The NPD Group Reports Boomers Diet More Than Millennials

Americans Looking for Other Ways to Define Health

Chicago, January 2, 2014— There is a generation gap when it comes to dieting…Baby Boomers are more likely to diet than Millennials. More than a quarter of all Boomers are on a diet, while only 12 percent of Millennials diet. The NPD Group, a leading global information company, has been tracking Americans’ dieting habits for nearly 30 years.

“Millennials will diet more as they age, but the core dieters in this country are Boomers,” says Harry Balzer, chief industry analyst and author of Eating Patterns in America. “But fewer of us are dieting. Americans are looking for other ways to define health,” says Balzer.

These trends are part of a long-term decline in dieting. Nineteen percent of adults report being on a diet in the last year according to The NPD Group’s National Eating Trends Service which examines top-of-mind dieting and nutrition, as well as actual eating and drinking habits. Dieting peaked in 1991 when nearly 30 percent of adults reported being on a diet during a typical two-week period. While Americans are dieting less overall, as adults age, they are more likely to be on a diet.

Looking for Health in Other Ways

Even though dieting is down, 57 percent of adults still report that they would like to lose 20 pounds.

“Dieting is not the only way to address your health these days,” says Balzer. “Avoiding foods with harmful substances and adding foods with beneficial ingredients remain an appealing way to deal with our health rather than just dieting,” says Balzer.

Seventy-two percent of adults eat reduced fat foods, nearly 45 percent of adults eat foods with whole grains on a regular basis and 24 percent include organic foods and beverages in their diet.

“Dieting is difficult and requires a change in habits. Eating healthy or adding good foods in your diet is much easier,” says Balzer.

Harry is available to comment on what’s behind the numbers and what’s happening on the eating and dieting scene. Harry appears regularly on radio and television and in print.

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Cristina Hilsenrath
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