Attitudes to Food: Weight and Diet - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2007 - 77 Pages

Table of Contents

Scope and Themes

What you need to know

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Key ideas

Market background

Consumption trends and behavior

Weight control—a losing battle

Attitudes and beliefs about diet and health

Convenience

Future trends

Market Background

Significant change in consumption patterns

Figure 1: Average daily per capita calories consumed,* by food group, 1970-2004

Effects of an aging population

Figure 2: U.S. resident population, by age, 2000 and 2005

Family influence is strong

Figure 3: U.S. resident families, by number of own children under age 18, 2005

Diseases and associated risk factors

Figure 4: Diseases and associated risk factors, by race and gender, 2004

Weight control concerns

Figure 5: Age-adjusted percent distributions of Body Mass Index (BMI) among persons 18 years of age and over, by gender and age, 2003/04

Figure 6: Prevalence of overweight* among U.S. children and adolescents (aged 2-19), 1974-2004

Consumption Trends and Behavior

Overview

Dietary guideline changes take hold

Trans fat initiatives

Figure 7: Trans fat initiative timeline (selected actions), 2005-07

Awareness of dietary guidelines

Figure 8: Awareness of USDA dietary guidelines, by age, February 2007

Organic foods gain popularity

Figure 9: Total U.S. retail dollar sales of organic food through FDM and natural supermarket

Figure 10: Frequency of organic food purchases, 2000 and 2005

Consumption patterns

Figure 11: Consumption frequency of selected food groups, February 2007

Figure 12: Consumption frequency of food groups—mean number of times per week, by age,

Eating influences

Figure 13: Influences on eating, by age, February 2007

Figure 14: Influences on eating, by presence of children, February 2007

Behavior modification

Figure 15: Food limitations, by gender, February 2007

Figure 16: Food limitations, by age, February 2007

Figure 17: Food limitations, by educational attainment, February 2007

Are people eating less fast food?

Figure 18: Trend: Average number of times eaten at fast food/drive in restaurant in last 30 days, 2001-06

Figure 19: Trend: Incidence of thinking fast food is all junk, 2001-06

Figure 20: Selected breakfast menu additions, Menu Insights, 2006-07

Interest in diet trends

Figure 21: Interest in diet trends, by gender, February 2007

Figure 22: Interest in diet trends, by age, February 2007

Figure 23: Interest in diet trends, by race/ethnicity, February 2007

GNPD food claims: An opportunity to promote preventive foods

Figure 24: Top ten food claims in new product launches in the U.S., by quarter, 2006

Weight Control

Overview

Perceived weight

Figure 25: Perceptions of own weight, by gender, February 2007

Figure 26: TV ad for Everslim featuring mother/doctor testimonial

Figure 27: TV ad for H-57 featuring “Vito” from the Sopranos

Figure 28: TV ad for Nutrisystem featuring Dan Marino

Figure 29: Perceptions of own weight, by age, February 2007

Prevalence of dieting or weight control

Figure 30: Prevalence of watching or controlling diet, by key demographics, May 2005-June 2006

Reasons for watching one’s weight

Figure 31: Reasons for watching weight, by age, May 2005-June 2006

Types of foods purchased when watching one’s diet

Figure 32: Type of foods purchased when watching diet, by age, May 2005-June 2006

Attitudes and Beliefs About Diet and Health

Overview

Purchase decisions

Figure 33: Factors that influence grocery shopper’s purchase decisions “a lot,” 2006

Figure 34: Food purchase interests and concerns, by gender, February 2007

Figure 35: Food purchase interests and concerns, by educational attainment, February 2007

Health, diet beliefs and actions

Figure 36: Attitudes toward health and diet, by gender, May 2005-June 2006

Figure 37: Attitudes toward health and diet, by age, May 2005-June 2006

Figure 38: Attitudes toward health and diet, by educational attainment, May 2005-June 2006

Challenges to healthy eating

Figure 39: Major reasons for not eating a healthy diet, 2006

Influence of eating on health and wellbeing

Figure 40: Perception of health and looks as they relate to diet, by age, February 2007

Perceptions of harmfulness of fat, cholesterol, salt and sugar

Figure 41: Perceived harmfulness of fat, cholesterol, salt and sugar, by gender, February 2007

Figure 42: Perceived harmfulness of fat, cholesterol, salt and sugar, by age, February 2007

Food safety

Figure 43: E. coli O157:H7 outbreaks, 2006

Figure 44: Acting on food safety warnings, December 2006

Convenience: Attitudes, Fast Food and Consumer Anomalies

Overview

Time pressures

Figure 45: Time pressures on eating and taking care of self, by gender, May 2005-June 2006

Figure 46: Time pressures on eating and taking care of self, by age, May 2005-June 2006

Expenditures on food at home and away from home

Figure 47: Average annual expenditures per consumer unit, food at home & food away from home,

Figure 48: New menu items with low calorie, low-fat and/or light claim at QSRs or fast casual

Frequency of eating out versus eating at home

Figure 49: Frequency of eating out or cooking at home, February 2007

Fast food

Fast food restaurant visitation

Figure 50: Average visits to fast food restaurants, by key demographics, May 2005-June 2006

Meals eaten at fast food restaurants

Figure 51: Fast food meal preferences, by age, May 2005-June 2006

Intentions vs. actions: Fast-food as part of your weight loss plan?

Figure 52: Incidence of going to/eating/drinking food and drink establishments/products by dieting/exercise status

Future Trends

An aging population

Figure 53: Projections of U.S. resident population, by age, 2005 and 2015

Ethnic diversity fuels what attitudes?

Figure 54: Population, by race and Hispanic origin, 2002-12

Organic food interest continues to grow; distribution broadens

Figure 55: Forecast of organic food through FDM and natural supermarket channels, at current and constant prices, 2006-11

Figure 56: Growth of menu items using natural, naturally raised or organic claims, Menu Insights, Q1 2005-Q2 2006

Holy grail of diet and health—a continuing quest

Appendix: Trade Associations

Appendix: Simmons Cohorts

Figure 57: Married couples cohorts

Figure 58: Single women cohorts

Figure 59: Single men cohorts

Abstract

This report focuses on consumer attitudes toward food, with an emphasis on weight and dieting. Using our unique consumer survey and product monitoring tools, Mintel gives the reader an acute sense of how consumers think and behave with respect to food.

Throughout this report, Mintel offers recommendations for marketing to consumers about food, weight loss and dieting. Using Xtreme ad clips, we show how television commercials are currently targeting consumers with weight loss products and suggest overlooked opportunities.

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