Based on insights from registered dietitians, nutrition experts and consumer researchers, IFIC predicts in 2020 that the fad diets of the past will “lose popularity” and be “supplanted by more holistic and sustainable concepts, like intuitive eating, which rejects many of the tenets of fad diets, like ‘good foods’ and ‘bad foods.’”
IFIC explains that ‘intuitive eating’ was coined by the registered dietitian Evelyn Tribole, and is based on 10 principles, including rejecting the diet mentality that has served as the backdrop for many manufacturers’ marketing campaigns at the turn of each New Year, when many Americans recommit to healthy eating after weeks of indulgence during the holidays.
In addition to encouraging consumers to honor their hunger and make peace with food, this so-called ‘un-diet’ calls on followers to “challenge the food police,” and avoid categorizing food as good or bad – a shift that could lead to a backlash against traditional marketing campaigns centered on these messages.
But before companies overhaul their campaigns, they should consider the age of their target consumer.
According to IFIC’s 2019 Food and Health Survey, younger consumers are more likely to be familiar with intuitive eating than older shoppers. Specifically, it found 49% of those aged 18-34 knew about mindful eating compared to only 27% of consumers older than 50. This means more conventional dieting messaging may still play well with older shoppers, if not younger ones.