There has also been a slight drop in the number of adults claiming to be on a diet in recent years, with 21% claiming to be dieting now compared with 24% in 2004, said the market researcher, which quizzed 1,921 adults about their eating habits to inform its new study The Market for Functional Foods.
However, 44% of respondents said they had made changes in the past six months to improve the healthfulness of their diets, with younger consumers more likely to be making positive changes than older ones.
As to which nutrients they are most interested in, all age groups (Millennials, young boomers, older boomers, GI/Silent generation) with the exception of Generation X put protein at the top of the list, with whole grains and omega-3s also featuring prominently.
Asked when they most needed an energy boost, 43% said mid-afternoon, 31% said first thing in the morning, 14% said at breakfast time and 13% said after a workout.