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Millennials Less Likely to Diet: Report

CHICAGO — Younger consumers are dieting less than the older generation of Baby Boomers, according to a report released Friday by The NPD Group here.

More than a quarter of all Boomers are on a diet, while only 12% of Millennials diet, the report found.


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“Millennials will diet more as they age, but the core dieters in this country are Boomers,” said Harry Balzer, chief industry analyst at NPD. “But fewer of us are dieting. Americans are looking for other ways to define health.”

The report supports a long-term trend toward a decline in dieting, with 19% of adults reporting being on a diet in the last year, according to NPD’s National Eating Trends Service, which examines top-of-mind dieting and nutrition, as well as actual eating and drinking habits. Dieting peaked in 1991 when nearly 30% of adults reported being on a diet during a typical two-week period.

Even though dieting is down, 57% of adults reported that they would like to lose 20 pounds.

“Dieting is difficult and requires a change in habits. Eating healthy or adding good foods in your diet is much easier,” noted Balzer.

According to NPD research, 72% of adults said they eat reduced-fat foods, nearly 45% of adults eat foods with whole grains on a regular basis, and 24% include organic foods and beverages in their diet.

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