Two-thirds of female A+E Networks® viewers say they don’t follow a specific diet. But most of them try to eat healthy regularly. Everything’s OK in moderation, they say.
About two-thirds of female A+E Networks viewers do not follow a specific diet. But among those who do follow a diet, the most popular options are cutting out carbs, fat or calories. And most female viewers make an effort to eat healthy regularly, believing everything is OK in moderation.
This is according to new A+E Networks research on our viewers and food.
Among A+E Networks viewers, 64 percent of women said they do not follow a specific kind of diet, compared to 72 percent of men. But the most popular diet to follow, for those who do, is a low-carb diet, with 17 percent of women saying they adhere to an Atkins-like plan. Thirteen percent of women said they follow a low-fat diet, and 8 percent said they follow a calorie-restricted diet.
Only 3 percent said they follow a gluten-free diet, another 3 percent said they follow a whole foods or raw foods diet and only 2 percent said they follow a Paleo diet.
And most female viewers make an effort to eat healthy regularly, believing everything is OK in moderation.
But 62 percent of female A+E Networks viewers said that they have a hard time sticking to a diet; only 50 percent of male viewers said that.
Overwhelmingly, both female (85 percent) and male viewers (84 percent) surveyed agreed that all foods are OK to eat in moderation. Both (79 percent of women and 78 percent of men) also said that they try to eat healthy every day. Seventy percent of women tend to read food labels carefully; 64 percent pay attention to the amount of sugar in foods. And 33 percent of women say they avoid desserts while 35 percent of men do.
This tracks with what Gail Tifford, chief brand officer of WW, told SheReportsTM. WW is the new name for Weight Watchers, which rebranded as part of the company’s transformation from a weight-loss company to a company that encourages a healthy lifestyle.
The company has shifted “from seasons to reasons,” Tifford said. “We’re no longer about ‘weight loss season,’ because people want to get healthy 365 days a year.”
Still, women’s food-purchasing decisions align with the most popular dieting approaches. Forty-seven percent of female viewers said they’re likely to purchase food that is a good source of protein. Forty percent said they’re likely to purchase all-natural food, and 40 percent also said they’re likely to purchase foods with no or low sugar. Also popular were foods that are a good source of fiber (39 percent), have no or low salt (32 percent) and are low in carbohydrates (27 percent).
Source: A+E Networks Viewer Panel Study (HISTORY Makers, A&E Access, Lifetime Loyals), October 2018. Total Sample A18+ viewers of HISTORY®, A&E® and/or Lifetime® .
For more information on our research: SheReports@aenetworks.com