• by Karlene Lukovitz  @KLmarketdaily, February 8, 2008

Just 42% of American adults say that they're actively engaged in controlling their diets, according to the latest data from MediaMark Research & Intelligence (MRI).

For marketers targeting diet-conscious consumers, the data confirms that older people are more likely to diet for health reasons, while younger people are more often motivated by weight loss.

Among dieters of all ages and both sexes, 38% cite health reasons, 35% weight loss, 27% maintaining weight and 22% physical fitness.

Those between 18 and 24 years most often cite weight loss (37%) and physical fitness (30%) as motivators, followed by weight maintenance (21%) and health (19%). By age 45 to 54, health and weight loss are tied for most cited (39% each), 29% cite weight maintenance, and 23% physical fitness. Among those 65 and older, 60% cite health reasons, and 29% weight maintenance. Less than 20% each cite weight loss or physical fitness.

The survey also confirms that men and women vary somewhat on motivation, at least in younger age groups. Across the entire male respondent pool (all ages), health reasons were cited by 41%, weight loss by 29%, maintaining weight by 27% and physical fitness by 25%. In comparison, 39% of all women cited weight loss, 36% health reasons, 27% maintaining weight and 20% physical fitness.

However, "The older people get, the less difference there is between men and women when it comes to motivation," adds Anne Marie Kelly, vice president/marketing and strategic planning for MRI. "Both cite health reasons."

The data also point to differences correlated to income. Among those with household incomes of $50,000 or less, 45% cite health reasons as the prime motivator for controlling diet, followed by weight loss (31%). In comparison, 39% of those earning $75,000 or more cite weight loss as the prime motivator, while 32% cite health factors.

The data were derived from analysis of MRI's Fall 2007 Survey of the American Consumer, fielded between September 2006 and October 2007. MRI interviews approximately 26,000 U.S. adults in their homes each year.