Most Americans say they’re confident in their ability to choose healthy foods, but four in five don’t trust marketing or data about what’s healthy and what’s not, according to “Do It or Diet,” a new infographic by SMARTeam, Advantage Sales’ consumer goods insights team.

Six in 10 are paying more attention to ingredient lists than they did five years ago; more than half say they are reducing their sugar intake.

SMARTeam found flexitarianism is going mainstream, as an estimated 15% of the U.S. adult population is flexitarian and nearly half of those ages 24 to 39 think of themselves as flexitarian.

The top five diets last year, as measured by Google search popularity, were ketogenic, vegan, intermittent fasting, WW (formerly Weight Watchers) and vegetarian.

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