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“MEET THE MILLENNIALS”
International Food Information Council Foundation
Food and Health Survey 2015
Background & Methodology
• This special repo...
International Food Information Council Foundation
Food and Health Survey 2015
Open to experiences: a big 5
personality tra...
What influences Millennial
lifestyles and decisions?
4
International Food Information Council Foundation
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
Net: 4-5
Groups more likely ...
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
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90%
72%
68%
65%
68%
60%
58...
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
How much of an impact do the...
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
Net: 4-5 Groups more likely ...
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
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75%
60%
53%
55%
41%
85%
81...
Sustainability
International Food Information Council Foundation
Food and Health Survey 2015
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Nearly 40% of Millennials ...
Sustainability
International Food Information Council Foundation
Food and Health Survey 2015
Groups more likely to select:...
Sustainability
International Food Information Council Foundation
Food and Health Survey 2015
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Income drives Millennial p...
What are Millennials’ thoughts
on money, time, and the
future?
International Food Information Council Foundation
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Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
66%
24%
22%
20%
20%
19%
15%
...
Health and Diet
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Food and Health Survey 2015
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Millennials are equally d...
Health and Diet
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40%
33%
30%
23%
21%
18%
1...
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33%
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47...
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2015 n=299; If made resol...
Health and Diet
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Food and Health Survey 2015
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If you time-traveled 30 y...
What are Millennials’
perspectives on cooking and
health?
International Food Information Council Foundation
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Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
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8%
9%
25%
33%
12%
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Zer...
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9%
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26%
40%
7%
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6...
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How important is it to yo...
Health and Diet
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Food and Health Survey 2015
Net: Doing Groups more likel...
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Food and Health Survey 2015
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49%
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45%
35%
33%
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27%
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45%
36%
24%
17%
12%
6%
3%
29...
Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
Millennials trust a variety ...
What do Millennials think
about nutrients?
International Food Information Council Foundation
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Health and Diet
International Food Information Council Foundation
Food and Health Survey 2015
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What source of calories a...
Dietary Components
International Food Information Council Foundation
Food and Health Survey 2015
Net: Agree Groups more li...
Dietary Components
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99%
92%
83%
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76...
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37%
34%
21%
20%
19%
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4...
Dietary Components
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Groups more likely to sel...
Dietary Components
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72%
64%
57%
51%
39%
45...
Dietary Components
International Food Information Council Foundation
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How would you rate the...
Dietary Components
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Yes
34%
No
66%
If yes
...
Dietary Components
International Food Information Council Foundation
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Net: Healthful Groups mor...
Dietary Components
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Yes
31%
No
69%
If yes
...
Dietary Components
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Net: Concerned Groups mor...
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41
49%
47%
41%
36%
79%
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Dietary Components
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Groups more likely to sel...
Dietary Components
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Food and Health Survey 2015
83%
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65%
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63%
62%
4...
Dietary Components
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56%
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Dietary Components
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26%
19%
41%
3%
9%
40%
52%...
International Food Information Council Foundation
Food and Health Survey 2015
Respondent Profile
46
International Food Inf...
International Food Information Council Foundation
Food and Health Survey 2015
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Age (n=299) Gender (n=299)
18 to 25 years...
International Food Information Council Foundation
Food and Health Survey 2015
48
International Food Information Council Fo...
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Meet the Millennials:

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This special report presents the results of the 2015 Food and Health Survey, focusing specifically on the responses of the 299 Millennials who participated.
For this report, Millennials are defined as those between the ages of 18 and 34. In addition, this report also highlights subgroup differences within the Millennial generation.

Published in: Food
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Meet the Millennials:

  1. 1. “MEET THE MILLENNIALS”
  2. 2. International Food Information Council Foundation Food and Health Survey 2015 Background & Methodology • This special report presents the results of the 2015 Food and Health Survey, focusing specifically on the responses of the 299 Millennials who participated. • For this report, Millennials are defined as those between the ages of 18 and 34. In addition, this report also highlights subgroup differences within the Millennial generation. These subgroups include: • Age groups (18-25, 26-29, 30-34) • Male vs. Female • Education (College grad vs. less than college) • Race/Ethnicity (White vs. minority) • Parents vs. non-parents • The survey was conducted by Greenwald & Associates, using ResearchNow’s consumer panel. Fielding took place from March 13 to March 26, 2015. The duration of the survey was 29 minutes, on average. • The results were weighted to ensure that they are reflective of the American population, as seen in the 2014 Current Population Survey. Specifically, they were weighted by age, education, gender, race/ethnicity, and region. 2 • Those married (or living with a partner) vs. those who are not • Higher (Overweight/Obese) vs. Lower (Normal/Low) BMI • Household Income (Less than $35K, $35K-$74K, $75K or more) • Open to experiences vs. less open to experiences (constructed using the Ten-Item Personality Inventory (TIPI))
  3. 3. International Food Information Council Foundation Food and Health Survey 2015 Open to experiences: a big 5 personality trait • Openness to Experiences • Open-minded • Curious • Reflective • Creative 3 The Big 5 Personality Traits are constructed using Gosling, Rentfrow, and Swann’s (2003) Ten-Item Personality Inventory (TIPI). Please see their 2003 Journal Of Research In Personality article for more details.
  4. 4. What influences Millennial lifestyles and decisions? 4 International Food Information Council Foundation
  5. 5. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 Net: 4-5 Groups more likely to try to control: 77% College grads, Open to experiences 64% Open to experiences, Income $35k-$74k 57% Women, Open to experiences, Income $75k+ 57% Women, College grads, Open to experiences, Income $75k+ 57% Open to experiences, Income $75k+ 54% Women, College grads, Minority 50% Open to experiences, Has spouse/partner 46% 32% 31% 30% 27% 25% 21% 31% 31% 26% 27% 30% 30% 29% 17% 25% 26% 26% 27% 27% 32% 3% 4% 10% 10% 10% 11% 9% 3% 4% 6% 4% 6% 6% 5% 3% 3% Happiness Amount of money you make Physical attractiveness Weight Level of physical activity Healthfulness of your diet Safety of the foods and beverages you consume 5 (A great deal) 4 3 2 1 (Not at all) Not sure 5 Millennials are trying hardest to control happiness and income. How much do you try to control the following in your own life? n=299; Percentages under 3% are not labeled. Arrows indicate significant (.95 level) differences vs. general population. (55%)
  6. 6. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 6 90% 72% 68% 65% 68% 60% 58% 66% 57% 49% 51% 48% 50% 43% Happiness Amount of money you make Physical attractiveness Weight Level of physical activity Healthfulness of your diet Safety of the foods and beverages you consume Open to experiences Less open to experiences Millennials who are open to experiences are more likely to try to control their happiness, wealth, and health. Open to experiences (n=134), Less open to experiences (n=165) Arrows indicate significant (.95 level) differences vs. subgroups. How much do you try to control the following in your own life? Net 4-5 out of 5
  7. 7. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact) 2015 n=1,007 Arrows indicate significant (.95 level) differences vs. 2014. 85% 88% 84% 87% 86% 87% 87% 89% 90% 64% 72% 70% 74% 73% 79% 73% 71% 73% 58% 65% 62% 61% 58% 66% 61% 64% 71% 48% 55% 55% 52% 56% 58% 53% 56% 51% 52%52% 35% 36% 38% 35% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Taste Price Healthfulness Convenience Sustainability Taste, price, and healthfulness drive food and beverage purchasing in the general population.
  8. 8. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 Net: 4-5 Groups more likely to select: 80% Women, Open to experiences 70% Women 62% Women, Open to experiences, Has spouse/partner 58% 40% Open to experiences, Has spouse/partner 8 How much of an impact do the following have on your decision to buy foods and beverages? Taste, price, and healthfulness are also the main drivers that influence Millennials’ food and beverage purchasing. 52% 42% 30% 27% 15% 28% 29% 32% 30% 25% 16% 21% 30% 32% 43% 6% 5% 7% 11% 3% 3% 3% 6% Taste Price Healthfulness Convenience Sustainability 5 (A great impact) 4 3 2 1 (No impact) n=299; Percentages under 3% are not labeled. (83%) (68%) (60%) (52%) (35%)
  9. 9. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 9 75% 60% 53% 55% 41% 85% 81% 70% 61% 39% Taste Price Healthfulness Convenience Sustainability Men Women How much of an impact do the following have on your decision to buy foods and beverages? Net rated 4-5 out of 5 Taste, price, and healthfulness influence Millennial women more than Millennial men. Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups.
  10. 10. Sustainability International Food Information Council Foundation Food and Health Survey 2015 10 Nearly 40% of Millennials believe a sustainable diet means eating balanced, nutritious meals. 37% 27% 21% 20% 20% 20% 20% Represent a balanced, nutritious meal Are affordable and readily available Are locally produced Have a smaller impact on the environment Are produced in a socially responsible way Are organic Create less food waste A sustainable diet means that the foods you eat… (Please select up to 3.) 16% 15% 14% 14% 9% 2% 3% Have a smaller carbon footprint Are produced using less pesticides Have a longer shelf-life Are produced without using genetic engineering Use fewer natural resources in production Are produced using genetic engineering Other n=299 Arrows indicate significant (.95 level) differences vs. general population. Groups more likely to select: Parents Ages 18-29, Less than college Income $75k+ Ages 26-29, College grads College grads, Income $35k-$74k Groups more likely to select: College grads, Income $75k+ Ages 30-34, Income <$35k Less than college Less than college No spouse/partner Less than college, White(13%) (8%)
  11. 11. Sustainability International Food Information Council Foundation Food and Health Survey 2015 Groups more likely to select: Minority Lower BMI, Income $75k+ Minority, Income $35k+ Income $75k+ Higher BMI, Has spouse/partner, Income $35k+ Income $35k-$74k White, Income <$35k 11 Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)? Buy foods because they are advertised on the label as… (Check all that apply.) n=299 Arrows indicate significant (.95 level) differences vs. general population “Natural” or “organic” food labels influence Millennial purchasing choices. 47% 38% 33% 25% 21% 16% 30% Natural Organic No added hormones or steroids Raised without antibiotics Locally sourced Sustainably sourced None of the above (40%) (30%) (10%) (37%)
  12. 12. Sustainability International Food Information Council Foundation Food and Health Survey 2015 12 Income drives Millennial purchasing of certain labeled foods. <$35K (n=69), $35K-$74K (n=113), $75K+ (n=79) Arrows indicate significant (.95 level) differences between subgroups. Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)? Buy foods because they are advertised on the label as… (Check all that apply.) 48% 27% 16% 13% 9% 8% 42% 40% 39% 42% 25% 24% 22% 25% 54% 48% 34% 40% 33% 17% 21% Natural Organic No added hormones or steroids Raised without antibiotics Locally sourced Sustainably sourced None of the above <$35K $35K-$74K $75K+ Household Income:
  13. 13. What are Millennials’ thoughts on money, time, and the future? International Food Information Council Foundation 13
  14. 14. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 66% 24% 22% 20% 20% 19% 15% 9% 8% Save, invest, pay off debt Pay for household expenses or home repairs Shop (for anything other than groceries) Spend more money on groceries Spend more on travel Spend more on entertainment Put towards a gym membership or athletic activities Spend more on dining out Donate money to a charity or church Groups more likely to select: College grads Parents, Has spouse/partner, Income <$35k Ages 18-25, Ages 30-34, No spouse/partner Income $35k-$74k College grads, No kids, Income $75k+ White, No spouse/partner Lower BMI 14 If you had an extra $100 to spend every month, what would you likely do with that money? (Please select up to 3 options.) n=299 Arrows indicate significant (.95 level) differences vs. general population. If given extra money, Millennials would spend it on groceries, entertainment, or fitness. (13%) (13%) (9%)
  15. 15. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 15 Millennials are equally divided when asked to choose between losing money or gaining weight. To what extent do you agree or disagree with the following statement? “I would rather lose $1,000 than gain 20 pounds.” 24% 25% 22% 23% 7% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Not sure 2015 n=299 Arrows indicate significant (.95 level) differences vs. general population. Groups more likely to rather lose the money vs. gain the weight: • College grads • Income $35k+ • Women 48%STRONGLY/SOMEWHAT AGREE (56%)
  16. 16. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 16 40% 33% 30% 23% 21% 18% 18% 17% 15% 14% 10% 5% 4% 4% Exercising Relaxing/Sleeping Spending time/socializing with friends and family Using electronic devices Practicing a hobby Other household chores/tasks Watching TV Reading Cooking or baking Keep better track of your exercise/health/diet Working Grocery shopping Volunteering for a charity/Church activities Shopping (for anything besides groceries) If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Millennials would use spare time exercising, relaxing, or socializing, and more Millennials would spend time on electronic devices. Groups more likely to select: College grads, Income $35k-$74k, Women Ages 18-25, No spouse/partner Parents, Income $75k+ Men, Less than college Open to experiences Parents, Has spouse/partner Men, Less open to experiences, No spouse/partner Ages 18-25, Lower BMI Ages 26-29, College grads Less open to experiences, No spouse/partner, Income $35k-$74k Income $35k-$74k n=299 Arrows indicate significant (.95 level) differences vs. general population. (17%) (7%)
  17. 17. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 17 33% 31% 23% 13% 15% 4% 47% 14% 12% 18% 14% 7% Exercising Using electronic devices Watching TV Cooking or baking Keep better track of your exercise/health/diet Grocery shopping Men Women If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Given additional free time, Millennial men would use it to watch TV, while Millennial women would hit the gym. Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups.
  18. 18. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 18 2015 n=299; If made resolution n=133 Arrows indicate significant (.95 level) differences vs. general population. 69% 11% 8% 12% Change to both diet and exercise A new exercise routine or exercise goals Changes to your diet or the food you eat Neither diet nor exercise Did your 2015 New Year’s Resolution include: 30% 61% 9% Yes, strictly following Yes, somewhat following No Are you still following your 2015 New Year’s Resolution? Millennials are more likely to have made a New Year’s resolution involving changes to diet and exercise. 46%MADE A NEW YEAR’S RESOLUTION FOR 2015 (29%)
  19. 19. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 19 If you time-traveled 30 years into the future and found that the following had been invented, how excited would you be to try…? 2015 n=299 Arrows indicate significant (.95 level) differences vs. general population. Millennials are excited about future nutrition innovation and inventions that can make custom, nutritious and fast meals. Groups more likely to be excited: Open to experiences, Age 18-25, Income <$35k55% 49% 53% 34% 34% 27% 89% 83% 79% An appliance that can turn raw ingredients into any meal Food that has customizable nutritional value/calories A 3D printer that can make any food you want from scratch Very excited Somewhat excited (43%) (40%) (39%) (69%) (80%)
  20. 20. What are Millennials’ perspectives on cooking and health? International Food Information Council Foundation 20
  21. 21. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 21 8% 9% 25% 33% 12% 13% Zero Some, but less than 15 minutes 15 minutes to less than 30 minutes 30 minutes to less than 45 minutes 45 minutes to less than an hour An hour or more How much time do you personally spend cooking or preparing dinner on the average weekday? n=299 Nearly 6 in 10 millennials spend 15-45 minutes making dinner. 17%LESS THAN 15 MINUTES 58%15-44 MINUTES 25%45+ MINUTES Groups more likely to select: Men, No spouse/partner No spouse/partner White Ages 26-29, Minority, Has spouse/partner, Income $75k+ Minority, Open to experiences (19%) (52%) (29%)
  22. 22. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 22 9% 12% 26% 40% 7% 7% 7% 6% 23% 25% 18% 20% Zero Some, but less than 15 minutes 15 minutes to less than 30 minutes 30 minutes to less than 45 minutes 45 minutes to less than an hour An hour or more White Minority Minority Millennials are twice as likely to spend >45 minutes preparing dinner. White (n=189), Minority (n=110) Arrows indicate significant (.95 level) differences vs. subgroups. How much time do you personally spend cooking or preparing dinner on the average weekday?
  23. 23. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 23 How important is it to you to be able to customize (or personalize) your food at restaurants? Millennials want to customize their food at restaurants. 2015 n=299, Arrows indicate significant (.95 level) differences vs. general population. 27% 42% 19% 6% 3% 2% Very important Somewhat important Neither important nor unimportant Somewhat unimportant Very unimportant Don't know 69%WANT TO CUSTOMIZE FOOD Who is more likely to see it as important? • Women
  24. 24. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 Net: Doing Groups more likely to be doing: 82% Women, College grads, Minority, Open to experiences 64% College grads, Has spouse/partner, Income $35k+ 67% Women, College grads, Minority, Has spouse/partner, Income $35k-$75k 70% Women, College grads, Parents, Higher BMI, Has spouse/partner 69% Women, College grads, Open to experiences, Has spouse/partner 54% Age 18-25, Women, Minority, Has spouse/partner 54% Minority, Has spouse/partner 59% Women, College grads, Minority, Parents, Has spouse/partner 56% College grads, Has spouse/partner, Income $35k+ 54% Minority, Parents, Higher BMI, Has spouse/partner 21% 25% 25% 26% 26% 28% 30% 33% 34% 35% 33% 31% 34% 28% 28% 41% 40% 34% 30% 47% 35% 34% 31% 33% 37% 23% 23% 23% 27% 11% 11% 10% 10% 13% 9% 8% 7% 10% 9% 7% Cut back on full fat dairy and replace with a low- or no-fat alternative Balance calories to manage my weight Cut back on foods higher in salt Cut back on foods higher in solid fats Compare sodium in foods like soup, bread, and frozen meals, and choose the foods with lower… Eat more foods with whole grains Cut calories by drinking water, low and no calorie beverages Cut back on foods higher in added sugars Consume smaller portions Eat more fruits and vegetables Began in Past Year Doing for More Than a Year Not Currently Doing Not Sure 24 Over the past year, which of the following, if any, have you made an effort to do? Fewer Millennials are adopting healthful habits such as eating smaller portions and cutting back on sugars and calories. 2015 n=299; Arrows indicate significant (.95 level) differences vs. general population. (37%) (43%) (50%) (36%) (38%) (43%) (76%) (61%)
  25. 25. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 25 49% 49% 33% 24% 22% 19% 17% 16% 16% 8% 7% 7% 6% 5% 9% Changing the types of food eaten Making sure I get enough physical activity Eating smaller meals or snacks Changing how often I eat throughout the day Controlling higher calorie food and beverages Weighing myself on a regular basis Keeping track of calories Support of family/friends Having a workout buddy Using a digital tracker Working with a personal trainer Workplace wellness programs/incentives Participating in a weight loss program Working with a health professional None of the above Which of the following would contribute/has contributed the most to your success in maintaining/losing weight? (Select up to 4 options.) Types of food and physical activity are important for weight, yet fewer Millennials are watching portion sizes or higher calorie foods/beverages. Groups more likely to select: Women, Open to experiences Women, Open to experiences, Income $35k-$74k Women, Open to experiences College grads, Income $75k+ Ages 30-34, Men College grads Ages 18-25, Women Income <$35k Parents Less than college, Less open to experiences, No spouse/partner n=299 Arrows indicate significant (.95 level) differences vs. general population. (41%) (30%) (10%)
  26. 26. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 26 45% 35% 33% 30% 30% 27% 24% 22% 19% 15% 11% 9% 8% 3% 2% Lack of time Stress, demanding work or travel schedule Cost of food, weight loss programs, or gym memberships Lack of willpower Lack of energy Not seeing results quickly Feeling hungry all the time Limited options of foods and beverages that taste good Get bored Don't like the taste of foods/beverages I have to eat/drink Lack of knowledge Lack of support from friends/family Dislike of physical activity Other None/Nothing In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.) If trying to lose or maintain weight (Split Sample B) n=121 Arrows indicate significant (.95 level) differences vs. general population. Lack of time, stress and work are major barriers to losing or maintaining weight for Millennials. Groups more likely to select: Less than college, Minority, Income $35k-$74k Less than college, Income <$35k College grads Income $35k-$74k Ages 18-25 Open to experiences No spouse/partner, Income <$35k Ages 30-34, Parents Women, Less than college, Income $35k-$74k (31%) (10%)
  27. 27. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 45% 36% 24% 17% 12% 6% 3% 29% Family/friends support An app or other means to track daily food/beverage intake Weight loss plan Medical professional Online support group, blog, or other online community Registered Dietitian Other I have not used any resources to help improve the healthfulness of my diet Groups more likely to select: Open to experiences, Higher BMI Women, College grads, Open to experiences, Income $75k+ Women, Parents, Higher BMI Ages 30-34, Less than college, Has spouse/partner Minority, Income $75k+ Income $75k+ Women, No kids, Income $35k-$74k Men, White, Lower BMI, Income <$35k 27 Which of the following, if any, have you used in your efforts to improve the healthfulness of your diet? (Select all that apply.) Millennials are turning to family/friends, apps or online communities to improve their diets. n=299 Arrows indicate significant (.95 level) differences vs. general population. (32%) (22%) (6%)
  28. 28. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 Millennials trust a variety of sources for accurate nutrition information, especially HCPs, friends and family, and bloggers. 28 68% 41% 33% 28% 27% 19% 8% Your personal healthcare professional A friend or family member Health, food and nutrition bloggers US government agencies A food expert on TV Farmer Food company or manufacturer Which one of these sources would you trust the most to provide accurate information about the types of food you should be eating? (Please select up to 3.) Groups more likely to select: Parents Ages 18-25, Men, No kids Minority Men n=299 Arrows indicate significant (.95 level) differences vs. general population. (34%) (24%)
  29. 29. What do Millennials think about nutrients? International Food Information Council Foundation 29
  30. 30. Health and Diet International Food Information Council Foundation Food and Health Survey 2015 30 What source of calories are the most likely to cause weight gain? Only 20% of Millennials believe that all sources of calories influence weight gain equally. 26% 22% 17% 3% 20% 13% Sugars Carbs Fats Protein All sources are the same Not sure Groups more likely to select: Open to experiences Ages 18-25, Lower BMI Men, Less open to experiences, Higher BMI Ages 26-29 Men, Less than college, No kids, No spouse/partner, Income <$35k n=299 Arrows indicate significant (.95 level) differences vs. general population. (27%)
  31. 31. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 Net: Agree Groups more likely to agree: 87% Women, College grads, Has spouse/partner, Income $35k+ 84% Women, College grads, Parents, Higher BMI, Income $75k+ 80% Women, Has spouse/partner 80% Has spouse/partner 73% College grads, Income $75k+ 72% Women 64% College grads, Income $75k+ 52% 31 To what extent do you agree or disagree with the following statements about protein? Most Millennials recognize the importance of protein in their diets and its benefits for heart and muscle health. n=299; Percentages under 3% are not labeled. 58% 50% 44% 45% 32% 38% 26% 12% 28% 34% 37% 34% 41% 34% 38% 39% 3% 4% 4% 5% 9% 9% 22% 3% 7% 10% 11% 14% 14% 20% 18% 24% 19% It is important to get enough protein in the diet Protein can be part of a heart healthy diet Protein can help maintain muscle during aging Protein can enhance recovery from exercise Distributing your intake throughout the day in meals and snacks is the best way to consume protein Protein helps people feel full High protein diets can help with weight loss Packaged foods can be healthful sources of protein Agree strongly Agree somewhat Disagree somewhat Disagree strongly Not sure
  32. 32. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 32 99% 92% 83% 87% 85% 76% 77% 53% 83% 82% 80% 77% 70% 70% 60% 51% It is important to get enough protein in the diet Protein can be part of a heart healthy diet Protein can help maintain muscle during aging Protein can enhance recovery from exercise Distributing your intake throughout the day in meals and snacks is the best way to consume protein Protein helps people feel full High protein diets can help with weight loss Packaged foods can be healthful sources of protein College grad Less than college College grads are more likely to recognize the benefits of eating more protein. College grad (n=91), Less than college (n=208) Arrows indicate significant (.95 level) differences vs. subgroups. To what extent do you agree or disagree with the following statements about protein? Net Agree
  33. 33. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 37% 34% 21% 20% 19% 19% 40% 42% 50% 48% 61% 57% 23% 23% 28% 32% 20% 23% Foods with protein are sometimes more expensive I already get enough protein Foods with protein spoil if not used quickly Higher protein foods often have a lot of unhealthful components I don’t know which foods contain protein It takes too much time to prepare foods with protein Yes, this is a reason No, this is not a reason Not sure Groups more likely to select “Yes”: Women, Higher BMI Income $35k+ Ages 18-25, No spouse/partner Ages 18-29, No spouse/partner 33 Which of the following are reasons why you do not consume more protein than you do now? Millennials perceive cost to be the biggest barrier to protein consumption. n=299 Arrows indicate significant (.95 level) differences vs. general population. (15%) (14%)
  34. 34. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 Groups more likely to select: Women, College grads, Open to experiences Women Ages 18-25, Women Women, College grads, Open to experiences Women Ages 18-25, Women College grads, Open to experiences 34 Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”) n=299 79% 72% 67% 59% 53% 48% 43% 40% 35% Athletes Active men and women ages 21-45 Active teenagers Active people aged 65 or older Pregnant women Children under 12 Sedentary men and women ages 21-45 Sedentary teenagers Sedentary people aged 65 or older Most Millennials believe that athletes and active people should eat higher amounts of protein.
  35. 35. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 35 72% 64% 57% 51% 39% 45% 42% 34% 32% 85% 81% 78% 68% 66% 50% 45% 47% 38% Athletes Active men and women ages 21-45 Active teenagers Active people aged 65 or older Pregnant women Children under 12 Sedentary men and women ages 21-45 Sedentary teenagers Sedentary people aged 65 or older Men Women Women Millennials are more likely to think that protein is beneficial for specific groups. Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups. Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”)
  36. 36. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 36 How would you rate the healthfulness of each of the following types of fat? Millennials realize the healthfulness of omega fatty acids, but don’t fully understand the differences between different types of fats. n=299; Percentages under 3% are not labeled 32% 21% 19% 8% 4% 5% 3% 4% 3% 3% 32% 26% 24% 22% 13% 12% 14% 8% 6% 6% 5% 4% 8% 10% 9% 20% 16% 16% 25% 13% 16% 14% 18% 17% 3% 3% 5% 11% 15% 14% 22% 23% 30% 10% 19% 18% 7% 9% 11% 11% 29% 17% 5% 16% 18% 24% 39% 42% 32% 43% 42% 27% 23% 27% 63% 40% 40% Omega 3 Omega 6 Omega 9 Unsaturated Monounsaturated Polyunsaturated Total fat Trans Saturated Interesterified oil Hydrogenated oil Partially hydrogenated oil Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthful Not at all healthful Unaware Net: Healthful Groups more likely to see as healthful: 64% Ages 26-29, Women, College grads, Has spouse/partner 47% Women, Higher BMI 43% Women 30% College grads 17% College grads 17% College grads 16% Income $35k-$74k 11% Less than college, Minority, Income <$35k 10% 8% Minority, Less open to experiences 8% 7%
  37. 37. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 37 Yes 34% No 66% If yes Thinking about the last year, has your opinion changed about the healthfulness of eating saturated fat? n=299; If opinion changed=90 29% 71% I believe eating saturated fat is more healthful to eat than I used to I believe eating saturated fat is less healthful to eat than I used to Please indicate how your opinion about the healthfulness of eating saturated fat has changed. 1 in 3 Millennials have recently changed their view on the healthfulness of saturated fat with the majority of those believing it to be less healthful. Groups more likely to say yes: • Minority Groups more likely to view as more healthful: • Men • Less open to experiences SUBGROUP DIFFERENCES SUBGROUP DIFFERENCES
  38. 38. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 Net: Healthful Groups more likely to see as healthful: 69% Ages 26-29, Women, Open to experiences, Income $35k-$74k 67% Women, Open to experiences 63% Ages 26-29, Women, Has spouse/partner 44% Ages 26-29 42% Higher BMI 33% Ages 18-25 30% 25% Men 21% Higher BMI 34% 29% 32% 16% 14% 10% 5% 6% 7% 35% 37% 31% 29% 28% 23% 25% 20% 14% 11% 16% 14% 23% 20% 24% 25% 26% 24% 3% 5% 6% 4% 17% 19% 7% 5% 4% 7% 6% 4% 16% 13% 19% 26% 26% 35% 21% 24% 43% Fish oil Olive Coconut Sunflower Soybean Cocoa butter Canola Corn Palm Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthful Not at all healthful Unaware 38 How would you rate the healthfulness of each of the following types of oil? n=299; Percentages under 3% are not labeled Arrows indicate significant (.95 level) differences vs. general population. Millennials rate fish oil as most healthful and are less likely to rate certain oils (olive, sunflower, canola and corn) as healthful. (79%) (56%) (49%) (32%)
  39. 39. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 39 Yes 31% No 69% If yes Thinking about the last year, has your opinion changed about the healthfulness of eating carbohydrates? n=299; If opinion changed=90 41% 59% I believe eating carbohydrates is more healthful to eat than I used to I believe eating carbohydrates is less healthful to eat than I used to Please indicate how your opinion about the healthfulness of eating carbohydrates has changed. 3 in 10 Millennials have shifted their viewpoint on carbs, with more believing that carbs are less healthful than once thought. Groups more likely to say yes: • Ages 18-25 • Minority • Higher BMI Groups more likely to view as more healthful: • Ages 18-25 • Minority SUBGROUP DIFFERENCES SUBGROUP DIFFERENCES
  40. 40. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 Net: Concerned Groups more likely to be concerned 64% Women, Open to experiences, Has spouse/partner, Income $75k+ 60% Women, Open to experiences, Has spouse/partner, Income $75k+ 49% Women, Open to experiences, Higher BMI, Income $75k+ 49% Women, Has spouse/partner, Income $75k+ 31% 26% 18% 17% 33% 34% 31% 32% 19% 23% 28% 30% 7% 8% 13% 12% 9% 9% 10% 8% Amount of sugar you consume Type of sugar you consume Amount of carbohydrates you consume Type of carbohydrates you consume Extremely concerned Somewhat concerned Neither concerned nor unconcerned Not very concerned Not at all concerned 40 How concerned are you, if at all, with the… n=299 Millennials are more concerned about the type and amount of sugars they consume than type and amount of carbohydrates.
  41. 41. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 41 49% 47% 41% 36% 79% 72% 58% 63% Amount of sugar you consume Type of sugar you consume Amount of carbohydrates you consume Type of carbohydrates you consume Men Women Millennial women and those with higher incomes are more concerned with the type and amount of sugars and carbohydrates they consume. Men (n=139), Women (n=160) <$35K (n=69), $35K-$74K (n=113), $75K+ (n=79) Arrows indicate significant (.95 level) differences vs. subgroups. How concerned are you, if at all, with the… (Percent Concerned) 55% 50% 45% 38% 67% 62% 46% 51% 72% 71% 65% 63% Amount of sugar you consume Type of sugar you consume Amount of carbohydrates you consume Type of carbohydrates you consume <$35K $35K-$74K $75K+ Household Income:
  42. 42. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 Groups more likely to select “True” Women, College grads, Open to experiences Women, College grads, Open to experiences College grads College grads 68% 66% 50% 45% 13% 11% 20% 35% 20% 23% 30% 21% Moderate amounts of sugars can be part of an overall healthful diet Sugars that are naturally found in foods and beverages are more healthful than other sugars People with diabetes can include some foods with sugars as part of their total diet It is not necessary to completely eliminate sugars from your diet in order to lose weight True False Not sure 42 As far as you know, which of the following statements, if any, are true? Millennials believe moderate sugars intake can be part of a healthful diet and that naturally-occurring sugars are more healthful than other sugars.     Indicates true statementn=299 Arrows indicate significant (.95 level) differences vs. general population.
  43. 43. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 83% 77% 65% 57% 63% 62% 46% 41% Moderate amounts of sugars can be part of an overall healthful diet Sugars that are naturally found in foods and beverages are more healthful than other sugars People with diabetes can include some foods with sugars as part of their total diet It is not necessary to completely eliminate sugars from your diet in order to lose weight College grad Less than college 43  Indicates true statement    College grads are more likely to think that all of these statements regarding sugars are true. College grad (n=91), Less than college (n=208) Arrows indicate significant (.95 level) differences vs. subgroups. As far as you know, which of the following statements, if any, are true? (Percent True)
  44. 44. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 56% 52% 51% 43% 26% 24% 22% 18% 14% 11% 10% 9% 9% 9% 8% 8% 8% 7% 7% 6% 6% 5% 4% 6% 5% 6% 10% 7% 37% 36% 20% 9% 39% 15% 47% 9% 53% 21% 37% 23% 41% 34% 44 What are Millennials avoiding and/or consuming? n=299, Arrows indicate significant (.95 level) differences vs. general population. To what extent do you try to consume or avoid the following?% Try to limit or avoid entirely % Try to get a certain amount or as much as possible 1 Protein Ages 26-29, Women, Open to exp., Income $35k-$74k Men Fiber Women, College grads, Open to exp., Income $35k+ Whole grains Women, College grads, Open to exp. Income <$35k Calcium Women, College grads, Open to exp. Parents Potassium College grads, Open to exp. Men Omega-3 fats Women, Has spouse/partner Minority, Less open to exp. Probiotics Ages 26-34, Women, College grads, Open to exp., Has spouse/partner, Income $75k+ Calories Ages 18-25 Parents, Open to exp. Caffeine No kids Complex carbohydrates Parents, Income $75k+ Ages 30-34 Omega-6 fats Women Fats/oils College grads Ages 30-34, Women, Has spouse/partner Soy Women, Open to exp. Sodium/salt Less open to exp. Omega-9 fats Women Women, Open to exp., Has spouse/partner, Income $75k+ Sugars in general Ages 30-34, Women, Has spouse/partner Stevia Ages 18-25, Minority Women, College grads, Has spouse/partner, Income $75k+ Low-calorie sweeteners in general Income $75k+ Income $35k-$74k Mono- and poly-unsaturated fats College grads Minority, Has spouse/partner Cholesterol Women, College grads, Has spouse/partner, Income $75k+ Preservatives (47%) (13%) (30%)
  45. 45. Dietary Components International Food Information Council Foundation Food and Health Survey 2015 26% 19% 41% 3% 9% 40% 52% 19% 29% 28% 44% 24% 29% 20% 12% 34% 19% 19% 9% 8% 6% 5% 5% 5% 4% 4% 4% 4% 4% 4% 3% 3% 3% 2% 2% 1% 1% 1% 1% 1% 45 What are Millennials avoiding and/or consuming? To what extent do you try to consume or avoid the following?% Try to limit or avoid entirely % Try to get a certain amount or as much as possible Women, College grads, Has spouse/partner Refined carbohydrates Income $75k+ Income $75k+ Gluten Ages 18-25 Women, No kids Trans fats Higher BMI Monk fruit Minority, Lower BMI Minority, Income $75k+ Flavonoids Ages 18-25 Women Saturated fats Women, Has spouse/partner, Income $35k-$74k Added sugars Women Lactose Women Glucose Ages 30-34 Women, Open to exp., Income $35k-$74k Fructose Open to exp. Women, College grads, Open to exp., Income $35k-$74k High fructose corn syrup Ages 18-25 Women, College grads, Income $35k+ Sucrose College grads, Income $75k+ Monosodium glutamate (MSG) Income $35k-$74k Women, Parents Food colors Ages 18-25 Acesulfame potassium Ages 30-34, Women, College grads, Has spouse/partner Aspartame Women Saccharin Ages 30-34, Women, College grads, Has spouse/partner Sucralose Steviol glycosides Women Erythritol n=299, Arrows indicate significant (.95 level) differences vs. general population. (49%)
  46. 46. International Food Information Council Foundation Food and Health Survey 2015 Respondent Profile 46 International Food Information Council Foundation Food and Health Survey 2015
  47. 47. International Food Information Council Foundation Food and Health Survey 2015 47 Age (n=299) Gender (n=299) 18 to 25 years old 26% Male 50% 26 to 29 years old 27 Female 50 30 to 34 years old 47 Education Children Under 18 in Household Less than high school 6% 0 to 2 years old 17% Graduated high school 35 3 to 6 years old 20 Some college (no degree) 24 7 to 12 years old 21 Associates degree or technical or vocational school 12 13 to 17 years old 9 Bachelor’s degree 17 There are no children under 18 in my household 52 Graduate/Professional work or degree 6 Prefer not to say 1 Race/Ethnicity Marital Status White (Non-Hispanic) 56% Single 46% Hispanic/Latino/Spanish descent 23 Married 37 Black or African American 14 Living with partner 14 Asian or Pacific Islander 8 Divorced 2 American Indian or Alaskan Native 4 Prefer not to say 1 Native Hawaiian -- Other 1 International Food Information Council Foundation Food and Health Survey 2015 Respondent Profile
  48. 48. International Food Information Council Foundation Food and Health Survey 2015 48 International Food Information Council Foundation Food and Health Survey 2015 Pregnant within past 12 months (n=160) Medical Conditions (n=299) Yes 14% Stress/anxiety/depression 13% No 86 Overweight/obesity 7 Region (n=299) ADHD 6 Northeast 18% High blood pressure 5 Midwest 21 High cholesterol 5 South 37 Diabetes 3 West 24 Heart disease 1 Household Income Cancer 1 Less than $35,000 25% Stroke <0.5 $35,000 to less than $50,000 20 None of the above 70 $50,000 to less than $75,000 18 $75,000 to less than $100,000 13 BMI score $100,000 to less than $150,000 8 Normal or low 41% $150,000 or more 3 Overweight 23 Don’t know 3 Obese 33 Prefer not to answer 10 No answer 4 Respondent Profile

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