That's a myth. Raab says the public is showing a concern for fat in the diet. That doesn't mean simply eating what is good for you matters most to consumers. She points to another recent survey, this one conducted by the Food Marketing Institute, which ranks the most important characteristics of food when consumers are deciding what to eat. Nutrition is generally not top priority anymore.
Convenience is up there too.
That could explain some of the leveling off of fresh fruits and vegetables. Raab credits America's awareness of the food guide pyramid and dietary guidelines on good nutrition for many of the ten year trends, although she says there may be a nutrition backlash of sorts contributing to the slowed growth in some areas. Some people actually may not be eating enough fatty foods. For Oregon farmers and ranchers, the food group consumption trends have varying effects. For the cattle industry, the decline in red meat consumption may be a bit worrisome.