Attitudes Towards Food - Weight and Diet - US

Published by: Mintel International Group Ltd.

Published: May. 1, 2009 - 93 Pages

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 1: Incidence of overweight and obesity (states, DC, and territories), 1995-2007

Southern states have a high concentration of obese consumers

Figure 2: 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 3: Perception of weight relative to height, by gender, January 2009

Figure 4: Prevalence of obesity and overweight, by gender and ethnicity, 2006

Older adults more likely to be overweight and describe themselves as such

Figure 5: Perception of weight relative to height, by age, January 2009

Older segments of the population growing rapidly

Figure 6: Population, by age, 2003-13

Portion sizes have increased along with obesity rates

Figure 7: Average daily per capita calories consumed*, by food group, 1970-2004

Many consume without considering calorie counts

Figure 8: Attitudes towards calories, July 2007-September 2008

Exercise increased in recent years as obesity continued to grow

Figure 9: Prevalence of Americans engaged in recommended and insufficient exercise, 2001-07

Figure 10: 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 11: 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 12: Food consumption habits and the current economy compared to a year ago, by age, February 2009

Figure 13: 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 14: Cooking attitudes of 18-24s, 2003-2007

Figure 15: Cooking attitudes of 25-34s, 2003-07

Figure 16: Demographic profile of cooking enthusiast segments, April 2008

Frugality drives increase in frozen food purchase, switch to less expensive meat

Figure 17: 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 18: Food buying habits and the current economy compared to a year ago, by income, February 2009

HEALTHY EATING PERCEPTIONS

Key points

Figure 19: Importance of eating healthy, by age, February 2009

Figure 20: Perception of healthiness of diet, by age, February 2009

Young adults more likely to state that their diet has improved

Figure 21: 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 22: Healthy habits, by age, July 2007-September 2008

Many low-income consumers want to improve their diet

Figure 23: Importance of eating healthy, by income, February 2009

Figure 24: 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 25: 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 26: Less popular cuisines among casual and serious enthusiasts, April 2008

Young adults more likely to experiment with ethnic cuisines

Figure 27: 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 28: Attitudes towards nutrition and vitamins, by gender, July 2007-September 2008

Importance of vitamin and nutrient content tends to rise with age

Figure 29: 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 30: Most important component for healthy eating, by age, February 2009

18-24s less concerned about ingredients; preference for fresh highest among mature Americans

Figure 31: 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 32: Dieting, by gender, July 2007-September 2008

Figure 33: Dieting, by age, July 2007-September 2008

Most Americans really enjoy eating and are trying to eat a more healthy diet

Figure 34: 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 35: Attitudes towards personal food buying habits and food consumption, by gender, February 2009

Figure 36: 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 37: Natural product positioning, by FDM and natural supermarket channels, 2006-08

Sales of organics expected to dip in 2009, but demand remains strong

Figure 38: 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 39: 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 40: Influences on food consumption, by age, February 2009

Figure 41: 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 42: Reasons for watching diet, by race/ethnicity, July 2007-September 2008

Blacks and Hispanics somewhat more likely to report change in diet

Figure 43: Perception of current diet as compared to diet a year ago, by race/ethnicity, February 2009

Figure 44: 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 45: Most important component for healthy eating, by race/ethnicity, February 2009

APPENDIX: ADDITIONAL GENDER COMPARISONS

Figure 46: Importance of eating healthy, by gender, February 2009

Figure 47: Perception of healthiness of diet, by gender, February 2009

Figure 48: Attitudes towards calories, by gender, July 2007-September 2008

Figure 49: Food consumption habits and the current economy compared to a year ago, by gender, February

2009

Figure 50: Food buying habits and the current economy compared to a year ago, by gender, February 2009

Figure 51: Most important component for healthy eating, by gender, February 2009

Figure 52: Healthy habits, by gender, July 2007-September 2008

Figure 53: Perception of current diet as compared to diet a year ago, by gender, February 2009

Figure 54: Ingredients, food origins and additives, by gender, July 2007-September 2008

Figure 55: Ingredients, food origins and additives, by presence of children in the household, July 2007-

September 2008

Figure 56: Influences on food consumption, by gender, February 2009

Figure 57: Attitudes towards food and food indulgences, by gender, February 2009

APPENDIX: ADDITIONAL INCOME COMPARISONS

Figure 58: Healthy habits, by income, July 2007-September 2008

Figure 59: Attitudes towards calories, by income, July 2007-September 2008

Figure 60: Food consumption habits and the current economy compared to a year ago, by income, February

2009

Figure 61: Perception of current diet as compared to diet a year ago, by income, February 2009

Figure 62: Nutrition and vitamins, by income, July 2007-September 2008

Figure 63: Most important component for healthy eating, by income, February 2009

Figure 64: Ingredients, food origins and additives, by income, July 2007-September 2008

Figure 65: Attitudes towards personal food buying habits and food consumption, by income, February 2009

Figure 66: Attitudes towards food and food indulgences, by income, February 2009

Figure 67: Dieting, by income, July 2007-September 2008

APPENDIX: ADDITIONAL RACE/ETHNICITY COMPARISONS

Figure 68: Perception of healthiness of diet, by race/ethnicity, February 2009

Figure 69: Prevalence of high blood pressure and stroke, by gender and ethnicity, 2006

Figure 70: Prevalence of total cardiovascular disease and coronary heart disease, by gender and ethnicity,

2006

Figure 71: Prevalence of high total and LDL cholesterol and low HDL cholesterol levels, by gender and ethnicity,

2006

Figure 72: Prevalence of physician-diagnosed diabetes and pre-diabetes, by gender and ethnicity, 2006

Figure 73: Attitudes towards food and food indulgences, by race/ethnicity, February 2009

Figure 74: Attitudes towards personal food buying habits and food consumption, by race/ethnicity, February

2009

Figure 75: Food consumption habits and the current economy compared to a year ago, by race/ethnicity,

February 2009

Figure 76: Food buying habits and the current economy compared to a year ago, by race/ethnicity, February

2009

Figure 77: Influences on food consumption, by race/ethnicity, February 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

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