Underscoring a definite trend in the last decade, a new poll shows that the majority of U.S. adults claim to be healthy eaters, and many are incorporating more healthful foods, including organics, into their diets.
A recent study, "Healthy Eating: Impact on the Consumer Packaged Goods Industry," by Harris Interactive, Rochester, NY, found that almost 64% of U.S. adults consider themselves healthy eaters, and 45% say they follow some type of health-conscious diet. Many consumers say they try to incorporate healthy foods into their daily meals and snacks. The online study was conducted from Jan. 3 to 10, 2006, among 1,040 U.S. adults.
Certain demographics are more likely to consider themselves as healthy eaters. For example, 75% of adults aged 55 and older believe they fall into the category, while only 47% of those aged 18 to 34 claim that they do. Those with yearly incomes over $75,000 are most likely to consider themselves to be healthy eaters (74%); college-educated adults (23% of those with some college and 28% of those with at least a college degree) are much more likely to say they typically eat a "balanced diet" than those with a high school education or less (12%).
Most point to their good eating habits at breakfast and dinner, saying they regularly try to consume healthy foods during breakfast (58%) and dinner (69%). Healthy eating didn't fare so well at work or school lunches (27%), dining out (24%) and snacks consumed midmorning (15%), in the afternoon (14%) and in the evening (17%).
"Imagine a continuum with indulgent eating at one end and healthy eating at the other," says Anne Aldrich, senior vice president, consumer packaged goods research practice, Harris Interactive. "Consumers with varied lifestyles, age and health conditions touch the continuum at different points throughout the day in different ways: Some choose meals and snacks that may be very healthy, while others may not. Many consumer packaged-goods companies recognize this continuum and try to provide products that serve their varying eating needs and preferences."
In addition, the report found that 50% of all U.S. adults say they sometimes buy organic foods, purchasing them for a wide variety of reasons. Many name the lack of pesticides and preservatives (40%) or believe that they are healthier than nonorganic (16%) as their main reason. Others believe: Organic food tastes better (8%); buying organic foods is more environmentally responsible (8%); they are fresher (6%); buying organic foods is more socially responsible (4%); the foods are better for their children (3%); and they make a better value (1%). Older adults are more likely to cite health benefits, while younger consumers tend to buy them because of their positive environmental impact.
"Growth in the organic-foods industry over the last decade is certainly impressive," Aldrich concludes. "While produce tends to be consumers' main pathway into this category, many are now taking advantage of the wide selection of organic foods found in supermarkets and natural food stores. As this industry--which has traditionally been considered an alternative eating style--moves toward becoming more mainstream, there is considerable room for consumer package-goods companies to educate consumers about the health benefits of organic foods."
