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More Americans scrap dieting for healthier foods.

A new report from the NPD Group, Rosemont, IL, indicates that more Americans are eating healthier while fewer people claim to be dieting. The average American has at least two "better for you" products a day, according to NPD's National Eating Trends data. More than 70% are consuming reduced fat foods at least once during a two-week period, and more than half are eating reduced calorie, whole grain or fortified foods. Other "better for you" foods consumed include diet, light, reduced-cholesterol, reduced-sodium, caffeine-free, sugar-free, fortified, organic and low-carb varieties. NPD also reports that the percentage of adults on a diet has decreased by 10% since 1990. Instead, more consumers are looking to add whole grains, dietary fiber, omega 3 fatty acids, antioxidants and probiotics. Even while more Americans express concern about a struggling economy, eating healthy remains a priority. A recent NPD Fast Check Survey on economic conditions showed that adults who identify themselves as financially worse-off compared to last year, said that eating healthy still has the greatest impact on which foods and beverages their household buys. Saving money ranked a close second.

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Title Annotation:INDUSTRY NEWS
Publication:Nutraceuticals World
Date:Sep 1, 2008
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