seeing nutrition through the consumer's eyes
DESCRIPTION
Visit www.restaurant.org/events/nutrition for details.TRANSCRIPT
Seeing Nutrition through the Consumer’s Eyes
Shelley Goldberg, MPH, RD
Senior Director
International Food Information Council (IFIC) Foundation
Nutrient Essentials:
Sodium and the Healthy Plate
July 10, 2008
International Food InformationCouncil (IFIC) Foundation
Mission:
To effectively communicate science-based information on health, nutrition, and food safety for the public good.
Primarily supported by the broad-based food, beverage and agricultural industries.
http://www.ific.org
Research To Be Covered
IFIC Foundation• Food & Health Survey (2006-2008)
• Food Biotechnology: A Study of U.S. Consumer Attitudinal Trends (2003-2007)
• Addressing the Obesity Debate: A Consumer Point of View (2004)
http://ific.org/research
IFIC Foundation Food & Health Survey
2006
2007
http://ific.org2008
Methodology
*Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond.
↑ Significant increase from year indicated↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
Methodology Web Survey
Population Representative Sample of Americans Aged 18+
Data Collection Period February 21-March 11, 2008
Sample Size (Error)n=1,000 (+ 3.1 For 2008)(+ 4.4 Among 2008, 2007, 2006)
Data Weighting* Data Weighted on Age, Income, Education and Race
Attitudes Toward Health
41% 31% 9%3% 17%2008
The majority of Americans view their health status positively.
(n=1000)
Which of the following best describes your overall health status?
IFIC Foundation Food & Health Survey 2008↑ Significant increase from year indicated↓ Significant decrease from year indicated
Poor Fair Good Very Good Excellent
Total does not add to 100 percent due to rounding
81%
A little over half of Americans are satisfied with their health status.
IFIC Foundation Food & Health Survey 2008
(n=1000)
6% 18% 17% 46% 14%2008
How satisfied are you with your overall health status?
↑ Significant increase from year indicated↓ Significant decrease from year indicated
Not At All Satisfied
Not Very Satisfied
Neither Satisfied Nor Unsatisfied
Somewhat Satisfied
Extremely Satisfied
Total does not add to 100 percent due to rounding
60%
Health: Where consumers are and where they want to be.
Unhealthy Healthy
International Food Information Council, 2004
Where they ARE
Where they WANT to be
What’s healthy, what’s not.
Healthy
• Active• Energetic• Confident• Smiling• Good complexion• Good posture• Bright and wide-eyed• Works out/is fit• Positive attitude• Well-rested
Unhealthy
Overweight Unkempt Smokes/drinks/does drugs Walks slowly Dejected, holds head down Bundle of nerves Lays on couch Out of breath Dull skin Depressed/negative
vs.
International Food Information Council, 2004
Consumers and Dietary Changes
The majority of Americans have made changes to improve the healthfulness
of their diet in the past six months.
IFIC Foundation Food & Health Survey 2008
57%
66%
67%
43%
34%
33%
2006
2007
2008
(n=1000)
Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet?
↑ Significant increase from year indicated↓ Significant decrease from year indicated
Yes No
Losing weight (and improving health) is a top driver of dietary change.
IFIC Foundation Food & Health Survey 2008
Maintain my weight
Specific healthcondition
To improve myphysical health *
To improve myoverall well-being *
To lose weight
2008 (n=669)
For which of the following reasons, if any, are you trying to improve the healthfulness of your diet?
* Modification from 2006: “To improve my overall health” (69%) was changed to two items, including “To improve my overall well-being” and “To improve my physical health”.
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↓’07/’06
↑’06 69%
69%
64%
34%
11%
71%
35%
37%
21%
Consuming less of aspecific type of food or
beverage
Consuming more of aspecific type offood/beverage
Eating more of a certainfood component
Eating less of a certainfood component
Consumers say they increase and decrease consumption to improve their
diet’s healthfulness.
Which of the following changes, if any, have you made in the past six months to improve the healthfulness of your diet?
↑’06
↑’06
↑’07
IFIC Foundation Food & Health Survey 2008↑ Significant increase from year indicated↓ Significant decrease from year indicated
2008 (n=669)
67% 62% 61% 59% 61%
39%40%38%37%33%
Thinking about your diet over the past few months, are there any foods or ingredients that you have avoided or eaten less of?
Many consumers report avoiding certain foods/ingredients.
The number of Americans that say they are avoiding certain foods or ingredients has been stable for the past three years.
YesNo
2004 2005 2006 20072003
International Food Information Council, 2007
[IF AVOIDED FOODS] What foods or ingredients have you avoided? [OPEN END]
Types of foods and ingredients consumers report avoiding.
= Statistically significant
50%
33%
28%
12%
16%
2%
1%
0%
11%
54%
38%
21%
15%
14%
4%
2%
2%
11%
0%0%
Sugar/carbs
Fats/oils/cholesterol
Animal products
Salt/sodium
Snack foods/fastfoods/soda
Artificial/additives
Spices
Processed/refined foods
Biotech
Other
20062007
International Food Information Council, 2007
Nutrition Information and Messaging
Information Interesting but Confusing and Conflicting
IFIC Foundation Food & Health Survey 2008
9%
27%
25%
28%
67%
45%
Disagree Neither Disagree Nor Agree Agree
To what extent do you agree or disagree with the following statements regarding food and health information?
Reading or hearing about the relationship
between food and health is of interest to
me
I feel that food and health information is
confusing and conflicting
2008 (n=1000)
Total does not add to 100 percent due to rounding
Consumers tell us how to make messages more effective.
• Consumer mandates:– Be positive– Keep it short and simple– Create it just for me– Make it specific and manageable– Provide the payoff– Talk food– Make it fun!
54%
53%
54%
41%
37%
35%
29%
25%
26%
27%
23%
19%
30%
35%
31%
29%
35%
28%
33%
40%
32%
28%
32%
30%
2008
2007
2006
2008
2007
2006
2008
2007
2006
2008
2007
2006
Taste is the #1 factor influencing Americans’ food and beverage
purchasing decisions.
IFIC Foundation Food & Health Survey 2008
How much of an impact do the following have on your decision to buy foods and beverages?
84%
88%
85%
70%
72%
64%
62%
65%
58%
55%
55%
48%
Taste
Price
Healthfulness
Convenience
↑’06
↓’07
(n=1000)
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↑’06
↑’06
↑’06
Great impact
Some impact
*One percent difference due to more rigorous rounding criteria
*
*
In Summary...
IFIC Foundation Food & Health Survey 2008
•Consumers have a desire to be healthier
•Health is holistic and means something different to everyone
•Efforts to improve health must:
•Consider lifestyle factors
•Be positive
•Involve tasty food