NPD Finds Fewer Dieting, but More Eating 'Better for You' Foods

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NPD Finds Fewer Dieting, but More Eating 'Better for You' Foods

Eating 'better for you' foods rather than dieting appears to be the weapon of choice against the battle of the bulge, according to new research from The NPD Group, a market research firm based in Rosemont, Ill.

NPD reported that the percentage of adults on a diet has decreased by 10 percentage points since 1990, while the percentage of Americans eating healthier has increased.

"While dieting for both women and men remain huge markets, they are not growing markets," said Harry Balzer, v.p., The NPD Group, and author of 'Eating Patterns in America.' "The desire to lose weight really was a 90s trend. Today consumers appear to be making healthier food choices."

NPD said its National Eating Trends data showed that at least once in a two-week period, more than 70 percent of Americans consume reduced-fat foods, and over half of them eat reduced-calorie, whole grain, or fortified foods.

In addition to these foods, other "better for you" foods consumed include diet, light, reduced cholesterol, reduced sodium, caffeine free, sugar free, fortified, organic, and low-carb varieties. The average American, according to National Eating Trends, has at least two "better for you" products a day.  

The healthy eating trend tends to boil down to basic mathematics, said Balzer, who has been tracking consumers' food consumption behavior for 30 years. "A generation ago it was about subtracting bad things from your diet, but today healthy eating is more a matter of addition and subtraction," he noted.

More consumers are looking to add whole grains, dietary fiber, omega-3 fatty acids, antioxidants, and probiotics, according to the NPD Dieting Monitor, which examines top-of-mind dieting and nutrition-related issues facing consumers. Awareness of these nutritional food elements continues to grow. For example, in 2005, 36 percent of consumers surveyed said they were trying to get more omega-3 fatty acids in their diets, and the most recent NPD Dieting Monitor shows that number increasing to 46 percent.

The ongoing concern about health appears to be paying off, according to Balzer. Recent U.S. government studies confirm obesity leveling off, and most recently, childhood obesity stabilizing.

Even with concerns about the economic downturn, eating healthy still remains top-of-mind with consumers, the firm said. According to a recent NPD Fast Check Survey on economic conditions, adults who identify themselves as financially worse off compared to last year, said that eating healthy still had the greatest impact on the food and beverages their household selects. Saving money ranked a close second.