Many consumers already aligned with new U.S. Dietary Guidelines

The U.S. Dietary Guidelines for Americans, which are released every five years, were issued last week, and one of the new guidelines’ strongest recommendations is something that consumers have already caught on to — limiting sugar intake, reported The NPD Group, Port Washington, N.Y. Overall, U.S. consumers have indicated that sugar is the No. 1 item they try to avoid in their diet, and they are eating fewer sugary foods and beverages, according to NPD’s ongoing food consumption research. 

The new guidelines recommend that only 10 percent of daily calories come from added sugars. And consumers have cut down on foods and beverages with high sugar content, including carbonated soft drinks, fruit drinks and juice, ice cream and frozen treats, and other sweet snacks, NPD said. Consumption of sugar-free, unsweetened and reduced-sugar products, which is highest among young children and adults age 55 and older, follows the trend in concern about sugar overall. Calories were once the top item consumers looked for on nutrition facts labels, but now the top item is sugar, NPD said.

Cholesterol, the outcast of past guidelines, is no longer a dietary concern, according to the new guidelines. NPD’s food consumption research shows that consumers are in line with this change; their concern for cholesterol content has continued to decline since 2006. Eggs, which bore the brunt of the anti-cholesterol push, are back in vogue and consumption is up as consumers look for more sources of protein, the company noted.

The consumption of more fruit and vegetables is a perennial federal dietary standard and is still front-and-center in the new guidelines. The good news is that consumers are eating more fruit, and fruit is among the top-growing better-for-you snacks, NPD said. The bad news is that vegetables are still fighting to find their way into Americans’ hearts and stomachs.

“Consumer alignment with the new guidelines speaks volumes to our collective shift toward eating more healthfully,” said Darren Seifer, NPD food and beverage industry analyst. “We have nutritional information at our fingertips. Some seek it consciously and others hear it subliminally. If there is a weight or health problem, it’s typically not a result of nutritional ignorance.”