Transcript Welcome [www.foodinsight.org]

Welcome …
to a New Nutrition
Conversation with
Consumers …
… about FATS IN FOOD !
New Nutrition
Conversation
International Food Information Council
(IFIC) and IFIC Foundation
Mission: To communicate science-based
information on food safety and nutrition issues to
health professionals, journalists, educators, and
government officials
-A nonprofit organization primarily supported by the broadbased food, beverage, and agricultural industries
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New Nutrition
Conversation
5.6.05
New Nutrition
Conversation
December 13-19, 2003
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New Nutrition
Conversation
Consumers are
confused
about who and what to
believe when it comes
to nutrition …
SOURCE: IFIC Foundation, 2004
5.6.05
New Nutrition
Conversation
The science says…
• Total fat intake 20-35% of calories
• Most fats coming from sources of polyunsaturated and
monounsaturated fats, such as fish, nuts, and vegetable
oils
• Consume less than 10 percent of calories from saturated
fatty acids and less than 300 mg/day of cholesterol, and
keep trans fatty acid consumption as low as possible.
• To maintain body weight in a healthy range, balance
calories from foods and beverages with calories
expended.
• To prevent gradual weight gain over time, make small
decreases in food and beverage calories and increase
physical activity.
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SOURCE: Dietary Guidelines for Americans, 2005
New Nutrition
Conversation
Know the limits on
fats.
Make most of your fat sources
from fish, nuts, and vegetable
oils.
Limit solid fats like butter,
margarine, shortening, and lard,
as well as foods that contain
these.
Check the Nutrition Facts label
to keep saturated fats and trans
fats low.
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New Nutrition
Conversation
The media say…
Acid in Animal Fats May Lower
Blood Pressure
Study: Not All Lowfat Diets Are Equal
The Associated Press 5/2/05
HealthDay News 5/1/05
More food chains pull trans-fat plug
USA Today 4/13/05
Low-Fat Diets May Lack Nutrients for
Children
The Washington Post 4/12/05
Omega-3s may protect baby girls in womb
Reuters 4/20/05
McDonald's to Settle Suit Over Trans-Fat Disclosure
Wall Street Journal 2/14/05
BOTTOM LINE..
Confused Americans not sure what to eat
NBC Nightly News 4/21/05
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New Nutrition
Conversation
Food
Labels
Web
Sites
•Consumers are
bombarded
TV and
Radio
News
Medical
Experts
Popular
Magazines
Consumer
Fad
Diet
Gurus
Media
Images
Friends
and
Family
Gov’t
Guidelines
SOURCE: IFIC Foundation, 2004
Food
Ads
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•Many people find it
difficult to separate
valid recommendations
from headlines without
context or fad diet
advice.
•Nutrition information is
often seen as
contradictory, even
from equally valid
sources.
New Nutrition
Conversation
1995 US Dietary
Guidelines for
Americans recommend
consuming a diet “low
in fat, saturated fat,
cholesterol”
Evolution of Dietary Fats
Recommendations
2000 US Dietary
Guidelines for Americans
recommend choose a diet
“low in saturated fat and
cholesterol and moderate
in total fat”
Late 1980s, early
1990s Scientific
Post 1995 Food
verdict out on
health effects of industry moves to
decrease saturated
trans fat
fat in food supply,
trans increased
July 2003 FDA
final rule to include
trans on Nutrition
Facts panel
Sep. 2002 IOM DRI
Macronutrient Report
recommends trans, sat
fat, and cholesterol
intake “as low as
possible”
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2005 New dietary
guidance
recommends
moderate fat intake
with most from MUFA
and PUFA
New Nutrition
Conversation
MYTH
All fats are “bad”
Vegetable oils are
high in cholesterol
Managing
Misinformation
REALITY
Dietary fats supply essential
fatty acids, carry fat soluble
vitamins, and promote satiety.
Help consumers eat a
balanced diet composed
mostly of PUFA and MUFA.
The human body can produce
cholesterol. But, only animal
fats contain dietary cholesterol.
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New Nutrition
Conversation
Managing
Misinformation
MYTH
Trans fats are
present only in
processed foods
REALITY
Products made using current
partially hydrogenated
vegetable oils contain some
amount of trans fat. Some
meat and dairy products
naturally contain small
amounts of trans fat.
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New Nutrition
Conversation
MYTH
To tell if there is trans
fat in a product, look
for the word
“hydrogenated”
Managing
Misinformation
REALITY
Until trans fat is included on
all food labels, products
containing “partially
hydrogenated” can be
identified as containing some
degree of trans fat. If an oil is
FULLY hydrogenated, it
becomes a saturated fat and
contains no trans fat.
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New Nutrition
Conversation
Managing
Misinformation
MYTH
REALITY
If a product contains
partially
hydrogenated oils,
but is marked as
“zero trans fat”, there
must be some
mistake
If a product contains less than
0.5 grams/serving, the
amount is considered
nutritionally insignificant and
is expressed as “0 grams” on
the Nutrition Facts label.
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New Nutrition
Conversation
Consumers get
overwhelmed
and confused
about the
specifics of
nutrients in
foods …
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SOURCE: IFIC Foundation, 2002 and 2004
New Nutrition
Conversation
… but they are
becoming more
open to
messages
about the
possible
health benefits
of fats in food.
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SOURCE: IFIC Foundation, 2002 and 2004
New Nutrition
Conversation
Communicating with
consumers about the
role of fats and
foods with fat
in a healthful lifestyle
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New Nutrition
Conversation
GOAL:
Balanced lifestyle
based on consumers’
desire for
a healthy weight
and good health
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New Nutrition
Conversation
What consumers say …
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Conversation
Focus groups
Who were the
consumers?
• Females and males concerned about their weight
• BMI 22 to 29 - working to maintain a healthy weight
Four different viewpoints
1. Nutritionally Savvy Women: Conscious about nutrition, claim to know a
good deal about it, and carefully monitor the types/amount of food they eat.
2. Common Sense Women: Carefully choose certain foods for their diets,
and use common sense rules to govern nutrition choices.
3. Dieters Restricting Foods/Food Groups: Men and women who don’t eat
certain foods because of dietary restrictions or are following a popular diet.
4. Diet Opposed:Men and women who are opposed to using fad diets that
exclude foods or food groups.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
Consumers say they know
WHAT they need to do for a
balanced diet …
… they need
advice on
HOW
to do it.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
Consumers tend to see
dietary fats, and the foods that
contain them …
… as tasting
good, BUT
needing to be
restricted or
eliminated.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
Consumers see a difference between eating
for health and eating for weight loss …
… they need help
learning
how to eat for good
health, weight loss,
and taste at
the same time.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
Consumers have a holistic view of health.
HEALTHY
UNHEALTHY
Active
Energetic
Confident
Smiling
Good complexion
Good posture
Bright and wide-eyed
Works out/is fit
Positive attitude
Well-rested
SOURCE: IFIC Foundation, 2004
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
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New Nutrition
Conversation
Consumers identify
various weight management strategies.
Consumers see many
different strategies - like
reading food labels - that
might help them meet
their goals.
 Read food labels.
 Control portions.






Use willpower.
Make healthier food choices.
Avoid extremes; achieve better balance.
Exercise.
Get more sleep.
Drink more water.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
Build on consumer
weight management strategies.
With the current focus on
weight loss, consumers
may be more receptive to
messages about how
much they eat.
 Read food labels.
 Control portions.
 Use willpower.





Make healthier food choices.
Avoid extremes; achieve better balance.
Exercise.
Get more sleep.
Drink more water.
SOURCE: IFIC Foundation, 2004
5.6.05
New Nutrition
Conversation
Build on consumer
weight management strategies.




Read food labels.
They want specific ways to
bring better balance into
Control portions.
their eating habits - and
Use willpower.
into their their lives.
Make healthier food choices.
 Avoid extremes; achieve better balance.
 Exercise.
 Get more sleep.
 Drink more water.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
HOW
ACTIVE
you are
HOW
MUCH
you eat
WHAT
you
eat
Approaches
to
managing weight
 Consumers feel that all three are connected.
 No one said there is a single approach to managing
weight. Nearly everyone focuses on a combination of
all three approaches.
 While some people place equal emphasis on all three,
others claim to de-emphasize one in favor of a
combination of the other two.
SOURCE: IFIC Foundation, 2004
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New Nutrition
Conversation
… consumers need how-to information
about fitting in foods with fat that is …
SIMPLE
POSITIVE
PRACTICAL
CONSISTENT
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New Nutrition
Conversation
Use tested, “do-able” messages ...
Foods with fat
can fit:
Moderate,
don’t eliminate.
SOURCE: IFIC Foundation, 2001
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New Nutrition
Conversation
Craft how-to tips with consumer appeal ...
 Be positive.
 Keep tips short and simple.
 Create tips just for me.
 Make tips specific and manageable.
 Provide the payoff.
 Talk food and fun.
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New Nutrition
Conversation
Be positive.
Order once, enjoy
twice. Eat half
your steak at the
restaurant, take
the rest home,
refrigerate, and
savor
tomorrow.
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Conversation
Keep tips short and
simple.
Crack open a new
cookbook each
week and try a
different recipe
that utilizes
heart healthy
oils.
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New Nutrition
Conversation
Create tips just for me.
Love the flavor of
regular cheddar
cheese? Balance it
with other reducedfat dairy products,
like fat-free milk,
lower fat cottage
cheese, and sour
cream.
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New Nutrition
Conversation
Make tips specific and
manageable.
If you usually load up a
baked potato with
butter and sour cream,
try it with one or the
other, choose trans
free, low or reduced fat
versions, or use half
your usual amount of
each.
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New Nutrition
Conversation
Provide the payoff.
It takes 20 minutes for
your brain to get the
signal that your
stomach has had
enough. Savor your
food slowly; you’ll eat
less, enjoy it more,
and avoid feeling
stuffed.
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New Nutrition
Conversation
Talk food and fun.
When you bake
(or buy) a pie,
cut it into 10 or
12 pieces
instead of 8.
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Conversation
Tips are not “one-size-fits-all” ...
PERSONALIZE
whenever
possible.
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Conversation
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New Nutrition
Conversation
Dietary Fats Communication
Resources
• General resources for health professionals,
media, consumers
http://www.ific.org/nutrition/fats/index.cfm
• General communication resources
http://www.ific.org/tools/intro.cfm
• Consumer-tested messages and tips
http://www.ific.org/tools/tips.cfm#fats
http://www.ific.org/publications/other/allaboutyou
om.cfm
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New Nutrition
Conversation
For more information, contact:
International Food Information Council
(IFIC) Foundation
1100 Connecticut Avenue, NW
Suite 430
Washington, DC 20036
Phone
Online
202-296-6540
www.ific.org
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