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HEALTHY EATING
STRATEGIES
by Generation
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
HEALTHY EATING STRATEGIES BY GENERATION
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
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

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NPD's Healthy Eating Strategies by Generation Ebook

  • 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
  • 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
  • 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
  • 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