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Better for You Food and Drink Trends - US - September 2017

"Consumers express an interest in eating healthier foods, with half saying they are eating more such foods than a year ago. Taste and quality remain paramount in their choice of these foods, closely followed by a product’s ingredient content and nutrition facts. The true opportunity for BFY (better-for-you) foods going forward would appear to be in foods that promise (and deliver upon) positive health benefits, while negating many of the negatives associated with healthy foods – expense, excess time to prepare, and a lack of flavor."
- Billy Roberts, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Natural ambiguity 
  • Obesity, diabetes rise

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Natural ambiguity
            • Figure 1: Healthy food associations, July 2017
          • Obesity, diabetes rise
            • Figure 2: Obesity, diabetes prevalence, US, 1997-2016
          • The opportunities
            • Creating healthy food with mass appeal
              • Figure 3: Purchase factors, TURF analysis, July 2017
            • Fresh appeal
              • Figure 4: Ranking food by health, July 2017
            • GMO awareness
              • Figure 5: Opinions of genetically modified foods, by age and gender, July 2017
            • What it means
            • Market Perspective

              • Natural tendencies
                • Regulatory inaction leads to uptick in natural lawsuits
                  • Younger consumers investing in organic
                    • Figure 6: Increasing organic/natural purchase, by age, April 2017
                  • Restaurants/foodservice increasing healthful options
                  • Market Factors

                    • Nutrition fact panel confusion
                      • Hispanics, particularly Millennials, seek healthy foods
                        • Figure 7: US population by Hispanic origin, 2017
                      • Rising obesity, diabetes statistics
                        • Figure 8: Obesity, diabetes prevalence, US, 1997-2016
                      • Legislation targets food deserts
                      • Key Players – What You Need to Know

                        • Gluten-free claims plateau, GMO-free ones rise
                          • Natural deselection
                            • Weight and see
                            • What’s Working?

                              • GMO-free claims rise, as gluten-free levels off
                                • Figure 9: US food launches, by health-related claim, 2012-17
                                • Figure 10: Foods with a GMO-free claim, by other health-related claims, 2012-17
                            • What’s Struggling?

                              • Decline in natural claims
                                • Figure 11: US food launches, by health-related claims in decline, 2012-17
                                • Figure 12: Natural claims by leading health claims, 2012-17
                                • Figure 13: evol Hawaiian Style Grilled Chicken
                            • What’s Next?

                              • Weight management rediscovered
                                • Figure 14: Share of respondents who diet, June 2016
                                • Figure 15: Healthy Choice Power Bowls Chicken Sausage & Barley Bowl
                            • The Consumer – What You Need to Know

                              • Health’s role in food purchase
                                • Claims factor relatively little in purchase
                                  • What is a healthy food?
                                    • Less-processed foods regarded as healthier
                                      • Seeking the real
                                        • Transparency demands
                                          • GMO labeling desired
                                            • Negatives to overcome
                                            • Healthy Purchase Habits

                                              • Consumers factoring health in their food purchase
                                                • Figure 16: Healthy habits, July 2017
                                              • Strong interest in health among younger consumers
                                                • Figure 17: Healthy habits, by age, July 2017
                                              • Healthy foods of notable interest to parents
                                                • Figure 18: Healthy habits, by parental status, July 2017
                                              • Underweight consumers even more motivated by health
                                                • Figure 19: Healthy habits, by body mass index, July 2017
                                              • Hispanics – particularly Millennials – seeking healthy foods
                                                • Figure 20: Healthy habits, by Hispanic origin, July 2017
                                            • Purchase Factors

                                              • Relatively little impact of product claims on healthy food purchase
                                                • Figure 21: Purchase factors, July 2017
                                              • Taste, ingredients of less interest to young men when buying healthy
                                                • Figure 22: Purchase factors, by age and gender, July 2017
                                              • Creating a mass-appeal healthy food
                                                • Figure 23: Purchase factors, TURF analysis, July 2017
                                            • Information Source

                                              • Food package, a resource for information
                                                • Figure 24: Information source for BFY trends, July 2017
                                              • On-pack and online resonate with younger consumers
                                                • Figure 25: Information source for BFY trends, by age, July 2017
                                              • Obese consumers more likely to get information from physicians
                                                • Figure 26: Information source for BFY trends, by body mass index, July 2017
                                              • Online, packaging key among parents’ many information sources
                                                • Figure 27: Information source, by presence and age of children in household, July 2017
                                              • Health sites, friends factor prominently in Hispanic health eating choices
                                                • Figure 28: Information source for BFY trends, by Hispanic millennials, July 2017
                                            • Defining Healthy Foods

                                              • Natural and fresh resonate more than organic
                                                • Figure 29: Attributes of healthy versus unhealthy foods, July 2017
                                              • Local factors in some healthy perspective
                                                • Figure 30: Specific attributes of healthy foods, by age and gender, July 2017
                                              • The disadvantage of artificial
                                                • Figure 31: Attributes of unhealthy foods, by age and gender, July 2017
                                              • Some avoidance unrelated to health
                                                • Figure 32: Attributes of healthy foods, by Hispanic origin, July 2017
                                                • Figure 33: Attributes of unhealthy foods, by Hispanic origin, July 2017
                                            • Healthy Foods

                                              • Fruit, fish factor strongly among healthy foods
                                                • Figure 34: Ranking food by health, July 2017
                                              • Hispanic Millennials associate a host of foods with health
                                                • Figure 35: Ranking food by health, by Hispanic origin, July 2017
                                            • Opinions of Better-for-You

                                              • Growth will require convincing skeptical consumers
                                                • Figure 36: BFY opinions, July 2017
                                              • Home-cooked resonates
                                                • Figure 37: BFY opinions of healthy foods, by age, July 2017
                                              • When less is more
                                                • Figure 38: BFY opinions of healthy foods, by parental status, July 2017
                                              • Trust key to health-minded Hispanic consumers
                                                • Figure 39: BFY opinions of healthy foods, by Hispanic origin, July 2017
                                            • On-pack Health Information

                                              • Brands facing a need for greater transparency
                                                • Figure 40: BFY opinions of on-pack information, by age, July 2017
                                              • Claim trust leads to Hispanic Millennial purchase
                                                • Figure 41: BFY opinions of on-pack information, by Hispanic origin, July 2017
                                            • Opinions of Genetically Modified Foods

                                              • Consumers want to know the GMO
                                                • Figure 42: Opinions of genetically modified foods, by age and gender, July 2017
                                              • Parents opposed to GM ingredients
                                                • Figure 43: Opinions of genetically modified foods, by parental status, July 2017
                                              • Hispanic Millennials would forgo GM ingredients
                                                • Figure 44: Opinions of genetically modified foods, by Hispanic origin, July 2017
                                            • Negatives Associated with Health Foods

                                              • Younger consumers see notable shortcomings in healthy foods
                                                • Figure 45: Negatives and health foods, by age, July 2017
                                              • Parents see significant challenges to healthier foods
                                                • Figure 46: Negatives and health foods, by parental status, July 2017
                                              • Authenticity possibly a route to health
                                                • Figure 47: Negatives and health foods, by Hispanic origin, July 2017
                                            • Consumer Segmentation – Better-for-You

                                              • The cluster process
                                                  • Figure 48: Better-for-you consumer segments, July 2017
                                                • Group 1: Health contents
                                                  • Demographics
                                                    • Characteristics
                                                      • Opportunities
                                                        • Figure 49: BFY consumer clusters, by opinions of genetically modified foods, July 2017
                                                      • Group 2: Negative noters
                                                        • Characteristics
                                                          • Opportunities
                                                            • Figure 50: BFY consumer clusters, by opinions of health foods, July 2017
                                                          • Group 3: GM avoiders
                                                            • Characteristics
                                                              • Opportunities
                                                                • Figure 51: BFY consumer clusters, by eating healthy, July 2017
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations
                                                                      • Abbreviations
                                                                      • Appendix – The Consumer

                                                                          • Figure 52: Opinions of health and diet, by gender, fall 2016
                                                                          • Figure 53: Opinions of health and diet, by age, fall 2016
                                                                          • Figure 54: Opinions of health and diet, by race, fall 2016
                                                                          • Figure 55: Opinions of health and diet, by Hispanic origin, fall 2016
                                                                          • Figure 56: Opinions of health and diet, by household income, fall 2016
                                                                          • Figure 57: Opinions of health and diet, by education, fall 2016
                                                                          • Figure 58: Opinions of health and diet, by presence and number of children, fall 2016
                                                                          • Figure 59: Opinions of health and diet, by region, fall 2016
                                                                      • Appendix – TURF Analysis

                                                                        • Methodology
                                                                          • Figure 60: TURF analysis – Important attributes, June 2017

                                                                      Better for You Food and Drink Trends - US - September 2017

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