For years, we've heard the old story about digging your grave with your fork. While that may still be true for some consumers, there are growing numbers that are using their eating utensils to carve out a longer life, a healthier body, and a fit lifestyle. Known by a number of names, the "Better for You" consumer is seeking products and activities that meet their health and nutritional needs. The Health & Wellness category encompasses natural, organic, food-as-medicine, special dietary choices, and other nutritional drivers that are changing the way consumers eat.

To provide a thorough understanding of the driving forces and nutrition trends in the dairy, deli, and bakery categories, the IDDBA commissioned Dr. Elizabeth Sloan, Sloan Trends, Inc., to study the topic, survey consumers, and do an in-depth analysis of nutritional awareness, diet choices, superfoods, value-added foods, labeling, etc.

The study covers store format changes, category changes, product development, and marketing strategies. The consumer survey looks at changes in attitude, buying behavior, lifestyle, and demographics. We'll look at changes in market share, growth potential, fads versus trends, taste factors, shopper types, and consumer understanding of what the health issues are and how food can impact their lives.