NPD Market Research about Healthy Eating

1. HEALTHY EATING
STRATEGIES
by Generation

2. HEALTHY EATING STRATEGIES BY GENERATION

3. Motivations to pursue healthy lifestyles change dramatically as
consumers mature. Consumers of all ages recognize the need to
eat healthy foods, and they define healthy eating differently over
time. Still, their motives do not necessarily result in corresponding
behavioral changes.
The information presented in this eBook is only a small portion
of a larger report by The NPD Group: Healthy Eating Strategies
By Generation.
The report reveals gaps between both claimed behaviors and healthy
eating intentions and actual consumer behavior. Marketers can use
this information tactically and strategically.
HEALTHY EATING STRATEGIES BY GENERATION

4. HEALTHY EATING STRATEGIES BY GENERATION

5. Just one in five adults has what is considered to
be a “most healthy” diet; the diets of other adults
need improvement.
Distribution of The NPD Group’s Healthy Eating Index (HEI) Scores
Percent of Sample Individuals (Adults 18+ only)
Most Healthy
HEI 70+
23
Moderately
Healthy HEI 45
60-69
32
Least Healthy
HEI <60
Source: The NPD Group/Healthy Eating Strategies by Generation Report
The NPD Group’s Nutrient Intake Database is used to assess an individual’s diet quality over a 14-day
period. It computes NPD’s HEI scores, which indicate the overall healthfulness of an individual’s
diet. The Healthy Eating Index is a sum of 10 dietary components. The higher the index, the better
the quality of the diet.
HEALTHY EATING STRATEGIES BY GENERATION

6. HEALTHY EATING STRATEGIES BY GENERATION

7. Overall, the importance of nutrition ranks high as a need
area for consumers in deciding what to eat and drink.
Order of Importance in Deciding What to Eat and Drink
Percent of Adult Respondents Ranking 1st or 2nd
47
38 38
30 29
18 17
#1 #2 #3 #4 #5 #6 #7
Taste Nutritional Price/ Freshness Quality Family Convenience/
Appeal/ Value/ Value Acceptance Time Saving
Enjoyment Healthful For Money
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Q: Please rank order the following needs with respect to their overall importance in
deciding what you eat and drink.
HEALTHY EATING STRATEGIES BY GENERATION

8. HEALTHY EATING STRATEGIES BY GENERATION

9. When looking across generations . . .
the level of importance changes.
Rank Order of Top 2 Box Importance in Deciding
What to Eat and Drink within Generational Group
Gen Y/Millennials Gen X Young Boomers
(Age 21-34) (Age 35-45) (Age 46-54)
#3 Nutritional #3 Nutritional #3 Nutritional
value/Healthful value/Healthful value/Healthful
Old Boomers Silent Generation G.I. Generation
(Age 55-64) (Age 65-80) (Age 81+)
#2 Nutritional #1 Nutritional #1 Nutritional
value/Healthful value/Healthful value/Healthful
Generations age ranges referenced from 2009
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Q: Please rank order the following needs with respect to their overall importance in
deciding what you eat and drink.
HEALTHY EATING STRATEGIES BY GENERATION

10. HEALTHY EATING STRATEGIES BY GENERATION

11. When looking across generations . . .
Gen Y and the GI Generation have something in common:
over 30 percent of their generations eat healthy as a
motivation to boost energy.
Motivation for Healthy Eating is to Boost Energy
Respondents Choosing Statement as One of 3 Main Reasons
34
31
28 26
24
20
Gen Y Gen X Younger Older Silent G.I.
Boomers Boomers Generation Generation
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Q: Which three of the following explains your main reasons for wanting to eat healthy
food and beverages? (Select 3)
HEALTHY EATING STRATEGIES BY GENERATION

12. HEALTHY EATING STRATEGIES BY GENERATION

13. When looking across generations . . .
limiting sugar intake drastically changes as a claimed
healthy eating strategy.
“Limit my sugar intake” Claimed Healthy Eating Strategies
Used Over the Past 12 Months by Generation
Percent Top 2 Box – Engaged in Behaviors Always/Most of Time
60 58
54
40
33 36
Gen Y Gen X Younger Older Silent G.I.
Boomers Boomers Generation Generation
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Q: Shown below are statements that some people associate with healthy eating.
Please tell us about how often you feel you actually followed each of the behaviors
listed below over the past 12 months.
HEALTHY EATING STRATEGIES BY GENERATION

14. HEALTHY EATING STRATEGIES BY GENERATION

15. When looking at some of the 30 dimensions of healthy eating . . .
consumers express positive intentions.
Past Year Behavior vs. Future Intentions – Total Adults
Percent of Adults Reporting Behavior Always/Most of the Time
Claimed Past Year Intended Future Year
67 73
62 57
46 42 43
37
Exercise regularly Less caffeine Smaller portions Wide variety foods
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Q: Shown below are 30 statements that some people associate with healthy eating.
Please tell us about how often you feel you actually followed each of the behaviors
listed below over the past 12 months. About how often do you expect to follow each
healthy eating behavior over the next 12 months?
HEALTHY EATING STRATEGIES BY GENERATION

16. Healthy Eating Strategies by Generation Report
Consumers of all ages place a high importance what motivates them to eat healthfully, so
on eating healthy foods, and they define you can tailor your marketing communication
healthy eating differently over time. Still, their programs to reflect strategies important to
good intentions do not necessarily result in each group.
corresponding behavioral changes. The new
Healthy Eating Strategies by Generation report Opportunity Identification: Understand
reveals the gaps when it comes to healthy consumers’ needs and their receptiveness
eating intentions, claimed behaviors, and to different health and wellness marketing
what U.S. consumers actually eat. propositions, and capitalize on gaps between
behavior and intentions that could be
The report compares consumers’ actual eating opportunities for you.
behavior based on NPD's Healthy Eating
Index (HEI) scores and nutritional profiles, New Product Development: Develop innova-
including caloric, fat, sodium, carbohydrate, tive products aimed at helping consumers
fiber, and vitamin and mineral intake. You’ll get fulfill their intentions to eat healthier.
the real story on how consumers of different
generations and genders define healthy To learn more about this report, please
eating so you can target consumers more contact The NPD Group at
effectively by age and position your products contactnpd@npd.com or 866.444.1411.
to connect with different generations.
To learn more about our Health, Wellness,
Business Benefits and Nutrition products, please visit
www.foodmarketresearch.com
Targeting and Positioning: Discover how
consumers across various generational
groups define healthy eating and understand
www.npd.com