Better-for-you Eating Trends: Spotlight on Real - US - September 2016
"When seeking better-for-you foods, consumers avoid certain elements in their diets, chiefly artificial ingredients of all forms, and express a general distrust of genetically modified ingredients. At the same time, many consumers are seeking foods with added health attributes, namely protein, fiber, and whole grains. Brands have focused product innovation largely on low/no-allergen foods in recent years, and there appears to be opportunity for added-health attributes to appeal to health-conscious consumers."
-Senior Food & Drink Analyst
This report looks at the following areas:
- Obesity, overweight statistics increase
- Traits consumers are avoiding
- Generations avoiding artificial
- Trust of on-pack claims
Consumers may not have ever exactly sought out foods and ingredients described as artificial, but today's health-conscious consumer is actively avoiding products with elements described as "artificial" altogether. Virtually across all generations, consumers avoid artificial sweeteners, owing in large part to a growing concern about the impact of sweets on obesity and related health problems. However, as consumers become increasingly aware of the artificial sweeteners in a range of products found in the grocery store (including but not limited to breads, sauces, and beverages), the concern about artificial sweeteners could permeate grocery aisles.
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