Consumer Consumption Trends, 2000 to 2010
Consumers in the United States are clearly paying more attention to what they eat and where they get their calories from. The latest data from the Economic Research Service (E.R.S.) of the U.S.D.A. presents interesting data of relevance to the flaxseed industry. Significantly, consumers — millennials in particular — have begun to change their perception of fats overall. Once demonized, consumers have begun to identify and consume sources of so-called “good fats.”
The intake of healthy fats and oils increased during the first decade of the 2000s. Overall daily caloric intake fell slightly between 2000 and 2010.
According to E.R.S.’s loss-adjusted food availability data, total daily calories per person decreased by 2 percent between 2000 and 2010 from 2,545 to 2,481 calories.
The largest shift in “share of stomach” during the decade was a two percentage point gain for added plant-based fats. The second largest source of calories in the diet after grains, added fats (plant-based) intake accounted for 518 calories per day, up 8% from 480 calories in 2000. Added vegetable fats accounted for 21% of caloric intake in 2010, versus only 19% in 2000.
Losing the most “share of stomach” during the decade were added sugars. At 369 calories, daily sugar intake fell 11% from 416 calories in 2000. The share of caloric intake accounted for by sugar slipped to 14.9% in 2010 from 16.4% in 2000.
Plant-based sources, including grains, produce, sugar and plant-based added fats accounted for 71% of caloric intake in 2010, up from 70% in 2000.
The E.R.S. data represents “real-life” shopping habits. According to the latest survey results from the International Food Information Council (IFIC), more people are seeking out omega-3 fats and are trying to consume more. This has been a longer term trend of upwards of a decade. The E.R.S. data supports the IFIC consumer research.
Research focused on the importance of healthy fats in the diet resonated with consumers. Eating patterns are changing and more people are seeking out “healthier for you fats”. Both consumer survey data (IFIC) as well as food availability data corroborates the trend towards the interest in “better for you” foods such as flaxseed.
For more information, see the December issue of Amber Waves, an E.R.S. publication. “A Look at Calorie Sources in the American Diet” (https://www.ers.usda.gov/amber-waves/2016/december/a-look-at-calorie-sources-in-the-american-diet) and www.foodsight.org.