This report provides comprehensive and current information and analysis of the consumer approach to nutrition market including US Consumer Approach to Nutrition market size, anticipated market forecast, relevant market segmentation, and industry trends for the Consumer Approach to Nutrition market in the US.

Current market landscape

The immediate impacts of COVID-19 catapulted health and wellness into the forefront of consumer concerns. Nutrition became a focus for many who hoped to support their immunity, though indulgence in food and alcohol were also a strategy people used to cope. Once the immediate impacts subsided, the impulse to self-medicate subsided, but consumer attention to nutrition has presented an opportunity for brands of all types to step up to the plate. Yet, approach to nutrition is not one size fits all and requires finesse to target diverse consumer needs.

The financial impacts of COVID-19, including rising food prices and shortages, will influence consumer approaches to nutrition, especially making access to foods that contribute to nutritional goals more complicated for lower-income consumers.

Future market trends in consumer health and nutrition market research

Meatless products are one of the biggest opportunities as consumer approaches to nutrition evolve. 26% of White consumers express interest in or experience with vegan diets, compared to 30% of Black consumers, defying assumptions about connections between race and meatless diets. However, meatless may see an uptick with all consumers if COVID-19-related price increases continue to impact groceries, especially animal products.

One of the biggest marketing challenges for brands targeting consumer approach to nutrition will be communications involving calories, as many consumers, especially low-income consumers, find calorie counting to be a strain on their mental health.

Snacks are a huge part of consumers’ overall nutrition intake, which means diverse BFY snack options are necessary, generally, and a continued opportunity for brands.

Read on to discover more about this consumer health and nutrition report, read our US Health Technology Trends Market Report 2021, or take a look at our other Healthier Lifestyles Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and consumer approaches to nutrition.
  • How meatless products should be marketed and how to avoid messaging that goes wrong.
  • How income and race affect consumer approaches to nutrition.
  • What consumers look for on nutrition labels and where they ignore.
  • Wellness trends among consumers

Covered in this report

Brands include: Impossible Burgers, Black Vegan Company, The Plant Based MD, Cacique, Gobble, Purple Carrot, Green Chef, RxBar, Starbucks, Dr. Praeger’s, Wal-Mart, TikTok, Purdue Chicken Plus.

Expert analysis from a specialist in the field

This report, written by Michele Scott, a leading analyst in the Healthier Lifestyles sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers approach nutrition with the best of intentions towards being healthier and feeling better. But external factors like household income complicate their ability to prioritize nutrition and even the ability to put mental effort into looking at labels or counting calories. Clearly labelling products as low sugar, high protein or even plant-based helps, though “plant-based” requires clarification.

Michele Scott, Senior Analyst
Michele Scott
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Scope
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Impact of COVID-19 on consumers’ approach to nutrition
                        • Figure 1: Short-, medium- and long-term impact of COVID-19 on consumer approach to nutrition, 2021
                      • Opportunities and challenges
                        • Rising food prices are a challenge
                          • Calories are a challenge to get right
                            • Figure 2: Select nutrition options – Counting calories, 2021
                          • Rise to the challenge of diversity for opportunity
                            • Figure 3: Experience with vegetarian and vegan diets – Any use or interest, by race/Hispanic origin, 2021
                          • Snacks are an opportunity to get in nutrition
                            • Figure 4: Daily food intake breakdown, 2021
                          • Thoughtfulness matters more than labels
                            • Figure 5: Eating habits, 2021
                        • The Market – Key Takeaways

                          • Informed consumers are happy consumers
                            • Economics affect food
                              • Kids are the future
                              • Market Factors

                                • Consumers want more information
                                  • Figure 6: Opinion about nutrition information at restaurants, 2021
                                • Climate impacts food supply
                                  • Figure 7: Important feature when buying food – Sustainable ingredient sourcing, by generation, 2021
                                • Mission: Impossible at schools
                                  • COVID-19 keeps consumers focused on wellness – and cooking at home
                                    • Figure 8: Cooking frequency, 2019-21
                                • Companies and Brands – Key Takeaways

                                  • Amplify the voices of BIPOC brands
                                    • Take the guess work out of meatless
                                      • Strategy can include downsizing
                                        • Think beyond nutritional content
                                          • Rebrand environmentally friendly as environmentally healthy
                                          • Competitive Strategies

                                            • “For us, by us” strategies to promote vegan lifestyles
                                              • Convenience is key for complex diets
                                                • Tough times call for tough choices
                                                  • Keto doubles down
                                                  • Market Opportunities

                                                    • Low sugar, high tech
                                                      • Packaging puts nutrition on the go
                                                        • Better for You vs Better for Us
                                                          • Watch your tone around calories
                                                            • Figure 9: Select nutrition options – Counting calories, 2021
                                                          • Be clear about plant-based
                                                            • Figure 10: Select nutrition options – Animal foods and plant-based foods, 2021
                                                          • Food prices change nutrition goals
                                                            • Non-White consumers interested in meatless or meat-less
                                                              • Figure 11: Experience with vegetarian and vegan diets – Any use or interest, by race/Hispanic origin, 2021
                                                          • The Consumer – Key Takeaways

                                                            • Label reading is a common, especially among parents
                                                              • Consumers aren’t sweet on sugar
                                                                • Snacks matter for overall nutrition
                                                                  • Plant-based develops further as a nutritional perspective
                                                                    • Omnivores lead in practice, but other dietary approaches are gaining
                                                                      • Maintain good taste
                                                                        • Calories are tricky business
                                                                        • Nutrition Label Reading Behaviors

                                                                          • Shoppers keep their eyes on the label
                                                                            • Figure 12: Nutrition label reading frequency, 2021
                                                                          • Parents are more dedicated label readers
                                                                            • Figure 13: Nutrition label reading frequency, by number of children in the household, 2021
                                                                        • Nutrition Considerations

                                                                          • Sugar remains most scrutinized ingredient
                                                                            • Figure 14: Nutrition considerations, 2021
                                                                          • Parents have different priorities
                                                                            • Figure 15: Nutrition considerations, by parent status, 2021
                                                                        • Daily Food Intake Breakdown

                                                                          • Most consumers are regular snackers
                                                                            • Figure 16: Daily food intake breakdown, 2021
                                                                          • Women are feeling snackish
                                                                            • Figure 17: Daily food intake breakdown, by gender, 2021
                                                                          • Older adults more fond of full meals
                                                                            • Figure 18: Daily food intake breakdown, by age, 2021
                                                                        • Plant-based vs Animal-based Food Consumption

                                                                          • Shifting preferences make more room for plants
                                                                            • Figure 19: Eating habits compared to a year ago, 2021
                                                                          • Women are decreasing their animal intake
                                                                            • Figure 20: Eating habits compared to a year ago, by gender, 2021
                                                                        • Experience with Special Diets

                                                                          • Interest in niche diets outpaces participation
                                                                            • Figure 21: Experience with special diets – Any use or interest, 2021
                                                                          • Women will lead the plant-based revolution
                                                                            • Figure 22: Experience with omnivore diets – Any use or interest, by gender, 2021
                                                                          • Interest in meatless diets are multicultural
                                                                            • Figure 23: Experience with vegetarian and vegan diets – Any use or interest, by race/Hispanic origin, 2021
                                                                        • Important Food Features

                                                                          • Taste tops the charts
                                                                            • Figure 24: Important food features, 2021
                                                                          • Nutrition is a luxury for some
                                                                            • Figure 25: Important food features, by household income, 2021
                                                                          • Kids’ preferences determine parents’ preferences
                                                                            • Figure 26: Important food features, by parental status, 2021
                                                                        • Nutrition Opinions

                                                                          • Strong and varied options on calorie counting
                                                                            • Figure 27: Attitudes toward counting calories – Any agree, 2021
                                                                          • Lower-income consumers have enough food concerns
                                                                            • Figure 28: Attitudes toward counting calories – Negative impact on mental health, by household income, 2021
                                                                          • Make nutrition information easier to access
                                                                            • Figure 29: Attitudes toward nutrition information – Any agree, 2021
                                                                          • Lower-income consumers lean towards social media
                                                                            • Figure 30: Attitudes toward nutrition information – Any agree, by household income, 2021
                                                                          • Majority of adults don’t strictly define their eating style
                                                                            • Figure 31: Eating habits, 2021
                                                                          • Consumer groups hit hardest by COVID-19 are rethinking food
                                                                            • Figure 32: Attitude toward COVID-19 impact on eating habits, by race/Hispanic origin, 2021
                                                                          • Majority of consumers still tied to meat
                                                                            • Figure 33: Attitudes toward animal- and plant-based foods, 2021
                                                                          • Non-White consumers are more positive to plant-based
                                                                            • Figure 34: Attitudes toward animal- and plant-based foods, by race, 2021
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations

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