As a leading registered dietitian with a PhD in exercise physiology, Jenna Bell, Senior Vice President and Director of Food & Wellness at Pollock Communications is often quoted in the media. Most recently, US News tapped her expertise in food and nutrition to help its readers understand How to Eat Vegan During Pregnancy. Check out the article and Jenna’s insights here…
https://health.usnews.com/wellness/family/slideshows/how-to-eat-vegan-during-pregnancy
Survey Findings Show Consumers Go with their Gut in the Grocery Aisles
National Survey of more than 2,000 Dietitians Reveals Movement Toward Clean, Natural and Simple with Surprising Predictions for Superfoods in 2018
In its sixth year, with a record-breaking 2,050 registered dietitian nutritionists (RDNs) responding, the Pollock Communications and Today’s Dietitian’s “What’s Trending in Nutrition” national survey once again exposes what RDNs predict consumers are thinking and eating. In a surprising switch, fermented foods – like yogurt, kefir, kombucha, sauerkraut, tempeh, some pickles, kimchi and miso – ousted seeds as the No. 1 superfood for 2018, making it clear that consumers will be “going with their gut” in the coming year by seeking out foods that improve gut health and overall well-being.
“RDNs stay ahead of the trends because they are dedicated to listening and responding to what consumers are looking for when making food choices,” explains Mara Honicker, publisher of Today’s Dietitian. “Our readers stay current on what consumers are thinking as much as they do nutritional science.”
Top 10 Superfoods for 2018
What’s changed for next year is the rise of “fermented foods” to the top spot. Surprising, but true, RDNs predict fermented foods will be highly sought by consumers in 2018. While widely known as the process used for making wine or beer, fermentation is a natural, metabolic process that involves using sugar to create compounds like organic acids, alcohols and gases. Fermented foods may have powerful health benefits from boosting gut health to blunting inflammation. The rest of the rankings included:
| 1. Fermented foods, like yogurt
2. Avocado 3. Seeds 4. Nuts 5. Green tea
|
6. Ancient grains
7. Kale 8. Exotic fruits 9. Coconut products 10. Salmon |
The Future is Here
In 2012, “What’s Trending in Nutrition”predicted that consumers would move toward “natural, less processed foods” (according to 72% of respondents). This national sample of RDNs forecasted that consumers were trending toward “simple ingredients” and a greater focus on “plants.” Move forward to today, and their projections have come to fruition as top diets for 2018. Coined, “clean eating” and “plant-based diets,” consumers are demanding foods and products that fit this way of life.
Diets Over Time
After “clean eating” and “plant-based diets,” first-timer, the “ketogenic diet” has made its way to the top as No. 3. This high-fat, generous-protein, barely-any-carb diet designed to produce ketone bodies for energy debuted with a high ranking. Interestingly, in 2013, RDNs felt that the trend in the “low carb diet” had declined. Then a year later, there was a rise in Paleo, Wheat Belly and Gluten-Free. Now, RDNs rank “Wheat Belly” as one of the diets on its way out and ketogenic has overtaken Paleo. Given the popularity of the high-fat ketogenic diet, it makes sense that the “low fat” diet was also ranked as a has-been.
“The movement toward clean eating reflects a change in how consumers view food,” notes Jenna A. Bell, PhD, RD, SVP of Pollock Communications. “Consumers are searching for nutrition information and equating diet with overall well-being.” As an example, Bell points out that the quick rise of fermented foods in the top 10 superfood list shows that consumers have expanded their definition of wellness to include benefits like gut health. “It also suggests that consumers are digging deeper for information about the food they eat and in this instance, finding out why yogurt, kefir or kimchi is so good for them!”
Fake News?
Over the years, the “What’s Trending in Nutrition” survey has captured the RDN perspective on where, how and from whom, consumers are getting their nutrition advice – good and bad. Since 2013, RDNs have acknowledged the power of social media, blogs, websites and celebs on nutrition decisions and the dissemination of misinformation. In 2014, celebrity doctors made their mark in the minds of consumers and RDNs ranked them as a growing provider of nutrition info. In the upcoming year, RDNs take aim and name Facebook as the No. 1 source of nutrition misinformation for consumers, followed by websites and blogs/vlogs.
Through the Years, We All Will Be Together
RDNs
continue to recognize that consumers rank taste, cost, convenience and healthfulness as most important in the supermarket. And, the RDN messages remain consistent: MyPlate is the gold standard for helping consumers eat right (79% use it to educate) and it’s best to make small changes, focus on the overall eating pattern (not a single food or nutrient) and make gradual shifts over time. The RDNs top recommendations for 2018 are to limit highly processed foods, increase fiber intake, keep a food journal and choose non-caloric beverages such as unsweetened tea or coffee.
“The annual forecast from the ‘What’s Trending in Nutrition’ national survey shows how consumers are driving change and leading the evolution of diet and nutrition trends,” explains Louise Pollock, President and founder of Pollock Communications. “As they do each year, the unique perspective of RDNs provides media, retailers and food manufacturers a view into the minds of consumers that can help inform their business.”
Annual Survey of Nutrition Experts Predicts What’s In and Out for 2016
From food celebs like kale or cauliflower and claims like gluten-free or no additives, to diet plans like Paleo or vegan, there’s only one way to know what to look for (and eat) in 2016: ask 450 nutrition pros. The fourth annual “What’s Trending in Nutrition” Survey from Pollock Communications and Today’s Dietitian does just that and tells us what consumers will seek and avoid in the coming year.
“When it comes to forecasting nutrition trends, there are no better experts than registered dietitian nutritionists (RDNs). They are at the forefront of everyday eating habits and purchasing decisions of people from all regional and economic environments. With almost two decades of working on behalf of dietitians, we know they have their finger on the pulse,” says Today’s Dietitian publisher Mara Honicker.
For 2016, the survey, conducted by the nutrition trade magazine Today’s Dietitian and a leading food, health, and wellness public relations agency, Pollock Communications, revealed that clean eating is where it’s at, 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.
Whether they’re in, out, or staying the course, the following are the top 10 findings for 2016:
1. Clean Shopping
According to the survey, RDNs agree that more consumers will base their purchasing decisions on “clean eating”, or shopping for foods that fit a plant-based diet, such as a Mediterranean-style diet. Gluten-free and Paleo diets will still be popular, but the nutrition pros’ results show that consumers will move towards “clean” vs caveman.
2. Seeds Bloom
Most registered dietitians say seeds (55%) have superfood star-power, followed by avocados (52%) and ancient grains (50%). Meanwhile, kale loses its luster. When it comes to popular beverages, green tea brews to the top.
3. And the Influencer Award Goes To…
Celebrities! According to the survey, most registered dietitians believe that nutrition trends start with celebrities, with 33% citing them as the initiator of food and eating fads, while 26% name social media as having the most influence on consumer eating trends.
4. Protein Picks and Peaks
Shopping carts will have less beef, bacon, and other processed and red meats as more consumers look to seafood, nuts and seeds, eggs, poultry, and dairy to provide quality protein in their diets. That said, the number of individuals focusing their attention on high protein eating may have peaked—two-thirds of RDNs say that protein enthusiasm will be about the same in 2016.
5. Shopping for Free
When it comes to the messages and claims that impact shopping decisions, 2016 will look for “free.” Claims like “GMO-free” and “antibiotic-free” will prompt purchases, as will “additive-free” and “locally sourced.” The question is whether these characteristics actually drive healthier purchases. Jenna Bell, PhD, RDN, senior vice president, director of food & wellness for Pollock Communications, says you can’t be so sure. “While consumers may look for GMO-free or other “free-from” claims on the label, it doesn’t mean that it has always led to healthier, more nutritious options.” Dr. Bell warns that an unintended consequence of choosing “free” foods could be that consumers might not assess the overall healthfulness, consider food safety issues, understand truly sustainable practices, or might pay unnecessary costs. “Make decisions based on the quality of the whole food and the variety and quality of your overall diet,” Dr. Bell suggests.
6. A Matter of Taste
When it comes to deciding what to eat, RDNs say that taste and convenience are consumers’ most important considerations. Some 97% and 93% responded that convenience and taste, respectively, are important or very important when it comes to deciding what to eat. While healthfulness is the not the deciding factor according to one-half of the respondents, Dr. Bell points out, “Even when you’re making healthy choices, RDNs know that taste and convenience are deal breakers if not satisfied.”
7. Healthy Eating — There’s an App for That
Seventy-one percent of RDNs believe more consumers will use technology to help improve their diet in 2016, likely tracking their food intake or activity with smartphone apps or wearables like MyFitnessPal, LoseIt, and Fitbit, among others.
8. Blogs, Social Media and TV Trumps…
When it comes to getting nutrition information, the RDNs cited blogs, social media and TV – in that order. “This could be good news,” remarks Dr. Bell, “a growing number of RDNs author national and personal blogs, are active on social networks and are making TV appearances.” Dr. Bell notes that for credible information, look for that RD or RDN after their name when online or watching TV.
9. Mis-Fortunate Information…
However, not all blogs are created equal. Nearly two-thirds of RDNs are concerned that consumers are getting wrong and potentially harmful nutrition information from blogs and social media. Dr. Bell speculates that this may be due to the number of non-experts sharing information.
10. Nutrition Ed — Choose MyPlate
Year after year, Choose MyPlate, the USDA’s guidance for healthy eating (myplate.gov), continues to play an important role in nutrition education, with 76% of dietitians utilizing MyPlate as a tool to help consumers eat right—up from 73% last year.
“Registered dietitian nutritionists are the top experts for consumers, brands, and the media, in all things food and nutrition. Hence, Pollock Communications has been working with the RDN community for nearly 20 years. Their insights and expertise are unprecedented, making The “What’s Trending in Nutrition” Survey a valuable tool to forecast new data in the food and beverage industry for all aspects of the business,” remarks Louise Pollock, founder and president of Pollock Communications.
Do Diet Trends Help the Dairy Industry Design Better Products?
Dairy Foods magazine interviewed Louise Pollock for insights on 2015 trends that could help influence new product formulations in the dairy industry. The article, “Designing Dairy Products for Millennials and Boomers” discusses possible new dairy opportunities based on the top 15 diet trends from the “What’s Trending in Nutrition” survey, conducted by Pollock Communications and Today’s Dietitian. To read the full article, click here.
14 TOP DIET TRENDS FOR 2014
The annual nutrition expert trends forecast is in – what fad diets are hot? What’s out? Which foods top the list? What are consumers eating? We partnered with Today’s Dietitian to conduct a survey of more than 500 Registered Dietitians and found that America’s demand for nutrition information is at an all-time high and there’s no shortage of media talking about diets. The data shows that with all the attention on health and nutrition, Americans need advice from dietitians now, more than ever, to cut through the clutter.
Whether right on or nutritionally wrong, dietitians identified 14 diet, nutrition and food trends that will make headlines, influence food-purchasing decisions and shape Americans’ waistlines in 2014. For better or for worse, here’s what to watch out for:
- Anti-wheat sentiment. According to our experts, consumers will continue to lean on wheat-deprived diet plans like the Paleo diet, gluten-free or “wheat belly” in 2014. “Despite the lack of evidence to support wheat- or gluten-elimination diets for weight loss or health – not associated with a clinical disorder or disease – consumers are still looking for ways to control their weight,” explains Jenna A. Bell, PhD, RD, Senior Vice President and Director of Food & Wellness at Pollock Communications. The majority of respondents agreed that the Paleo diet, gluten-free or “wheat belly” would top the list of most popular diet fads for 2014.
- Ancient grains are new again. Despite the popularity of some low grain diets, ancient grains are being served up in 2014.
- Add kale, coconut or chia seeds. While 32% of dietitians forecast a fondness for ancient grains, 27% say that kale is hot (or served cold) in 2014. When it comes to ingredients, 37% dietitians report that coconut oil is all the rage, followed by omega-3, ALA-rich chia seeds (32%).
- “Low fat” falls flat. While low carb remains strong, low fat gets weaker. Dietitians predict that the low fat diet will be the least talked about plan for 2014.
- The nutrition pros promote MyPlate. Looking for a great educational tool for creating a healthy diet? Seventy-five percent of dietitians turn to MyPlate to help people eat right.
- “Health” is important in the grocery store. When it comes to shopping for food, 95% of dietitians say that “health” is important to shoppers. And supermarkets know this more than anyone – the Supermarket Dietitian is the fastest growing job classification in grocery stores nationwide.
- I’m a doctor… and I play one on TV. Dietitians agree that consumers are exposed to more health information on their flatscreens than ever before. Sixty-six percent of dietitians predict that television doctors will up the diet discussions in 2014, along with more views about food from celebrity trainers and chefs.
- I’m as healthy as my friends. When it comes to weight and health, consumers are comparing themselves to recommendations from TV personalities and health-focused shows, say 34% of dietitians. How else do they gauge their health and weight? They look to their friends and family.
- Bloggers blog about nutrition and health. Whether it’s a lifestyle, mommy or credentialed dietitian blogger, consumers are booting up their devices for diet advice. Dietitians report that the topic of nutrition and health is booming on blogs and websites.
- The (mis)information age. Dietitians report that most (67%) of nutrition information is based on personal beliefs and half-truths rather than published peer-reviewed research. And, 75% say that there will be a preponderance of misinformation to digest in 2014.
- More eco-conscious eats. According to dietitians, consumers are looking for more eco-labels in 2014. About 38% say that local is where it’s at and 31% tell us that their clients look for sustainable foods when shopping.
- Americans become a little too comfortable. The national averages for body weight have not budged and dietitians worry that Americans may be becoming complacent about their unhealthy weight. Forty-four percent feel that as we move into 2014, more consumers are becoming OK with an unhealthy weight.
- Fruits and veggies: the biggest bang for the buck. If consumers made one positive nutrition change, what would that be? It’s no surprise: dietitians say that the most important first step to improve overall health is to eat more servings of fruits and vegetables.
- Consumers have an insatiable appetite for nutrition and diet information. According to 66% of the respondents, consumers’ interest in nutrition and weight loss will only grow in 2014.
Do any of these trends surprise you? Click on the “email us” link at the bottom of this page, and let us know.
As a New York City-based, independent, full-service, food, health and wellness public relations agency, Pollock’s public relations and credentialed nutrition experts create innovative partnerships that link brands to health and wellness platforms. Pollock has a long history of reaching key influencers and successfully communicating the taste, health and lifestyle benefits of brands and commodity foods to consumers, retailers and healthcare professionals.
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