2024
9
US Consumer Approach to Healthy Eating Report 2024
2024-12-14T00:04:25+00:00
REP1D9753AE_6B32_4960_86E9_DE3289A33CAB
3695
178065
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Report
en_GB
"Unprecedented" has lost meaning, and consumers may be turning to dietary choices for a sense of control. As the globe braces against various tensions, manages climate events and then-some, consumers…
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  6. US Consumer Approach to Healthy Eating Report 2024

US Consumer Approach to Healthy Eating Report 2024

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A growing consumer demand for accessible information and user-friendly tools to aid in their dietary decisions has been driving trend in the healthy eating industry. This report explores the significance of prioritizing food-based nutrition, and the crucial role of brands in offering transparent educational resources to enhance consumers’ health journeys.

US Consumer Healthy Eating Trends

“Unprecedented” has lost meaning, and consumers may be turning to dietary choices for a sense of control. As the globe braces against various tensions, manages climate events and then-some, consumers still need to take care of themselves and their families, with food and drink choices a major component.

Many are making more homemade meals over the last year, and while this and whole foods are in many ways gold-standard, consumers are working with limited resources – time, energy and money – and need support. Wherever consumers are at in their journeys, and whatever their current means, they largely want more information to make informed decisions on their terms.

This report looks at the following areas:

  • External factors impacting the wellness landscape and consumer habits
  • Effort toward diet, changes and motivations
  • Food and drink purchase considerations
  • Consumer “healthy” definition
  • Interest in brand initiatives
  • Attitudes toward health in food and drink
  • Company and brand activity

Meet the Expert Behind the Analysis

This report was written by Adriana Chychula. Adriana is a Registered Dietitian with a Masters in Nutrition and Dietetics from Benedictine University. She blends her interests in nutrition and consumer behavior to analyze topics within the food, drink & nutrition landscape through a research-informed lens.

While public health tools and challenges evolve, consumers will continue to need quality nutrition and effective education to meet them on their own terms.

Black and white photograph of Adriana Chychula, Food, Drink, and Nutrition Analyst at Mintel.Adriana Chychula
Analyst – Food, Drink & Nutrition

Collapse All
  1. Executive Summary

    • What you need to know
    • What consumers want and why
    • Opportunities
    • Food first
    • Connect the wellness dots
    • The value of prevention
  2. Market Dynamics

    • Market context
    • The US expanded by 3% in Q2 2024
    • Graph 1: quarterly real GDP growth, 2020-24
    • Approach to eating by the numbers
    • Consumer self-perception leans toward “healthy” eating habits
    • The search for equilibrium
    • Graph 2: effort toward diet, by effort toward healthy eating, 2024
    • Significant attention toward labels
    • Graph 3: nutrition label reading frequency, 2024
    • Market drivers
    • Public health: new challenges, new tools
    • A glance at current events
    • Rise in home cooking
    • Pricing pressures
    • A climate commodity catastrophe
  3. Consumer Insights

    • Consumer fast facts
    • Effort toward diet
    • Most are at least maintaining their diet efforts
    • Graph 4: effort toward diet, 2024
    • A look at who is increasing effort
    • Feel good today, and better tomorrow
    • Graph 5: reasons for increasing diet effort, 2024
    • The power of social circles
    • Graph 6: reasons for increasing diet effort, by generation, 2024
    • Comfort is hard to beat
    • Graph 7: reasons for not increasing effort, 2024
    • Those putting less effort in reveal their burnout
    • Graph 8: reasons for not increasing effort toward diet, by changes in effort toward diet, 2024
    • General diet changes
    • Consumers taking matters into own hands
    • Graph 9: general diet changes, 2024
    • Offer tiers of support
    • Graph 10: general diet changes, by changes in effort toward eating, 2024
    • Embracing complex nutrition concepts can be simple
    • Graph 11: general diet changes, by generation, 2024
    • Food and drink purchase considerations
    • All eyes on known nutritional offenders
    • Graph 12: food and drink purchase considerations, 2024
    • Consumers maintaining dieting efforts reinforce importance of limits
    • Graph 13: food and drink purchase considerations, by changes in diet effort, 2024
    • Frame health around the positives for younger consumers
    • Graph 14: food and drink purchase considerations, by generation, 2024
    • Consumer “healthy” definition
    • A “healthy” foundation starts with providing nutrients
    • Graph 15: consumer “healthy” definition, ranked, 2024
    • Generational differences between “what” versus “how”
    • Graph 16: consumer “healthy” definition, by generation, 2024
    • Interest in brand initiatives
    • Be specific
    • Graph 17: interest in brand initiatives, 2024
    • Education can encourage those not currently making changes
    • Graph 18: interest in brand initiatives, by changes in effort toward diet, 2024
    • Simplicity unifies generations
    • Graph 19: interest in brand initiatives, by generation, 2024
    • Attitudes toward health in food and drink
    • The balance between expectations and reality
    • Graph 20: attitudes toward health in food and drink, 2024
    • The psychological toll of managing dietary choices…
    • Graph 21: attitudes toward health in food and drink, by generation, 2024
    • …and need for clear, reputable guidance
    • Graph 22: attitudes toward health in food and drink, by generation, 2024
  4. Innovation and Marketing strategies

    • Launch activity and innovation
    • Leave nothing on the table
    • “Homemade” convenience
    • Brands leaning into Ozempic era
  5. Appendix

    • Market definition
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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