Industry Research Reports and Market Analysis at MindBranch.com

Attitudes Towards Food - Weight and Diet - US

Published By: Mintel International Group Ltd.
May 2009
R560-3892
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Description

More than three fourths of respondents (79%) to a February 2009 survey indicate that they are “cooking more at home.” This is consistent with the findings of Mintel’s American Lifestyles—January 2009, which also showed that home cooking is on the rise. These studies and others indicate that the recession is driving the rise in cooking at home, along with a desire to create fun and healthy dining experiences at home using relatively inexpensive produce, meats, and other basic ingredients. Cooking, like home entertainment, is one of several strategies that Americans are employing to maintain a high standard of living, while reducing household expenditures.

Recent survey research indicates that Americans are trying to save money by spending more time at home and traveling less. This indicates that there are millions of households in which residents are seeking ways to create fun, healthy entertainment experiences in the home while reducing overall household entertainment expenses.
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
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