USA : Les Baby boomers ont changé le secteur de l’alimentation

Baby Boomers have
impacted Americans’ eating habits throughout their lives. They’ve made
their mark in the fast food boom of the 60’s, the fern bars of the 70’s,
the microwave oven and take-out trends of the 80’s and 90’s and now
the health movement. This movement is being seen throughout the food
market. People in their 50s, the older boomers, are now worried about
fat, salt, cholesterol and sugar more than people in their 40s, the
younger boomers.

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These concerns may
be a reflection of underlying medical conditions facing the aging baby
boomer. The NPD Group’s latest report –Profile of American Baby
Boomers: Health, Diet and Consumption Behaviors and Attitudes –
found that boomers in their 50s may be forced to change their eating
and diet habits to address health and weight issues. NPD’s latest report
is the only one of its kind. This report analyzed eating and diet habits
of tens of thousands of people. It examined actual consumption habits
and health and diet habits of boomers. The report found that one-third
of all boomers are overweight and about 30 percent are obese. NPD also
tracked the diet rates for boomers and found that one in four (25%)
boomers are on a diet. “Many in this generation embrace the idea that
age is a state of mind and in their minds, they’re still young and vivacious.
But our report finds that reality sets in as we age as and health concerns
drive diets. Expect marketers to follow this group’s needs,” said Dori
Hickey, author of the report.

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Boomers
Are Back at Restaurants

Before they had
children, the baby boomers were the most frequent users of restaurants.
But as soon as the first child came along, restaurant usage declined.
Now that many baby boomers are empty nesters, older boomers in their
50s are back using restaurants … but for more than just take out pizza.
Burgers and fries top the list for all adults at restaurants, including
boomers, but boomers are also now more likely to have steak, seafood,
soup, and salad than when they were younger. While restaurant usage
rises at this age, we are also seeing another major shift occurring
as you move into your 50s, according to The NPD Group’s report on baby
boomers. It is at breakfast. You are more likely to eat one.
NPD finds a 7 percent increase from 303 breakfasts in a year during
your 40s to 324 in your 50s. Boomers are most likely to be at home or
at a restaurant for breakfast rather than eating on the run. People
in their 40s eat 282 breakfasts per person in home or at a restaurant
during a year. Older boomers in their 50s eat 308 breakfasts per person,
nine percent more than the younger boomers. Because boomers constitute
the single largest generation in America, numbering about 80 million
people, their eating and health habits will drive trends for years to
come. “Boomers want to have it their way. I think there will be a demand
for foods that improve the healthfulness of their diet. Expect marketers
to begin offering more foods and beverages with added health benefits
targeting this group,” said Harry Balzer, vice president of The NPD
Group. The NPD Group’s Report on The Profile of American
Baby Boomers:
Health, Diet and Consumption Behaviors and Attitudes

The report profiles American Baby Boomers, examines their consumption
behavior and their diet and exercise habits. The report also looks at
Boomers’ food preparation habits and the healthfulness of their diet
as it relates to the government standards. This report analyzed consumption
and attitudinal data through 7 of NPD’s databases and surveys. The report
analyzed eating and diet habits of tens of thousands of people. The
data collected ranged from 1994 to 2004.

National Eating Trends (NET) – Up to 10 years of continuous
data collection ending August 2004. This is a comprehensive database
that measures consumption habits of about 5000 people in-home and away-from-home.
The data is collected via paper diaries and has been continuously collected
in the same way since 1980. The sample is geographically and demographically
reflective of the U.S. Census.

NETPlus Database – Annual nationally representative
sample of 136,642 households reporting on yesterday’s dinner meal including
attitudes, drivers and satisfaction with dinner meal.

NET Nutrient Intake Database – This merges
frequency from the NET data with portion size and nutrient composition
information from the USDA’s CSFII and Nutrient Database.

NPD’s Dieting Monitor – One year of bi-weekly data
collection ending December 2004. Nationally representative annual sample
of 26,000 adults 18+ polled on their patterns of eating food products,
their knowledge of nutritional elements and their awareness of and participation
in particular diets. Also includes questions related to food content
concerns, label reading, dining-out behavior, exercise habits and physical
habits (weight, height).

NPD’s HealthTrack Database – National Eating Trends
panelists report their Body Mass Index (BMI), dieting status, medical
conditions, exercise behavior, usage of vitamins/supplements, and nutritional
attitudes which can be linked to actual consumption behavior for individuals.

The Complete Kitchen Audit – One year of quarterly
data collection ending December 2002. The Complete Kitchen Audit is
based on quarterly reporting by a nationally representative sample of
500 American households. Data includes recipe usage, magazines and newspapers
read, and household penetration of appliances, cookware, utensils, other
cooking items and food and ingredient items. Data are collected every
three years from 2,000 households.

About NPD
Foodworld^®
NPD Foodworld^® , a division of The NPD Group,
provides sales and marketing information for manufacturers, operators,
and retailers in the food, beverage, and foodservice industries. Only
NPD Foodworld provides a complete picture of what Americans are really
eating – both at home and at restaurants. A variety of easy-to-use tools
from Web-based to desktop make information accessible and actionable
to a wide range of users – from executives to sales and marketing to
research. Today a host of market-leading companies in the industry rely
on NPD Foodworld for the knowledge they need to drive better, fact-based
decision-making.