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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Better for you Food and Drink Trends market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report assesses consumer attitudes and behaviors regarding foods positioned as better-for-you, seeking to establish what consumers mean by BFY and related topics, specifically “natural.”

This Report follows up on Better-for-You Eating Trends – US, September 2016, and it features topics and issues also addressed in the previous Mintel Reports Free-from Food Trends – US, May 2015 and The Organic Shopper – US, March 2015.

Not addressed specifically in this Report but discussed in their relationship to BFY food trends are topics relating to Gluten-free Foods – US, October 2015, Healthy Dining Trends – US, March 2016, and Diet Trends – US, October 2016.

Expert analysis from a specialist in the field

Written by William Roberts, Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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. William Roberts, Jr
Senior Food & Drink Analyst

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What's included

What's included

Table of contents

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

                                                                      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.

                                                                      Description