New research reveals even America’s healthiest eaters cave into indulgences based on their emotional states. Forty percent of US food-brand lovers who rated their daily diet as extremely healthy agreed with the statement, “When I’m feeling down, I eat something indulgent to make me feel better.” The study, conducted by full-service food branding agency, Foodmix Marketing Communications, breaks out a large group of brand lovers into smaller, differentiated and more actionable consumer segments.
The proclivity to indulge happens in spite of the healthiest eaters’ rigorous attention to how they eat in their majority lifestyles. Most (70%) care a lot about how their food is produced, and make sure to look for cleaner labels when food shopping (69%). Most (57%) purchase more expensive organic over non-organic food. Most (53%) are highly attuned to food news, and are among the first to react to food warnings and new nutritional recommendations. As to their favorite branded food product? Yes, most of them choose a health food over comfort foods and tasty treats.