New U.S. Dietary Guidelines Tell U.S. Consumers to Say “No” to Sugar and Many Already Do

Chicago, January 13, 2016 — The U.S. Dietary Guidelines for Americans, which are released every five years, were issued last week and one of the new guidelines’ strongest recommendation is something that consumers have already caught on to — limiting sugar intake, reports The NPD Group, a leading global information company.  Overall, U.S. consumers have indicated that sugar is the number one item they try to avoid in their diet and are eating less sugary foods and beverages, according to NPD’s ongoing food consumption research

The new dietary guidelines recommend that only 10 percent of daily calories come from added sugars. Although this may sound like a lofty goal, consumers have cut down on foods and beverages with high sugar content, like carbonated soft drinks, fruit drinks and juice, ice cream and frozen treats, and other sweet snacks. Consumption of sugar-free, unsweetened, or reduced sugar products, which is highest among young children and adults 55 and older, follows the trend in concern about sugar overall. Calories were once the top item consumers looked for on nutrition facts labels, but now it is sugar.

Cholesterol, the outcast of past dietary guidelines, is no longer a dietary concern according to the new guidelines.  NPD’s food consumption research shows that consumers are in line with this since their concern for cholesterol content has continued to decline since 2006. Eggs, which bore the brunt of the anti-cholesterol push, are back in vogue and consumption is up as consumers look for more sources of protein.

Eating more fruits and vegetables is a perennial federal dietary standard and is still front-and-center in the new guidelines. There is good and bad news in regards to this standard. The good news is: consumers are eating more fruits and fruit is among the top growing better-for-you snacks. The bad news is: vegetables are still fighting to find their way into Americans’ hearts and stomachs.

“Consumer alignment with the new guidelines speaks volumes to our collective shift toward eating more healthfully,” says Darren Seifer, NPD food and beverage industry analyst. “We have nutritional information at our fingertips. Some seek it consciously and others hear it subliminally. If there is a weight or health problem, it’s typically not a result of nutritional ignorance.”  


Related Press Releases

Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share
Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share

The aging population and corresponding changes in life stage will contribute to the decline in total eating occasions on a per capita basis in the U.S., according to The NPD Group’s recently released Eating Patterns in America.

What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.
What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.

It’s a common oversight not to age generations or recognize how life stage can impact behavior. To understand the difference between generational and life stage behaviors enables food companies and foodservice operators to develop products and marketing messages that are more relevant to their target consumer audiences.

It’s PSL Time! Pumpkin Spice Latte Limited Time Offers Are Still Working It for Fans and Foodservice Operators
It’s PSL Time! Pumpkin Spice Latte Limited Time Offers Are Still Working It for Fans and Foodservice Operators

The payoff for coffee and restaurant chains promoting seasonal pumpkin spice latte limited time offers are more visits and a higher average check size, according to The NPD Group’s Checkout Analytics.

Total U.S. Restaurant Count At 660,755 in Spring 2018, A One Percent Drop From Last Year, Reports NPD
Total U.S. Restaurant Count At 660,755 in Spring 2018, A One Percent Drop From Last Year, Reports NPD

The U.S. restaurant count reached 660,755 in spring of 2018, a 1 percent decrease in units from a year ago, according to a restaurant census conducted by The NPD Group. The primary source of the decline in U.S. restaurant units was a two percent drop in independent restaurant units.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on