The document discusses findings from a 2014 report by Sullivan Higdon & Sink FoodThink on consumer attitudes toward healthy living. It finds that while commitment to healthy diets is declining, consumers face barriers like cost and convenience. Eating better motivations include overall well-being rather than just weight loss. Consumers differ in their philosophies toward wellness from strict dieting to moderate approaches. Freshness and natural claims are most important food attributes.

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1
HEALTHIER DIET
to attract consumers on their journey to a
TIPS4

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2
Contents
Attitudes Toward Healthy Living
Finding Motivation
Differing Ideas of Wellness
The Importance of Food Claims
Wellness Tools and Resources
Implications

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Attitudes Toward Healthy Living
Commitment is on the decline
2012
2014
44% 43%
63% 58% 64% 57%
41% 46% 56%
40%
80%
67%
Women Men Over age 45Under age 45 Moms Organic
“I’m firmly committed to a healthy diet”
Q. How strongly do you agree or disagree with the following statements about health and wellness? (Strongly/Somewhat agree).

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Attitudes Toward Healthy Living
Eating better has barriers
It’s expensive to eat
healthy
I would eat healthier if it
were more convenient
It’s daunting to try to change
everything about my diet
Most food companies
don’t make healthy food
Most healthy foods don’t
taste very good
I’m so busy, being active and
eating healthy often gets put on
the back burner
I don’t know how to
prepare a healthy meal
Healthy Eating Barriers
62%
47%
41%
46%
30%
25%
17%
Q. Thinking of potential barriers to eating a healthy diet, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree).

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Attitudes Toward Healthy Living
Some segments struggle with
wellness roadblocks more than others
Millennials
Don’t know how to prepare (155 Index*)
Most healthy foods don’t taste good (133)
So busy, health on back burner (155)
Would eat healthier if more convenient (123)
Moms
So busy, health on back burner (135)
Would eat healthier if more convenient (120)
Organic
Don’t know how to prepare (121)
Most healthy foods don’t taste good (137)
So busy, health on back burner (121)
Men
Don’t know how to prepare (129)
Bad Cooks
Don’t know how to prepare (181)
Most companies don’t make healthy food (129)
Urban
Don’t know how to prepare (146)
Most healthy foods don’t taste good (121)
So busy, health on back burner (122)
Q. Thinking of potential barriers to eating a healthy diet, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree).

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Attitudes Toward Healthy Living
A little moderation is OK for most
I don’t obsess over my
calorie intake, I just
try to eat everything in
moderation
67%
61+3948+52
“I feel guilty when I don’t
eat healthy”
61% 48%
2012 2014

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Attitudes Toward Healthy Living
Fighting the urge to splurge
When I’m celebrating something
When I’m eating out
When I’m on vacation
When I’m stressed out
On the weekend
When I’m with a group
When I’m sad
Splurge Triggers
46%
44%
41%
30%
28%
20%
18%
Q: When are you most likely to “splurge” on food, meaning, when are you most likely to relax your healthy eating habits and treat yourself to a not-so-
healthy food item? Please select up to five.

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Attitudes Toward Healthy Living
Eating our feelings
The emotional triggers in particular hit some segments harder than others. For example, women tend to
splurge in response to negative emotions while men splurge when they’re happy.
Eating our feelings
Millennials (126)
Parents (124)
Moms (121)
Gen-Xers (121)
Midwest (121)
BUSY
Moms (134)
Millennials (130)
Small city (130)
Women (121)
SAD
Moms (133 Index)
Midwest (121)
Small city (121)
STRESSED
Millennials (146)
Organic (132)
Men (130)
Parents (130)
Urban (127)
HAPPY

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Finding Motivation
Wellness goes well beyond the scale
Wellness Motivators
66% 62% 58% 57% 56% 54%
44% 44% 41%
25%
17%
Overall
well-being
Preventing
illness and
disease
Maintaining
a healthy
weight
Overall
happiness
Physical
appearance
Higher
energy
level
Physical
strength
Enjoy being
active
Weight
loss
Setting
a good
example
for my kids
Social
influence
Q. Which of the following are motivators for living a healthy lifestyle? Please select all that apply.

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Finding Motivation
Motivators by segment
Top Motivators (by Segment)
Q. Which of the following are motivators for living a healthy lifestyle? Please select all that apply.
Women
• Weight loss (117 Index)
• Good example for kids (112)
• Physical appearance (111)
Moms
• Good example for kids (235)
• Physical appearance (117)
• Weight loss (114)
Organic
• Social influence (136)
• Physical strength (122)
• Good example for kids (122)
• Enjoy being active (121)
Millennials
• Social influence (140)
• Good example for kids (123)
Boomers
• Prevent illness/disease (114)

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Finding Motivation
“Wellness” is not universal
34+25+15+8+7+7+4+AWellness
Philosophies
Q. Which of the following do you feel best describes your health and wellness philosophy?
Do It My Way
Moderate Maintenance
I Am Who I Am
The Reformer
Holistic Approach
In It to Win It
Not Right Now
34%
25%
15%
8%
7%
7%
4%
Consumers approach
wellness in many different
ways. FoodThink explored
some common wellness
philosophies and the
most likely attitudes and
motivators for the consumers
holding those philosophies.

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Finding Motivation
Wellness philosophies (by Segment)
Q. Which of the following do you feel best describes your health and wellness philosophy?
The Reformer
I frequently diet and seek help managing my health.
Sometimes I relapse, but then I jump back on a diet.
Segments:
Organic
High income
Parents
Gen-Xers
Women
Motivators:
Weight loss
Social influence
Physical appearance
Setting good example for kids
Holistic Approach
Healthy living is a way of life. My body is a temple, so
I exercise regularly and eat healthy, natural foods.
Segments:
Organic
Good cooks
Pre-Boomers
High income
Motivators:
Physical strength
Enjoy being active
Setting good example for kids
Higher energy level
In It to Win It
I stay healthy because it’s fun. I play sports and stay
active for the social aspect. I enjoy setting goals and
looking good.
Segments:
Hispanic
Parents
Organic
Men
Millennials
High income
Motivators:
Social influence
Enjoy being active
Setting good example for kids

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Finding Motivation
Wellness philosophies (by Segment)
Q. Which of the following do you feel best describes your health and wellness philosophy?
Moderate Maintenance
I just try to maintain my weight and eat a fairly
healthy diet.
Segments:
Pre-Boomers
Motivators:
Maintaining healthy weight
Prevent illness and disease
Do It My Way
I try to live healthy, but I don’t follow a particular
diet. I just do what works for me.
Segments:
Pre-Boomers
Motivators:
Enjoy being active
Overall well-being

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Finding Motivation
Wellness philosophies (by Segment)
Q. Which of the following do you feel best describes your health and wellness philosophy?
Not Right Now
Health isn’t really a priority. I occasionally exercise,
and at some point, I’ll start eating healthier.
Segments:
Single
Bad cooks
Low income
Motivators:
None
Social influence
I Am Who I Am
I don’t worry about exercise or eating right. I have
other things to worry about, so I just try to get
through the day.
Segments:
Bad cooks
Unemployed
Men
Low income
Motivators:
None

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For consumers, freshness matters most
The Importance of Food Claims
Attribute Importance
Q. How important are the following attributes when making food purchasing decisions? (Very/Somewhat important).
Fresh
High
in
vitam
ins and
m
inerals
Natural flavors
No
trans fat
Lean
Natural
No
artifical preservatives
No
additives
No
antibiotics
No
hom
ones
No
artificial sweetners
Low-fat
Low
calorie
No
GMOs
Organic
Gluten-free
80%
64% 63% 63% 63% 58% 58% 58% 57% 57% 55% 54% 51%
48%
36%
25%
Trending Up
Trending Down
Gluten-free +9
Lean -11
Fresh -10
Low-fat -10
No trans fats -8
High in vitamins
and minerals -8
The order of importance among
attributes hasn’t changed from the
previous FoodThink study, but the
level of importance has. The following
indicates the percentage point change
from 2012.

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Consumers look on-pack for food facts
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Tools and Resources
Food packaging Family doctorTV shows MagazinesOther websites
Social media Gym or fitness
center
Restaurant menus Mobile apps
36%
Blogs or online
forums
Books
Health insurance
provider
28% 28% 28% 27% 22%
17% 17% 14% 13% 12% 9%

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Go-to source of health information
vary by segment
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Resources (by Segment)
Health insurance provider
(152 Index*)
Mobile apps (121)
Social media (143)
Blogs or online forums (137)
Magazines (126)
Mobile apps (124)
Books (120)
Magazines (116)
TV shows (112)
Social media (112)
Blogs or online
forums (158)
Health insurance
provider (154)
Books (154)
Social media (151)
Men Moms Good cooks Organic

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Go-to source of health information
vary by segment
Wellness Tools and Resources
Q. Which of the following tools and resources do you use to find health-related information and/or help you with your daily wellness efforts? Please select all that apply.
Wellness Resources (by Segment)
Family doctor (148)
Food packaging (127)
Restaurant menus (125)
Mobile apps (180)
Blogs or online forums (177)
Social media (176)
Gym or fitness center (149)
Mobile apps (124)
Gym or fitness center (122)
Pre-Boomers Millennials High income

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19
Implications
Moms, organic consumers and
Millennials are heavy users of digital
wellness tools and resources. Make your
brand part of their wellness arsenal with
a mobile app or by pumping up wellness
content in your social channels.
Get digital
Consumers use food as a reward
and coping mechanism for negative
emotions. Provide recipes, products
or menu options that look and taste
delicious but are still healthy.
Make healthy
foods taste goodConsumers are striving for a
moderate middle ground with
wellness. Appeal to their healthy
sensibilities by avoiding extremes.
Market moderation
Convenience is a significant
wellness roadblock for consumers.
They’ll embrace, and potentially pay
more for, products with on-the-go-
friendly packaging and simple steps
for preparation.
Show them
healthy can be
convenient
Moms, organic consumers and
Millennials are heavy users of digital
wellness tools and resources. Make your
brand part of their wellness arsenal with
a mobile app or by pumping up wellness
content in your social channels.
Get digital
Consumers use food as a reward
and coping mechanism for negative
emotions. Provide recipes, products
or menu options that look and taste
delicious but are still healthy.
Make healthy
foods taste goodConsumers are striving for a
moderate middle ground with
wellness. Appeal to their healthy
sensibilities by avoiding extremes.
Market moderation
Convenience is a significant
wellness roadblock for consumers.
They’ll embrace, and potentially pay
more for, products with on-the-go-
friendly packaging and simple steps
for preparation.
Show them
healthy can be
convenient
Moms, organic consumers and
Millennials are heavy users of digital
wellness tools and resources. Make your
brand part of their wellness arsenal with
a mobile app or by pumping up wellness
content in your social channels.
Get digital
Consumers use food as a reward
and coping mechanism for negative
emotions. Provide recipes, products
or menu options that look and taste
delicious but are still healthy.
Make healthy
foods taste goodConsumers are striving for a
moderate middle ground with
wellness. Appeal to their healthy
sensibilities by avoiding extremes.
Market moderation
Convenience is a significant
wellness roadblock for consumers.
They’ll embrace, and potentially pay
more for, products with on-the-go-
friendly packaging and simple steps
for preparation.
Show them
healthy can be
convenient

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shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited:
“Our Plight to Eat Right,” Sullivan Higdon & Sink FoodThink, 2014.
About the study
20
In early 2014, SHS conducted the latest round of its FoodThink research study monitoring how
consumers think about what they eat and America’s relationship with food.
The study was executed among 2,004 consumers across the country via an online email survey
(confidence interval of +/-2.19% at a confidence level of 95%). Respondents had to be at least 18
years of age and have joint or primary responsibility for the grocery and food decisions in their
household. They came from a mix of demographic backgrounds and regions across the U.S. The
study covered a wide range of topics, such as perceptions of food production, cooking trends and
changing thoughts about food.

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FOR MORE about Sullivan Higdon & Sink’s
FoodThink study, please visit
www.shsfoodthink.com

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22