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About the Author
DAVID ZINCZENKO, editor-in-chief of Men's Health magazine, is the author of the New York Times bestsellers The Abs Diet and The Abs Diet for Women and the Eat This, Not That! series. He is a regular contributor to the Today show, and he lives in New York City.MATT GOULDING is a Men's Health contributor and former professional cook. He lives in Allentown, PA.
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Excerpt. © Reprinted by permission. All rights reserved.
Roll your cart down the aisle and you’ll be assaulted by bright lights, enticing smells, and row upon row of shameless hucksterism (“9 vitamins and minerals! Everyone’s a winner!”). That’s fine when the stakes are low, but going home with a 5-foot-tall Kung Fu Panda is far less important than going home with a trunk filled with food that will slim down that grizzly bear of a belly. The truth is, the grocery store is your first stop in building a healthy lifestyle for you and your family. But it’s also a business. Supermarkets are designed to make you spend as much money as possible, often on high-margin products loaded with cheap ingredients and non-nutritive calories. Major food conglomerates are far more concerned with their bottom lines than your waistline, and as a result, their foods are filled out with cheap, nutritionally sparse ingredients like refined white flour, hydrogenated oils, and hundreds of additives, preservatives, and sweeteners derived from staple crops like corn and soy. The key to any good offense is a solid defense. You may be a well-meaning shopper, but without a thoroughly planned attack, an innocent weekly grocery run can turn into an all-out assault on your health and your finances. Thankfully, mastering the supermarket is far easier than outsmarting a carny. Smart shoppers share a set of characteristics, and by pawing through the research and spending countless hours in supermarkets, we’ve finally managed to crack the code. Adopt these 7 Habits of Highly Effective Shoppers and you’ll be well on your way to being a master of the modern-day market. 1 Make Cash King A 2010 study published in the Journal of Consumer Research tracked the grocery-shopping habits of 1,000 households over 6 months and found that shoppers who paid with cash bought fewer processed foods and more nutritious items than those who opted to use credit. The credit users not only bought more junk, they also spent an average of 59 to 78 percent more on their grocery bills. The explanation: Credit and debit cards are more abstract forms of payment, so you don’t use them as carefully as you do cash. The $4 price tag on a box of cheese crackers doesn’t mean much when you don’t have to think about the money that’s about to leave your wallet, and as such, credit-card users are far more likely to make impulsive decisions in the aisles. Plan to drop by the ATM before your next supermarket trip. 2 Snack Before Spending It’s a no-brainer that an empty belly leads to increased food cravings, but hunger may also affect your decision-making skills more generally. In a 2010 study, researchers at University College London discovered that hungry participants made riskier gambling decisions than those who were satiated, leading the investigators to argue that the hormones your body releases when you’re hungry influence your ability to think rationally. That means you’re more likely to risk your health on bonbons than you are to invest in bananas, and once you get home, you’re forced to live with the repercussions of that decision. The bottom line: An empty stomach is the enemy of rational shopping. Plan your market trips to fall right after meals, or fortify yourself by eating a handful of fiber-rich nuts just before shopping. 3 Enable your grocery GPS Before you get in your car to drive some-where you’ve never been, what do you do? You write down directions. Okay, you probably tap the address into an iPhone or an onboard GPS, but the objective is the same: You’re trying to make all the right turns that will lead you to your destination. Similarly, if your destination is a healthy body and an affordable grocery tab, you need directions. The supermarket is a highly complex thoroughfare, and every turn brings you closer to or further from the body you want. Creating a grocery list helps you stay focused on what you want to buy, leaving you less susceptible to marketing tactics and impulse purchases. 4 Shop on Wednesdays Most people leave their grocery shopping for Saturday or Sunday mornings, when the supermarket looks more like a ravaged battlefield than a center of commerce. Consider making midweek evening runs, instead. According to Progressive Grocer, only 11 percent of Americans shop on Wednesdays, and on any given day, only 4 percent shop after 9:00 p.m. So if you’re shopping at, say, 9:00 p.m. on a Wednesday, you’re able to get in and out quickly, which means you’ll spend less time fighting impulse items in both the aisles and at the checkout line. As a bonus, you’ll free up your Saturday morning for something more enjoyable, like cooking a healthy breakfast. 5 Take your cart for a stroll Pushing a shopping cart instead of carrying a basket may help you make smarter supermarket choices. A study published in the Journal of Marketing Research found that, all other things being equal, the strain of carrying a basket made shoppers more likely to reach for quick-grab impulse items—like the crackers and chips concentrated at eye level in the aisle. If you’re lugging around a heavy basket, you’re not taking the time to read labels and reach for more nutritious foods. 6 Bring your reading glasses With the exception of alcohol, every packaged food and beverage in the super-market has an ingredients statement. By law, the more of an ingredient a product contains according to weight, the higher it appears on that list, so effective shoppers learn to ignore front-of-label claims and read ingredients statements instead. Claims like “made with whole grain” and “reduced fat” can fool you into thinking you’re making healthy choices, but if your “reduced fat” food lists sugar as the first—or second or third—ingredient, then it’s not doing you any favors. A good general rule for label scanning: The fewer the ingredients, and the easier those ingredients are to pronounce, the better. 7 Live on the edge For practical and economic reasons, most supermarkets in America live by the same organizational principles. Long-lasting boxed and bagged foods end up in the center aisles, while perishable, single-ingredient foods like fruits, vegetables, lean meats, and dairy live along the outer walls. And that’s where you should live, too. Every time you enter the supermarket, make a full lap around the outer wall before making strategic inner-aisle strikes for things like oatmeal and whole-grain crackers. The more time you spend working the perimeter, the healthier you’ll be. To better understand the subtle ways supermarket organization can trick you into spending cash on empty calories, turn to an Anatomy of a Supermarket. Are Healthy Food Stores Making You Fat? One supermarket trend we really like: It’s easier than ever to buy better-tasting food— that’s also better for you. Case in point: the wide selection of all-natural, organic products and high-quality specialty items at Whole Foods Market, Trader Joe’s, and the Fresh Market. We say kudos to them. And to the patrons who seek them out. But beware: These 21st-century “health food” stores can actually trick you into eating less healthfully. How? By making bad-for-you food even more appealing. Your best defense: knowledge. That’s why we uncovered the secret ways these supermarkets supersize your stomach. 1. THEY DRIVE YOUR SENSES SENSELESS.Those delicious in-store product samples that you find in every specialty supermarket? They not only whet your appetite for the product, but also encourage you to buy more food overall, according to a study from Arizona State University. In fact, the research indicates that even the smell of cooking food might contribute to this effect. The stores are well aware of this. In fact, the Fresh Market invites you to “help yourself to a sample of freshly brewed coffee” and brags that “fragrant smells fill the atmosphere.” 2. THEY DRIVE CALORIE COUNTS UNDERGROUND. When you buy a package of cookies, the complete nutrition information is listed. But when you buy cookies made at an in-store bakery, you won’t find calorie counts. That goes for all the bakery items, from the “gourmet muffins” at the Fresh Market, to the “bakery fresh chocolate chip cookies” at Trader Joe’s, to the “gluten-free vanilla cupcakes” at Whole Foods. For perspective, just one of those Whole Foods cupcakes packs 480 calories. (The calorie count is listed online, but not in the store.) Knowing those numbers is critical: University of Missis-sippi researchers found that unhappy people —who are more likely to overindulge in comfort foods—ate 69 percent fewer calories when they checked the calorie content before digging in. 3. THEY MAKE THE JUNK LOOK GOURMET. Ever notice that more-expensive products tend to come in fancier packages? Researchers at the University of Michigan recently found that food purveyors may actually use fancy fonts and labels to help justify higher prices. The scientists theorize that attractive fonts and labels give people the perception that they are getting more value for the higher cost. 4. THEY BASK IN THE HEALTH HALO. Do you consider products from specialty supermarkets to be healthier than those from other grocery stores? If the answer is yes, you could be doing your waistline a disservice. When people guess the number of calories in a sandwich coming from a “healthy” restaurant, they estimate that it has, on average, 35 percent fewer calories than they do when it comes from an “unhealthy” restaurant, according to a study in the Journal of Consumer Research. Remember that the next time you reach for that package of Whole Foods’ Organic Fruit & Nut Granola. One cup of this “healthy” product contains almost 500 calories. 5. THEY BULK YOU UP “IN BULK.” On the Fresh Market Web site, the store claims to have the largest bulk snack selection “in town.” But be careful what you buy in this bulk section: It may cause you to look like you fit in there. Why? By filling your own bag with a big scoop, you’ll likely underestimate how much you’ve served yourself. Case in point: A Cornell University study found that nutritionists who were asked to serve themselves ice cream with large bowls and spoons dished out about 57 percent more than those given smaller bowls and spoons. Buy basic staples like spices, grains, and legumes in bulk, but make sure your snacks always come with serving sizes and calorie counts. 6. THEY BUFFET YOUR BELLY WITH BUFFETS. If you’re watching your weight, don’t step near the Whole Foods buffet. Cornell University researchers found heavier diners tend to overindulge in buffet settings. (Surprise!) Our real beef: While Whole Foods lists selections’ ingredients on the buffet’s ID labels, it doesn’t provide nutrition information for any of them. And yes, one of the items is macaroni and cheese—or “pasta and cheese” as the chain calls it.
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Product details
Series: Eat This Not That!
Paperback: 368 pages
Publisher: Galvanized Media; Second Edition, Revised edition (December 2, 2007)
Language: English
ISBN-10: 9781609612412
ISBN-13: 978-1609612412
ASIN: 1609612418
Product Dimensions:
6.5 x 0.6 x 6.5 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
2,023 customer reviews
Amazon Best Sellers Rank:
#64,677 in Books (See Top 100 in Books)
The introduction places this delightful work in context (Page vii): "It can be a place of wonder and excitement. . . . But it can also be a place of great danger, where marketing ploys, and outright lies can rob you of your fitness, your health, your vitality. . . . I'm talking, of course, about the American supermarket."To summarize: This is a book that helps readers shop smarter. It notes for different classes of food (from candy to snacks to cereals and on and on) the ones that are most and least damaging, in terms of calories, fat, and sodium. A brief one line analysis generally accompanies each set of data on each product.Examples of this part of the book. For instance, pages 176-177 feature corn chips. The conclusion, if one chooses to get some corn chips, is to purchase and eat products like Snyder's of Hanover Multigrain (130 calories, 5 grams of fat [0 grams of saturated fat], 110 milligrams of sodium) and not those like Frito's Original Corn Chips (160 calories, 10 grams of fat [1.5 grams of saturated fat], and 160 mg of sodium). Or take frozen pizzas, if you must. Think in terms of buying Palermo's Primo Thin Margherita (260 calories, 12 grams of fat [5 grams of which is saturated], and 520 mg of sodium)--not DiGiorno's Traditional Crust Pepperoni (770 calories, 35 grams of fat [14 grams saturated], and 1430 mg of sodium). Some of the comparisons as those above are quite stunning, and suggest that doing some decision-making at the store can have nutritional consequences.Some interesting features--Survival guide for supermarket tips (pages 2-9), including a depressing check of stated calories per serving on the package and what the book says are the real calories per serving. the 20 worst packaged foods for a person in the country (e.g., Haagen-Dazs chocolate peanut butter ice cream; the book suggests purchasing Edy's slow churned peanut butter cup ice cream instead), tips on which produce to purchase for nutritional kick, "making sense of meat," tips on snacking, and so on.But, in the final analysis, it is the tips on which are the best and which the worst, in terms of nutrition, products in a variety of food categories. This book provides a nice service along those lines. I had thought that this would not be particularly useful when I ordered it (one look at the wild and wacky cover illustrates one reason for my pessimism), but I am happy to say that my doubts were not realized.
PROS*Easy to carry around. Fits nicely into a purse. Handy on vacation.*Pretty pictures*Fun to read*Easy to use.*Lots of familiar products/mainstream restaurants included.*Quickly identifies healthiest items on the menu.CONS*Fuzzy Math. Some of the comparisons don't make sense--like turn to the Baskin Robbins section--why is Rocky Road ice cream bad (290 calories, 15gfat (8 sat), 32g sugar), but Two Scoop Hot Fudge Sundae is good (530 calories, 29g fat (19sat) and 52 g of sugar.) WHAT???? I don't get it.*I wouldn't take the caloric facts as *fact*--For instance under the SONIC section, the authors list the Grilled Chicken Wrap as only having 380 calories but fails to mention that this is without dressing. Double check the caloric content on the restaurant's website before eating.*Contradictory. Apparently, Goldfish crackers are bad when they're coming from a vending machine (p. 193) but good when coming off a store shelf. (216).
This book seems to consider only fat and calories as a determination on whether you should eat one food over the other. This gives rather awkward recommendations to still tell you to eat a Krispy Kreme doughnut over some other doughnut. Or one ice cream or candy over another. Yet, in both cases, neither is good for the dieting consumer.How is this book helpful when there is only one recommendation in a restaurant? How would I know that the sandwich being recommended is insignificantly different than another?This book could become quickly outdated as restaurants change their offerings or ingredients. I would venture to say some restaurants have already made this book out of date.Does anyone want to make the effort to take this book around with them and nitpick over this, possibly forcing one to eat the same thing every time they visit each restaurant?The book is just a glamour, glitzy puff piece with little value. If any of this is that important to you, just pick up the nutrition guide at the restaurant. Smaller, more convenient and updated regularly, for free.
This book has some good info, but not sure that I have the time to devote to it to put it into practice. It seem to be a good idea at the time, but have not gotten around to reading it, basically just skimmed over it, so don't have too much of an opinion at this time.
I love this book, its organization, its attitude; but my confidence in it was shaken when I came upon (p. 195) Hellmann's Light Mayonnaise, a household staple of mine, classified as a "Not That" because it allegedly contained 90 calories and 10 grams of fat.Those are the stats for regular Hellmann's! Hellmann's Light actually has 35 calories and 3.5 grams of fat.The "Eat This Not That" franchise has morphed quickly into quite a juggernaut, with updates published frequently. What a job this must be! But have the multiple editions come at the cost of the accuracy we (and Oprah!) depend on the ZincZenko/Goulding team for?Guys, please, at least put an "Erratum" page on your website.
I recently bought the 2010 Eat this Not That The No-Diet Weight Loss Solution and also The Eat this Not That Supermarket Survival Guide. I read the No-Diet Weight Loss Solution first and in the section of "frozen treats" it said to eat Creamsicle Orange & Raspberry which I went out and bought right away. Then I started to read the Supermarket Survival Guide and in the fruit bars and frozen treats section, this same item was in the not to eat section. What gives? I wonder how many other items are listed as to eat and not to eat in their books. I do like these books however very much. I am learning lots. Just concerned over them recommending this item to eat and not to eat. I hope the author looks at this.
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