There seems to be a new trend in consumer shopping. The public appears to be seeking out food products more for what they contain, and less for what they don’t have. According to Tom Vierhile of Datamonitor, the term “diet” has plunged over the last five years. Likewise, the terms “low-fat” and “low-calorie” have declined in usage.  Words such as “zero” which carry a more positive vibe appear to be catching on.  It seems that consumers are tired of “avoidance” products, and are attempting to be more pro-active in terms of their overall health and lifestyle….  Tufts University Health and Nutrition Letter   February, 2012

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