Rather than dieting, consumers are seeking out fresh, organic or GMO-free foods, according to research from data firm The NPD Group.

“Consumer attitudes toward health today have evolved beyond diet, exercise, and the specific attributes (presence or absence) of food items,” said Darren Seifer, NPDs food and beverage industry analyst.

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“Now they’re looking for personal plans that meet their own specific interests, and more importantly, their lifestyles.”

And while consumers are less likely to avoid fat or cholesterol, they are more vigilant when it comes to sugar. This trend also includes a moral component: NPD says consumers want to patronize brands that support causes that are aligned with their values, such as sustainability or animal welfare.