Smart brands are wondering: What motivates eaters in 2022? What key nutritional categories and habits are consumers gravitating toward (or avoiding)? How does this differ by gender and generation and how has it changed over recent years?

The all new Ways of Eating Report, a research partnership between NBJ and NEXT Data & Insights, is here to answer these questions and more. To do so, we performed a robust survey of more than 2,500 US residents (nationally representative across key demographics) to find out the beliefs and behaviors behind why we eat what we eat… and when we do it. We look at nutrients, dietary regimens and lifestyle components for what people do to stay healthy, and we compare key data points to a similar survey performed in 2013 to see how these drivers have change over the last decade.

There isn’t a single major diet that people are embracing today. Rather, they’re picking and choosing to eat elements of many diets for their health. People are customizing their diets to suit their personal needs. Yesterday's marketing strategies of relying on customers being "all in" on keto or paleo are gone; nuance and personalization are in.

Find out what consumers needs are NOT being met by the market by knowing what influences their diet and health. We break down our findings by generation, gender, and lifestyle so you can narrow in on your ideal customers today and plan for tomorrow.