The 1980s were a transformative decade for the American diet, marked by a confluence of factors including government influence, advancements in food technology, and societal pressures surrounding weight and health. This era witnessed the rise of diet foods, the popularization of fast food, and a growing awareness of nutrition, all of which shaped the eating habits of Americans in lasting ways.
The Rise of Diet Foods
Driven by a Senate report in 1977 that linked fat, salt, and cholesterol to heart disease, cancer, obesity, and stroke, Americans began to seek out low-fat alternatives. This report, along with similar recommendations from the surgeon general and the World Health Organization, led to a widespread belief that reducing fat intake would improve health and reduce waistlines.
In response, food companies introduced a variety of diet foods, including Lean Cuisine, Healthy Choice, Stouffer's Right Course, and Campbell's Le Menu LightStyle. These products were marketed as healthy alternatives to traditional foods, emphasizing their low fat, sodium, and cholesterol content. Healthy Choice, in particular, stood out by focusing on overall health rather than just weight loss, with ads promoting the idea that health is a personal choice achievable through commodity solutions.
The diet food industry boomed in the 1980s, with sales of foods with dietary claims reaching over $100 billion by 2020. Jenny Craig launched its weight loss program in 1983, offering 1:1 support, coaching, and pre-packaged frozen meals. Cooking Light magazine debuted, and Jane Fonda's workout VHS tapes sold millions, further fueling the diet craze.
Fad Diets and Extreme Measures
The 1980s also saw the rise of numerous fad diets, many of which involved extreme restrictions and unsustainable eating patterns. Some of the most popular fad diets of the decade included:
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- The Cabbage Soup Diet: A 7-day diet that involved eating cabbage soup multiple times a day, along with a limited list of other foods.
- The Grapefruit Diet: An eating plan based on the myth that grapefruit could burn fat, typically involving two eggs and two strips of bacon for breakfast, protein and salad for lunch, and meat and vegetables for dinner.
- The Beverly Hills Diet: A diet that required eating only fruit for the first 10 days, followed by specific food combinations in a specific order.
- The Scarsdale Diet: A high-protein, low-carbohydrate diet that claimed to help people lose 20 pounds in 2 weeks.
These diets often led to nutrient deficiencies and were not sustainable in the long term.
The Fast Food Explosion
Despite the growing interest in healthy eating, fast food continued to be a staple of the American diet in the 1980s. Chains like McDonald's and Starbucks experienced rapid expansion, with McDonald's growing from 1,000 restaurants in 1968 to over 14,000 today, and Starbucks adding more than 10,000 new stores since 1982.
Chicken McNuggets made their debut in the 1980s, and by 1988, fast-food sales had increased to $60 billion, up from $6 billion in 1970. Portion sizes also increased significantly, contributing to the rise in obesity rates.
Innovations and Novelties
The 1980s were a time of innovation in the food industry, with new products and technologies changing the way Americans ate. The microwave oven became a common household appliance, leading to the development of microwave-ready meals like Micro Magic and Lunch Bucket.
Micro Magic offered microwavable milkshakes in chocolate, vanilla, strawberry, and orange flavors. Lunch Bucket, marketed by a division of the soap company Dial, featured shelf-stable sealed cups containing beef stew, lasagna, soups, and pastas that could be heated up in the microwave.
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Other notable food innovations of the 1980s included:
- Sizzlean: A bacon alternative marketed as "50% leaner" than pork belly bacon, despite still being 37% fat by weight.
- Jolt Cola: A high-sugar, high-caffeine soda that appealed to consumers seeking an extra boost of energy.
- McD.L.T.: A McDonald's burger with the warm and cool components packaged separately to maintain optimal temperature and texture.
- Soda-flavored gum: Gum with a liquid center that tasted like popular sodas like Royal Crown Cola, Dr Pepper, and 7Up.
The Influence of Yuppies and Pop Culture
The rise of the "yuppie" (young urban professional) culture in the 1980s also influenced the American diet. Nouvelle cuisine, with its small portions and emphasis on presentation, became synonymous with '80s cuisine, although it was often satirized in media for being unsatisfying.
Pop culture also played a role in shaping food trends. Cartoon and movie characters were licensed for use as cereal inspiration and mascots, leading to cereals like Strawberry Shortcake and E.T. Cereal.
Dietary Guidelines and Shifting Perspectives
In 1980, the USDA released dietary guidelines that advised Americans to reduce their intake of fat, saturated fat, and cholesterol. This led to a surge in the popularity of fat-free and reduced-fat products, such as Diet Coke and Entenmann's fat-free pastries.
However, many experts now believe that the focus on fat reduction was misguided. The mass migration to nutritionally empty, nonsatiating fake foods is thought to have contributed to the doubling of obesity rates among adults and the tripling of obesity rates among youths.
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A Look at Specific Food Groups
The 1980s saw significant shifts in the consumption of various food groups:
- Fruits and Vegetables: While the National Food Survey showed a slow increase in fruit consumption since the 1950s, the 1970s marked the start of a reduction in vegetable intake.
- Meat: The average person ate a pound of red meat each week in the 1970s, compared to just over half of that today.
- Dairy: Skim milk and low-fat dairy products became popular as people sought to reduce their fat intake.
- Grains: The white sliced loaf became even more popular in the 1970s, while consumption of whole grains remained low.
- Snacks and Beverages: Snacking continued to rise, and sugary drinks became increasingly popular.
Lasting Impacts and Modern Trends
The American diet in the 1980s left a lasting impact on the way Americans eat today. The rise of diet foods, the popularization of fast food, and the focus on fat reduction all contributed to the current obesity epidemic and the ongoing debate about healthy eating.
Today, there is a growing awareness of the importance of whole, unprocessed foods and a shift away from restrictive diets. However, the legacy of the 1980s can still be seen in the prevalence of processed foods, sugary drinks, and unhealthy eating habits.