State of Our Health Q3 2020 Report: Eating for Health and Happiness in the Age of Personalized Nutrition


Q3’s report provides an in-depth look at food philosophies in the age of personalized eating. Even though consumers have moved away from the one-size-fits-all diet fads of the 1980’s and 1990’s, they continue to experiment with different eating approaches in high numbers. And so the quest for a rules-based system to guide us toward healthier eating continues unabated. But today’s approaches to eating are less fad and more philosophy, and are geared toward the personal, the experimental, and often have a larger purpose than simple weight loss.

Using qualitative and quantitative methodologies, we explore how consumers balance eating for pleasure and health to develop and act on a healthy diet that feels personalized to their needs. Then we dive into specific eating plans, illuminating both why consumers get involved, what they hope to gain, and what participation actually looks. With our continuous data collection, we are able to profile and compare even niche diet plans.


1. Background, Methodology, and Executive Summary

2. Healthy Eating Gets Personal: How consumers approach personalized eating

3. Eating for Health & Happiness: How orientations to eating for pleasure and eating for health drive personalized approaches to food

4. Exploring Formal Food Plans: Deep dive into specific food plans, including spending, performance on consumer goals, and participant profiles

5. What’s New in Q3: Trending data for consumer health and fitness engagement, priorities, performance, and motivations, including main fitness measures

6. Appendix: Detailed data on formal food plans

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