PORT WASHINGTON, NEW YORK, January 2, 2006 – Once the year-end holidays come and go, and Americans have packed on those extra pounds, the age-old dilemma remains: how to take off the unwanted weight. Even though intentions to diet and exercise become more prominent during the first month of each year, the peak month for dieting comes a few months later. According to The NPD Group’s 20th Annual “Eating Patterns in America” and “Dieting Monitor” studies, the peak dieting month is not January (when typically, only 23% of adults are on a diet). The top dieting month occurs in March (with typically 26% of adults on a diet).
“The difference between January and March is proximity to June, when the clothes start coming off for the summer months,” according to Harry Balzer, Vice President of The NPD Group, Inc. “People start off thinking in January that exercise will melt away the pounds, but realize by March that it’s much easier to change their food intake than exercise the weight away,” Balzer said. He adds, “Besides, exercise is hard work and eating is much more pleasurable.”
When people do diet, Weight Watchers is the most popular branded program. However, three times as many people prefer a diet of their own creation.
As is widely reported, today most Americans are overweight [62% of adults have a body mass index (BMI) over 25], according to NPD’s latest research. So it is not surprising that many Americans are interested in losing weight. In its latest survey, NPD found that over 60 percent of Americans agreed with the statement, “I would like to lose 20 pounds.”
What may be more surprising is that while Americans are getting heavier and many are battling extra weight, people have also grown more tolerant of their condition. In 1985, NPD found that 55 percent of adults agreed with the statement, “A person who is not overweight is a lot more attractive.” During the 2005 survey, NPD reveals that this number has dropped to only 24 percent of people who agree with that statement.
“Perhaps Americans have found that the easiest way to deal with their weight is to change their attitude…and buy bigger clothes,” said Balzer.
The NPD Group’s 20th Annual Eating Patterns in America : The Food Industry Bible
Eating Patterns in America (EPA) is used by the leading food manufacturers and restaurant operators in America. It is the only study of its kind. It examines what consumers are eating, where they buy their food and beverages, who prepares meals, the most popular foods at each meal and what appliances are used. EPA takes an in-depth look at the restaurant industry, trends in diet and nutrition, and concerns about health and food safety. It also captures consumers’ attitudes and behaviors about food in home and away from home.
EPA tracks the daily consumption habits of hundreds of thousands of Americans. The book compiles data collected from more than 40 NPD databases involving consumers, manufacturers and food retailers. Businesses use EPA to make strategic decisions about new products and services. EPA is based on data collected during the 12 months ending February 2005.
The NPD Group’s Dieting Monitor
Dieting Monitor tracks consumer awareness, trial and participation in branded diets. It also tracks consumers’ label reading behavior, as well as concerns about carbohydrates, trans fats, sugars, etc. Dieting Monitor is a bi-weekly online survey, which is reported monthly.
Who is Harry Balzer?
Harry Balzer, Vice President of The NPD Group, has studied Americans’ eating habits for 25 years. Balzer is recognized as one of the most influential forces in the way Americans eat, cook and think about food.
About The NPD Group, Inc.
Since 1967 The NPD Group has provided reliable and comprehensive consumer and retail information for a wide range of industries. Today more than 1,400 manufacturers and retailers rely on NPD to help them better understand their customers, product categories, distribution channels and competition in order to help guide their business. Information from The NPD Group is available for the following major vertical sectors: apparel, appliances, automotive, beauty, consumer electronics, food and beverage, foodservice, footwear, home improvement, housewares, imaging, information technology, music, software, travel, toys, video games, and wireless. For more information visit www.npd.com.
NPD Foodworld®, a division of The NPD Group, is the leading provider of food consumption patterns at restaurants and at home. NPD provides sales and marketing information for manufacturers, operators and retailers in the food, beverage and foodservice industries. Today more than 90-percent of the nation’s leading food and beverage manufacturers and restaurant operators rely on NPD Foodworld.