PORT WASHINGTON, NY, January 10, 2007 – As America continues to struggle with its battle of the bulge, the holidays are typically the time of year when people pack on a few extra pounds. Come New Year’s though, many thoughts – and resolutions – turn to dieting. According to The NPD Group’s 21st Annual Eating Patterns in America report, even with those extra pounds, dieting has hit a new low, driven in large part by aging Baby Boomers, who are less likely than previous generations to follow a doctor-recommended diet.
While 60% of adults still say “they would like to lose 20 pounds,” NPD’s research reveals that the percent of adults on a diet last year was at the lowest level in at least 16 years. In 1990, a typical week throughout the year found that 35% of women and 26% of men were on a diet. Last year, those levels dropped to 26% of women and 19% of men on some kind of diet.
“Dieting is at an all-time low, despite more Americans being overweight than ever before,” says Harry Balzer, vice president of The NPD Group and author of its 21st Annual Eating Patterns in America report.
NPD data shows that as Americans grow older, they are more likely to diet. The peak years for dieting are 55-64, which many Baby Boomers are now entering. However, individuals entering into this age group are less likely to be following a doctor supervised diet than previous generations. They are still using diets, but diets of their choice rather than one recommended or supervised by a doctor.
| Percent of Adults (ages 55-64) on a diet | 1990 | 2006 | |
| Doctor Recommended/Supervised Diet Plan | |||
| Women | 22% | 12% | Down 10 points |
| Men | 25% | 10% | Down 15 points |
| Individual Choice Diet Plan | |||
| Women | 25% | 27% | Up 2 points |
| Men | 14% | 20% | Up 6 points |
“It is not unusual for this Baby Boomer generation to set their own rules as to how they deal with dieting issues,” Balzer continues. “This is a time in life where health issues begin to creep into our lives and in the past, doctors provided advice that was followed on changing eating habits. It appears people in this age group today are either not getting - or not listening to - their doctor’s advice. In fact, the #1 diet in America is one that is called ‘my own.’”
| Top 10 Diets Reported by Americans (January – November 2006) |
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The NPD Group’s 21st Annual Eating Patterns in America: The Food Industry Bible
Nearly every major food and beverage marketer in the United States purchases NPD’s Eating Patterns in America to examine how Americans are really eating and drinking. This report takes an in-depth look at the in-home and away-from-home food and beverage consumption habits, including trends in diet and nutrition, and concerns about health and food safety.
Eating Patterns in America tracks the daily consumption habits of hundreds of thousands of Americans. The report compiles data collected from more than 40 research efforts conducted by NPD, collecting information from consumers, manufacturers, and retailers. Eating Patterns in America is based on data collected during the 12 months ending February 2006 (some exceptions apply).
Who is Harry Balzer?
Harry Balzer, vice president of The NPD Group, has studied Americans’ eating habits for nearly 30 years. Balzer is recognized as one of the most influential forces in the way Americans eat, cook and think about food. He has been extensively quoted in business and news publications including The Wall Street Journal, The New York Times, USA Today, Washington Post, Chicago Tribune, Time and Forbes. His television experience includes CNBC, Today, NBC Nightly News, PBS, Good Morning America, and CNN.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.