Americans Hungry for Healthy Foods

Just over two-thirds (67 percent) of American adults try to maintain a healthy weight and diet, and choose healthier foods in order to do so, according to new research conducted by global research firm Mintel.

Healthy eating has come to the forefront in recent years due in large part to First Lady Michelle Obama’s “Let’s Move” initiative, television shows like “The Biggest Loser,” as well as the media’s extensive coverage of the country’s growing obesity problem.

Mintel’s reports show that 31 percent of consumers choose healthy foods to lose weight and 30 percent do so to maintain weight. The consistency in these figures across all age groups implies how widespread the interest in nutrition has become. “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,” said John Frank, Mintel’s category manager, CPG food and drink reports. “As a result, today’s consumers are seeking out healthy foods with greater urgency.”

As age increases, so does the likelihood that adults are maintaining a healthy diet, as 48 percent of Americans 65 or older say they pay close attention to how they eat, compared to only 32 percent between 18 and 24 years old.

“Younger adults generally still feel invincible and have a more naturally active metabolism, making it easier to maintain their weights,” added Frank.

Additional findings reveal that 67 percent of men think they are a good judge of healthy foods compared to 76 percent of women; consistent with 64 percent of women who say they read nutritional information on products, while only 56 percent of men do the same. It also appears that Americans are trying to instill healthy eating habits in their children, as 67 percent of women and 57 percent of men claim to eat healthy foods more often to set a good example for their kids.

Mintel is a leading global supplier of consumer, product and media intelligence.