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Description

Description

Covered in this report

Consumers are more likely to say they do not define the way they eat than to state adherence to a certain diet type, and this sentiment is significantly higher among older adults. However, niche consumer segments that follow trending diets continue to influence product innovation and selection.


Consumers want more nutrition info. 51% of adults 18+ would like more information on nutrition, suggesting an opportunity to connect with curious consumers through educational messaging.

Consumers’ views on nutrition and diet are varied, but, regardless of preferences, taste reigns supreme. Despite the media attention dedicated to specialized and trending diets, the vast majority of consumers prefer a simpler approach to eating, and desire flexibility in their meal choices. In fact, more consumers do not define the way they eat than those who identify with a specific eating style.

- Karen Formanski, Health and Wellness Analyst

This report will look at the following areas:

  • Many consumers avoid defining the way they eat
  • Consumers want more nutrition info
  • Processed viewed as less nutritious

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • Many consumers avoid defining the way they eat
            • Consumers want more nutrition info
              • Processed viewed as less nutritious
                • Key trends
                  • Taste reigns supreme
                    • Figure 1: Important food features, November 2019
                  • Many don’t want to be pigeonholed
                    • Figure 2: Don’t define how I eat, by age, November 2019
                  • Plant-based, organic maintain health halo with Millennials
                    • Figure 3: Plant-based, organic foods are more nutritious, by age, November 2019
                  • Shifting opinions on nutrients
                    • Figure 4: Nutrition label elements viewed, November 2019
                  • Processed foods viewed as less nutritious
                    • Figure 5: Processed foods have less nutritional value than fresh foods – any agree, by age, November 2019
                  • Microbiome awareness mainstreaming
                    • Figure 6: Eat foods that encourage healthy gut – any agree, by age, November 2019
                  • What it means
                  • The Market – What You Need to Know

                    • Calories often viewed – but who’s counting?
                      • Aging population will drive nutrition innovation
                        • Income affects choices
                          • Legislative tactics to fight obesity
                          • Market Perspective

                            • Calories often viewed – but who’s counting?
                              • Figure 7: Calorie counting behaviors, Spring 2019 Simmons NCHS 12-month Study
                          • Market Factors

                            • Aging population will drive nutrition innovation
                              • Figure 8: Population aged 18 or older, by age, 2014-24
                            • Income affects choices
                              • Figure 9: Any effort towards healthy eating, by household income, September 2019
                            • Governments/regulators step in, but will consumers take note?
                            • Key Players – What You Need to Know

                              • Microbiome awareness is mainstreaming
                                • Meal kits stay on the pulse of diet/lifestyle trends
                                  • Baby food trends reflect diverse grown-up preferences
                                    • Eyes peeled for sugar
                                      • Artificial ingredients are undesirable
                                        • Moving on to the un-diet
                                        • What’s In

                                          • Feeding the microbiome is mainstreaming
                                            • Figure 10: Percent of food and drink product launches with probiotic claims, 2015-19
                                            • Figure 11: Probiotic Product examples
                                          • Meal kits stay on the pulse of diet/lifestyle trends
                                              • Figure 12: Meal delivery services accommodating special diets
                                              • Figure 13: Meal delivery, plant-based
                                            • Baby food trends reflect diverse grown-up preferences
                                                • Figure 14: Baby food examples
                                            • What’s Out

                                              • People are on sugar watch
                                                • Figure 15: Nutrition label elements viewed, November 2019
                                                • Figure 16: Percent of food and drink product launches with no added sugar or low/reduced sugar claims, 2015-19
                                              • Artificial ingredients are undesirable
                                                • Figure 17: Prefer to eat foods without artificial ingredients, 2010-19
                                            • What to Watch

                                              • Moving on to the un-diet
                                                • Figure 18: Opinions on healthiness, intuitive eating and intermittent fasting, September 2019
                                              • Celebrities bring intermittent fasting into the spotlight
                                              • The Consumer – What You Need to Know

                                                • Snacks sneaking in on produce
                                                  • Don’t believe the hype
                                                    • Taste reigns supreme
                                                      • Personalization in demand
                                                        • Majority of consumers scan nutrition panels before purchase
                                                          • Eyes peeled for sugar content
                                                            • Adventure eaters most driven by the details
                                                            • Types of Food Eaten

                                                              • Consumers rely on convenience of packaged foods
                                                                • Figure 19: Food types eaten, November 2019
                                                              • Fresh produce consumption rises with income levels
                                                                • Figure 20: Food types eaten – fresh produce, by household income, November 2019
                                                            • Diet Types Followed: Status, Reasons, Commitment

                                                              • Don’t believe the hype
                                                                • Figure 21: Diet types followed, November 2019
                                                              • Reasons behind eating styles are broad
                                                                • Figure 22: Reasons for following diet types, November 2019
                                                              • Flexitarians most committed to long-term adherence
                                                                • Figure 23: Commitment to diet types, November 2019
                                                              • Older adults more likely to avoid defining diets
                                                                • Figure 24: Don’t define how I eat, by age, November 2019
                                                            • Important Food Features

                                                              • Taste reigns supreme
                                                                • Figure 25: Important food features, November 2019
                                                              • Age influences shoppers’ priorities
                                                                • Figure 26: Important food features, by age, November 2019
                                                            • Opinions on Nutrition

                                                              • Desire for personalized plans will continue to grow
                                                                • Figure 27: Interest in new diets and DNA testing – any agree, by age, November 2019
                                                              • Ancestral diets appeal to Hispanic, Black and Asian adults
                                                                • Figure 28: Traditional eating is best diet – any agree, by Hispanic origin and race, November 2019
                                                              • Nutrition information in high demand
                                                                • Figure 29: Opinions on nutrition education and access to information – any agree, November 2019
                                                              • Plant-based, organic maintain health halo with Millennials
                                                                • Figure 30: Plant-based, organic foods are more nutritious – any agree, by age, November 2019
                                                              • Younger men put least thought into what they eat
                                                                • Figure 31: Don’t think about what I eat – any agree, by age and gender, November 2019
                                                            • Frequency of Reading Nutrition Labels

                                                              • Most consumers rely on labels
                                                                • Figure 32: Nutrition label reading behaviors, November 2019
                                                              • Parents more consistently read labels
                                                                • Figure 33: Nutrition label reading behaviors, by parental status, November 2019
                                                              • Small segment feels no need for labels
                                                                • Figure 34: Reasons for not reading nutrition labels, November 2019
                                                            • Nutrition Label Details

                                                              • Eyes peeled for the details
                                                                • Figure 35: Nutrition label elements viewed, November 2019
                                                              • Age influences label details reviewed
                                                                • Figure 36: Nutrition label focal points: fat, sugar, sodium and cholesterol, by age, November 2019
                                                                • Figure 37: Nutrition label focal points: protein, by age, November 2019
                                                            • Food and Drink Consumer Segmentations

                                                              • Mintel Food and Drink Consumer Segmentation
                                                                • Time Savers, Value Chasers follow traditional eating path
                                                                    • Figure 38: Diet types followed, by food and drink segment, November 2019
                                                                  • Adventure Eaters driven by the details
                                                                      • Figure 39: Would like more information on diet and nutrition, by food and drink segment, November 2019
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Consumer

                                                                            • Reasons for diet type followed – TURF analysis
                                                                              • Figure 40: TURF Analysis – Diet types – reasons, November 2019
                                                                              • Figure 41: Table – TURF Analysis – Diet types – reasons – November 2019
                                                                            • Important food features – TURF analysis
                                                                              • Figure 42: TURF Analysis – Influences on meal choice, November 2019
                                                                              • Figure 43: Table – TURF Analysis – Influences on meal choice, November 2019
                                                                            • TURF Methodology
                                                                              • Mintel Food and Drink Segmentation
                                                                                • Figure 44: Nutrition label reading behaviors, by food and drink segment, November 2019
                                                                                • Figure 45: Important Food Factors, by food and drink segment, November 2019
                                                                                • Figure 46: Feelings of guilt when eating fatty foods, sweets, Spring 2019 Simmons NCHS 12-month Study

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