In-Fibre™ 100% Organic Inulin
Fenchem
"A desire to eat a healthy diet may exist, but it does not translate fully to behaviormodification," writes the report Attitudes to Food: Weight and Diet.
"Significant media attention and public interest in reducing the amount of
trans fat in foods, selling healthy food to children in schools, and purchasing organic food, drive attitudes toward food, yet Americans are still eating an unbalanced, calorie-dense diet."
The report, which was published last month, identifies five major factors that are shaping the nation's attitude towards food: an increase in calorie consumption (almost 27 percent since 1970, mostly from added fats and sugars); an aging population (which has specific dietary requirements and taste preferences); the role of families (parents have greater interest in convenient food products and healthy foods); the increased prevalence of disease (leading to altered
dietary requirements); and weight control concerns (sparking interest in low-calorie foods and 'low-in' products).
According Mintel, more than half of Americans are aware of the nation's new dietary guidelines - revised in 2005 - yet the majority of consumers do not chose to follow these, instead designing their own dietary plan.
Although no single dietary program is currently in vogue, most respondents to Mintel's survey expressed strong interest in foods that reduce the risk of heart disease, cancer or diabetes.
However, this interest reveals a disconnect between which claims are sought and which are most promoted, said the market researcher: according to Mintel's global new products database (GNPD), a survey of over 16,000 food products launched in 2006 shows that none of the top ten food claims mentioned heart disease, cancer or diabetes claims.
"This suggests a market opportunity which hasn't been explored," said Mintel.
However, although consumers seem to understand the benefits of healthy eating, the report also identifies a number of reasons - or excuses - cited for not eating healthy. These include availability, cost, confusion, time constraints and taste concerns.
Americans also continue to be hugely influenced in their eating habits by convenience, with approximately a third of peoples' daily calorie intake consumed from food away from home.
Indeed, according to Mintel, "consumers are not willing to trade convenience for health or other benefits. Products cannot be healthful at the expense of convenience or they will not be successful."
For weight loss and disease prevention products, consumers have shown greatest interest in low or reduced fat items as well as high fiber products.
In contrast, most consumers have come to believe that there are health risks associated with saturated fats, trans fat, cholesterol, salt and added sugars. According to Mintel's consumer research, the majority of respondents consider each of these components harmful or very harmful.
The safety of the food supply is also a concern, with the majority of respondents to Mintel's research saying they worry about food safety.
