Attitudes Towards Food: Weight and Diet - US - May 2009
Table of contents
Scope and Themes
What you need to know
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary
Obesity and other health concerns shape food attitudes
Increased interest in cooking is another factor shaping American food attitudes
Interest in healthier eating on the rise, especially among young adults
Consider American, Italian and Mexican flavors, especially when targeting cooking enthusiasts
Many consumers, especially women, change their diet to avoid guilty feelings
Interest in natural and health claims is high in most segments
Private label sales on the rise as consumers turn to family and doctors for advice about food and nutrition
Market Drivers: Obesity and Other Health-Related Factors that Shape Attitudes towards Food
Key points
Obesity has risen steadily in recent years, but now appears to be leveling off due to increased monitoring of caloric intake
Figure 3: Incidence of overweight and obesity (states, DC, and territories), 1995-2007
Southern states have a high concentration of obese consumers
Figure 4: States in which at least 27% of the population is obese, by state, 2007
63% of adults in the U.S. are overweight or obese (CDC); 64% report that they are at least slightly overweight (Mintel’s survey respondents)
Figure 5: Perception of weight relative to height, by gender, January 2009
Figure 6: Prevalence of obesity and overweight, by gender and ethnicity, 2006
Older adults more likely to be overweight and describe themselves as such
Figure 7: Perception of weight relative to height, by age, January 2009
Older segments of the population growing rapidly
Figure 8: Population, by age, 2003-13
Portion sizes have increased along with obesity rates
Figure 9: Average daily per capita calories consumed*, by food group, 1970-2004
Many consume without considering calorie counts
Figure 10: Attitudes towards calories, July 2007-September 2008
Exercise increased in recent years as obesity continued to grow
Figure 11: Prevalence of Americans engaged in recommended and insufficient exercise, 2001-07
Figure 12: Estimated proportion of Americans engaged in no leisure-time physical activity, 1988-2007
Losing weight most common reason for watching diet, but heart health also widespread concern
Figure 13: Reasons for watching diet, by age, July 2007-September 2008
Market Drivers: The Home Cooking Trend
Key points
Cooking at home on the rise as Americans seek ways to save money and improve nutrition
Figure 14: Food consumption habits and the current economy compared to a year ago, by age, February 2009
Figure 15: Food consumption habits and the current economy compared to a year ago, by age, February 2009
More than half of Americans are casual cooking enthusiasts
Figure 16: Cooking attitudes of 18-24s, 2003-2007
Figure 17: Cooking attitudes of 25-34s, 2003-07
Figure 18: Demographic profile of cooking enthusiast segments, April 2008
Frugality drives increase in frozen food purchase, switch to less expensive meat
Figure 19: Food buying habits and the current economy compared to a year ago, by age, February 2009
Affluents less likely to modify their behavior in response to recession
Figure 20: Food buying habits and the current economy compared to a year ago, by income, February 2009
Healthy Eating Perceptions
Key points
Figure 21: Importance of eating healthy, by age, February 2009
Figure 22: Perception of healthiness of diet, by age, February 2009
Young adults more likely to state that their diet has improved
Figure 23: Perception of current diet as compared to diet a year ago, by age, February 2009
Dietary changes likely to begin occurring between 25 and 34
Figure 24: Healthy habits, by age, July 2007-September 2008
Many low-income consumers want to improve their diet
Figure 25: Importance of eating healthy, by income, February 2009
Figure 26: Perception of healthiness of diet, by age, February 2009
America’s Favorite Cuisines
Key points
American, Italian, Mexican and barbeque are among America’s favorite cuisines
Figure 27: Top 10 of 24 cuisines among casual and serious enthusiasts, April 2008
Serious enthusiasts more likely to prefer healthy gourmet and cuisines closely associated with health and wellness
Figure 28: Less popular cuisines among casual and serious enthusiasts, April 2008
Young adults more likely to experiment with ethnic cuisines
Figure 29: Cuisine preferences of casual and serious cooking enthusiasts, by age, April 2008
Perceived Importance of Nutritional Value of Food
Key point
Nutrition more important to women and mature adults
Figure 30: Attitudes towards nutrition and vitamins, by gender, July 2007-September 2008
Importance of vitamin and nutrient content tends to rise with age
Figure 31: Attitudes towards nutrition and vitamins, by age, July 2007-September 2008
Ingredients Associated with Health and Wellness
Key points
Unprocessed fruits and vegetables most closely associated with healthy eating
Figure 32: Most important component for healthy eating, by age, February 2009
18-24s less concerned about ingredients; preference for fresh highest among mature Americans
Figure 33: Ingredients, food origins and additives, by age, July 2007-September 2008
Exploring the Relationship between Emotion and Eating
Key points
Avoidance of excess calories motivated in part by the desire to avoid guilt
Figure 34: Dieting, by gender, July 2007-September 2008
Figure 35: Dieting, by age, July 2007-September 2008
Most Americans really enjoy eating and are trying to eat a more healthy diet
Figure 36: Attitudes towards food and food indulgences, by age, February 2009
Shopping for Healthy Food
Key points
Women and older adults more likely to look for health markers when shopping
Figure 37: Attitudes towards personal food buying habits and food consumption, by gender, February 2009
Figure 38: Attitudes towards personal food buying habits and food consumption, by age, February 2009
BFY Markets Resilient in Recession
Sales growth of natural foods reflects high demand for healthier, less processed foods
Figure 39: Natural product positioning, by FDM and natural supermarket channels, 2006-08
Sales of organics expected to dip in 2009, but demand remains strong
Figure 40: Total U.S. sales and forecast of organic food, at inflation adjusted prices, 2003-13
Innovation and Innovators
A case study in innovative private label branding: Safeway’s Eating Right
Packaged meals: Better-for-you offerings grow in the face of recession
Packaged salads becoming more gourmet and more like a well-balanced meal
Nutrient-rich drink mixes meet demand for less expensive alternatives to bottled, enhanced water products
Energy drinks also reflect the desire of many for a quick fix to the problem of fatigue
Advertising and Promotion
Key points
Private label, coupons and circulars are tools consumers commonly use to cope with recessionary pressures
Figure 41: Food buying habits and the current economy compared to a year ago, by age, February 2009
Social networks, doctors and media primary influencers of eating patterns
Figure 42: Influences on food consumption, by age, February 2009
Figure 43: Influences on food consumption, by income, February 2009
Online marketing often emphasizes healthy eating tips and nutritional guidance
Safeway’s FoodFlex: “Nourish the way you live”
Albertsons’ nutrition IQ: Providing key information at the point of purchase
Race and Hispanic Origin
Key points
Blacks more likely to watch diet due to concerns about heart health
Figure 44: Reasons for watching diet, by race/ethnicity, July 2007-September 2008
Blacks and Hispanics somewhat more likely to report change in diet
Figure 45: Perception of current diet as compared to diet a year ago, by race/ethnicity, February 2009
Figure 46: Importance of eating healthy, by race/ethnicity, February 2009
Blacks more likely to consider vegetables, fruits and less processed foods as critical elements of healthy eating
Figure 47: Most important component for healthy eating, by race/ethnicity, February 2009
Appendix: Additional Gender Comparisons
Figure 62: Importance of eating healthy, by gender, February 2009
Figure 63: Perception of healthiness of diet, by gender, February 2009
Figure 64: Attitudes towards calories, by gender, July 2007-September 2008
Figure 65: Food consumption habits and the current economy compared to a year ago, by gender, February 2009
Figure 66: Food buying habits and the current economy compared to a year ago, by gender, February 2009
Figure 67: Most important component for healthy eating, by gender, February 2009
Figure 68: Healthy habits, by gender, July 2007-September 2008
Figure 69: Perception of current diet as compared to diet a year ago, by gender, February 2009
Figure 70: Ingredients, food origins and additives, by gender, July 2007-September 2008
Figure 71: Ingredients, food origins and additives, by presence of children in the household, July 2007-September 2008
Figure 72: Influences on food consumption, by gender, February 2009
Figure 73: Attitudes towards food and food indulgences, by gender, February 2009
Appendix: Additional Income Comparisons
Figure 74: Healthy habits, by income, July 2007-September 2008
Figure 75: Attitudes towards calories, by income, July 2007-September 2008
Figure 76: Food consumption habits and the current economy compared to a year ago, by income, February 2009
Figure 77: Perception of current diet as compared to diet a year ago, by income, February 2009
Figure 78: Nutrition and vitamins, by income, July 2007-September 2008
Figure 79: Most important component for healthy eating, by income, February 2009
Figure 80: Ingredients, food origins and additives, by income, July 2007-September 2008
Figure 81: Attitudes towards personal food buying habits and food consumption, by income, February 2009
Figure 82: Attitudes towards food and food indulgences, by income, February 2009
Figure 83: Dieting, by income, July 2007-September 2008
Appendix: Additional Race/Ethnicity Comparisons
Figure 84: Perception of healthiness of diet, by race/ethnicity, February 2009
Figure 85: Prevalence of high blood pressure and stroke, by gender and ethnicity, 2006
Figure 86: Prevalence of total cardiovascular disease and coronary heart disease, by gender and ethnicity, 2006
Figure 87: Prevalence of high total and LDL cholesterol and low HDL cholesterol levels, by gender and ethnicity, 2006
Figure 88: Prevalence of physician-diagnosed diabetes and pre-diabetes, by gender and ethnicity, 2006
Figure 89: Attitudes towards food and food indulgences, by race/ethnicity, February 2009
Figure 90: Attitudes towards personal food buying habits and food consumption, by race/ethnicity, February 2009
Figure 91: Food consumption habits and the current economy compared to a year ago, by race/ethnicity, February 2009
Figure 92: Food buying habits and the current economy compared to a year ago, by race/ethnicity, February 2009
Figure 93: Influences on food consumption, by race/ethnicity, February 2009
Appendix: Trade Associations
What you need to know
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary
Obesity and other health concerns shape food attitudes
Increased interest in cooking is another factor shaping American food attitudes
Interest in healthier eating on the rise, especially among young adults
Consider American, Italian and Mexican flavors, especially when targeting cooking enthusiasts
Many consumers, especially women, change their diet to avoid guilty feelings
Interest in natural and health claims is high in most segments
Private label sales on the rise as consumers turn to family and doctors for advice about food and nutrition
Market Drivers: Obesity and Other Health-Related Factors that Shape Attitudes towards Food
Key points
Obesity has risen steadily in recent years, but now appears to be leveling off due to increased monitoring of caloric intake
Figure 3: Incidence of overweight and obesity (states, DC, and territories), 1995-2007
Southern states have a high concentration of obese consumers
Figure 4: States in which at least 27% of the population is obese, by state, 2007
63% of adults in the U.S. are overweight or obese (CDC); 64% report that they are at least slightly overweight (Mintel’s survey respondents)
Figure 5: Perception of weight relative to height, by gender, January 2009
Figure 6: Prevalence of obesity and overweight, by gender and ethnicity, 2006
Older adults more likely to be overweight and describe themselves as such
Figure 7: Perception of weight relative to height, by age, January 2009
Older segments of the population growing rapidly
Figure 8: Population, by age, 2003-13
Portion sizes have increased along with obesity rates
Figure 9: Average daily per capita calories consumed*, by food group, 1970-2004
Many consume without considering calorie counts
Figure 10: Attitudes towards calories, July 2007-September 2008
Exercise increased in recent years as obesity continued to grow
Figure 11: Prevalence of Americans engaged in recommended and insufficient exercise, 2001-07
Figure 12: Estimated proportion of Americans engaged in no leisure-time physical activity, 1988-2007
Losing weight most common reason for watching diet, but heart health also widespread concern
Figure 13: Reasons for watching diet, by age, July 2007-September 2008
Market Drivers: The Home Cooking Trend
Key points
Cooking at home on the rise as Americans seek ways to save money and improve nutrition
Figure 14: Food consumption habits and the current economy compared to a year ago, by age, February 2009
Figure 15: Food consumption habits and the current economy compared to a year ago, by age, February 2009
More than half of Americans are casual cooking enthusiasts
Figure 16: Cooking attitudes of 18-24s, 2003-2007
Figure 17: Cooking attitudes of 25-34s, 2003-07
Figure 18: Demographic profile of cooking enthusiast segments, April 2008
Frugality drives increase in frozen food purchase, switch to less expensive meat
Figure 19: Food buying habits and the current economy compared to a year ago, by age, February 2009
Affluents less likely to modify their behavior in response to recession
Figure 20: Food buying habits and the current economy compared to a year ago, by income, February 2009
Healthy Eating Perceptions
Key points
Figure 21: Importance of eating healthy, by age, February 2009
Figure 22: Perception of healthiness of diet, by age, February 2009
Young adults more likely to state that their diet has improved
Figure 23: Perception of current diet as compared to diet a year ago, by age, February 2009
Dietary changes likely to begin occurring between 25 and 34
Figure 24: Healthy habits, by age, July 2007-September 2008
Many low-income consumers want to improve their diet
Figure 25: Importance of eating healthy, by income, February 2009
Figure 26: Perception of healthiness of diet, by age, February 2009
America’s Favorite Cuisines
Key points
American, Italian, Mexican and barbeque are among America’s favorite cuisines
Figure 27: Top 10 of 24 cuisines among casual and serious enthusiasts, April 2008
Serious enthusiasts more likely to prefer healthy gourmet and cuisines closely associated with health and wellness
Figure 28: Less popular cuisines among casual and serious enthusiasts, April 2008
Young adults more likely to experiment with ethnic cuisines
Figure 29: Cuisine preferences of casual and serious cooking enthusiasts, by age, April 2008
Perceived Importance of Nutritional Value of Food
Key point
Nutrition more important to women and mature adults
Figure 30: Attitudes towards nutrition and vitamins, by gender, July 2007-September 2008
Importance of vitamin and nutrient content tends to rise with age
Figure 31: Attitudes towards nutrition and vitamins, by age, July 2007-September 2008
Ingredients Associated with Health and Wellness
Key points
Unprocessed fruits and vegetables most closely associated with healthy eating
Figure 32: Most important component for healthy eating, by age, February 2009
18-24s less concerned about ingredients; preference for fresh highest among mature Americans
Figure 33: Ingredients, food origins and additives, by age, July 2007-September 2008
Exploring the Relationship between Emotion and Eating
Key points
Avoidance of excess calories motivated in part by the desire to avoid guilt
Figure 34: Dieting, by gender, July 2007-September 2008
Figure 35: Dieting, by age, July 2007-September 2008
Most Americans really enjoy eating and are trying to eat a more healthy diet
Figure 36: Attitudes towards food and food indulgences, by age, February 2009
Shopping for Healthy Food
Key points
Women and older adults more likely to look for health markers when shopping
Figure 37: Attitudes towards personal food buying habits and food consumption, by gender, February 2009
Figure 38: Attitudes towards personal food buying habits and food consumption, by age, February 2009
BFY Markets Resilient in Recession
Sales growth of natural foods reflects high demand for healthier, less processed foods
Figure 39: Natural product positioning, by FDM and natural supermarket channels, 2006-08
Sales of organics expected to dip in 2009, but demand remains strong
Figure 40: Total U.S. sales and forecast of organic food, at inflation adjusted prices, 2003-13
Innovation and Innovators
A case study in innovative private label branding: Safeway’s Eating Right
Packaged meals: Better-for-you offerings grow in the face of recession
Packaged salads becoming more gourmet and more like a well-balanced meal
Nutrient-rich drink mixes meet demand for less expensive alternatives to bottled, enhanced water products
Energy drinks also reflect the desire of many for a quick fix to the problem of fatigue
Advertising and Promotion
Key points
Private label, coupons and circulars are tools consumers commonly use to cope with recessionary pressures
Figure 41: Food buying habits and the current economy compared to a year ago, by age, February 2009
Social networks, doctors and media primary influencers of eating patterns
Figure 42: Influences on food consumption, by age, February 2009
Figure 43: Influences on food consumption, by income, February 2009
Online marketing often emphasizes healthy eating tips and nutritional guidance
Safeway’s FoodFlex: “Nourish the way you live”
Albertsons’ nutrition IQ: Providing key information at the point of purchase
Race and Hispanic Origin
Key points
Blacks more likely to watch diet due to concerns about heart health
Figure 44: Reasons for watching diet, by race/ethnicity, July 2007-September 2008
Blacks and Hispanics somewhat more likely to report change in diet
Figure 45: Perception of current diet as compared to diet a year ago, by race/ethnicity, February 2009
Figure 46: Importance of eating healthy, by race/ethnicity, February 2009
Blacks more likely to consider vegetables, fruits and less processed foods as critical elements of healthy eating
Figure 47: Most important component for healthy eating, by race/ethnicity, February 2009
Appendix: Additional Gender Comparisons
Figure 62: Importance of eating healthy, by gender, February 2009
Figure 63: Perception of healthiness of diet, by gender, February 2009
Figure 64: Attitudes towards calories, by gender, July 2007-September 2008
Figure 65: Food consumption habits and the current economy compared to a year ago, by gender, February 2009
Figure 66: Food buying habits and the current economy compared to a year ago, by gender, February 2009
Figure 67: Most important component for healthy eating, by gender, February 2009
Figure 68: Healthy habits, by gender, July 2007-September 2008
Figure 69: Perception of current diet as compared to diet a year ago, by gender, February 2009
Figure 70: Ingredients, food origins and additives, by gender, July 2007-September 2008
Figure 71: Ingredients, food origins and additives, by presence of children in the household, July 2007-September 2008
Figure 72: Influences on food consumption, by gender, February 2009
Figure 73: Attitudes towards food and food indulgences, by gender, February 2009
Appendix: Additional Income Comparisons
Figure 74: Healthy habits, by income, July 2007-September 2008
Figure 75: Attitudes towards calories, by income, July 2007-September 2008
Figure 76: Food consumption habits and the current economy compared to a year ago, by income, February 2009
Figure 77: Perception of current diet as compared to diet a year ago, by income, February 2009
Figure 78: Nutrition and vitamins, by income, July 2007-September 2008
Figure 79: Most important component for healthy eating, by income, February 2009
Figure 80: Ingredients, food origins and additives, by income, July 2007-September 2008
Figure 81: Attitudes towards personal food buying habits and food consumption, by income, February 2009
Figure 82: Attitudes towards food and food indulgences, by income, February 2009
Figure 83: Dieting, by income, July 2007-September 2008
Appendix: Additional Race/Ethnicity Comparisons
Figure 84: Perception of healthiness of diet, by race/ethnicity, February 2009
Figure 85: Prevalence of high blood pressure and stroke, by gender and ethnicity, 2006
Figure 86: Prevalence of total cardiovascular disease and coronary heart disease, by gender and ethnicity, 2006
Figure 87: Prevalence of high total and LDL cholesterol and low HDL cholesterol levels, by gender and ethnicity, 2006
Figure 88: Prevalence of physician-diagnosed diabetes and pre-diabetes, by gender and ethnicity, 2006
Figure 89: Attitudes towards food and food indulgences, by race/ethnicity, February 2009
Figure 90: Attitudes towards personal food buying habits and food consumption, by race/ethnicity, February 2009
Figure 91: Food consumption habits and the current economy compared to a year ago, by race/ethnicity, February 2009
Figure 92: Food buying habits and the current economy compared to a year ago, by race/ethnicity, February 2009
Figure 93: Influences on food consumption, by race/ethnicity, February 2009
Appendix: Trade Associations
Report description
About this report As Americans seek ways to cope with recession, many are spending more time cooking at home and scrutinizing food purchases. Millions of Americans are also aspiring to lose weight and improve their nutrition without compromising on the taste and convenience preferences that are powerful drivers in the food and beverage business. At the same time, demand for locally grown, organic and “natural” packaged foods and beverages is quite high.
Simply put: Americans have become more health-conscious. Many are considering the nutritional value of what they eat to a greater extent than in the past. This is slowly resulting in behavioral change but it is likely to take many years before the incidence of obesity drops substantially.
This report examines the following questions:
* How is the economy impacting what type of food Americans buy and how they eat?
* What are the most popular cuisines in the United States?
* To what degree do consumers believe that they have a healthy diet?
* What foods and attributes of prepared foods are most closely associated with health, and which do consumers report working to avoid?
* What proportion of the population believes that healthy eating is important, and what segments are most influenced by health concerns?
* What segments of the population have high concentrations of consumers who report changing their diet in the last year?
* How influential are health claims on packaging, and what segments of the population are most likely to prefer foods that have added health benefits (e.g., “heart healthy” or “high in antioxidants”)?
* What strategies are consumers using to save money on food?
* What type of information tends to have the most influence on food choices?
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