Instead, they are adopting a sensible attitude towards dieting as 91% of US consumers believe it is better to eat a well rounded diet than use diet products.

This year, commit to make the most of each day by making sure each meal, including breakfast, has enough protein for best daily nutrition.

Consumers define their own diets by putting more focus on the authenticity and purity of the foods they eat, according to NPD’s recently released Eating Patterns in America, an annual compilation of NPD’s ongoing food and beverage consumption research.

What we eat and drink each year might not change as quickly as the mobile phones we carry in our pockets, but food and beverage marketers should not take this as a license to rest on their laurels.

The so-called Paleo Diet has been around for some years, but has grown to achieve almost cult status, particularly in the United States, since its revival in the early 2000s, exploiting rising interest in returning to the eating habits of our ancestors, perceived to be simpler and more natural.