CHICAGO - Healthy eating has come to the forefront of many minds over the past several years, and this increased interest in healthy eating is highlighted by new research from Mintel.

"Consumers are more aware than ever of their own nutritional deficits, and what poor eating habits can do in terms of their long-term health," said John N. Frank, category manager, CPG food and drink reports at Mintel, in a press release. "As a result, today??s consumers are seeking out healthy food with greater urgency. However, skeptical or confused consumers aren??t likely to pay a premium for healthier food, making it hard for manufacturers to justify investment in nutritional/ingredient upgrades."

Some 31% of consumers choose healthy foods to lose weight and 30% do so to maintain weight. Mintel??s report shows that the fact that these percentages are fairly similar across all age groups illustrates how widespread the interest in healthy eating is. This creates a growth opportunity for retailers, as they can create their own private label versions of healthier products to generate higher profits, fill a growing need of consumers and also reinforce a retailer??s identity in the marketplace.

Based on Mintel??s research, as age increases so does the likelihood that adults are maintaining a mostly healthy diet. Nearly half (48%) of Americans age 65+ say they pay close attention to how they eat, compared to only 32% of 18-24s. Nearly one fourth (24%) of the 65+ age group (the highest percentage of any demographic) say they do not exercise at all. This could be a principal reason for their healthier eating habits, as that is their main way of controlling their weight and health.

"Younger adults generally still feel invincible and have a more naturally active metabolism, making it easier to maintain their weight," said Frank.