The fact that obesity is reaching epidemic-like levels in some portions of the United States suggests that large numbers of consumers are more interested in convenience and taste than they are in the nutritional value of the foods they eat. Despite this, research from the NPD Group predicts that the market for "better for you" foods will be among the fastest growing over the next 10 years.
"As the population ages, levels of concern regarding food and nutrition are expected to rise," said Ann Hanson, author of the report and director of product development at NPD, in a press release. "For this reason, 'better for you' food options are forecasted to grow strongly."
The market research firm, which has studied the eating habits of Americans going back 30 years, has released its A Look into The Future of Eating report to project the trends that will shape food manufacturing and retailing in the years to come.
"The study's findings have major implications for food companies in terms of long-term product and packaging innovation, distribution, and recipe development," said Ms. Hanson.
While "better for you" products are expected to grow, others including quick assembly lunch/dinner foods - such as sandwiches; some breakfast foods; and side dish breads - are expected to experience a decline.
Discussion Questions: How likely do you think it is that a sizable number of Americans will shift to "better-for-you" eating habits over the next 10 years? From a marketing perspective, can "better for you" foods make it if consumers think nutritious before delicious?