U.S. consumers embrace personalized health
U.S. consumers will take a personal approach to their health and wellness in 2017, reports The NPD Group, a global information company.
U.S. consumers will take a personal approach to their health and wellness in 2017, reports The NPD Group, a global information company. Wearable devices that track footsteps and apps that track calories enable consumers to develop their own personal plans to meet their needs, rather than relying on health plans based on averages. Even though dieting is on the decline, “my own diet” is still rising as the most common way consumers take control of their food intake, according to NPD Group’s continual tracking of consumers’ eating attitudes and behaviors.
“Consumer attitudes toward health today have evolved beyond diet, exercise, and the specific attributes (presence or absence) of food items,” said Darren Seifer, NPD Group’s food and beverage industry analyst. “Now they’re looking for personal plans that meet their own specific interests, and more importantly, their lifestyles.”
Exercise, for example, is not necessarily increasing as part of the new health and wellness lifestyle, nor are consumers typically losing weight, but from the active wear worn to the foods consumed, consumers are embracing a lifestyle centered on wellness. From an eating behavior standpoint, this lifestyle is about eating “wholesome” food, such as fresh, organic, or non-genetically modified items. Concern for, and avoidance of, traditional health-related attributes, like fat or cholesterol, are waning, although sugar is still a concern.
In addition to health and wellness, Seifer points out other trends gathering steam:
- Sweating the small stuff: Increasingly, consumers are looking to support brands and companies that do more than manufacture a product—they want to support causes and actions aligned with their values.
- The future is now: Although the use of technology is currently a small behavior, NPD Group expects to see more people in the coming years use retailers’ websites or third-party sites like InstaCart to acquire foods and beverages.
- Home is where the meal is: It’s becoming more common to make meals at home while also using dishes sourced from restaurants. Those purchased components are more likely to be appetizers or side dishes, indicating consumers use these dishes as quick ways to round out or complete their meals.