Healthy
eating has come to the forefront of many minds over the past several
years with help from the First Lady Michelle Obama's Let's Move
program and TV shows like The Biggest Loser, not to mention the
extensive media coverage regarding the country's growing obesity
problem.
Indeed,
this increased interest in healthy eating is highlighted by new
research from Mintel which reveals that just over two-thirds (67%) of
Americans choose healthier foods to stay well.
"Consumers
are more aware than ever of their own nutritional deficits, and what
poor eating
habits can do in terms of their long-term health,"
says John Frank, category manager, CPG food and drink reports at
Mintel. "As a result, today's consumers are seeking out healthy
food with greater urgency. However, skeptical or
confused consumers aren't likely to pay a premium for healthier
food, making it hard for manufacturers to justify
investment in nutritional/ingredient upgrades."
Some
31% of consumers choose healthy
foods to lose weight and 30% do so to maintain
weight. Mintel's report shows that the fact that these percentages
are fairly similar across all age groups illustrates how widespread
the interest in healthy eating is. This creates a growth opportunity
for retailers, as they can create their own private
labelversions of healthier products to generate higher
profits, fill a growing need of consumers and also reinforce a
retailer's identity in the marketplace.
Based
on Mintel's research, as age increases so does the likelihood that
adults are maintaining a mostly healthy
diet. Nearly half (48%) of Americans age 65+ say they
pay close attention to how they eat, compared to only 32% of 18-24s.
Nearly one fourth (24%) of the 65+ age group (the highest percentage
of any demographic) say they do not exercise at all. This could be a
principal reason for their healthier eating habits, as that is
their main way of controlling their weight and health.
"Younger
adults generally still feel invincible and have a more
naturally active metabolism,
making it easier to maintain their weight," adds John Frank.
Do
people really know what's good for them? Mintel research also reveals
that women seem to think so more than men. Some 67% of males think
they are a good judge of healthy foods versus 76% of
females. Perhaps that's because 64% of women say they read
nutritional information on products, while only 56% of men do the
same. It also appears like Americans are trying to create healthier
children, as 67% of women and 57% of men claim to eat healthy
food more often to set a good example for their kids.
