For more than a year, the U.S government and a variety of health-related groups have been publicizing new dietary guidance for consumers, including MyPyramid.gov. But is the message getting through?
The inaugural International Food Information Council (IFIC) Foundation Food & Health Survey: Consumer Attitudes toward Food, Nutrition & Health is a rigorous first step in tracking how communication of dietary guidance is impacting consumers, by capturing their understanding of relevant topics such as calorie consumption, the benefits of eating certain dietary fats, and the differences they perceive among various sugars and carbohydrates.
“We’ve found that while consumers are getting the message that they need to make positive dietary and lifestyle changes, putting that advice into practice has been challenging and confusing for many of them,” said Susan T. Borra, RD, President, IFIC Foundation. “In this information-overload environment, the IFIC Foundation Food & Health Survey stands above the rest by linking what consumers say they understand with what they do regarding dietary guidance put forth by the U.S. Department of Agriculture and the Department of Heath and Human Services.”
This finding is only one of the conclusions from the 2006 IFIC Foundation Food & Health Survey, a benchmark study examining consumers’ attitudes on the most pressing food and health issues of the day. The survey is scheduled to be repeated every 12 to 24 months.
“This type of consumer insight is invaluable to those of us who teach about nutrition and health, to dietitians working with people who have chronic nutrition-related diseases, like heart disease, diabetes, osteoporosis, hypertension, and for others who shape public policy,” said Nancy Wellman, PhD, RD, Florida International University and Chair, IFIC Foundation. “Nutrition and wellness information should not be given in a vacuum—advice should adapt to the knowledge level, lifestyle, and needs of the average person.”
Some main highlights from the 2006 IFIC Foundation Food & Health Survey include consumers’ understanding:
Of calorie consumption: While American consumers are concerned about their weight and frequently look for calorie information on food package labels, nearly nine out of 10 (88 percent) are unable to accurately estimate the number of calories they should eat in an average day. This was one of the most dramatic findings from the survey.
How Many Calories per Day? When asked “how many calories a person your age, weight, and height should consume per day,” 43 percent of respondents would not venture a guess (answering “don’t know” to the question). Of the 57 percent who did provide an estimate, 79 percent incorrectly estimated the number of calories they should consume, based on the USDA’s formula from MyPyramid.gov, which was released in 2005 and bases calorie consumption estimates on factors such as age, gender, and frequency of physical activity.
Are All Calories the Same? The survey also revealed that consumers are confused about the extent to which the basic food components like dietary fat, carbohydrates, and protein can contribute to weight gain. Only 29 percent of consumers agreed with the correct statement, “calories in general are what cause weight gain (i.e., all calories are the same).” Of the remaining respondents, 26 percent said calories from fats are most likely to cause weight gain, 20 percent said carbohydrates, and only two percent said protein. Twenty-two percent admitted they were not sure.
Calories Don’t Add Up: What makes this confusion somewhat surprising is that among the vast majority of consumers (94 percent) who report ever looking at the Nutrition Facts Panel when deciding which foods and beverages to purchase, calorie information is the most frequently cited (67 percent). However when asked, unaided, what changes they are making to improve the overall healthfulness of their diet, only two percent said “eating fewer calories,” and another 12 percent said “reducing amounts eaten at meals.”
Of their overall health: While three quarters of consumers (75 percent) describe their overall health status in positive terms, slightly more than half (54 percent) say they are satisfied with their overall health.
Of their overall diet: Slightly more than half of consumers (54 percent) describe their diet as healthful.
Of dietary fats: After 20 years of advice from health professionals warning of the health risks associated with consuming too much fat in our diet, there is strong evidence that consumers got this message. Now science suggests that consumers should not only be eating the right amount of fat, but also the right type.
Concern and Awareness High: About two-thirds of consumers say they are somewhat or very concerned about both the amount and type of fat in their diet.
Highest awareness was of saturated fat (91 percent), vegetable oils—including canola, corn, soybean, and olive oil (86 percent)—also animal fats (83 percent), trans fats (81 percent) and polyunsaturated fats (73 percent) had high consumer awareness. The most confusion exists around polyunsaturated fats, the type of fats considered healthful by health professionals. While consumers indicate high awareness of polyunsaturated fats, close to half say that they are neither healthful nor unhealthful. Nearly half of the consumers polled indicate they are not trying to increase or decrease the amount of fats that they consume.
Of carbohydrates and sugars: As a consequence of the ongoing debate over low-carbohydrate versus low-fat diets in recent years, the IFIC Foundation research suggests that consumers are still largely confused about the role that carbs play in their diet. On the other hand, consumers are responding to public health advice to consume more fiber and whole grains.
Among the key findings is that one out of five (20 percent) consumers thinks the calories contained in carbohydrates (as opposed to calories in and of themselves) are most likely to cause weight gain.
Consumers are becoming more aware of the role that certain foods or food components may have in promoting health and reducing the risk of disease. A large majority (73 percent) of consumers said that they are trying to consume more fiber and whole grains.
Although a majority of consumers say they are trying to consume less sugars (69 percent) and refined carbohydrates (56 percent), only around one in six consumers reports, on an unaided basis, having actually reduced consumption of sugar.
Of physical activity: About two-thirds of consumers (64 percent) describe themselves as being active.
Of special interest is the finding regarding where consumers say they get their health information. Ninety-three percent of respondents say they are actively using food and beverage labels, including the Nutrition Facts Panel and product claims, when deciding to purchase or consume a product.
“While the survey confirms that the elements of the food label are useful, it also highlights challenges in the way consumers are interpreting that information,” said Borra. “It may be possible to tweak the delivery of health and nutrition information so it is more digestible to consumers—and more instructive in helping them make the lifestyle changes they tell us they want to make.”
The full report of the IFIC Foundation Food & Health Survey, including supporting data tables for this information can be found at http://www.ific.org/research/foodandhealthsurvey.cfm.
