The way Americans eat has undergone significant transformations over the decades. While some habits have faded, others have become more pronounced, reflecting evolving attitudes towards health, convenience, and global influences. Examining dietary trends, particularly in comparison to the 1970s, reveals striking shifts in food consumption patterns and their implications.
Increased Calorie Consumption and Macronutrient Shifts
Broadly speaking, Americans eat a lot more than they used to. The average American consumed 2,481 calories a day in 2010, about 23% more than in 1970. That’s more than most adults need to maintain their current weight, according to the Mayo Clinic’s calorie calculator. Nearly half of those calories come from just two food groups: flours and grains (581 calories, or 23.4%) and fats and oils (575, or 23.2%), up from a combined 37.3% in 1970.
The average American diet in 2006 consisted of approximately 2,200 kilocalories (9,200 kJ) per day, with 50% of calories from carbohydrates, 15% from protein, and 35% from fat. These macronutrient intakes fall within the Acceptable Macronutrient Distribution Ranges (AMDR) for adults identified by the Food and Nutrition Board of the United States Institute of Medicine as "associated with reduced risk of chronic diseases while providing adequate intakes of essential nutrients," which are 45-65% carbohydrate, 10-35% protein, and 20-35% fat as a percentage of total energy. However, the nutritional quality of the specific foods comprising those macronutrients is often poor, as with the "Western" pattern discussed above.
Meat Consumption: Chicken Takes the Lead
Several interesting shifts are happening within food groups. For the past decade, for instance, chicken has topped beef as the most-consumed meat. In 2014, Americans ate an average of 47.9 pounds of chicken a year (2.1 ounces a day), versus 39.4 pounds (1.7 ounces a day) of beef. Consumption of beef in the US has fallen since the 1970s, while chicken consumption has grown dramatically.
Dairy Consumption: Less Milk, More Cheese
Over in the dairy aisle, Americans are drinking 42% less milk than they did in 1970: 12.6 gallons a year, equivalent to 4.8 ounces a day. However, we’re eating a lot more cheese: 21.9 pounds a year, nearly three times the average annual consumption in 1970.
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Grain Consumption: A Rise in Baked Goods
Americans consume 29% more grains, mostly in the form of breads, pastries and other baked goods, than they did in 1970 - the equivalent of 122.1 pounds a year. Whole grains should consist of over half of total grain consumption, and refined grains should not exceed half of total grain consumption.
Sweetener Consumption: A Peak and Subsequent Decline
America’s sweet tooth peaked in 1999, when each person consumed an average of 90.2 pounds of added caloric sweeteners a year, or 26.7 teaspoons a day. In 2014, sweetener use was down to 77.3 pounds per year, or 22.9 teaspoons a day. Americans consume more than 13% of their daily calories in the form of added sugars.
Fats and Oils: Vegetable Oils Dominate
Most of the fats we consume are in the form of vegetable oils: soybean, corn, canola and other oils used as ingredients or in which foods are cooked. While butter consumption, at 3.3 pounds per person per year, is about the same as it was in 1970, margarine use has fallen dramatically, from a peak of 7.2 pounds per person per year in 1976 to 2.1 pounds in 2010. Consumers began turning to margarine due to concerns over the high levels of saturated fats found in butter.
The Western Diet and its Implications
The Western pattern diet is a modern dietary pattern originating in the industrialized West which is generally characterized by high intakes of pre-packaged foods, refined grains, red and processed meat, high-sugar drinks, candy and sweets, fried foods, high-fat dairy products (such as butter), eggs, potato products, and corn products (including high-fructose corn syrup). Conversely, there are generally low intakes of fruits, vegetables, whole grains, fish, nuts, and seeds.
The Western diet present in today's world is a consequence of the Neolithic Revolution and Industrial Revolutions. The Neolithic Revolution introduced the staple foods of the western diet, including domesticated meats, sugar, alcohol, salt, cereal grains, and dairy products. The modern Western diet emerged after the Industrial Revolution, which introduced new methods of food processing including the addition of cereals, refined sugars, and refined vegetable oils to the Western diet, and also increased the fat content of domesticated meats.
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The transition into a more westernised diet has several implications, particularly regarding the exportation of foods. As populations become more affluent, reflected in a growing GDP, they have more disposable income to purchase food from other countries, which facilitates this dietary transition. This has been observed in many developing nations. In low and middle income countries, this transition is rapid, and this is observed in countries such as Brazil, India, and South Africa. Westernised diets contribute to increasing greenhouse gas emissions. This occurs due to the large global supply chains that food production is a part of. Large areas in Latin America and South-East Asia dedicate a large proportion of their land towards agriculture and forestry, which then gets exported to other countries. Changing global diets also increase emissions. Increasing per capita incomes leads to urbanisation of a population. When this occurs, populations substitute a low-calorie and vegetable intense diet for more energy-intensive products that are characterised by increase in meat and refined fats, oils and sugar consumption. In recent years, diets in developing countries such as Mexico, South Africa, and India have transitioned to adopt more elements of the western-style diet. Overall dietary consumption in these regions now reflects a higher balance of processed sugars and fats over lower-calorie food groups like vegetables and starches.
Portion Sizes and the Perception of Value
Restaurants are famous for their portions, which are about two and a half times larger than a regular portion. Add in gourmet lunches and buffets, and it’s no wonder your waistline continues to grow. Segments are naturally interested in understanding what consumers think is good value for money: more food for less money.
The Importance of Balanced Eating
People who eat a vegetarian or plant-based diet may also experience problems. Eating milk and bananas can be a mistake, for example one banana a week.
Guidelines for Optimal Portion Size Situations
Average serving data hasn’t been updated in 20 years. Still, lowering standards can have a big impact. According to Cambridge University scientists, British consumers could cut their daily energy intake by 12-16% (up to 279 calories) if they avoided high-fat foods.
Here are a few guidelines for optimal portion size situations: Use smaller plates, drink a glass of water 30 minutes before meals, use your hands as a guide, ask for a half break for lunch, chew gently, instead of serving food directly from the kitchen, place the plate in front of you. Do not eat directly from the container.
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