np ds healthy eating strategies by generation ebook
DESCRIPTION
Examines health & nutrition strategies that are key to various generational groupsTRANSCRIPT
HEALTHY EATINGSTRATEGIES by Generation
HEALTHY EATING STRATEGIES BY GENERATION
HEALTHY EATING STRATEGIES BY GENERATION
Motivations to pursue healthy lifestyles change dramatically asconsumers mature. Consumers of all ages recognize the need toeat healthy foods, and they define healthy eating differently overtime. Still, their motives do not necessarily result in correspondingbehavioral changes.
The information presented in this eBook is only a small portion of a larger report by The NPD Group: Healthy Eating StrategiesBy Generation.
The report reveals gaps between both claimed behaviors and healthyeating intentions and actual consumer behavior. Marketers can usethis information tactically and strategically.
HEALTHY EATING STRATEGIES BY GENERATION
Least HealthyHEI <60
32
23
45ModeratelyHealthy HEI
60-69
Most Healthy HEI 70+
HEALTHY EATING STRATEGIES BY GENERATION
Just one in five adults has what is considered to be a “most healthy” diet; the diets of other adultsneed improvement.
The NPD Group’s Nutrient Intake Database is used to assess an individual’s diet quality over a 14-dayperiod. It computes NPD’s HEI scores, which indicate the overall healthfulness of an individual’sdiet. The Healthy Eating Index is a sum of 10 dietary components. The higher the index, the betterthe quality of the diet.
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Distribution of The NPD Group’s Healthy Eating Index (HEI) ScoresPercent of Sample Individuals (Adults 18+ only)
HEALTHY EATING STRATEGIES BY GENERATION
47
38 38
30 29
18 17
TasteAppeal/
Enjoyment
Nutritional Value/
Healthful
Price/Value
For Money
Freshness Quality FamilyAcceptance
Convenience/Time Saving
#1 #2 #3 #4 #5 #6 #7
HEALTHY EATING STRATEGIES BY GENERATION
Overall, the importance of nutrition ranks high as a needarea for consumers in deciding what to eat and drink.
Q: Please rank order the following needs with respect to their overall importance indeciding what you eat and drink.
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Order of Importance in Deciding What to Eat and DrinkPercent of Adult Respondents Ranking 1st or 2nd
HEALTHY EATING STRATEGIES BY GENERATION
HEALTHY EATING STRATEGIES BY GENERATION
When looking across generations . . . the level of importance changes.
Q: Please rank order the following needs with respect to their overall importance indeciding what you eat and drink.
Generations age ranges referenced from 2009Source: The NPD Group/Healthy Eating Strategies by Generation Report
Rank Order of Top 2 Box Importance in DecidingWhat to Eat and Drink within Generational Group
Gen Y/Millennials (Age 21-34)
#3 Nutritionalvalue/Healthful
Gen X (Age 35-45)
#3 Nutritionalvalue/Healthful
Young Boomers (Age 46-54)
#3 Nutritionalvalue/Healthful
Old Boomers (Age 55-64)
#2 Nutritionalvalue/Healthful
Silent Generation (Age 65-80)
#1 Nutritionalvalue/Healthful
G.I. Generation (Age 81+)
#1 Nutritionalvalue/Healthful
HEALTHY EATING STRATEGIES BY GENERATION
3128 26
2024
34
Gen Y Gen X YoungerBoomers
OlderBoomers
SilentGeneration
G.I.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 amotivation to boost energy.
Q: Which three of the following explains your main reasons for wanting to eat healthyfood and beverages? (Select 3)
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Motivation for Healthy Eating is to Boost EnergyRespondents Choosing Statement as One of 3 Main Reasons
HEALTHY EATING STRATEGIES BY GENERATION
Gen Y Gen X YoungerBoomers
OlderBoomers
SilentGeneration
G.I.Generation
33 3640
5460 58
HEALTHY EATING STRATEGIES BY GENERATION
When looking across generations . . . limiting sugar intake drastically changes as a claimedhealthy eating strategy.
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 behaviorslisted below over the past 12 months.
Source: The NPD Group/Healthy Eating Strategies by Generation Report
“Limit my sugar intake” Claimed Healthy Eating Strategies Used Over the Past 12 Months by GenerationPercent Top 2 Box – Engaged in Behaviors Always/Most of Time
HEALTHY EATING STRATEGIES BY GENERATION
4637 43
6762
4257
73
Exercise regularly Less caffeine Smaller portions Wide variety foods
Claimed Past Year Intended Future Year
HEALTHY EATING STRATEGIES BY GENERATION
When looking at some of the 30 dimensions of healthy eating . . .consumers express positive intentions.
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 behaviorslisted below over the past 12 months. About how often do you expect to follow eachhealthy eating behavior over the next 12 months?
Source: The NPD Group/Healthy Eating Strategies by Generation Report
Past Year Behavior vs. Future Intentions – Total AdultsPercent of Adults Reporting Behavior Always/Most of the Time
Healthy Eating Strategies by Generation Report
Consumers of all ages place a high importanceon eating healthy foods, and they definehealthy eating differently over time. Still, theirgood intentions do not necessarily result incorresponding behavioral changes. The newHealthy Eating Strategies by Generation reportreveals the gaps when it comes to healthyeating intentions, claimed behaviors, andwhat U.S. consumers actually eat.
The report compares consumers’ actual eatingbehavior based on NPD's Healthy EatingIndex (HEI) scores and nutritional profiles,including caloric, fat, sodium, carbohydrate,fiber, and vitamin and mineral intake. You’ll getthe real story on how consumers of differentgenerations and genders define healthyeating so you can target consumers moreeffectively by age and position your productsto connect with different generations.
Business Benefits
Targeting and Positioning: Discover howconsumers across various generationalgroups define healthy eating and understand
what motivates them to eat healthfully, soyou can tailor your marketing communicationprograms to reflect strategies important toeach group.
Opportunity Identification: Understandconsumers’ needs and their receptivenessto different health and wellness marketingpropositions, and capitalize on gaps betweenbehavior and intentions that could be opportunities for you.
New Product Development: Develop innova-tive products aimed at helping consumersfulfill their intentions to eat healthier.
To learn more about this report, pleasecontact The NPD Group [email protected] or 866.444.1411.
To learn more about our Health, Wellness,and Nutrition products, please visitwww.foodmarketresearch.com
www.npd.com