Dieting has fallen out of favour while eating healthier is in, a consumer marketing research firm said. 29 percent of women
and 19
percent of men are on diets based on the responses of 26,000 American adults, compared to 10 years ago when 35 percent of women and 23 percent of men said they were dieting, according to Port Washington, New York-based NPD Group Inc. "The problem with diets is most people feel deprived, or they''re disappointed with the
results. Of course, results will come if you stick with it," NPD Vice President Harry Balzer said in an interview. "But people see dieting as not a long-term healthful way to live," he added. Improving overall health was the prime motivation for 68 percent of those on a diet, the survey found. "We''ve become more accepting of our weight and the most important thing is, are you healthy? Adults'' desire to lose weight - specifically, 20 pounds in NPD''s surveys - is one thing that has not shifted much since topping out in 2001 at around 60 percent of respondents," Balzer said.