Jeffrey Salazar
The American diet has changed significantly over the past few decades. In the 1960s, Americans consumed more beef than chicken, and their diets included more sugar and less corn-derived sweeteners. The average American diet included a lot of canned, frozen, and dried produce, and less fresh produce. Dieting was also very different, with advertisers touting the slimming effects of cooking oils and canned fruits. The Mediterranean diet, inspired by the lifestyles of people in Greece, Spain, and Italy, was also gaining popularity during this time. This diet included lots of fresh fruit and vegetables, with fruit served as a snack or dessert, and herbal tea or coffee.
| Characteristics | Values |
|---|---|
| Diets inspired by | Greece, Spain, and Italy |
| Coffee drinkers | Drank coffee once or twice a day |
| Tea | Drank tea with 2 sugars |
| Fruits | Fruits were served as a snack or dessert |
| Vegetables | Vegetable-based dishes were the main meals |
| Bread | White sliced loaf |
| Meat | Average person ate a pound of red meat each week |
| Sugar | Consumption reached record levels |
| Breakfast | Sugar-coated breakfast cereals |
| Frozen foods | Became a common sight in shops |
| Weight loss products | Diet colas, cooking oils, canned fruits |
| Consumption of grains | 29% more than in 1970 |
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What You'll Learn
Canned, frozen and dried produce
Canned, frozen, and dried produce played a significant role in the American diet of the 1960s. The previous decade had seen the rise of processed and packaged foods, which offered convenience and variety to households across the country. This trend continued into the 1960s, with canned foods being a staple in most homes. The number of supermarkets in the United States had doubled between 1948 and 1958, making canned goods easily accessible to a large portion of the population.
Canned foods had been a convenient option for busy housewives in the 1950s, and this trend carried over into the next decade. Advertisers promoted the modern, aspirational lifestyle that included the latest kitchen appliances and time-saving food products. Canned soup, canned meats, and even canned fruits were common items in American kitchens. The perception of canned food being made from better and fresher ingredients than fresh produce also contributed to its popularity.
Frozen foods were also a significant part of the American diet in the 1960s. With the increasing availability of freezers and refrigerators, frozen produce became a convenient option for households. Frozen ethnic foods, although Americanized, offered variety and convenience, especially for those who wanted to explore different cuisines.
Dried fruits were another alternative, providing similar nutritional benefits to fresh fruits but with longer shelf lives. However, dried fruits often contained more calories and sugar per serving due to the removal of water. Additionally, some dried fruits were preserved with sulphites, which could trigger allergic reactions in sensitive individuals.
While the 1960s saw a significant reliance on canned, frozen, and dried produce, the availability and preference for fresh fruits and vegetables would increase in the following decades. Economic factors, such as globalization and trade deals, contributed to Americans having greater access to a variety of fresh produce.
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Meat and sugar consumption
The 1960s were a decade of change in the American diet. As people began to take overseas holidays, dishes like Spaghetti Bolognese became popular. The growth of Indian and Chinese communities meant that Americans were introduced to these cuisines for the first time.
During this time, meat and sugar consumption reached record levels. The United States consumed more meat than any other country in the world during the 1960s. Between 1950 and 1976, beef consumption increased by 90%. By 1976, the average American was consuming 493 eight-ounce soft drinks per year, and more than 18 pounds of ice cream.
In the 1960s, Americans also consumed a lot of bread, pastries, and potatoes. Bread consumption has halved since the Second World War, and potatoes were considered a staple food. Consumption of eggs was also at its peak during this decade and has been declining since.
Since the 1960s, there has been a significant shift in the types of meat and sugar consumed by Americans. While beef was once the most popular meat, it has since been overtaken by chicken. Sugar consumption has decreased, but the consumption of corn-derived sweeteners has increased. Americans now consume three times more cooking oils than in the early 1970s, and butter consumption has remained relatively stable.
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Weight loss products
The American diet in the 1960s was quite different from what it is today. People consumed a lot less fast food and ate more seasonally, as there were no strawberries, fresh peas, or salad in the winter. Fish and chips remained a popular staple, and the consumption of meat and sugar reached record levels. The white sliced loaf, sugar-coated breakfast cereals, and frozen foods also became common in the 1960s.
During this time, there was also a focus on weight loss and dieting. The average person weighs 30 pounds less in 1960 than they do today, and people were willing to try various weight-loss products and fad diets to maintain their slimmer figures. Here are some of the weight-loss products and trends that were popular in the 1960s:
Diet Drinks and Foods
The 1960s saw the emergence of various diet drinks and foods marketed as weight-loss aids. Diet colas, for example, were hitting the market, and advertisers touted the slimming effects of their new cooking oils and canned fruits. Dozens of diet drinks filled the shelves, with brands like Quota from Quaker Oats and Bal-Cal from Sears.
Meal Replacement Shakes and Bars
Meal replacement products were also popular in the 1960s. Pet Milk launched its meal replacement shake in English Toffee and Chocolate Coconut flavors in 1961. Carnation also rebranded its Instant Breakfast mix as "Slender" and sold it as a weight-loss powder. Pillsbury joined the market with its Figurines brand of diet bars.
"Diet Candy" and "Drinking Man's Diet"
The concept of "diet candy" became popular in the 1960s, with the idea that one could indulge in sweets while still losing weight. The "Drinking Man's Diet," which arrived in 1964, was a low-carb diet supplemented by a liquid lunch. It sold over 2 million copies.
Diet Pills
By the second half of the decade, diet pills had gained popularity, with capsules like Dextrim selling well throughout the 1960s and even into the 1970s.
The Stillman Diet
Launched in 1967, the Stillman Diet was a high-protein, low-carbohydrate diet that gained notoriety when Karen Carpenter went on the regimen. It promised to keep followers "slim and erogenic."
Weight Watchers
Weight Watchers was another weight-loss program that was introduced in the 1960s and has stuck around ever since.
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Coffee and tea
Tea was introduced to the US in 1647, and in the early days of the colonies, it was more prevalent than coffee, likely due to its expense and exclusivity. Tea was served in sophisticated porcelain cups and pots. However, the Boston Tea Party in 1773 saw the drink become politicised as a symbol of loyalty to the British Crown, leading to a drop in its popularity. Boycotts of tea by revolutionary patriots led to an increase in the consumption of coffee, and herbal teas infused with peppermint, sage, or dandelions.
After the war ended in 1783, many Americans returned to drinking tea, and in the 19th century, middle-class families embraced the ritual of afternoon tea. Tea continued to be a popular drink in the US, but coffee eventually overtook it in popularity. By the 1960s, coffee accounted for 83% of all hot beverages consumed in the US, with tea making up the remaining 17%.
In the 1960s, tea was still a popular drink in the US, with about 85% of it consumed cold as iced tea. Iced tea could be purchased from vending machines and convenience stores, usually sweetened with corn syrup and sometimes flavoured with lemon or raspberry. It was also available from establishments like restaurants and was served sweetened or unsweetened depending on the region. Tea parties were also common in the US, ranging from small intimate gatherings to large family celebrations.
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Fruit and vegetables
Fruit and vegetable consumption in the US in the 1960s was markedly different from today. The average American diet included more canned, frozen, or dried produce, and fewer fresh fruits and vegetables.
The 1960s saw a rise in the popularity of dieting, with many weight-loss products and meal replacements hitting the market. This included canned fruits, which were advertised for their slimming effects. The grapefruit was the superfood of the era, and was often sold in jars.
The National Food Survey, conducted since 1950, shows that consumption of fruit in the US slowly rose during the 1950s and 1960s, while intake of bread, cereals, potatoes, and other vegetables fell. This was also the time when tomatoes became available in winter for the first time, and frozen foods became a common sight in shops.
The 1960s was a decade of culinary change in the US, with the country's first taste of Indian and Chinese cuisine. Spaghetti bolognese also became popular, and fish and chips remained a staple. Consumption of meat and sugar reached record levels, and the white sliced loaf and sugar-coated breakfast cereals arrived.
While the average American diet in the 1960s included more fruit than in previous decades, it also included more meat, grains, fats, and oils. Eggs were also a popular source of protein, with consumption peaking in the 1960s.
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Frequently asked questions
The American diet in the 1960s included a lot of canned, frozen, and dried produce. Consumption of meat, eggs, and sugar was high, and fish and chips remained a staple. Bread consumption was also high, with the introduction of the white sliced loaf.
Fruit, meat, and pastries were popular in the US during the 1960s. Consumption of eggs was at its peak during this time.
A typical meal in the 1960s could include bread and butter, sandwiches, meat or fish, and two types of vegetables. For dessert, fruit was common.
