Even the healthiest eaters indulge when they feel down
New research reveals that even America’s healthiest eaters cave into indulgences based on their emotional states.
New research reveals that even America’s healthiest eaters cave into indulgences based on their emotional states. In fact, 40% of U.S. food-brand lovers who rated their daily diet as extremely healthy agreed with the statement, “When I’m feeling down, I eat something indulgent to make me feel better.” The study, conducted by food branding agency Foodmix Marketing Communications, breaks out a large group of brand lovers into smaller, differentiated and more actionable consumer segments.
The proclivity to indulge happens despite the healthiest eaters’ attention to how they eat in their majority lifestyles. Most (70%) care a lot about how their food is produced and make sure to look for cleaner labels when food shopping (69%). In addition, 57% of them purchase organic over non-organic food. These healthy eaters also choose a healthier food item over comfort foods and treats.
So why do they cave? It’s likely that members of this group need to give themselves “permission” to indulge, and may in fact turn indulgence food into a sort of self-care. Instead of hitting the gym after a bad day, many of these normally super-healthy eaters are hitting the refrigerator or nearest restaurant for an indulgent treat.
“For those in the food business, the takeaway is that consumers’ need to indulge has permeated the food culture, and is unlikely to diminish any time soon,” said Bill Sherman, director of research at Foodmix Marketing Communications. “Even organic supermarkets and health-oriented restaurants should offer some indulgent foods, perhaps in smaller portions, to capitalize on the growing indulgent factor in America’s food culture.”