new dietary guidance: translating the message to the public

New New Dietary Guidance:Dietary Guidance:

Translating the Message Translating the Message to the Publicto the Public

2000 Dietary Guidelines2000 Dietary Guidelines Aim for a healthy weight. Aim for a healthy weight. Be physically active each day.Be physically active each day. Let the Pyramid guide your food Let the Pyramid guide your food

choices.choices. Choose a variety of grains daily, Choose a variety of grains daily,

especially whole grains. especially whole grains. Choose a variety of fruits and Choose a variety of fruits and

vegetables daily.vegetables daily. Choose a diet that is low in Choose a diet that is low in

saturated fat and cholesterol saturated fat and cholesterol and moderate in total fat. and moderate in total fat.

Choose beverages and Choose beverages and foods to moderate your foods to moderate your intake of sugars.intake of sugars.

The New Dietary GuidelinesThe New Dietary Guidelines Dietary Guidelines PolicyDietary Guidelines Policy

– 41 key recommendations, 23 for the 41 key recommendations, 23 for the general public, 18 for special general public, 18 for special populations populations

– grouped into nine general topics grouped into nine general topics Adequate Nutrients Within Calorie Needs Adequate Nutrients Within Calorie Needs Weight Management Weight Management Physical Activity Physical Activity Food Groups to Encourage Food Groups to Encourage Fats Fats Carbohydrates Carbohydrates Sodium and Potassium Sodium and Potassium Alcoholic Beverages Alcoholic Beverages Food Safety Food Safety

The New Dietary GuidelinesThe New Dietary Guidelines

Summarizes and synthesizes the Summarizes and synthesizes the current science about individual current science about individual nutrientsnutrients

Makes recommendations for a Makes recommendations for a healthful pattern of eatinghealthful pattern of eating

Emphasis on choice Emphasis on choice with regard to:with regard to:– Eating fewer caloriesEating fewer calories– Being more activeBeing more active– Making wiser food choicesMaking wiser food choices

Today’s Discussion Points:Today’s Discussion Points:

– Environment of Obesity: Goals & Environment of Obesity: Goals & RecommendationsRecommendations

– Consumer Views On:Consumer Views On: Health & Weight ManagementHealth & Weight Management Food & NutritionFood & Nutrition Dietary GuidanceDietary Guidance

– Messaging & Communication Messaging & Communication OpportunitiesOpportunities

– Importance of HarmonizationImportance of Harmonization

Environment of Obesity: Environment of Obesity: Goals and Goals and

Recommendations Recommendations

The Obesity The Obesity EpidemicEpidemic

Obesity Today: Startling Obesity Today: Startling StatsStats

More than 64% of U.S. adults More than 64% of U.S. adults overweight or obese overweight or obese

– 120 million adults120 million adults

Major risk factor for heart disease, Major risk factor for heart disease, diabetes, some cancersdiabetes, some cancers

Economic costs nearly $117 Economic costs nearly $117 billion/yearbillion/year

““Because of increasing rates of Because of increasing rates of obesity…we may see the first obesity…we may see the first generation that will be less healthy generation that will be less healthy and have a shorter life expectancy and have a shorter life expectancy than their parents.”than their parents.”

Surgeon General Richard CarmonaSurgeon General Richard Carmona

Obesity Today: Future Obesity Today: Future ImpactImpact

The The Rising Rising Rate of Rate of

ChildhoodChildhood Obesity is Obesity is AlarmingAlarming July

2000

30% of children are overweight 30% of children are overweight or at risk for overweight or at risk for overweight

Global Trends in Obesity-Related Global Trends in Obesity-Related Media CoverageMedia Coverage

Note: Figures retrieved from Lexis-Nexis searches on “obesity or obese” in U.S. and international newspapers and newswires.

1999 2000 2001 2002 2003 2004

0

2000

4000

6000

8000

10000

12000

14000

16000

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

IntlUS

ObesityObesity: : What’sWhat’s the the Cause?Cause?

A Complex IssueA Complex Issue

The Biological Cause of The Biological Cause of Obesity is SimpleObesity is Simple

An imbalance of calories An imbalance of calories IN and calories OUT!IN and calories OUT!

But…But…

……The Social Factors The Social Factors Contributing to the Contributing to the

Imbalance are ComplexImbalance are Complex

• Changing food habitsChanging food habits

• Declining physical activity in the Declining physical activity in the home and in schoolshome and in schools

• Increasing sedentary habitsIncreasing sedentary habits

• Changing physical environmentChanging physical environment

Consumer Views On: Consumer Views On: Health & Weight Health & Weight

ManagementManagementFood & NutritionFood & NutritionDietary GuidanceDietary Guidance

Health: Where Consumers Health: Where Consumers See Themselves NowSee Themselves Now

Unhealthy Healthy

See Themselves Here

Source: IFIC Foundation, 2003

Health: Where Consumers Health: Where Consumers Want Want To BeTo Be

Unhealthy Healthy

Want To Be Here

Source: IFIC Foundation, 2003

Health and Weight Management: Health and Weight Management: Consumers Have Information But Consumers Have Information But

Can’t Connect to Action…Can’t Connect to Action…

•Exercise more often (at least 3-4 times per week)

•Lift weights to tone

•Improve diet by cutting out chips, sweets, soda

•Eat more fruits and vegetables

•Drink more water

•Get more rest

•Mentally commit yourself

•Make it a priority

•Discipline yourself

•Don’t feel guilty about making health a priority

•Self determination

•Set goals

Behaviors Mindset

vs.

IFIC Foundation, 2003

Health vs. Weight:Health vs. Weight:Two Separate Practices?Two Separate Practices?

Many consumers implement extreme eating Many consumers implement extreme eating practices to lose weight.practices to lose weight.

They acknowledge that it may not be They acknowledge that it may not be “healthy”, but feel it’s successful in “healthy”, but feel it’s successful in accomplishing their short-term goal of accomplishing their short-term goal of WEIGHT LOSS. They will do thisWEIGHT LOSS. They will do this for as long for as long as it takes to put weight “balance” back into as it takes to put weight “balance” back into their lives.their lives.

Few mention concerns about any long-term Few mention concerns about any long-term health effects associated with such eating health effects associated with such eating styles.styles.


Better Health: BarriersBetter Health: BarriersEveryone is Time CrunchedEveryone is Time Crunched

—Especially Parents—Especially ParentsConvenience Drives Convenience Drives

LifestyleLifestyleThe “D” Words”: Dieting and The “D” Words”: Dieting and

DenialDenial


Better Health: BarriersBetter Health: BarriersResults Are Not ImmediateResults Are Not ImmediateHabits Don’t Change with Habits Don’t Change with

AgeAgeMotivation Missing for Motivation Missing for

ManyMany


Better Health: Better Health: Potential MotivatorsPotential Motivators

AppearanceAppearanceFamilyFamily


Better Health: Better Health: Potential MotivatorsPotential Motivators

Being a Role Model for Being a Role Model for KidsKids

Future Health IssuesFuture Health Issues


Health and Weight Issues:Health and Weight Issues: What We Have Learned What We Have Learned

Lifestyle demands put health on back Lifestyle demands put health on back burnerburner

Information DOES NOT bridge to actionInformation DOES NOT bridge to action Consumers Consumers strugglestruggle with motivation with motivation

It’s Much More than It’s Much More than ENERGY BALANCEENERGY BALANCE


Food Selection: Food Selection: What’s Important?What’s Important?

69%

71%

71%

89%

Price

Product Safety

Nutrition

Taste

% Saying ”Very Important””

Source: FMI Trends, 2000

Food vs. NutritionFood vs. Nutrition

Health professionals think of food Health professionals think of food and nutrition as almost and nutrition as almost interchangeableinterchangeable

Consumers see food and nutrition as Consumers see food and nutrition as two separate things. two separate things. – Food is exciting and enjoyableFood is exciting and enjoyable– Nutrition is “what gets in the way Nutrition is “what gets in the way

of good food!”of good food!”

Healthful Eating:Healthful Eating:Consumers SAY vs. DOConsumers SAY vs. DO

85%85% say that say that diet and diet and nutrition are nutrition are important to important to them them personallypersonally

Only Only 38%38% say say they have they have made made significant significant changes to changes to achieve a achieve a healthful diethealthful diet

ADA Nutrition Trends Survey, 2002

Nutrition Messages: Nutrition Messages: Consumer ReactionsConsumer Reactions

Nutrition Messages: Nutrition Messages: Consumer InterpretationsConsumer Interpretations

ADA Says…ADA Says… Consumers Say…Consumers Say…

All foods can fit into a All foods can fit into a healthful diethealthful diet

57% - I should never 57% - I should never eat some foodseat some foods

No good/bad foods, No good/bad foods, just good/bad dietsjust good/bad diets

77% - There are 77% - There are good/bad foodsgood/bad foods

ADA Nutrition Trends Survey, 2002, 2000

Nutrition Messages: Nutrition Messages: Consumer InterpretationsConsumer Interpretations

ADA Nutrition Trends Survey, 2002, 2000

ADA Says…ADA Says… Consumers Say…Consumers Say…Eating is an important Eating is an important source of pleasuresource of pleasure

75% - I don’t do 75% - I don’t do more to eat healthy more to eat healthy because I don’t want because I don’t want to give up the foods I to give up the foods I likelike

Positive messages are Positive messages are more effective for helping more effective for helping consumers achieve consumers achieve healthful dietshealthful diets

63% - I’m always 63% - I’m always hearing what hearing what notnot to to eat, rather than what eat, rather than what I should eat.I should eat.

Dietary Guidelines and the Dietary Guidelines and the Pyramid: Consumer ReactionsPyramid: Consumer Reactions

Consumers on the Dietary Consumers on the Dietary Guidelines…Guidelines…– Consumers tell us they need more Consumers tell us they need more

personalized, meaningful informationpersonalized, meaningful information

Consumers on Food Guide Pyramid…Consumers on Food Guide Pyramid…– High recognition High recognition – Consumers need to have the Pyramid Consumers need to have the Pyramid

explained to themexplained to them

2001: Testing an Educational 2001: Testing an Educational BrochureBrochure

Tuttle Communications, 2001

Messaging & Messaging & Communication Communication OpportunitiesOpportunities

Forging Ahead with Dietary Forging Ahead with Dietary Guidance of the FutureGuidance of the Future

Overarching ConsiderationsOverarching Considerations

One size DOES NOT fit all: Consumers One size DOES NOT fit all: Consumers increasingly report that they need increasingly report that they need personalized information that applies personalized information that applies to THEM and THEIR LIVES specificallyto THEM and THEIR LIVES specifically

Deliver information with sensitivity: Deliver information with sensitivity: Consumers say, “Who are THEY to tell Consumers say, “Who are THEY to tell me what to do?”me what to do?”

IFIC Foundation, 2003; Dietary Guidelines Alliance, 2002

Designing Consumer-Centered Designing Consumer-Centered MessagesMessages

1. Initial Concept:What You Want to Say

5. Intended Outcome:↑ Consumer Understanding

2. Maximize Communication: Use Consumer Research

3. Personalize: Make It Relevant

4. Harmonize Messages: Maximize Partnerships

Message Making 101: Message Making 101: Creating Consumer-Centered Creating Consumer-Centered

MessagesMessages

Message Development Model

Source: Wirthlin Worldwide

Findings: Recipe for Findings: Recipe for Increasing Consumer AppealIncreasing Consumer Appeal

Consumers say:Consumers say:– Be positiveBe positive– Keep it short and simpleKeep it short and simple– Create it just for meCreate it just for me– Make it specific and manageableMake it specific and manageable– Provide the payoffProvide the payoff– Talk foodTalk food– Make it fun!Make it fun!

““Choose a diet Choose a diet low in fat, low in fat, saturated fat, saturated fat, and and cholesterol” cholesterol”

““Foods with fat Foods with fat can fit: can fit: moderate, don’t moderate, don’t eliminate”eliminate”

Findings: To Consumers…Findings: To Consumers…LANGUAGE is Key!LANGUAGE is Key!


VS.

Unsuccessful Messages:– Foods with fat can fit: Evaluate, don’t

calculate– Foods with fat can fit: Savor the flavor

Successful Message:– Foods with fat can fit: Moderate, don’t

eliminate.



HEALTH PROFESSIONALS SAY: “Intake of HEALTH PROFESSIONALS SAY: “Intake of transtrans fat should be as low as possible” fat should be as low as possible”

CONSUMERS HEAR: “Focus just on CONSUMERS HEAR: “Focus just on transtrans fat and avoid it at all costs!”fat and avoid it at all costs!”

RESULT: Consumers choose foods RESULT: Consumers choose foods solely based on solely based on transtrans fat content, fat content, including those with higher content of including those with higher content of saturated fat and saturated fat and transtrans fat combined fat combined


Findings: The Missing Findings: The Missing IngredientIngredient

““Don’t just tell us what to do, tell us Don’t just tell us what to do, tell us HOW to do it!”HOW to do it!”

-Consumers-Consumers

Findings: In Real Life…Findings: In Real Life… When shown these When shown these

“In real life” examples:“In real life” examples:– Consumers reacted Consumers reacted

enthusiasticallyenthusiastically– Consumers saw how Consumers saw how

their food choices “fit” their food choices “fit” into the Pyramidinto the Pyramid

Consumers also noted:Consumers also noted:– Examples effectively Examples effectively

provided guidance on provided guidance on portion sizesportion sizes

One Serving Is…• ½ bagel

• About 1 cup of ready to eat cereal

• ½ cup of cooked cereal, rice, or pasta

In Real Life…• Deli bagel has 4+

servings

• An average bowl of cereal has 2+ servings

• Restaurant portions of pasta have 3+ servings, not including the sauce

Bread, Cereal, Rice & Pasta Group (6-11 Servings)

Communication Communication Opportunities—What Can We Opportunities—What Can We

Do?Do? Address lifestyle issuesAddress lifestyle issues

– Customize whenever Customize whenever possiblepossible

Help remove barriersHelp remove barriers– Small steps to startSmall steps to start– Quick and easy ideas Quick and easy ideas

Focus on motivatorsFocus on motivators– Happy, healthy family Happy, healthy family


Consider Semantics: Consider Semantics: – Health Professionals vs. Health Professionals vs.

ConsumersConsumers

Provide Context and Provide Context and RelevanceRelevance– Examples that consumers can Examples that consumers can

understand and use in their own understand and use in their own liveslives

Communication Communication Opportunities—What Can We Opportunities—What Can We

Do?Do?

Importance of Importance of HarmonizationHarmonization

Providing a Clear and Providing a Clear and

Unified VoiceUnified Voice

Most Popular Sources of FoodMost Popular Sources of Foodand Nutrition Informationand Nutrition Information

TelevisionTelevision 72%72% MagazinesMagazines 58%58% NewspapersNewspapers 33%33%

What Consumers See…What Consumers See… Sample Media HeadlinesSample Media Headlines

– One soda a day may raise diabetes risk for One soda a day may raise diabetes risk for womenwomen Miami HeraldMiami Herald

– Becoming Healthy on Unhealthy Food Becoming Healthy on Unhealthy Food The The Nation Nation (Thailand)(Thailand)

InternetInternet– Difficult for consumers to determine WHO and Difficult for consumers to determine WHO and

WHAT is credibleWHAT is credible Diet booksDiet books

Findings: Who & What to Findings: Who & What to Believe?Believe?

““There is too much conflicting There is too much conflicting information about which foods information about which foods

are healthy and which are not.” are healthy and which are not.”

64% of Shoppers64% of Shoppers

Agree with This Statement.Agree with This Statement.

FMI Shopping for Health, 2003


Experts Change Minds:Experts Change Minds:

“ “ In the next five years, it’s very In the next five years, it’s very likely that the experts will have a likely that the experts will have a completely different idea about completely different idea about

which foods are healthy and which which foods are healthy and which are not.”are not.”

79% of Shoppers 79% of Shoppers

Strongly or Somewhat AgreeStrongly or Somewhat Agree

FMI Shopping for Health, 2003

Must Harmonize Messages to Must Harmonize Messages to Decrease ConfusionDecrease Confusion

October 4, 2004: October 4, 2004: Lancet Questions Lancet Questions Antioxidants' Antioxidants' Cancer-Preventive Cancer-Preventive AbilitiesAbilities

December 27, December 27, 2004: Antioxidants 2004: Antioxidants May Help Kids with May Help Kids with LeukemiaLeukemia


Consumers say there is no single or clear Consumers say there is no single or clear recognized authority on the health recognized authority on the health benefits of good nutrition.benefits of good nutrition.

IMPLICATION: Consumers need clear and IMPLICATION: Consumers need clear and consistent messagesconsistent messages– unite eating for health with eating for weight unite eating for health with eating for weight

lossloss– emphasize the benefits of feeling better emphasize the benefits of feeling better

associated with eating betterassociated with eating betterIFIC Foundation, 2004

Findings: A Golden Opportunity Findings: A Golden Opportunity for Health Professionalsfor Health Professionals

ADA Trends Survey 2000

61%

61%

65%

69%

79%

82%

85%

87%

90%

90%

92%

0% 20% 40% 60% 80% 100%

Internet

Other non-news TV

Radio news

Family and friends

TV news

Newspapers

Nurses

Magazines

Nutritionists

Registered dietitians

Doctors

Nutrition Sources—Those Rated “Very Valuable”Nutrition Sources—Those Rated “Very Valuable”

Harmonization: An Opportunity to Harmonization: An Opportunity to Maximize Impact of Consumer Maximize Impact of Consumer

ToolsTools Dietary Guidelines for AmericansDietary Guidelines for Americans Food Guidance SystemFood Guidance System

– 88% of consumers recognize the 88% of consumers recognize the PyramidPyramid

– 17% try to follow its recommendations17% try to follow its recommendations– <1% actually follow it<1% actually follow it

Food labelsFood labels– 43% always or almost always look at the 43% always or almost always look at the

food label when making food choicesfood label when making food choicesIPSOS Public Affairs Survey, 2004; CSFII 1994-96; IFIC Foundation, 2003

Partnerships: The Harmonious Partnerships: The Harmonious KeyKey

Health Professional OrganizationsHealth Professional Organizations Food IndustryFood Industry AcademiaAcademia MediaMedia EducatorsEducators OTHERS!OTHERS!

Harmonization through Harmonization through Successful Public-Private Successful Public-Private

PartnershipPartnership

The Dietary Guidelines The Dietary Guidelines AllianceAlliance

Mission: To provide positive, Mission: To provide positive, simple, consistent messages to simple, consistent messages to help consumers achieve help consumers achieve healthful, active lifestyles healthful, active lifestyles consistent with the Dietary consistent with the Dietary Guidelines for Americans Guidelines for Americans

Alliance MembersAlliance MembersThe American Dietetic AssociationThe American Dietetic Association

American Society for Clinical NutritionAmerican Society for Clinical Nutrition

Food Marketing Institute Food Marketing Institute

Grain Foods FoundationGrain Foods Foundation

Grocery Manufacturers of AmericaGrocery Manufacturers of America

International Food Information Council FoundationInternational Food Information Council Foundation

National Cattlemen's Beef Association National Cattlemen's Beef Association

National Dairy Council National Dairy Council

Food Products Associations Food Products Associations

National Pork BoardNational Pork Board

Produce Marketing AssociationProduce Marketing Association

Society for Nutrition EducationSociety for Nutrition Education

The Sugar Association, Inc. The Sugar Association, Inc.

Wheat Foods CouncilWheat Foods Council

In Liaison WithIn Liaison With U.S. Department of AgricultureU.S. Department of Agriculture

– Center for Nutrition Policy and PromotionCenter for Nutrition Policy and Promotion

– Cooperative State Research, Education and Extension Cooperative State Research, Education and Extension ServicesServices

U.S. Department of Health and Human ServicesU.S. Department of Health and Human Services– Office of Disease Prevention and Health PromotionOffice of Disease Prevention and Health Promotion

– U.S. Centers for Disease Control and PreventionU.S. Centers for Disease Control and Prevention

– U.S. Food and Drug AdministrationU.S. Food and Drug Administration

– National Institutes of HealthNational Institutes of Health

– President’s Council on Physical Fitness and SportsPresident’s Council on Physical Fitness and Sports

It’s All About YouIt’s All About You

The “It’s All About You” The “It’s All About You” Nutrition Nutrition Communicator’s Communicator’s Tool Kit includes: Tool Kit includes: – VideoVideo– Leader’s GuideLeader’s Guide– Owner’s Manual For Owner’s Manual For

Your BodyYour Body A unique consumer A unique consumer

piecepiece

BE REALISTICMake small changes overtime in what you eat and the level of activity you do. After all, small changes work better than giant leaps

BE ADVENTUROUSExpand your tastes to enjoy a variety of foods

BE FLEXIBLEBalance what you eat and the physical activity you do over several days. No need to worry about just one meal or one day

BE SENSIBLEEnjoy all foods, just don’t over do it

BE ACTIVEWalk the dog, don’t just watch the dog walk

It’s All About YouMake healthy choices that fit your

lifestyle so you can do the things you want to do.

Main Nutrition Guidance Main Nutrition Guidance GoalsGoals

Energy BalanceEnergy Balance

Nutrient DensityNutrient Density

Smart Food Smart Food Choices Choices

To accomplish these goals…To accomplish these goals…MAXIMIZEMAXIMIZE

communication with consumer researchcommunication with consumer research

HARMONIZEHARMONIZE nutrition messagesnutrition messages

PERSONALIZE PERSONALIZE dietary guidance informationdietary guidance information

For More Information, For More Information, Contact:Contact:

International Food Information International Food Information CouncilCouncil

(IFIC) Foundation(IFIC) Foundation

1100 Connecticut Avenue, NW1100 Connecticut Avenue, NWSuite 430Suite 430

Washington, DC 20036Washington, DC 20036

Phone: 202-296-6540Phone: 202-296-6540http://ific.orghttp://ific.org

new dietary guidance: translating the message to the public

Documents

overweight slide

billionyear slide

public slide

obesity epidemic slide

healthy weight

weight balance

complex issue slide

future impact slide