Trend Shows More Americans Eating Healthier vs. Dieting

A recent report shows that the number of American adults on a diet has decreased by 10 percentage points since 1990. While the diet food market remains alive and well, it is not necessarily a growing market. Adding to this, the data also shows that eating healthier foods has increased. The NPD Group's National Eating Trends Report found ..."at least once in a two week period, more than 70% of Americans are consuming reduced-fat foods, and over half of them are eating reduced-calorie, whole grain or fortified foods...the average American consumes at least two "better-for-you" products per day." These products include organic, reduced cholesterol, reduced sodium, sugar free, caffeine free, diet, low carb, and fortified to name a few. This data suggests that education is working. People are paying attention to what they consume. Another positive finding is that obesity is starting to level off. While the diet food market remains alive and well, it is not necessarily a growing market. What is growing is the consumer interest in nutritional components to foods, such as antioxidants, probiotics, omega fatty acids, and dietary fiber.