• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Current price of oil as of July 1, 2026

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Current price of oil as of July 1, 2026
Features

From yogurt to frozen sandwiches: The top 10 food winners of the decade

By
Beth Kowitt
Beth Kowitt
Down Arrow Button Icon
By
Beth Kowitt
Beth Kowitt
Down Arrow Button Icon
November 29, 2014, 8:00 AM ET
96162256
Takeaway pizzaPhotograph by Image Source/Getty Images
Add Fortune on Google for similar content.

The old adage that you are what you eat has never rung truer. Food today is a reflection of where we are as a society—our values, lifestyle, economy, and even politics.

To get a sense of how our eating habits have evolved over the last decade—and in turn how our lives have changed more broadly—Fortune asked Harry Balzer of research firm NPD Group to walk us through the biggest shifts in our food consumption patterns. We weren’t interested in fads, say acai or chia seeds, but in what most Americans are eating today that they weren’t 10 years ago.

Balzer believes that the question “Who is going to do the cooking?” is the driving force behind what we eat. For most people, the answer is, “Not me.” For decades, many of us increasingly turned to restaurants. In 2000, restaurant use peaked at 215 meals per average person per year. That figure plateaued until the recession and has since dropped to 191. “The restaurant is no longer answering the question of who will do the cooking,” Balzer says. But as the list below reveals, food companies like PepsiCo and Kraft are.

The fact that eight out of the 10 items below don’t require utensils to eat is extremely telling.

Meanwhile, many of the items that have seen the biggest declines—including steak, corn, toast, pot roast, and gelatin—require cooking.

The 10 items below are ranked by the increase in the number of Americans who regularly consume that particular food versus a decade ago. (Regularly is defined as at least once in two weeks.)

1. Yogurt

Up 12 percentage points (In 2004, 20% of people surveyed ate yogurt at least once in a two-week period; today, that figure is 32%)

135828048
Photograph by Laurie Rubin — Getty Images

2. Bottled water

Up 10 percentage points (from about 12% to 23%)

med220035
Medioimages/Photodisc Getty Images

*Balzer tells respondents that he is not interested in their water usage, in order to exclude tap water used for cooking purposes. But as bottled water made its way into the market, some people reported their consumption nonetheless. While he's sure bottled water is among the items that more of us are consuming, he suspects it's actually much higher than 23%.

3. Pizza

Up 10 percentage points (from about 66% to 75%)

96162256
Photograph by Image Source/Getty Images

4. Poultry sandwiches

Up 9 percentage points (from 40% to 49%)

71096266
Photograph by Spencer Jones — Getty Images/StockFood

5. Mexican food

Up 8 percentage points (from 25% to 33%)

A Taco
Photograph by Tom Kelley —Getty Images

6. Fresh fruit

Up 7 percentage points (from 60% to 67%)

84781729
Photograph by Image Source/Getty Images

7. Bars

Up 7 percentage points (from 16% to 23%)

168272454
Photograph by Jason Lugo — Getty Images

8. Frozen sandwiches

Up 7 percentage points (from about 12% to 18%)

72135168
Photograph by Renee Comet — Getty Images/StockFood

9. Chips

Up 6 percentage points (from 60% to 66%)

AB33339
Photograph by Chris Alack — Getty Images

10. Pancakes

Up 5 percentage points (from 29% to 34%)

57283742
Photograph by Ciaran Griffin — Getty Images

About the Author
By Beth Kowitt
LinkedIn iconTwitter icon
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Features

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Features

Photo of young woman with a photo of a pizza
SuccessThe Interview Playbook
Gen Z grad landed an internship by wearing her university baseball cap to her pizza joint job. Now she works at Cisco
By Orianna Rosa RoyleJune 14, 2026
18 days ago
Anduril CEO Brian Schimpf
MagazineDefense
Inside Anduril: Meet the quiet engineer-CEO building America’s $31 billion weapons startup
By Allie GarfinkleMay 6, 2026
2 months ago
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
MagazineData centers
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
By Sharon GoldmanMay 6, 2026
2 months ago
The American Express CEO defied haters who said he’d never have the top job—winning with millennials and Gen Z and trouncing the competition
MagazineAmerican Express
The American Express CEO defied haters who said he’d never have the top job—winning with millennials and Gen Z and trouncing the competition
By Shawn TullyMay 6, 2026
2 months ago
Photo of Marc Benioff
Magazinecommunication
Salesforce CEO Marc Benioff turned his earnings call into a vodcast. Why other Fortune 500 CEOs might follow
By Rachel VentrescaMay 6, 2026
2 months ago
Intel Chief Exec, Lip-Bu Tan, on stage
EuropeIntel
Intel’s share price just blew the doors off. One man thinks he knows the reason why
By Kamal AhmedApril 27, 2026
2 months ago

Most Popular

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
Big Tech
As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
By Marco Quiroz-GutierrezJuly 1, 2026
1 day ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
7 days ago
Current price of oil as of July 1, 2026
Personal Finance
Current price of oil as of July 1, 2026
By Joseph HostetlerJuly 1, 2026
1 day ago
Trump got a $78K pension from the Screen Actors Guild in 2025 because he appeared in Home Alone 2 in 1992
Politics
Trump got a $78K pension from the Screen Actors Guild in 2025 because he appeared in Home Alone 2 in 1992
By Sasha RogelbergJuly 1, 2026
1 day ago
CEO of $248 billion cybersecurity company says workers are about to face a ‘Darwinian moment’ thanks to AI: Evolve or get cut
Success
CEO of $248 billion cybersecurity company says workers are about to face a ‘Darwinian moment’ thanks to AI: Evolve or get cut
By Emma BurleighJuly 1, 2026
1 day ago
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
Success
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
By Preston ForeJune 27, 2026
5 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.