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Adults acknowledge healthy eating, but not all follow the rules

BY Allison Cerra

CHICAGO — Healthy eating behavior varies by generation, according to new research by NPD.

The "Healthy Eating Strategies by Generation" report found that younger generations — i.e., adults ages 21 to 54 years — have the least-healthy diets. But while older generations have better diets than their younger counterparts, it seems that 4-out-of-5 adults still need to improve the quality of their diet.

Despite the disparity among adults and their eating habits, the report also found that there is a common understanding regarding what qualifies as healthy eating. Across the board, adults consistently defined healthy eating and what makes a healthy diet as including regular exercise, eating well-balanced meals, eating in moderation and more.

"Educating consumers about proper health and nutrition need not be the primary goal for food manufacturers," said Dori Hickey, director of product development at NPD and author of "Healthy Eating Strategies by Generation."

"Connecting the dots for consumers in terms of a product benefit to a fundamental characteristic of healthy eating is more the challenge. It comes down to adult consumers needing help to improve the healthfulness of their diets," Hickey added. "Knowing which consumer groups need the most help and understanding how to address consumers’ current and future needs and desires for healthy food is the opportunity for food and beverage marketers."

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Health claims will drive beverage category, study finds

BY Allison Cerra

ATLANTA — Among those getting their health on track in time for New Year’s resolutions are consumers who are concerned about the long-term, negative effects of drinking unhealthy beverages.

According to a recent BeveragePulse.com study, "Health concerns: The impact on beverage markets," conducted by Concept Catalysts and iModerate Research Technologies — which surveyed more than 500 respondents — 60% of Americans are changing their beverage consumption habits, and what consumers buy and drink will remain the main driver of change in the category. Beverages also were ranked by perceived healthiness, BeveragePulse.com said.

"Our research shows that consumers’ health concerns are having an impact on what they drink," said Bob Falkenberg, founder of BeveragePulse.com and president of Concept Catalysts. "Some categories will decline, others will grow, and there will be opportunities for new beverages that better meet consumer preferences."

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Pepsi raises stake in coconut water company

BY Allison Cerra

PURCHASE, N.Y. — PepsiCo has upped its investment in O.N.E., a coconut water company.

Terms of the transaction were not disclosed, but PepsiCo noted that it now has the majority stake in the company.

"Coconut water is one of the fastest-growing categories in the U.S. beverage market, and one in which we see a great deal of potential. Our investment in O.N.E. is an investment in the future," said Massimo d’Amore, CEO of PepsiCo Beverages Americas.

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