What’s your health tribe? ‘The most common diet is the one of your own making’

“The key is to show flexibility and that their solutions can fit into a myriad of tribes, and understand that many gen Zs and millennials started with these tribes at a young age and will likely continue to follow their tribes as they age,”​ said David Portalatin, NPD food industry advisor and author of ‘Eating Patterns in America’​​.

How a consumer approaches their day-to-day health is a moving target that has become as personalized as the individual, noted NPD Group.

“It’s not that consumers create diets that are filled with indulgences; rather, they find lifestyles or tribes that match their own interests or values.”

Health goes tribal

Health professionals, friends, and family were once the go-to source for information on health. However, now US consumers are seeking and validating their personal health goals and solutions with like-minded communities or ‘health tribes’ online through blogs and social media.

“In the past, health was equated with avoiding substances like fats and carbs, and this was generally considered something that works for anyone who tried it. However, in today’s world of social media and blogging, consumers are seeking their echo chambers of health much in the same way they use them for lifestyles and politics,” ​NPD Group said.

“They’re finding niche or individualized plans that meet their own specific goals, as opposed to plans that work for the average person. This helps explain why the most common diet is one of our own making.”

This personalized health credo individuals are forming also means that consumers are more likely to follow plans promoted by a blogger or online community as opposed to sound science, according to NPD Group.  

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