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Description

Description

"Most consumers report that they try to maintain a healthy diet at least some of the time, making better-for-you food and beverage claims potentially motivating to a wide audience. Still, while what’s healthy or better-for-you can mean different things to different consumers, there are overarching opportunities to highlight freshness, simplicity, and the emotional payoffs of healthy eating."

– John Owen, Senior Food & Drink Analyst

This report examines the following issues:

  • Most consumers report making an effort to eat healthy
  • Motivations for healthy eating more likely to be general than specific
  • Young adults far more likely to see barriers to healthy eating

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Most consumers report making an effort to eat healthy
            • Figure 1: Approaches to healthy eating, May 2018
          • Motivations for healthy eating more likely to be general than specific
            • Figure 2: Motivations for healthy eating, May 2018
          • Young adults far more likely to see barriers to healthy eating
            • Figure 3: Barriers to healthy eating, by gender and age, May 2018
          • The opportunities
            • Younger adults more likely to look for natural and organic
              • Figure 4: Health attributes sought, by age, May 2018
            • Opportunity to leverage emotional benefits of healthy eating
              • Figure 5: Attitudes toward healthy eating – Physical and emotional wellbeing, May 2018
            • Keep it simple
              • Figure 6: Attitudes toward healthy eating – Home cooking, ingredients, specialty diets, May 2018
            • What it means
            • The Market – What You Need to Know

              • Consumers see the health and environmental benefits of plant-based proteins
                • Restaurants across segments explore ways to incorporate healthier options
                  • Obesity remains a significant factor influencing food choices
                  • Market Perspective

                    • Consumers see the health and environmental benefits of plant-based proteins
                      • Figure 7: Reputation of plant-based proteins, any agree, by age, October 2017
                    • Rice, potato lead plant proteins consumed
                      • Figure 8: Interest in plant-based foods, October 2017
                    • Restaurants across segments explore ways to incorporate healthier options
                      • Quick service
                        • Fast casual
                          • Full service
                          • Market Factors

                            • Obesity remains a significant factor influencing food choices
                              • Food allergy reactions rising
                                • Hispanics, particularly Millennials, seek healthy foods
                                  • Figure 9: US population by Hispanic origin, 2017
                                • Diabetes, prediabetes numbers rise
                                  • Heart concerns associated with sodium
                                    • Figure 10: Percentage of deaths caused by heart disease, 2013
                                  • Updates to labeling regulations will give food shoppers more information
                                    • Changes to the Nutrition Facts label
                                      • GMO disclosures and labeling
                                      • Key Players – What You Need to Know

                                        • As “all-natural” declines more specific claims gain traction
                                          • Making healthy easier
                                          • What’s Working?

                                            • As “all-natural” declines more specific claims gain traction
                                              • Gluten-free claims hold steady
                                                • Figure 11: Incidence of select health claims in US food product launches, 2013-18*
                                              • Making healthy easier
                                                • Refrigerated soups
                                                  • Figure 12: Launches of soup, by storage, shelf-stable, refrigerated, and frozen, 2014-17
                                                  • Figure 13: Multi-outlet sales of select growing refrigerated soup brands, rolling 52 weeks 2017 and 2018
                                                • Frozen side dishes
                                                • What’s Struggling?

                                                  • Traditional diet/weight-loss brands struggle
                                                  • What’s Next?

                                                    • Back to balance: A common sense, nutrient dense, diet
                                                    • The Consumer – What You Need to Know

                                                      • Most consumers report making an effort to eat healthy
                                                        • Motivations for healthy eating more likely to be general than specific
                                                          • Time, money, and taste form substantial barriers to healthy eating
                                                            • Freshness a top priority for health
                                                              • Strong associations with both physical and emotional wellbeing
                                                              • Approach to Healthy Eating

                                                                • Most consumers report making an effort to eat healthy
                                                                  • Figure 14: Approaches to healthy eating, May 2018
                                                                • Older adults more likely to adopt healthy eating habits
                                                                  • Figure 15: Approaches to healthy eating, by gender and age, May 2018
                                                              • Motivations for Healthy Eating

                                                                • Motivations for healthy eating more likely to be general than specific
                                                                  • Figure 16: Motivations for healthy eating, May 2018
                                                                • Emotional and lifestyle rewards especially compelling to young adults
                                                                  • Figure 17: Motivations for healthy eating – Wellbeing, self-esteem, energy, by gender and age, May 2018
                                                                • Weight loss most likely to be important to women aged 18-54
                                                                  • Figure 18: Motivations for healthy eating – Weight management, by gender and age, May 2018
                                                                • Disease prevention and management most compelling to older adults
                                                                  • Figure 19: Motivations for healthy eating – Prevention or management of disease/illness, by gender and age, May 2018
                                                                • In their words: Taking the long view
                                                                • Barriers to Healthy Eating

                                                                  • Time, money, and taste form substantial barriers to healthy eating
                                                                    • Figure 20: Barriers to healthy eating, May 2018
                                                                  • Young adults far more likely to see barriers to healthy eating
                                                                    • Figure 21: Barriers to healthy eating, by gender and age, May 2018
                                                                  • Those who alternate between healthy and unhealthy most likely to see barriers
                                                                    • Figure 22: Barriers to healthy eating, by approach to healthy eating, May 2018
                                                                  • In their words: Cost, time, taste, and temptation
                                                                  • Health Attributes Sought

                                                                    • Freshness a top priority for health
                                                                      • Figure 23: Health attributes sought, May 2018
                                                                    • Younger adults more likely to look for natural and organic
                                                                      • Figure 24: Health attributes sought, by age, May 2018
                                                                    • The strictest healthy eaters have the longest set of criteria
                                                                      • Figure 25: Health attributes sought, by approach to healthy eating, May 2018
                                                                  • Healthy Eating Behaviors

                                                                    • Purchases reflect intent to improve diet
                                                                      • Figure 26: Healthy eating behaviors, May 2018
                                                                    • Younger shoppers’ behaviors more likely to be in flux
                                                                      • Figure 27: Healthy eating behaviors, by gender and age, May 2018
                                                                  • Attitudes toward Healthy Eating

                                                                    • Opportunity to leverage emotional benefits of healthy eating
                                                                      • Keep it simple
                                                                        • Figure 28: Attitudes toward healthy eating, May 2018
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Consumer survey data
                                                                          • Consumer qualitative research
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                                • Terms

                                                                                About the report

                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                • The Consumer

                                                                                  What They Want. Why They Want It.

                                                                                • The Competitors

                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                • The Market

                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                • The Innovations

                                                                                  New Ideas. New Products. New Potential.

                                                                                • The Opportunities

                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                • The Trends

                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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