The Health of the Nation

With the economy in flux and a new government set to kick in, it’s hard to know exactly what next year will bring to the food industry. But, unless the majority of the country descends into hand-to-mouth sustenance, the connection between diet and improved health will certainly continue to be a purchasing priority.

Americans are growing more concerned about diet and health, according to one survey that checks the pulse of the American consumer: The American Dietetic Association’s “Nutrition and You: Trends 2008.” The ADA released the results of this survey at the American Dietetic Association’s annual meeting, the Food & Nutrition Conference & Expo, held in October in Chicago. (The summary is available at eatright.org/ada/files/Overall_Findings_ADA_Trends_2008.pdf.)

The study separated people into three groups based on overall attitudes toward maintaining a healthy diet and getting regular exercise: “I’m Already Doing It” (believe maintaining a healthy diet and regular exercise are very important; are concerned about diet, nutrition and overall fitness; and feel they are doing all they can to eat a healthy diet); “I Know I Should (believe maintaining a healthy diet and regular exercise are very important, but may not have taken significant actions to do all they can to eat a healthy diet); and “Don’t Bother Me” (do not feel diet and exercise are very important to them and are the least concerned with their overall nutrition and fitness). The first group has steadily increased over the last several years, drawing numbers from the “Don’t Bother Me” crowd, signifying not just a heightened awareness, but a move to healthier products. Overall, 67% said diet and nutrition were “very important” to them personally, and the older and more educated the demographic, the more important this became.

One product development opportunity—and challenge—is identified by the 73% in the ADA survey that refuse to give up their favorite foods to achieve balanced nutrition and a healthy diet. During the transition away from unhealthy trans, one quote summed up a common sentiment that epitomized this attachment to favorites: “You’ll have to pry my Oreo from my cold, dead hand before I’ll let you change it.” After all, the upside of healthy eating is undeniable, but a large segment of the population finds it difficult, if not downright impossible to follow good nutritional tenets in practice. While no one in the industry is seriously advocating turning Oreos or Big Macs into nutritionally complete foods, enhanced nutrition is definitely a fertile field for innovation. You only have to look as far as the success of probiotic yogurt and low-sodium soup to glimpse the market potential of these types of products.

The trick is to combine the nutrition seamlessly with organoleptic and emotional appeal—the latter being somewhat elusive to pin down. But, since it looks like consumers in 2009 will continue their tight grip on their wallets, it seems a logical way to loosen that grip.

–Lynn A. Kuntz