LEMPERT REPORT The latest news, analysis and trends from an industry expert
Eating responsibly grew by 26% in the 12 months
ending in February 2019; it is led by both Generation
X and baby boomers, who make in excess of $75,000
per year, are animal lovers and are into vegan and
vegetarian cooking. Their goal is to support animal
rights, sustainability and social justice. There is little
doubt as you walk through supermarkets or trade shows
such as the recent Summer Fancy Food Show that more
and more new products are being developed that fall
into these categories. Plant-based diets, for example,
index 8. 4 times for this consumer.
Avoiding allergens, which saw year-over-year growth
of 30%, is also being led by Gen X and boomers,
especially females who are into cooking and are fans
of health and fitness. The Food Allergy Research &
Education group estimates that there are more than 32
million Americans who have food allergies, including
5. 6 million children under age 18—which equates to
1 in 13 children allergic to more than one food. The
Centers for Disease Control and Prevention reports that
the prevalence of food allergies in children increased
by 50% from 1997 to 2011 and that the prevalence of
peanut or tree nut allergies more than tripled in roughly
the same period. Gluten-free diets index 17 times more
and FODMAP diets 14 times more. It’s also important
to note that these consumers also index high ( 6.1 times)
for plant-based diets, adding even more fuel to this
category’s rampant growth.
Losing weight has long been a struggle for many
Americans. While the diet du jour seems to take all
the headlines and attention, this group has increased
its conversations by 43%—which, not surprisingly, is
being led by keto ( 17 times), low-carb ( 16 times) and
low-calorie ( 14 times). Issues that still rank in the top
five among diet-seeking consumers are high-fat ( 9. 8
times) and Atkins ( 7 times). Most surprising is that
this motivator for health and wellness is being led by a
much younger consumer, those 21 to 24 years old, who
live with families and are into working out. They also
happen to report a 1.7 times index for meal kits.
Carb-conscious, although showing up in the losing-
weight motivators, had the strongest percent growth
This road map from Social Standards’ Consumer
Analytics offers retailers and brands a strong platform
for comparing their customer base with these findings
and where they align in order to expand and showcase
products that meet these consumer needs.
Grocery retailers understand that their shoppers are more concerned about what they eat and what effects food and beverages have on their health than ever before. A quick walk through just about every grocery store in the U. S. will prove the point. More plant-based, more keto, more kombucha, more CBD—the list goes on. A study from Social Standards Inc. adds new contextualized analysis of the motivations that
are driving consumers to health and wellness, including
a finding that online consumer conversations about it
have swelled 60% from last year to more than 6 million
conversations in February 2019.
Social Standards identifies four motivators that drive
most diets: eating responsibly, avoiding allergens, losing
weight and carb-conscious.
Contextualized insights of a new study can help retailers
and brands set the table for more discriminating consumers.
By Phil Lempert
Phil Lempert, also known as
the Supermarket Guru, is a
leading food marketing and
consumer trends analyst for
the grocery and retail sectors.
for Health and