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Description

Description

"The vast majority of consumers report eating foods they feel to be healthy at least some of the time, but opinions and attitudes on what a healthy diet is vary greatly. Brands making better-for-you claims need to stay on the pulse of trending diets, yet not lose sight of the tried-and-true, traditional ideas surrounding healthy eating. Brands can reach a wide audience with an overarching message of fresh, real ingredients, along with options curated to specific dietary concerns."
- Karen Formanski, Health and Wellness Analyst

This Report covers the following areas:

  • Healthy eating is subjective
  • Education, clarification can reach most loyal consumers
  • Don’t neglect traditional for the sake of trendy
  • Get social
  • Get personal
  • Get balanced

What's included

What's included

Table of contents

Table of contents

  1. 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

                                                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                        • Market

                                                                                          Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                        • Consumer

                                                                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                        • Brand/Company

                                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                        • Data

                                                                                          Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

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