ROSEMONT, Ill. — The percentage of adults on a diet has decreased by 10 percentage points since 1990, while the number of Americans eating healthier has increased, according to NPD Group’s National Eating Trends report. It finds that at least once in a two-week period, more than 70% of Americans are consuming reduced-fat foods, and over half of them are eating reduced-calorie, whole-grain or fortified foods. In addition to these foods, other “better-for-you” items consumed include diet, light, reduced-cholesterol, reduced-sodium, caffeine-free, sugar-free, fortified, organic and low-carb foods. The average American, according to National Eating Trends, has at least two better-for-you products a day. “While dieting for both women and men remain huge markets, they are not growing markets,” said Harry Balzer, vice president, the NPD Group, in a statement. “The desire to lose weight really was a 90s trend. Today consumers appear to be making healthier food choices.”

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