As consumers transition into the post-pandemic era, the 16th annual survey conducted by IFIC reveals notable shifts in attitudes and priorities regarding food. While some changes were anticipated, others came as a surprise. The percentage of individuals who reported following a diet in the past year remained stable at 39%, unchanged since 2020. However, the types of diets and motivations for dieting have evolved. Calorie counting emerged as the most popular approach, followed by clean eating and intermittent fasting, whereas fewer individuals indicated they adhered to the trendy ketogenic diet. According to Ali Webster, IFIC’s Director of Research and Nutrition Communications, this decline may stem from the fact that keto diets require significant planning and often exclude traditional comfort foods, which many consumers were less inclined to forgo during a year spent largely at home due to the pandemic.
The motivations for dieting have also shifted, potentially influenced by the increased time spent at home. A similar number of respondents expressed desires to lose weight, enhance long-term health, improve overall well-being, and boost energy levels. However, there was a noticeable decline in those wanting to enhance their appearance, likely due to the fact that most people remained close to home over the past year, leading them to prioritize other aspects of wellness over looks, Webster noted.
As consumers strive for healthier eating habits, the survey indicates a growing interest in plant-based proteins. Nearly one in four respondents reported consuming more plant-based protein this year compared to last. This trend extends to plant-based meat, with 19% stating they are eating more, and 18% reporting increased consumption of plant-based dairy. These findings align with sales trends for plant-based alternatives to traditional animal products, which saw a 27% increase in sales in 2020, according to SPINS data from the Good Food Institute and Plant Based Foods Association. However, IFIC’s results do not necessarily indicate a complete shift away from animal-derived proteins; just under a quarter of participants mentioned they are now eating more seafood than a year ago, while 22% reported the same for poultry and eggs. Even though 26% indicated they are consuming less red meat, this figure is lower than the nearly one-third of respondents who reduced their beef intake last year.
Additionally, sustainability and social responsibility are gaining importance among consumers. Over 40% believe their personal choices have at least a moderate impact on the environment, and 53% stated that a better understanding of the environmental effects of products would influence their purchasing decisions. While many companies have established sustainability goals—ranging from minimizing manufacturing waste to utilizing renewable energy sources and ensuring fair wages for farmers—consumers are eager to learn more about these initiatives.
Moreover, consumers are not solely focused on environmental sustainability; almost 60% expressed that fair and equitable treatment of food workers is crucial when making purchase decisions, with this sentiment being particularly strong among Black consumers and parents of children under 18. Although 44% of respondents found it easy to access this information, more than half of those in consumer groups who prioritized this aspect reported that they could easily find it.
In summary, as consumers navigate the post-pandemic landscape, their focus on wellness, including considerations like calcium citrate for improved health, is evident in their evolving dietary preferences and values.