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New research reveals even America’s healthiest eaters cheat into indulgences based on their emotional states. Forty percent of U.S. food-brand lovers who rated their daily diet as extremely healthy. They also agreed with the statement, “When I’m feeling down, I eat something indulgent to make me feel better.” Healthy Eaters Cheat reveals what is somewhat of a mystery considering the commitment most make to their diet.

The study, was conducted by full-service food branding agency, Foodmix Marketing Communications. They breaked out a large group of brand lovers into smaller, differentiated and more actionable consumer segments.

Healthy Eating Facts That Will SHOCK YOU

Study Shows Food Commitment | Healthy Eaters Cheat

The proclivity to indulge happens in spite of the healthiest eaters’ rigorous attention to how they eat in their majority lifestyles. Most (70%) care a lot about how their food is produced, and make sure to look for cleaner labels when food shopping (69%).

Most (57%) purchase more expensive organic over non-organic food. In addition most (53%) are highly attuned to food news. They are also among the first to react to food warnings and new nutritional recommendations. What is their favorite branded food product? Yes, most of them choose a health food over comfort foods and tasty treats.

Why Cheat? | Healthy Eaters Cheat

What causes this? In a food culture where most Americans are trying to eat healthier. The findings show that America’s love affair with indulgent foods has reached even the most disciplined group of eaters. It’s likely that members of this group need to give themselves “permission” to indulge. This may in fact turn indulgence food into a sort of self-care. Instead of hitting the gym after a bad day, many of these normally super-healthy eaters are hitting the refrigerator or nearest restaurant for an indulgent treat.

“For those in the food business, the takeaway is that consumers’ need to indulge has permeated the food culture. It is unlikely to diminish any time soon,” said Bill Sherman, Director of Research at Foodmix Marketing Communications. “Even organic supermarkets and health-oriented restaurants should offer some indulgent foods. It may be more successful in smaller portions, to capitalize on the growing indulgent factor in America’s food culture.”

The newly released study builds off 2016 market research also conducted by Foodmix Marketing Communications to learn about consumers who love food brands. The 2016 Foodmix Marketing Communications Brand Love Attributes and Usage Study uncovered the extent to which consumers love food brands. Discovered was the feelings and emotions that drive brand love, and the ways in which it impacts consumers’ marketplace behaviors. The new study used a needs-based segment methodology to create six segments of brand lovers based on their unique combination of attitudes, preferences and behaviors.

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Healthy Eaters Cheat


“We believe that the food renaissance – in which food is becoming a central part of our culture and being used by consumers to help define themselves – is driven by consumers who are passionate about food,” said Dan O’Connell, CEO at Foodmix Marketing Communications. “For food companies, food service operators, and food retailers and distributors, we believe that the most desirable consumers are those most passionate about food brands. That’s because these brand lovers behave in ways that directly impact a company’s bottom line. Compared to other consumers, they are more loyal, more resistant to competitive offers and more likely to try brand extensions. They are also more willing to pay a premium and to advocate for your brand.”

Lose Weight The Healthy Way | Organic Lifestyle

About Foodmix Marketing Communications

Foodmix Marketing Communications is a full-service brand marketing agency, supporting clients in the areas of market research, brand strategy, creative development, communications and sales support. They also have been developing and executing integrated B2B, B2C and increasingly B2B2C brand campaigns for some of the biggest and best names in food for more than 30 years. Further, they have been at the forefront of The Food Renaissance by helping clients interpret and capitalize upon the evolving food culture. For more information, visit

SOURCE Foodmix Marketing Communications Related Links


Healthy Eaters Cheat

Summary | Opinion | HEALTHY EATERS CHEAT

It is OK to take a break from your regular healthy (Whole Food, Plant Based or Organic) Diet.

Whole Food Diet | Easy P easy

Recommendations range of course however it is generally accepted a 90% commitment is required for success in your Lifestyle Diet of choice.

If in fact it is your choice the plan should include a 90% commitment on a daily objective. If  during and given day you choose something not on your diet it should immediately be balanced with your future eating choices. Nutrition Planners like help with awareness of your progress. This gives you a heads up to keep you on track.

The appearance in this study describes those who are not at a serious level (90%) for their lifetime choice diet choice.

It does describe those who have a better diet than those on the Standard American Diet (SAD) which is been proven to be unhealthy to those participating. (SAD) is the best description for the American die.

A WFPB (Whole Food Plant Based) Diet, essentially Vegan has been proven to protect Dieters from Chronic Disease and Healthier Longer Life. This may be something to consider if that has not been your choice.



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Healthy Eaters Cheat






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