"Shoppers act smarter
Americans are buying more nutritious foods than ever before, according to a
Grocery Manufacturers of America consumer survey. In a survey of primary
grocery shoppers, 73 percent of respondents reported they are buying more
nutritious foods and beverages than in the past. Specifically, consumers are
looking for products that are: made with whole, unrefined grains (66
percent); reduced- and low-fat (65 percent); fortified with vitamins and
minerals (59 percent); reduced- and low-calorie (54 percent); sugar-free (49
percent), and reduced- and low-carbohydrate (42 percent)."

Although low-fat still seems to be in the lead.  That should not be
surprising in view of the fact that most doctors and "nutritionists" are
still recommending it.