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Generation X got its name because it was considered to be harder to describe or understand — think “planet X” or “the X factor” — than their much-studied Baby Boomer predecessors. With Gen-Xers (ages 40 to 55) now in middle age, the International Food Information Council (IFIC) Foundation, in partnership with the American Institute for Cancer Research (AICR), released a new survey that examines their food and health attitudes, with a particular focus on their behaviours and perceptions related to diet and cancer risk.

Among the findings: American Gen-X consumers are much more focused on weight loss than other age groups, a strong majority believes that lifestyle factors have at least some impact on the risk of developing cancer, and nearly half say their food and beverage purchases are impacted by whether they might reduce the risk of developing cancer.

Click to read the full report.