Pollock Communications and leading nutrition trade magazine, Today’s Dietitian, released the results of their fifth annual “What’s Trending in Nutrition” national food trend survey, which polled over 1,700 registered dietitian (RDs) across the country this year’s big trends in food and eating. Overall, results reveal a decline in consumers’ interest in dieting. Instead, many are choosing clean and mindful eating as their path to healthier living.
“Year-to-year, our unprecedented connection with Registered Dietitians – the real authorities on all matters of food and nutrition – has enabled us to document the movement towards mindful eating,” said Mara Honicker, publisher of Today’s Dietitian. “This annual increase in attention to eating with purpose and care is also reflected in the top 10 superfood trends. There has been a consistent focus on foods that are nutrient-rich – like seeds, avocados and nuts – along with those that have health-promoting qualities, like fermented foods and green tea.”
Dietitians are attributing the latest shift in consumer food perception to the growing trend of “mindful eating,” a slower and more thoughtful approach to eating. Based on the survey, 49 percent of RDs say that consumers will choose mindful eating over dieting. In addition, 59 percent say consumers will choose to “eat clean,” by looking to consume foods that are less processed and more whole foods such as veggies, fruits, ancient grains and green tea, as well as plant-based proteins like nuts and seeds.
For the last five years, the What’s Trending in Nutrition survey has been a leader in identifying and tracking the next significant trends in food for the upcoming year. In terms of what foods are still topping the coveted Top 10 Superfoods list, the survey shows that nuts and seeds still hold top spots, fermented foods take fourth place, and kale has lost some footing and continues to move down the list in comparison to previous years.
Top 10 Superfoods for 2017
|1. Seeds, like chia and hemp
3. Nuts, like almonds and walnuts
4. Fermented foods like yogurt
5. Ancient grains
7. Green tea
8. Coconut products
9. Exotic fruits
Food Transparency Has Eased Consumer Concern
Compared to 2016, dietitians report that consumers will be less concerned with the food trends of previous years, such as:
- Foods that are GMO-free, sustainable or gluten-free.
- GMO-free and sustainable foods have experienced on average a 20 percent decrease in terms of what concerns consumers. Dietitians attribute this decline to food label transparency and more food companies changing their ingredient deck. In contrast, consumers will be looking for more low-sodium and sugar-free options in 2017.
Top Tips from Registered Dietitians for Eating Healthier in 2017
The survey also captures RDs’ top tips for how to eat healthier and make smarter purchasing decisions next year. Their best advice for consumers includes:
- Eating more servings of fruits and vegetables.
- Choosing high-quality, nutrient-rich foods in all food groups.
- Limiting consumption of highly processed foods.
- And instead of focusing on diets, RDs recommend choosing foods based on a wholesome ingredient list and high level of quality proteins and carbs.
In addition, each year, Choose MyPlate, the United States Department of Agriculture’s guidelines for healthy eating (myplate.gov), continues to play an important role in nutrition education, with 80% of dietitians utilizing MyPlate as a tool to help consumers eat right—up from 76% last year.
Digital Fitness and the Home Delivery Age Help Consumers Make Better Food Choices
Technology has undoubtedly made shopping for healthier food and losing weight easier, and dietitians have noticed by unearthing these insights:
- 84% of RDs believe that technology is providing new options to help consumers make better food choices and/or eat healthier.
- New technologies are helping to shape the future of nutrition with 67% of RDs recommending apps, such as MyFitnessPal and the Fitbit App to plan and track food activity.
- Pre-portioned meal delivery services such as Blue Apron and Fresh Direct have also skyrocketed – 45% of consumers are now turning to these and similar healthy meal or weight loss menu delivery programs in order to eat healthier.
Not All Shopping Carts Are Created Equal – Barriers to Purchasing Healthy Foods
Although consumer awareness of healthy food has increased and mindful eating is on the rise in 2017, issues of access and cost continue to prevent certain populations from being able to eat and purchase healthy food.
- For low-income consumers, RDs say that cost, above all other factors including physical health, is the largest barrier when making food purchasing decisions. This often makes healthy eating options out of reach for low income families.
- RDs recommend increasing affordability and availability of nutritious food in low-income areas to help reduce barriers to healthy eating.
“The annual Pollock Communications and Today’s Dietitian survey continues to provide a powerful view of what consumers are thinking and doing,” said Louise Pollock, founder and president of Pollock Communications. “Registered dietitians have firsthand knowledge of how and what Americans eat. Therefore, each year consumers, industry and health professionals get a front row seat and unrivaled access to what’s trending in nutrition.”
Bulldog Reporter, a PR industry trade journal, recently announced the winners of its Digital/Social PR Awards recognizing companies that have made amazing strides in the world of digital and social media public relations and communications. Pollock is honored to have received a Bulldog Digital/Social PR Award for our work on the Cranberry Friendsgiving Photo Contest social media campaign, on behalf of our client, the Cranberry Marketing Committee.
Scoring for the Bulldog Digital/Social Awards is based on campaign creativity and originality, strategic and tactical brilliance, breakthrough communications approaches and successful results. Demonstrating excellence in each of these areas, Pollock was awarded a bronze in the category of Best Use of Digital/Social for a Food/Beverages/Restaurant Campaign. The award is particularly gratifying, not only because the judging process is rigorous, but also because the judging panel is made up of industry peers, including working and award-winning journalists. This year’s panel included a Pulitzer Prize winner and reporters from a number of different media outlets including The Washington Post, USA Today and The Oregonian.
Pollock Communications was awarded a Big Apple Award by the New York Chapter of the Public Relations Society of America (PRSA), this time for our work on the Friendsgiving social media campaign for the Cranberry Marketing Committee. To capitalize on the growing millennial trend of celebrating “Friendsgiving”, Pollock launched a campaign that targeted a new audience to create cranberry lovers and encouraged millennials to include cranberries in their Friendsgiving meals and celebrations.
The campaign was a photo contest that asked millennials to submit photos of their recipes and holiday décor made with cranberries using a unique and dedicated hashtag. The Cranberry Marketing Committee partnered with Instagram celebs Elsie and Emma of A Beautiful Mess anddietitian Carlene Thomas of Healthfully Ever After to help spread the word. The campaign was publicized through targeted media outreach and social media engagement.
The campaign generated more than 200MM impressions in traditional and social media, garnered more than 190K impressions through retailers’ social media channels, and received a total of 245 entries. Don’t mind us, we’ll just be over here celebrating!
Today’s Dietitian published a two-page spread in their June 2016 issue that discusses findings from its What’s Trending in Nutrition survey with Pollock Communications and features Pollock’s own Jenna Bell, PhD, RD, senior vice president and director of food & wellness. The survey, which collected input from more than 450 registered dietitians, revealed that clean eating is everything, ancient grains stay strong, low fat moves out, and seeds steal the show. Not to mention that shoppers will seek more seafood, read more blogs, buy based on antibiotic-free claims, and continue to favor gluten-free foods. This is the first of a three-part series that will highlight the top nutrition trends for this year. The full article can be found at Today’s Dietitian