Baking & Snack - May 2009 - 72

NUTRITION CLAIMS

Port Washington, NY, eating betterfor-you foods rather than dieting
appears to be the weapon of choice in
the battle of the bulge. NPD reported
that the percentage of adults on a
diet has decreased by 10 percentage
points since 1990 while the percentage of Americans eating healthier
has increased.
"While dieting for both women
and men remain huge markets,
they are not growing markets," said
Harry
Balzer,
vice-president,
vice-p
NPD
Group,
and author of
"Eating Patterns
"Eatin
in
America."
"The desire to
lose w
weight really was
w a 1990s
trend.
Today
consumers
apconsu
pear to
be
makt

GOODE
SOURC
ER
OF FIB

ing healthier food choices."
NPD's National Eating Trends data
found that at least once in a 2-week
period, more than 70% of Americans
consume reduced-fat foods, and over
half of them eat reduced-calorie,
whole-grain or fortified foods. The
average American has at least two
better-for-you products daily.
Healthy eating to consumers today
tends to boil down to basic mathematics, according to Mr. Balzer, who
has been tracking consumers' food
consumption behavior for 30 years.
"A generation ago, it was about subtracting bad things from your diet, but
today, healthy eating is more a matter
of addition and subtraction," he said.
More consumers are looking to
add whole grains, dietary fiber, omega-3 fatty acids, antioxidants and probiotics, according to the NPD Dieting
Monitor, which examines top-ofmind dieting and nutrition-related

issues facing consumers. Awareness of
these nutritional food elements continues to grow. For example, in 2005,
36% of consumers surveyed said they
were trying to get more omega-3 fatty
acids in their diets. Today that figure
is closer to 50%.
Even with concerns about the economic downturn, eating healthy still
remains top-of-mind with consumers.
According to a recent NPD Fast Check
Survey on economic conditions, adults
who identify themselves as financially
worse-off compared with last year, said
that eating healthy still had the greatest impact on the food and beverages
their household selects. Saving money
ranked a close second.
BAKED FOODS BENEFIT. Baked
food manufacturers are uniquely
positioned to offer consumers more
of what they want in terms of nutrition because grains are a characteriz-

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Baking & Snack - May 2009

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