Consumers Torn Between Good Health, Great Taste

Despite greater awareness of the benefits of eating healthy, consumers are increasingly weighing healthy, low-fat food choices against more indulgent fare. Restaurants have found that customers are rejecting healthy menu items in favor of those offering larger, higher-fat portions.

Burger King has seen success with its triple-decker "BK Stacker" burger, whereas Applebee's, Ruby Tuesday and Olive Garden have pulled "lite" items from their menus. One theory behind this demand is that people may eat healthy at home, then "treat themselves" to something they don't normally eat when they go out to restaurants.

This, however, doesn't mean that consumers aren't paying attention to their food. Restaurants are reporting an increase in vegetarian and organic selections -- though these aren't necessarily low-fat or low-calorie.

Source: Herman Group

Transumerism

Trendwatching.com has identified a new consumer type: the transumer. This type of consumer is affluent and mobile, yet also highly style-conscious. They value convenience, demanding that services be fast and be located where they are, whether at work, at play or in between. They prefer to own things temporarily, either by renting or trading up via eBay or similar services. Telecommuting allows transumers to work where they please, freeing them from the need to live near an office. They even like their homes to be mobile, as witnessed by the surge in interest in RVs among retiring baby boomers.