The Rising Popularity of Nutritionists & Dietitians

The Lempert Report
February 17, 2014

As consumers search for credible nutritional guidance people turn increasingly to nutritionists and dietitians. 

For consumers, the idea of getting personalized advice from nutritionists and dietitians is gaining popularity. 

Not only are they convenient, and increasingly more accessible on retail sales floors, but findings of the National Grocers Association-SupermarketGuru 2014 Consumer Survey Report show U.S. adults giving these specialist professionals more credit than ever.  About 1 in 7 say they would learn about nutrition issues on a regular basis from nutritionists and dietitians.  

As consumers search for credible nutritional guidance, and clarity on what they read online, people turn increasingly to nutritionists and dietitians.  They are now the #2 trusted resource, cited by 15.9% of respondents, up from 11.7% in 2013 and 2012.  Research journals are #3 followed by magazines and doctors.

And although we know shoppers love being online, when it comes to nutrition advice, just 28.4% of consumers say they trust online the most.  Possibly because the Internet presents studies and other information that can conflict and confuse?

The greater use and trust of nutritionists and dietitians also coincides with the nation’s goal to eat healthier – and likely reflect confidence in their credentials and performance, relatively easy access, and personalized advice based on follow-up questions by consumers.

Although about half of U.S. adults “don’t expect guidance from a nutritionist or dietitian”, The Lempert Report believes this could change favorably if supermarkets made consumers more aware of their availability.