Population, by race and Hispanic origin, 2006-16
                                                                      • Stagnant real disposable income puts healthier foods out of reach for some
                                                                        • Figure 9: Real disposable income, January 2007-January 2012
                                                                      • Boomers showing most interest in eating better
                                                                        • Figure 10: Population, by generation, 2011
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Dining out seen as more of a treat with less concern toward healthy eating
                                                                          • Figure 11: Attitudes toward restaurant healthy dining options, January 2011
                                                                        • Natural/organic supermarket retailers well positioned for these items
                                                                          • Figure 12: Household usage of natural/organic foods and beverages, by household income, August 2011
                                                                        • Food and beverage manufacturers try to connect with health-conscious consumers
                                                                        • Innovations and Innovators

                                                                          • Key points
                                                                            • Health-oriented product innovations are fastest growing
                                                                                • Figure 13: Top claims across new food and beverage launches, by % change, 2002 and 2011
                                                                              • Food innovations significantly outpace beverages
                                                                                • Figure 14: Food and beverage product launches, by top claims, 2002-11
                                                                              • Product innovations
                                                                                • Health maintenance
                                                                                  • Mainstream brands
                                                                                    • Third-party endorsements
                                                                                      • Children-oriented products
                                                                                      • Marketing Strategies

                                                                                        • Overview
                                                                                          • Whole Foods Market tries to make it easy to be green
                                                                                            • Stonyfield looks to educate consumers regarding food choices
                                                                                              • Organic consumers skew younger, making social media a key sales tool
                                                                                                • Nutritional attributes earning multi-faceted marketing support
                                                                                                • Food Lifestyles and Consumer Attitudes/Behavior

                                                                                                  • Key points
                                                                                                    • Americans’ food lifestyles are very diverse
                                                                                                      • Attitude towards cooking an indicator of interest in healthy eating
                                                                                                          • Figure 15: Food attitudes and behaviors, by food lifestyle segment (1), October 2010-November 2011
                                                                                                          • Figure 16: Food attitudes and behaviors, by food lifestyle segment (2), October 2010-November 2011
                                                                                                      • Eating Habits and Exercise/Health State

                                                                                                        • Key points
                                                                                                          • Older respondents focused on eating better
                                                                                                            • Figure 17: Attitudes/approach toward eating, by age, March 2012
                                                                                                            • Figure 18: Attitudes/approach toward eating, by household income, March 2012
                                                                                                            • Figure 19: Attitudes/approach toward eating, by presence of children in household, March 2012
                                                                                                          • Exercise/health state
                                                                                                            • Largest percentage of Americans exercises 3-5 times per week
                                                                                                              • Figure 20: Exercise frequency in a week, by age, March 2012
                                                                                                              • Figure 21: Exercise frequency in a week, by household income, March 2012
                                                                                                            • Majority of Americans consider themselves free of any medical conditions
                                                                                                              • Figure 22: Self-assessed health state, by age, March 2012
                                                                                                              • Figure 23: Self-assessed health state, by household income, March 2012
                                                                                                          • Resources Used for Managing Health

                                                                                                            • Key points
                                                                                                              • Consumers look to doctors for health information
                                                                                                                • Figure 24: Resources used for managing health, March 2012
                                                                                                                • Figure 25: Resources used for managing health, by gender, March 2012
                                                                                                                • Figure 26: Resources used for managing health, by age, March 2012
                                                                                                                • Figure 27: Resources used for managing health, by presence of children in household, March 2012
                                                                                                            • Food Characteristics that Matter

                                                                                                              • Key points
                                                                                                                • Women are more in tune with nutritional attributes than men
                                                                                                                  • Figure 28: Attributes that matter with packaged foods, by gender, March 2012
                                                                                                                  • Figure 29: Attributes that matter with packaged foods, by age, March 2012
                                                                                                                • Taste, satiety and value win out over nutritional attributes
                                                                                                                  • Figure 30: Other factors that matter with packaged foods, by age, March 2012
                                                                                                              • Health, Trust, and Food Selection

                                                                                                                • Key points
                                                                                                                  • More than men, women proactively manage their health
                                                                                                                    • Figure 31: Health, trust, and food selection, by gender, March 2012
                                                                                                                    • Figure 32: Health, trust, and food selection, by age, March 2012
                                                                                                                    • Figure 33: Health, trust, and food selection, by presence of children in household, March 2012
                                                                                                                • Drivers for Healthy Food Usage

                                                                                                                  • Key points
                                                                                                                    • Women more likely than men to eat healthy food to stay well and feel better
                                                                                                                      • Figure 34: Drivers for healthy food usage, by gender, March 2012
                                                                                                                      • Figure 35: Drivers for healthy food usage, by age, March 2012
                                                                                                                      • Figure 36: Drivers for healthy food usage, by household income, March 2012
                                                                                                                  • Impact of Exercise Frequency on Food Behavior

                                                                                                                      • Key points
                                                                                                                        • Doctors most consulted health resource regardless of exercise activity
                                                                                                                          • Figure 37: Resources used for managing health, by exercise frequency in a week, March 2012
                                                                                                                          • Figure 38: Attributes that matter with packaged foods, by exercise frequency in a week, March 2012
                                                                                                                          • Figure 39: Other factors that matter with packaged foods, by exercise frequency in a week, March 2012
                                                                                                                          • Figure 40: Health, trust, and food selection, by exercise frequency in a week, March 2012
                                                                                                                          • Figure 41: Drivers for healthy food usage, by exercise frequency in a week, March 2012
                                                                                                                      • Impact of Health and Diet on Food Behavior

                                                                                                                          • Key points
                                                                                                                            • Disciplined eaters most likely to use variety of health resources
                                                                                                                              • Figure 42: Resources used for managing health, by attitudes/approach toward eating, March 2012
                                                                                                                              • Figure 43: Attributes that matter with packaged foods, by attitudes/approach toward eating, March 2012
                                                                                                                              • Figure 44: Attributes that matter with packaged foods, by health, trust, and food selection, March 2012
                                                                                                                              • Figure 45: Other factors that matter with packaged foods, by attitudes/approach toward eating, March 2012
                                                                                                                              • Figure 46: Other factors that matter with packaged foods, by health, trust, and food selection, March 2012
                                                                                                                              • Figure 47: Other factors that matter with packaged foods, by health, trust, and food selection, March 2012
                                                                                                                          • Impact of Food Attitudes and Food Behavior

                                                                                                                              • Key points
                                                                                                                                • Healthiest eaters most in tune with nutritional aspects of food
                                                                                                                                  • Figure 48: Health, trust, and food selection, by attitudes/approach toward eating, March 2012
                                                                                                                                  • Figure 49: Health, trust, and food selection, by attitudes/approach toward eating, March 2012
                                                                                                                                  • Figure 50: Drivers for healthy food usage, by attitudes/approach toward eating, March 2012
                                                                                                                                  • Figure 51: Drivers for healthy food usage, by health, trust, and food selection, March 2012
                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Hispanics least likely to eat whatever they want
                                                                                                                                    • Figure 52: Attitudes/approach toward eating, by race/Hispanic origin, March 2012
                                                                                                                                  • Asians generally in good health
                                                                                                                                    • Figure 53: Self-assessed health state, by race/Hispanic origin, March 2012
                                                                                                                                  • Blacks turn to doctors for health advice
                                                                                                                                    • Figure 54: Resources used for managing health, by race/Hispanic origin, March 2012
                                                                                                                                  • Blacks and Hispanics focused on food’s nutritional qualities
                                                                                                                                    • Figure 55: Attributes that matter with packaged foods, by race/Hispanic origin, March 2012
                                                                                                                                  • Hispanics more sensitive to product positioning
                                                                                                                                    • Figure 56: Other factors that matter with packaged foods, by race/Hispanic origin, March 2012
                                                                                                                                  • Asians confident in their ability to identify healthy foods
                                                                                                                                    • Figure 57: Health, trust, and food selection, by race/Hispanic origin, March 2012
                                                                                                                                • Appendix—Other Useful Tables

                                                                                                                                    • Figure 58: Attitudes/approach toward eating, by gender, March 2012
                                                                                                                                    • Figure 59: Exercise frequency in a week, by presence of children in household, March 2012
                                                                                                                                    • Figure 60: Self-assessed health state, by age, March 2012
                                                                                                                                    • Figure 61: Resources used for managing health, by household income, March 2012
                                                                                                                                    • Figure 62: Attributes that matter with packaged foods, by household income, March 2012
                                                                                                                                    • Figure 63: Other factors that matter with packaged foods, by household income, March 2012
                                                                                                                                    • Figure 64: Other factors that matter with packaged foods, by presence of children in household, March 2012
                                                                                                                                    • Figure 65: Health, trust, and food selection, by household income, March 2012
                                                                                                                                    • Figure 66: Drivers for healthy food usage, by presence of children in household, March 2012
                                                                                                                                • Appendix—Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • American Heart Association, Inc.
                                                                                                                                  • American Institute of Food Distribution
                                                                                                                                  • American Nutraceutical Association (ANA)
                                                                                                                                  • Campbell Soup Company
                                                                                                                                  • Community Alliance with Family Farmers
                                                                                                                                  • Facebook, Inc.
                                                                                                                                  • Food Institute
                                                                                                                                  • Food Marketing Institute
                                                                                                                                  • Frito-Lay, Inc
                                                                                                                                  • General Mills Inc
                                                                                                                                  • Grocery Manufacturers Association (GMA)
                                                                                                                                  • International Federation of Organic Agricultural Movements
                                                                                                                                  • International Food Information Council Foundation (IFIC)
                                                                                                                                  • Kellogg Company
                                                                                                                                  • Natural Products Association
                                                                                                                                  • Nestlé USA
                                                                                                                                  • Pilgrim's Pride Corporation
                                                                                                                                  • Quaker
                                                                                                                                  • Sara Lee Corporation
                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                  • Weight Watchers International Inc.
                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                  • YouTube, Inc.

                                                                                                                                  Attitudes Toward Healthy Food - US - June 2012

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