Today, the food choices of many consumers are based on the individuals’ food ethics, meaning they eat based on their personal dietary guidelines. Some are concerned with reducing sodium and cholesterol levels in an effort to avert heart problems, while vegetarians want full-bodied flavor without actually eating meat.
A report published by Mintel International (Chicago) found that popular “low in…” positioning claims, such as low-calorie and low-fat, increased by 51% during the second half of 2004, in comparison with the first half, to meet with growing demands from health-conscious consumers.