I’ve witnessed some impressive paradigm shifts in how consumers — and product developers — understand and use food and ingredients. The needless demonization of salt, fat, meat, and sugar has moved away from the focus of concern, with most Americans recognizing the idea of moderation and moving away from the guilt that preoccupied everyfood decision.

One trend that emerged from the survey is that of "better informed purchasing decisions." A majority of millennials want to know where their food comes from and how it is sourced. Transparency in food sourcing is important to more than 65% of millennials, particularly for fresh meat and seafood.

Nine percent of adults say a top nutrition goal is protecting brain health and when asked about foods that promote brain health, young adults were 45% more likely to express an interest in these products compared to 35-44-year-olds, finds NPD’s Health Aspirations & Behavioral Tracking Service.

‘These shifts highlight the importance of ongoing innovation in this marketplace,’ said Lu Ann Williams, Director of Innovation at Innova Market Insights. ‘Convenient formats are now important for many consumers, while the rise of dinner usage suggests interest in more indulgent, dessert style yogurts.’

Survey data published in the report reveal that as of 2018, in terms of the three main meals, a far higher share of adults consider breakfast to be the most important meal of the day compared with lunch or dinner.

The prototypes represent a mix of foods and beverages that support three major shifts in global consumer eating behavior: plant-based protein, sugar reduction, and clean and simple labels. 

Generation Z, or those under 25, spent a relatively equal amount on food at-home vs. away-from-home, while that gap widened in older generations.

“The role of snack food is changing in different ways in reaction to Americans’ desire for balance, portable snack foods, and holistic wellness,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America.

The research, conducted with HealthFocus® International, highlights the significant market opportunity in plant-based food and the connection to many of the important trends shaping the American diet.

Innova Market Insights continuously analyzes global developments in food and beverage launch activity and consumer research to highlight the trends most likely to impact the industry over the coming year and beyond.