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Demographics: Food and Health

Diet Control

  • 73.5% control their diet (2 times the U.S. average)
    • 57.4% to maintain their weight (2 times the U.S. average)
    • 55.7% for physical fitness (2 times the U.S. average)
    • 48.5% to control their cholesterol level (2 times the U.S. average)
    • 43.4% for weight loss (1.2 times the U.S. average)
    • 21.3% because of salt restriction (2.5 times the U.S. average)
    • 7.4% because of lactose intolerance (4 times the U.S. average)

Foods Purchased

  • 71.4% buy fat-free foods (1.2 times the U.S. average)
  • 68.4% buy low-fat foods (1.4 times the U.S. average)
  • 51.1% buy low-cholesterol foods (2 times the U.S. average)
  • 46.6% buy low-calorie foods (2 times the U.S. average)
  • 39.8% buy low-sodium foods (2 times the U.S. average)
  • 39.1% buy sugar-free foods (1.5 times the U.S. average)
  • 33.1% buy high-fiber foods (2 times the U.S. average)
  • 24.8% buy natural/organic foods (3.5 times the U.S. average)
  • 12.8% buy lactose-free foods (5.5 times the U.S. average)

Exercise

  • 71.5% walk for exercise; 66.3% do so 2+ times a week
  • 36.0% had a health club/gym workout in the last 12 months

Purchases By Mail/Phone

  • 23.2% buy health/medical supplies (excluding vitamins) (3 times the U.S. average)
  • 15.9% buy cookware/kitchen accessories (2 times the U.S. average)
  • 15.2% buy food (U.S. average N/A)
  • 14.5% buy vitamins (1.5 times the U.S. average)

Kosher Consumption

  • 90.6% purchase special Jewish foods during the holidays
  • 47.0% are likely to try new kosher products

Note: 73.5% of Reform Judaism readers (double the U.S. average) are actively controlling their diet, and they buy health-oriented foods up to 5.5 times the U.S. average. They represent a prime market for advertisers seeking an audience committed to doing what is necessary to maximize their health and maintain Jewish tradition.

Source: 
1999 MRI Reader Profile Survey