Consumer Trends in Food and Health

Transcription

1 Consumer Trends in Food and Health David B. Schmidt President & CEO International Food and Information Council & Foundation International Citrus & Beverage Conference September 14, 2011 Clearwater Beach, FL

2 International Food Information Council (IFIC) and The Foundation Mission: To effectively communicate science-based information about food safety and nutrition to health and nutrition professionals, government officials, educators, journalists, and consumers. Mission: To effectively communicate science-based information about health, nutrition, and food safety for the public good. Primarily supported by the broad-based food, beverage, and agricultural industries.

3 Get Connected to the IFIC FOUNDATION in 2011 Register for the FoodInsight Newsletter on our Web site: Join our Facebook Fan Page: Search For FoodInsight Follow us on Access our LinkedIn Page: Search for IFIC Foundation Subscribe to our RSS Feeds

4 INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 2011 FOOD & HEALTH SURVEY Consumer Attitudes Toward Food Safety, Nutrition & Health A T R E N D E D S U R V E Y May 5, 2011

5 Methodology 5 Methodology Web Survey Conducted By Population* Cogent Research (Cambridge, MA) Representative Sample of U.S. Adult Population (18+) on Age, Socioeconomic Profile, Race/Ethnicity, Region, and Gender Data Collection Period March 28-April 10, 2011 Sample Size (Error) n=1,000 ( for 2011) (+ 4.3 among 2011, 2010, 2009, 2008, 2007, 2006) *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. NOTES: 1) Statistical significant differences from previous years are noted in the report with up or down arrow keys: / Significant increase/decrease from year indicated. 2) Top 2 refers to the top two answers, 4 or 5 on a 5-point scale; Bottom 2 refers to the bottom two answers, 1 or 2 on a 5-point scale. 3) Rounding: Due to rounding conventions, please note that Top 2 and Bottom 2 may not add to 100% or respective composite score. In addition, statistical comparisons and totals on charts may not add to 100%. The discrepancy should be no more than +/- 1%. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 5

6 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Drivers of Dietary Changes Americans who have made dietary changes are more apt to say they made changes to lose weight rather than maintain weight. Significantly more Americans are focused on their overall well-being than in To improve my overall well-being 65% 10 To lose weight 56% 10 To improve my physical health 56% Because of a specific health condition 32% To maintain my weight 20% 08, 10 [IF MADE DIETARY CHANGES] For which of the following reasons are you trying to improve the healthfulness of your diet?* [Select all that apply] (n=594) *Question asked since ** Modification from 2006: To improve my overall health (69%) was changed to two items, including To improve my overall wellbeing and To improve my physical health. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 6

7 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S 7 Changes Made to Improve Healthfulness of Diet Among Americans who have made dietary modifications, changing the types and amount of food remain the top changes. Change the types of foods/components and/or beverages I eat/drink 72% 09 Changing the amount of food I eat 63% 10 Changing how often I eat 47% Counting calories 22% 09 Changing my use of dietary supplements 18% [IF MADE DIETARY CHANGES] Which of the following changes have you made in the past six months to improve the healthfulness of your diet?* [Select all that apply] (n=594) *Question asked since / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 7

8 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S 8 Perceived and Calculated Weight Status The disparity observed between Americans perception of their weight status* and their calculated BMI** continues in 2011, with one in five with a BMI in the overweight range describing themselves as ideal or underweight. Calculated Weight (BMI)** Perception of Weight Underweight <18.5 (n=25) Normal (n=323) Overweight (n=296) Obese (n=276) Underweight (n=41) Ideal weight (n=349) Overweight (n=457) 54% 8% % 74% 29% 5% 3% 17% 71% 69% 08 06, 07 Extremely overweight or obese (n=75) % 100% 100% 100% 100% *Questions asked since Darker blue indicates accurate perception; Lighter blue indicates misperception. ** BMI calculated from self-reported weight and height and categorized according to U.S. Centers for Disease Control and Prevention (CDC) standards. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 8

9 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Knowledge of Calories Per Day When asked to estimate the number of calories that should be consumed in an average day, one-third of Americans are unaware or unable to provide a response. Only one in ten estimate correctly; over half provide a response but estimate incorrectly. Over-estimated 10% Unaware 37% 54% Responded but estimated incorrectly Estimated correctly 9% Under-estimated 44% 10 As far as you know, how many calories should a person of your age, weight, height, and physical activity consume per day?* [Open-end] (n=1000) *Question asked since Estimate correctly is determined within a +/- 100 calorie range based on the MyPyramid formula. ** Modification in 2008 to 2010: And physical activity was added to the question. Definitions of physical activity levels were provided. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 9

10 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Reported Physical Activity and Consumption Behaviors While 70% of those trying to lose/maintain weight believe both are important, only 54% are actually both monitoring their consumption and engaging in physical activity and exercise to manage weight. Monitoring consumption of food & beverages 27% Both 54% Physical activity and exercise 18% [IF TRYING TO LOSE/MAINTAIN WEIGHT) ]Which are you doing in an effort to lose or maintain your weight?* [Select all that apply] (n=689) *Question added in ** Due to rounding, chart does not equal 100%. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 10

11 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Percentage Meeting HHS Physical Activity Guidelines ** As in 2010, less than one-quarter of Americans currently meet U.S. Department of Health & Human Services Physical Activity Guidelines, which is driven by one in four who report being sedentary and most active Americans not including strength training in their routines. HHS guidelines (n=1000) NET: MEETS HHS GUIDELINES 18% Moderately Active 14% 10 Vigorously Active 4% NET: DOES NOT MEET HHS GUIDELINES 82% Sedentary 43% Moderately Active 35% Vigorously Active 4% 10 ** Meets physical activity guidelines calculated as follows: Those who are moderately active, 150 or more minutes per week, and yes to strength training. Those who are vigorously active, 75 or more minutes per week, and yes to strength training. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 11

12 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Barriers to Physical Activity There is no one factor preventing Americans from being or staying physically active. Lack of energy, will power, time, and not seeing quick results are cited most frequently. Lack of energy Lack of will power Lack of time Not seeing results quickly Get bored Not making enough progress Dislike of physical activity Cost of equipment or gym membership Not having someone to work out with Lack of knowledge of what to do Lack of support from friends/family 36% 31% 27% 27% 24% 22% 18% 17% 16% 10% 8% Which of the following discourages you from being physically active or staying on track with your exercise routine?* [Select all that apply] (n=1000) *Question added in INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 12

13 2011 FOOD & HEALTH SURVEY 1 H E A L T H Y W E I G H T A N D A C T I V E L I F E S T Y L E S Motivators For Staying Physically Active Motivators for staying physically active include improving physical appearance, increasing energy, and improving overall health and well-being. Improvement in physical appearance Increased energy Improvement in health/overall well-being 50% 47% 47% Increased self-esteem Stress relief 36% 40% Compliments from friends/family 26% Being a good role model More attention from others Tracking/recording progress and improvements in fitness 10% 17% 15% 50% Cite 3 or more In your effort to stay physically active and exercise, which of the following encourages you to stay on track?* [Select all that apply] (n=1000) *Question added in INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 13

14 2011 FOOD & HEALTH SURVEY 2 I N F O R M A T I O N S O U R C E S A N D I N F L U E N C E S Consumer Messaging Over 60 percent of Americans would rather hear positive messages about what to eat, rather than negative messages regarding what not to eat. Strongly agree 27% 09 Strongly disagree 6% 09 Somewhat disagree 4% 09 62% 09 Agree Neither disagree nor agree 28% Somewhat agree 36% To what extent do you agree or disagree with the following statements regarding food and health information? I am more interested in hearing about what TO eat, rather than what NOT to eat * [Select one] (n=1000) *Question last asked in survey in ** Due to rounding, chart does not equal 100%. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 14

15 2011 FOOD & HEALTH SURVEY 2 I N F O R M A T I O N S O U R C E S A N D I N F L U E N C E S Information Used on the Food/Beverage Package Similar to previous years, Americans say they are actively using the Nutrition Facts panel, the expiration date, the brand name, and the size of the product. Nutrition Facts Panel Expiration date Brand name Ingredients list Size of product Cooking instructions Statements about nutrition benefits Statements about health benefits Nutrition content on the front of the package Country of origin labeling Health symbol or health icon Allergen labeling Organic labeling None of the above 7% 16% 14% 14% 68% 06, 08 63% % % 06, 07 48% 09 33% 31% % 06 24% 10 20% 10 09, , 08, 10 What information do you look for on the food or beverage package when deciding to purchase or eat a food or beverage?* [Select all that apply] (n=1000) *Question asked since **Modification from 2008/2006 Added a blurred image and explanation of the Nutrition Facts panel. ***Modifications from 2006: The words or natural were dropped from this statement in **** Modifications in 2011: Cooking instructions added. Blurred FOP label not shown. / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 15

16 2011 FOOD & HEALTH SURVEY 2 I N F O R M A T I O N S O U R C E S A N D I N F L U E N C E S Information Used on the Nutrition Facts Panel Among those who use the NFP, Americans are most likely to use calories, total fat, sodium/salt, and sugars. Those using the information about vitamins and minerals and potassium on the NFP have also increased since Calories 68% Total fat 67% Sodium/salt 61% Sugars 55% Saturated fat 53% Trans fat 51% Serving size 50% Number of servings per package 46% Cholesterol 46% Calories from fat 46% Fiber 46% Carbohydrates 41% Vitamins and minerals 40% Protein 39% Calcium 26% Potassium 19% , , , 10 [IF USE NFP] Which of the following information, if any, do you use on the Nutrition Facts Panel?* [Select all that apply] (n=680) *Question asked since **Sodium/salt added in / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 16

17 2011 FOOD & HEALTH SURVEY 2 I N F O R M A T I O N S O U R C E S A N D I N F L U E N C E S Factors Influencing Purchasing Decision Taste continues to be the main driver of purchasing foods and beverages, but price continues to rise as a significant factor, followed by healthfulness and convenience. Sustainability, added in 2011, is important to about half of Americans. Taste 87% Price 79% Healthfulness 66% 06, 09, 10 Convenience 58% 07, 09 Sustainability 52% An Impact (Top 2) How much of an impact do the following have on your decision to buy foods and beverages?* [Scale: 1= No impact at all 5= A great impact ] (n=1000) *Question asked since ** Sustainability added in / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 17

18 2011 FOOD & HEALTH SURVEY 3 D I E T A R Y C O M P O N E N T S Perceptions of Statements About Low-Calorie Sweeteners Approximately one-third of Americans agree that low-calorie sweeteners offer potential benefits for health. However, consumers increasingly report a lack of knowledge about low-calorie sweeteners. Low-calorie sweeteners... Are an option for people with diabetes 34% Can play a role in weight loss or weight management 29% 09, 10 Can reduce the calorie content of foods 29% 09, 10 Can be part of an overall healthful diet Are reviewed for safety by the federal government before being approved for use in foods and beverages Offer a potentially useful option to help reduce children s calorie intake from foods and beverages None of the above 24% 21% 15% 12% 09, Don't know enough about them to provide an answer 34% 09, 10 Which of the following statements, if any, do you agree with regarding low-calorie/artificial sweeteners?* [Select all that apply] (n=1000) *Question asked since / Significant increase/decrease from year indicated INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 18

19 2011 FOOD & HEALTH SURVEY 3 D I E T A R Y C O M P O N E N T S Trying to Limit Carbohydrates and Sugars Nearly three-quarters of Americans are making a change regarding carbohydrates. More than half of Americans say they are trying to limit sugars. 73% of Americans are trying to limit some type(s) of carbohydrates Sugars High fructose corn syrup 44% 56% Refined carbohydrates 24% Complex carbohydrates 17% 27% of Americans are not trying to limit any type(s) of carbohydrates None of the above 27% *Question changed in Which of the following are you trying to limit?:* [Select all that apply] (n=1000) INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 19

20 2011 FOOD & HEALTH SURVEY 3 Perceptions of Sugar D I E T A R Y C O M P O N E N T S When given a list of accurate statements regarding sugars, Americans are most apt to agree that moderate amounts of sugar can be part of an overall healthful diet. 79% of Americans agree with at least one statement about sugar. Moderate amounts of sugar can be part of an overall healthful diet People with diabetes can include some foods with sugar as part of their total diet 36% 52% It is not necessary to completely eliminate sugar from your diet in order to lose weight 32% High fructose corn syrup, sugars, and honey are similar and are used by the body in the same way 28% 21% of Americans do not agree with any statements about sugar. None of the above 21% As far as you know, which of the following statements, if any, are true?* [Select all that apply] (n=1000) *Question changed in 2011 to include HFCS statement. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 20

21 2011 FOOD & HEALTH SURVEY 3 D I E T A R Y C O M P O N E N T S Purchase of Specific Fortified Foods or Foods with Added Benefits Four out of five Americans purchase a variety of foods and beverages specifically because of an added benefit or fortification. Milk Juices Eggs Yogurt Ready-to-eat cereals Pasta Baked goods Bars Frozen meals Soft margarine spreads Flour Soy products None of the above 9% 14% 31% 26% 25% 22% 22% 20% 51% 46% 43% 40% 39% Which of the following do you purchase on a regular basis specifically because they are fortified or contain added beneficial components?* [Select all that apply] (n=1000) *Question added in INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 21

22 2011 FOOD & HEALTH SURVEY 4 F O O D T E C H N O L O G Y A N D S U S T A I N A B I L I T Y Awareness of Sustainability Nearly six in ten (58%) Americans have read or heard at least a little about sustainability in food production. A lot 5% Some 26% Nothing at all 41% A little 27% How much have you read or heard about the concept of sustainability in food production?* [Select one] (n=1000) *Question added in ** Due to rounding, chart does not equal 100%. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 22

23 2011 FOOD & HEALTH SURVEY 4 F O O D T E C H N O L O G Y A N D S U S T A I N A B I L I T Y Important Aspects of Sustainability Americans see ensuring a sufficient food supply as the most important aspect of sustainability, with more than one quarter ranking this aspect first. Ensuring a sufficient food supply for the growing global population 28% 19% Reducing the amount of pesticides used to produce food 19% 26% Maximum food output with minimal use of natural resources Optimal land and water use and efficiency Less food and energy waste 14% 14% 7% 27% 26% 30% 58% of Americans say that sustainability is important to them Recyclable packaging Fewer food miles (that is, shorter distance from farm to point of purchase) 4% 6% 27% 22% Lower carbon footprint 3% 13% Ranked #1 Ranked #2 or 3 Please rank the top three aspects of sustainability in order of importance to you?* [Select all that apply] (n=587) *Question added in INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 23

24 2011 FOOD & HEALTH SURVEY 4 F O O D T E C H N O L O G Y A N D S U S T A I N A B I L I T Y Link to Sustainability Video INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 24

25 2011 FOOD & HEALTH SURVEY 5 F O O D S A F E T Y Safety of Imported Foods More than half of Americans say they do not believe imported foods are as safe as foods produced or grown in the USA. As safe as foods produced or grown in the USA 34% More safe than foods produced or grown in the USA 5% Less safe than foods produced or grown in the USA 61% *Question added in In general, do you think that imported foods are?* [Select one] (n=1000) INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 25

26 2011 FOOD & HEALTH SURVEY 5 F O O D S A F E T Y Reasoning behind Imported Food Safety Opinion Beliefs regarding the degree of regulations drives perception of food safety. LESS SAFE AS SAFE MORE SAFE Less regulation/inspection 50% Imports are regulated 33% More regulated/inspected 10% Use chemicals/pesticides 8% Other countries have safety standards too 6% Less use of chemicals 9% Distance/transport issues 8% U.S. has food safety issues 5% U.S. less concerned with quality 8% Don t know how it s produced 7% Problems can come from U.S. or imported 5% Better 7% Lack of sanitary conditions 5% No bad experiences 3% More naturally grown 5% Why do you believe that imported foods are [based on answered to previous question] less/more/as safe as food grown in the United States?* [Open-end] (n=1000) *Question added in INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 26

27 Measure consumer interest in and awareness of functional foods and personalized nutrition Methodology: Telephone survey by Cogent Research, Cambridge, MA (1998, 2000, 2002); Web-based survey (2005, 2007, 2009, 2011) Sample population: randomly selected U.S. Adults (>18 yrs old) Completed interviews/sample size: 1, IFIC Functional Foods/Foods for Health Consumer Trending Survey 27

28 The majority of U.S. consumers are confident that they have a great amount or moderate amount of control over their own health, reaching the highest level since the survey began. Small amount 3% 09 No control 1% Don't know 2% Moderate amount 28% Great amount 67% 95% 09 have at least a moderate amount of control over health / Significant increase/decrease from 2009 How much control would you say you have over your own health? (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 28

29 Cardiovascular disease remains the top overall health concern of Americans, followed by weight. Cancer, physical activity, sleep, diet and healthy aging are vying for the third spot. Cardiovascular disease* Weight Cancer Physical Activity/exercise 22% 21% 32% 46% *Includes heart disease, heart attack, high blood pressure, high cholesterol, and stroke Sleep/rest 20% Diet and Nutrition 19% Healthy aging 19% Diabetes 17% Mental health 15% What are your top three health concerns? Please select your top three in order of importance to you, with 1 being the most concerning. (aided, select 3) (n=1,000) Question changed in 2011, replaced open-end IFIC Functional Foods/Foods for Health Consumer Trending Survey 29

30 Consumers overwhelmingly believe that food and nutrition play a great role in maintaining and improving overall health. Still, the majority feel that all three factors play some role in health. Food and Nutrition 2% 23% 73% Exercise 6% 1% 29% 63% Family Health History 9% 49% 39% 1% No role A limited role A moderate role A great role To what extent do you think each factor plays a role in maintaining or improving overall health? (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 30

31 Similar to previous years, the majority of Americans continue to agree that certain foods have health benefits beyond basic nutrition. 87% believe that certain foods have health benefits Don't know/refused 2% Strongly agree 50% Strongly disagree 8% Somewhat agree 37% Somewhat disagree 4% Now a few questions about food. Each time we use the word food, we are referring to everything people eat, including fruits, vegetables, grains, meats, dairy, as well as beverages, herbs, spices and dietary supplements. Do you disagree or agree that certain foods have health benefits that go beyond basic nutrition? (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 31

32 When asked, unaided, consumers are more likely to name foods or food groups more generally rather than specific food components. 1. Fruits/Vegetables 70% 2. Fish/Fish Oil 18% 3. Dairy 16% 4. Herbs/Spices 10% 5. Whole Grains 10% 6. Fiber 7% 7. Meat and Poultry 7% 8. Tea/Green tea 5% 9. Nuts 4% 10. Vitamins/Supplements 3% 09 What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (unaided) (n=1,000) / Significant increase/decrease from IFIC Functional Foods/Foods for Health Consumer Trending Survey 32

33 Top Fruits Named by Consumers Oranges and orange juice continue to be the most frequently mentioned fruit and the only citrus mentioned Net Fruits 44% 48% Orange/orange juice 5% 8% Cranberry/cranberry juice 4% 3% Apples/apple juice 4% 3% Pomegranates 2% 3% What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (unaided) (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 33

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35 Of those who are aware, between 58% and 34% of consumers are already consuming these food components for their associated benefits. For the promotion of bone health and reduced risk of osteoporosis Calcium (n=463) Vitamin D (n=445) 58% 55% 37% 41% 3% 2% For cognitive development, especially in children Omega-3 fatty acids (n=367) 45% 39% 8% For reduced risk of neural tube birth defects Folate or Folic acid (n=311) 34% 44% 15% Already eating Very/somewhat likely Not at all/not very likely Please indicate how likely you are to begin eating each of the food components or nutrients for each of the health benefits in the next 12 months. (split sample) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 35

36 Of those who are aware, between 58% and 34% of consumers are already consuming these food components for their age-related health benefits. For the promotion of bone health and reduced risk of osteoporosis Calcium (n=463) Vitamin D (n=445) 58% 55% 37% 41% 3% 2% For protection against free radical damage Antioxidants (n=415) 57% 39% 1% For maintaining eye health Lutein and zeaxanthin (n=288) 34% 09 52% 8% Already eating Very/somewhat likely Not at all/not very likely / Significant increase/decrease from 2009 Please indicate how likely you are to begin eating each of the food components or nutrients for each of the health benefits in the next 12 months. (split sample) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 36

37 While nearly three-quarters of consumers agree that these foods can have a meaningful impact on health and added benefits are a compelling reason to consume them, fewer Americans agree with statements regarding knowledge of these foods and implementation. These foods can make a meaningful impact on my health when I consume them 3% 19% 78% Added health benefits of these foods provide a compelling reason to consume them more often 4% 20% 76% It would take little effort to include more of these foods in my diet 13% 25% 62% I have enough information to understand which foods provide an added benefit 16% 27% 57% I would consume more of these foods if my physician or another health professional told me I would benefit 11% 36% 54% Disagree (Bottom 2) Neutral Agree (Top 2) How much do you agree with the following statements regarding foods that have health benefits beyond basic nutrition? (n=1,000) Question added in IFIC Functional Foods/Foods for Health Consumer Trending Survey 37

38 Expense and taste are Americans top two perceived barriers; availability and convenience closely follow. Lack of knowledge regarding these foods, how much to consume, and how to prepare them are among other barriers. Confidence in the science is also cited. Perceived Barriers Average Point Allocation Adds to 100 Please distribute 100 points among the following 10 issues in terms of how much each would prevent you from consuming any or more foods and beverages that have health benefits beyond basic nutrition. More points means it is more of a barrier. (n=1,000) Question added in 2011 Expense 16.1 Taste 15.4 Availability/Convenience 10.8 Knowledge of foods/desired health benefits 9.2 Confusion over conflicting information 9.1 Confidence in the science 9.0 Knowledge of how much to consume 8.6 Uncertainty in how to prepare foods 8.2 Desire to try new foods 7.5 Time it takes learn about these foods IFIC Functional Foods/Foods for Health Consumer Trending Survey 38

39 Similar to 2009, a majority of Americans (87%) are interested in learning more about foods with benefits. While a significant increase from 2005 and 2007, interest levels are consistent with those from 2000 and Don't know/refused 1% Not at all 09 interested 3% 87% are interested in learning about foods with benefits Very interested 46% Not very interested 8% Somewhat interested 41% / Significant increase/decrease from 2009 In general, how interested are you in learning more about foods that have health benefits beyond basic nutrition? (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 39

40 Similar to 2009, consumers are most likely to name medical professionals as believable sources. Interestingly, consumers are much less likely to name media sources in 2011 compared with 2009 and Slightly more believe researchers, FDA and food labels. Net: Medical Professionals Net: Media Net: Friends/Family/Self Researcher/Scientist FDA Labels on products Government agency/ US Surgeon General None Don't Know Refused 15% 6% 6% 09 6% 09 5% 09 3% 6% 9% 7% % Net Media includes: Internet or Website, Magazine, TV talk show, TV news story, University or other health newsletter, Article in newspapers, Radio talk show, Radio news story, Athletes, celebrated fitness experts / Significant increase/decrease from 2009 Who or what would you say is the most believable source for information on the health benefits of food or food components? (unaided) (n=1,000) 2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 40

41 Factors that Will Drive the Demand of Functional Foods in the U.S. Increased consumer interest in controlling their health Certain sub-populations: baby boomers and children Evidence-base science linking diet to chronic disease risk reduction Opportunities to reach niche markets Advances in technology (e.g., biotechnology, nutrigenomics) Changes in food regulations Escalating health care costs 2009 American Dietetic Association Position Paper on Functional Foods

42 If You Have Questions, Please Contact: Dave Schmidt Mailing Address: International Food Information Council (IFIC) 1100 Connecticut Avenue, NW Suite 430 Washington, DC Phone: Website: