WHAT THE DATA SAY: 69% reducing sugar consumption to get healthier

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

THE NEW ‘FAST FOOD’

More Americans are turning to meal delivery subscriptions because of convenience, affordability and quality, based on our Harris Poll QuestBrand research.

• 39% of Americans (and 52% of ages 18-34) say they don’t have time to cook meals during the week.
• The biggest decision factors to subscribing are available meal options (65%), quality of ingredients (58%), freshness of ingredients (54%), nutritional value (53%) and reduced time cooking (49%).
• 68% of meal service subscribers report that it takes 30 minutes or less to prepare (prepping, cooking and cleaning up) a meal from a meal delivery service.
• 30% receive meals a few times a week.
• 23% receive meals once a week, and 17% once a day.

NO SUGAR ADDED

How is that New Year’s resolution going to eat healthier? If you’re like most Americans, you’re most likely to have started to reduce your sugar consumption, based on our Harris Poll research.

• 63% made a New Year’s commitment to eat healthier, and 84% say maintaining a healthy diet is very important to them.
• During 2024, healthy lifestyle changes included drinking more water (71%), exercising more (61%), trying to lose weight (41%) and reducing alcohol consumption (24%).
• This year, adults who are making healthier diet decisions say they are: reducing sugar intake (69%), eating more fresh produce (68%), reducing processed food (62%), increasing hydration (58%), reducing soft drink consumption (53%), cooking at home more often (53%) and reducing carbohydrate consumption (47%).
• 60% choose the foods they eat based on their nutritional value (number of calories or vitamins).
• Adults who are making healthier diet decisions say the following claims would convince them that a food is healthier compared to other options: “no added sugar” (55%), “good source of nutrients” (53%), “all-natural” (53%) and “low sodium” (50%).

TICK TOCK FOR TIKTOK?

Social media users say they would most likely flock to YouTube if the TikTok uncertainty continues, according to our NRG research.

• Users say they will spend their time on YouTube if TikTok shuts down (65%), followed by Facebook (56%), Instagram (55%), X (33%), Snapchat (31%) and Reddit (17%).
• More Americans say the decision to delay the TikTok ban is a good thing (39%) than a bad thing (29%).
• 61% believe it’s somewhat likely a U.S. tech company will buy TikTok.
• Consumers are most open to a purchase by Google (27%), followed by Meta (23%), X (18%), Microsoft (18%) and Amazon (18%).

HOMEBUYERS HAVE HOPE

After last year’s slump in home sales, Americans are more optimistic about purchasing a home, according to our Harris Poll survey with NerdWallet.

• 28% Americans who were in the market to buy a house during the last 12 months have done so.
• 15% of Americans say they plan to buy in the next 12 months.
• Nearly all prospective buyers (96%) say they’ve taken at least one step in the planning process.
• 54% of prospective buyers say they’ve begun looking at homes on listing apps, and 35% have started a down payment fund.

ICYMI:

In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Allison Worldwide Strengthens Support of Clients with 6 New Senior Leaders
• Stagwell Merges Hunter and KWT Global
• Harris Poll: Climate change brings a mixed bag to the Great Lakes with strong downsides
• New Survey Stagwell’s (STGW) The Harris Poll: California Voters Support Innovative Recycling Efforts to Ensure Success of S.B. 54
• European Travel Trends – 2025 Report