to a New Nutrition Conversation with Consumers about FATS IN FOOD!

Transcription

1 Welcome to a New Nutrition with Consumers about FATS IN FOOD! Have you ever had an experience like this? You re in the middle of explaining an important dietary recommendation and you realize that your audience isn t listening anymore. Or, maybe they seem to be listening but they don t make it back for a scheduled follow-up. Or, perhaps you have a client who does come back, but tells you they just haven t been able to follow the advice you gave them earlier. If you ve ever had any of these experiences, then perhaps you ll agree that it s time for a New Nutrition with consumers. This presentation is about changing the way we - as health professionals and nutrition communicators - talk to our clients about FATS and FATS IN FOOD. When we change the way we talk nutrition - based on consumer research, our clients are better able to hear what we want them to know. More importantly, they are better able to take small, positive steps towards improving their health and managing their weight. 1

2 The New Nutrition is all about talking WITH consumers rather than AT them to find out what they are thinking and why when it comes to nutrition. This is the second presentation in a series of New Nutrition s with consumers. The first focuses on the overall process of developing effective consumer messaging, while this one applies that process specifically to dietary fats. 2

3 GOAL: Create a balanced lifestyle based on the consumer s desire for a healthy weight and good health The goal of the following information is to give you tools for helping your patients and clients to create a balanced lifestyle, a healthy weight, and overall good health. 3

4 Program Objectives 1. State facts regarding the health impacts of and sciencebased intake recommendations for dietary fats. 2. Describe myths and other misinformation prevalent in consumer knowledge regarding dietary fats. 3. Identify gaps in consumer knowledge and behavior regarding dietary fats. 4. Describe communication strategies for motivating consumers to make healthier dietary fats choices. At the end of this module, you will be able to: 1. State facts regarding the health impacts of and science-based intake recommendations for dietary fats. 2. Describe myths and other misinformation prevalent in consumer knowledge regarding dietary fats. 3. Identify gaps in consumer knowledge and behavior regarding dietary fats. 4. Describe communication strategies for motivating consumers to make healthier dietary fats choices. 4

5 Overview of Module Review the current scientific consensus regarding health implications and intake recommendations for dietary fats. Explore the delivery of nutrition information to the consumer, from the scientific community, government, and the media. Listen to consumers to understand their knowledge, confusion, needs, and motivators. Formulate strategies for motivating consumers, through effective communications, to make healthier dietary fats choices. Review the current scientific consensus regarding health implications and intake recommendations for dietary fats. Explore the delivery of nutrition information to the consumer, from the scientific community, government, and the media. Listen to consumers to understand their knowledge, confusion, needs, and motivators. Formulate strategies for motivating consumers, through effective communications, to make healthier dietary fats choices. 5

6 Current Scientific Consensus & Recommendations 6

7 Evolution of Dietary Fats Recommendations 1995 Dietary Guidelines for Americans recommend consuming a diet low in fat, saturated fat, cholesterol Late 1980s, early 1990s Scientific verdict out on health effects of trans fat Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased As science-based guidance should be the underpinning of effective communication about dietary fats choices, we will begin with an overview of dietary fats recommendations, which have evolved significantly during the past 20 years. Low Fat Focus During the late 1980 s to early 1990 s it was believed that the diet should be low in fat. This common nutrition recommendation emerged from the mathematical approach to weight management. Cutting fat intake was believed to be the most effective way to reduce calories, as fat contains more calories per gram than do carbohydrates or protein. The low fat recommendation paid little attention to the beneficial sensory qualities of fat. And the health benefits of fats were in the shadow of research revealing their negative health effects. Interestingly, consumers heard this low fat message loud and clear, perhaps because they simultaneously did not hear the calorie or portion control messages. This was an example of miscommunication by both the health professional communicators and the consumers themselves. As we will emphasize throughout this module, communication is a two-way street in which both talking and listening are crucial for success. In response to consumer demand, low fat food products were developed and provided choice for consumers who were trying to reduce fat intake. Special attention was also paid to saturated fat and cholesterol, which had been shown in research to increase risk of cardiovascular disease. As a result, partially hydrogenated vegetable oils were used to replace saturated fats in the food supply. However, liquid fats oxidize at room temperature much sooner than solid fats. By hydrogenating vegetable oils, the liquid fats were converted into solid fats for improved shelf-stability. Partially hydrogenated oils contained trans fats, but the health impacts of trans fats were still not well understood, and eclipsed by the effort to remove saturated fats from the food supply. The functional necessity of replacing saturated fats with trans fats was understood by food scientists, but was a concept that did not occur to most of the health community, including dietitians. Therefore, this response to low fat recommendations represented another communication breakdown, this time between the health professional and food science communities. 7

8 Evolution of Dietary Fats Recommendations 1995 Dietary Guidelines for Americans recommend consuming a diet low in fat, saturated fat, cholesterol 2000 Dietary Guidelines for Americans recommend choosing diet low in saturated fat and cholesterol and moderate in total fat Late 1980s, early 1990s Scientific verdict out on health effects of trans fat Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased Moderating Fat Intake In 2000, the pendulum shifted to a recommendation for a moderate amount of fat in the diet, with an increased emphasis on the type of fat consumed. Saturated fat and cholesterol were the focus of reduction efforts. However, the message espoused by health professionals during this time still focused on low total fat intake. The benefits of fats were gaining more attention, although not yet emphasized in the Dietary Guidelines for Americans. 8

9 Evolution of Dietary Fats Recommendations 1995 Dietary Guidelines for Americans recommend consuming a diet low in fat, saturated fat, cholesterol 2000 Dietary Guidelines for Americans recommend choosing diet low in saturated fat and cholesterol and moderate in total fat July 2003 FDA final rule to include trans on Nutrition Facts panel Late 1980s, early 1990s Scientific verdict out on health effects of trans fat Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased 2002 IOM DRI Macronutrient Report recommends trans, sat fat, and cholesterol intake as low as possible 2005 Dietary Guidelines for Americans recommend moderate fat intake, mostly MUFA & PUFA Distinguishing Types of Fats With emerging science demonstrating the health impact of trans fatty acids and the health benefits of monounsaturated and polyunsaturated fatty acids (MUFA and PUFA), as well as increasing recognition of the important role for fats in satiety and the sensory enjoyment of food, dietary fats recommendations shifted again. The 2002 Institute of Medicine (IOM) Macronutrient Report and the 2005 Dietary Guidelines for Americans recommended a diet moderate in total fat, with most coming from MUFA and PUFA sources, and a lower intake of trans fat, saturated fat, and cholesterol. In response to the IOM recommendations on trans fat, this nutrient was added to food labels by the FDA as of

10 Delivery of Nutrition Information: The Communications Environment SOURCE: Dietary Guidelines for Americans, 2005 Where does the consumer get dietary fats and health information? It is important to understand the context in which consumers hear about nutrition, and as health professionals, to understand how various resources are used most effectively to share information with the public. 10

11 The science says Less than 10% of calories from SFA; less than 300 mg/day of cholesterol; trans fat as low as possible Total fat 20-35% of calories; emphasize MUFA & PUFA To maintain body weight in a healthy range, balance calories consumed and expended Prevent gradual weight gain over time by making small changes SOURCE: Dietary Guidelines for Americans, 2005 The scientific backing behind the Dietary Guidelines for Americans are formed by a panel of scientists (Dietary Guidelines Advisory Committee), with oversight and coordination by the U.S. Department of Health and Human Services (HHS) and Department of Agriculture (USDA). The scientific consensus is communicated to the public through the 2005 Dietary Guidelines for Americans: 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. Keep total fat intake between 20 to 35 percent of calories, with most fats coming from sources of polyunsaturated and monounsaturated fatty acids, such as fish, nuts, and vegetable oils. Limit intake of fats and oils high in saturated and/or trans fatty acids, and choose products low in such fats and oils. 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. It is noteworthy, from a communications perspective, that the Dietary Guidelines for Americans is intended to be a primary source of dietary health information for policymakers, nutrition educators, and health providers. ( In 2005, the Dietary Guidelines Advisory Committee attempted for the first time to expressly recognize the importance of communication and emphasized that their report should inform educational efforts, rather than serve as a direct communication to consumers. 11

12 The government says 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. MyPyramid is an example of a government program designed to translate sciencebased recommendations, the Dietary Guidelines for Americans, into a system that guides consumers to more healthful food choices. Precipitating research showed that, over time, small steps can lead to substantial health improvements. People can make healthful choices, in small steps, to fit the Guidelines into their daily routines. Accordingly, the Dietary Guidelines Advisory Committee concluded: Small changes maintained over time can make a big difference in body weight. This concept was integrated into MyPyramid, whose tagline reads, STEPS TO A HEALTHIER YOU The MyPyramid program is not intended to stand alone, however. It is, in fact, a tool that is most effective when used by health professionals in communicating with the public. 12

13 Acid in Animal Fats May Lower Blood Pressure, HealthDay News The media says Study: Not All Low-fat Diets Are Equal, The Associated Press More Food Chains Pull Trans-fat Plug, USA Today Omega-3s May Protect Baby Girls in Womb, Reuters Low-Fat Diets May Lack Nutrients for Children, The Washington Post BOTTOM LINE Confused Americans Not Sure What to Eat, NBC Nightly News The media is another medium for communicating dietary fats information to consumers. In fact, it is the one source for information that consumers can and do tap into easily every day. Consumers hear about all of the fad diets the Atkins Diet, the Mediterranean diet, the "French Women Don't Get Fat diet, and many more. They also hear these headlines: Acid in Animal Fats May Lower Blood Pressure Study: Not All Low-fat Diets are Equal More Food Chains Pull Trans-fat Plug Low-fat Diets May Lack Nutrients for Children Omega-3s May Protect Baby Girls in Womb The bottom line is that Americans hear a lot of information, much of it seemingly contradictory, about what to eat. And as we see in this NBC Nightly News headline, Confused Americans Not Sure What to Eat. 13

14 Consumer Confusion Food Labels Web Sites TV and Radio News Consumers are bombarded Popular Magazines Media Images Friends and Family Consumer Gov t Guidelines Food Ads Medical Experts Fad Diet Gurus 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. SOURCE: IFIC Foundation, 2004 Consumers are bombarded each day with often conflicting and out-of-context information from a multitude of sources, in addition to recommendations from the scientific community, government-led public education campaigns, and mainstream media. Books written for consumers may be portrayed as science-based, while the inclusion of studies may be selective and the conclusions inappropriate. Information in media articles may be accurate, but may not be comprehensive enough for consumers to evaluate or know if and/or how to act upon the information. From the consumers' perspective, this is especially difficult when equally credible sources promote guidance that consumers see as contradictory. 14

15 The Voice of the Consumer As health professionals listen to and evaluate nutrition information, it is also helpful to periodically approach the information from a consumer perspective. We should evaluate not only the scientific underpinnings of information, but also the so what? for consumers. In order to do so effectively, examination of qualitative and quantitative consumer research is essential. Now that we have reviewed the science and taken a brief look at the dietary fats information consumers may hear from the scientific community, the government, and the media, we will turn our ears to consumers themselves. Listening builds the foundation for a New Nutrition. 15

16 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 Chemical structure may be the place we start a conversation about fats but this is not where consumers start. A few points are especially important: Consumers generally think about dietary fats in terms of the foods that contain them, rather than in terms of specific fatty acids. Consumers tend to get lost in the convoluted details in specific nutrients. Although they may be able to name different kinds of fats, they are generally confused about their effect on health - and they tend to classify fats as either good for you or bad for you. They do not understand that foods with fat contain a mixture of various fatty acids. Most consumers agree that fats make foods taste good, but many believe that they should be restricted or eliminated. As we know from previous research and from our own practical experience, believing that something should be restricted - like certain foods with fat - and actually reducing the intake of these foods are two distinctly different things. In other IFIC Foundation research, consumers clearly indicated that they did not like being told to avoid certain foods. When it comes to food choices, guilt may be counter productive - causing people to eat more, not less. 16

17 What consumers say Qualitative Focus Groups Quantitative Food and Health Survey 2007 The following slides detail years of findings of both qualitative (focus groups) and quantitative (survey) research conducted bythe International Food Information Council Foundation: Focus Groups were conducted in 2002 in Chicago and Baltimore in order to gain insight into consumer understanding of portion sizes and dietary fats, and to identify the most effective ways to communicate on these topics. ( Two of the four groups were held with consumers who were confident that they followed a nutritious diet. The other two groups of consumers felt guilty about not following a healthy diet on a regular basis. All of the participants met the following criteria: Diet and nutrition are at least relatively important to them, personally Women, between ages of 25 and 54 Primary food shopper or share responsibility with another adult Annual household income between $20,000 and $124,999 Focus groups were conducted in 2004, again, in Chicago and Baltimore in order to gain insight into consumer understanding of dietary fats, as well as viewpoints on dietary habits, fats consumption, and healthy eating guidance ( All of the participants met the following criteria: Concerned about their weight and working to maintain a healthy weight Comfortable discussing body weight in group setting Women, between ages of 25 and 55 BMI between 22 and 29 Annual household income between $22,000 and $80,000 Finally, IFIC quantitatively assessed specific catalysts and barriers to healthful eating in the second Food and Health Survey, conducted in 2006 and 2007 ( Americans age 18 or older 17

18 Consumers are confused about who and what to believe when it comes to nutrition. SOURCE: IFIC Foundation, 2004 Consumer research conducted by IFIC over the years consistently conveys that consumers are confused about WHO and WHAT to believe when it comes to food, nutrition, and health. Further, some consumers say that they are angry about the inconsistent messages they ve received. They also say that the overwhelming amount of information makes them feel helpless about making healthful changes. 18

19 Consumers get overwhelmed and confused about the specifics of nutrients in foods. SOURCE: IFIC Foundation, 2002 and 2004 Qualitative analysis of consumer focus groups reveals challenges with consumer confusion around most individual nutrients. Consumers have difficulty recognizing the complex terms, associating them with the foods they eat, understanding their specific functions in the human body or their role in health, and differentiating nutrients from one another. 19

20 However, consumers are becoming more open to messages about the possible health benefits of fats in food. SOURCE: IFIC Foundation, 2002 and 2004 This line of research does suggest that consumer knowledge and understanding of dietary fats and their role in health increased from 2002 to The focus groups conducted in 2002 indicated that consumers had a poor understanding of what the different dietary fats were and how they might affect health. By 2004, more consumers could name specific fatty acids like trans and omega-3. Many people indicated that there are good fats and bad fats. They still had trouble conceptualizing the functions and health effects of fats in food, and struggled with how to apply knowledge about fats to improving eating habits. This difficulty with the minutia of dietary fats and health is where consumers continue to struggle. 20

21 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 A key finding of the qualitative research was that consumers overwhelmingly believe they know WHAT to do to improve their health. Consumers say that their problem is NOT lack of information, but rather, not being able to put the information into practice in their daily lives. Consumer comments about dietary fats are consistent with the research on other topics that IFIC Foundation has collected over the past ten years. Consumers can easily rattle off a list of behavior changes they should make. However, at the very core, many consumers struggle with HOW to make these changes. They have difficulty sustaining the motivation needed to transform information into everyday action at the supermarket, in their home kitchens, and when eating in restaurants. Again, it is important to note that consumers understand in general terms what they should do, but do not know how to translate healthier food choices, for example, into specific dietary changes. For nutrition communicators the implication is clear: consumers need help alleviating the information clutter, and they need strategies to use the knowledge base they already have in order to make healthful behavior changes. This must be done in a positive way so that it is not counterproductive! 21

22 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 Also of high importance to dietitians, and perhaps not surprising, is that consumers see a disconnect between healthful lifestyles and weight management. In many cases, they are willing to engage in unhealthful behaviors in order to lose weight. Most consumers know that restricting foods or food groups is not the answer for better health. This is noted among all audiences, including those who have tried, or continue to be on, restrictive diets. However, many dieters claim they are willing to employ unhealthful eating behaviors for as long as it takes to put weight balance back into their lives. An understanding of this attitude provides an excellent opportunity for a New Nutrition about the role of dietary fats in both health and in weight management. Dietetic professionals can help consumers to understand that eating for health and eating for weight loss can be the same thing. They need to be taught HOW to incorporate healthful eating behaviors that include a broad range of foods they enjoy rather than than simply focusing on what they can and cannot eat. 22

23 Consumers identify various weight management strategies. 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 When discussing weight management, participants were asked to place themselves on the spectrum of healthy to unhealthy. Most of the respondents considered themselves to be about in the middle. They claimed that they wanted to be healthier, but not strive to be perfectly healthy because perfect health would indicate an imbalance elsewhere in their lives. When asked how they could become healthier, consumers came up with various strategies, shown here (in no particular order): (read list on slide) It is important to note that consumers see any single strategy as only one of the many different solutions they could employ to help them meet their health and/or weight goals. Many consumers bring up the importance of portion size, yet most claim that this does not necessarily help limit their intake. Some people tend to eat whatever is in front of them, while others say that they eat until they are full. In the current weight loss environment, consumers may be more receptive to messages about the amount they eat. Indeed, research indicates that consumers respond more positively to moderation (portion size), versus elimination, messages. While consumers are able to identify a list of strategies, they say that it is good to be reminded about them. Over and over again, people indicate that they have been hearing this information for years, and know WHAT they should be doing. They repeatedly say that HOW to actually apply the information to their daily eating habits is where they generally stumble. Applying this information to dietary fats recommendations, consumers may need strategies for incorporating specific food sources of healthful fats (such as nuts, plant-based oils, avocado, etc.), rather than the more technical advice to choose healthful mono- and polyunsaturated oils. These focus groups revealed that healthful living, for consumers, includes not only making nutritional changes, but also sleeping and exercising more. Balance is a key concept for consumers. 23

24 HOW ACTIVE you are WHAT you eat HOW MUCH you eat Approaches to managing weight All three are connected. No single approach stands alone. Relative emphasis varies. SOURCE: IFIC Foundation, 2004 Consumers also recognize that it takes a combination of strategies to manage their weight. Not surprisingly, different approaches appeal to different consumers. When focus group participants were asked to discuss three approaches to weight management, how active you are, how much you eat, and what you eat, some important points emerged: Consumers clearly understood the importance of the three approaches. They felt that they were all connected, and all important. Not one participant asserted that there is just one single approach to managing weight (like only watching what you eat, only watching how much you eat, or only doing physical activity). Nearly all consumers claimed to focus on a combination of all three approaches, while the relative emphasis varied (some placed equal emphasis on all three, others claimed to de-emphasize one in favor of a combination of the other two). 24

25 IFIC Foundation Food & Health Survey 2007 Concern Awareness Perceptions Behavior Shifting to a quantitative analysis of consumer concerns, awareness, perceptions, and behaviors, the 2007 IFIC Foundation Food & Health Survey provides insights into the specific accelerators and barriers to healthful eating. As seen in the qualitative research, consumers do have some degree of awareness and knowledge about the healthfulness of fats and the need to consume more or less of certain fats for health benefits. However, they are confused by information about and complex terminology describing specific fatty acids in foods. 25

26 Concern Amount How concerned are you, if at all, with the amount of fat you consume in the foods you eat? % 14% 15% 19% 72% 66% Type How concerned are you, if at all, with the types of fat you consume in the foods you eat? % 16% 72% 14% 20% 66% Not Concerned Neither Concerned (n=1000) Significant increase from 06 Significant decrease from 06 Concern As you can see, Americans remain concerned about both the type and amount of fat they consume. In fact, nearly three-quarters of consumers (72% vs. 66% in 2006) said they were somewhat or very concerned about both the amount and type of fat they consume, a significant increase from Concern about TYPE of fat is relatively recent. Historically, consumer messages have targeted total fat and, therefore, the public has been very concerned about amount. Now, concern about type has caught up with amount. Consumers concerned about type and amount of fat were more likely to be Women Those aged 35+ years Those with a college degree or higher Those concerned with the type and amount of carbohydrates and sugars that they consume Those concerned with their weight Those whose BMI is in the overweight or obese range Those who are physically active 26

27 Awareness 2007 (n=1000) 2006 (n=1000) Saturated Fats 88% 91% Vegetable Oils Trans fat 87% 87% 86% 81% Animal Fats 79% 83% Fish Oils Omega 3 Fatty Acids Polyunsaturated Fats Monounsaturated Fats Hydrogenated Oils 74% 71% 71% 64% 63% 76% 63% 79% 70% 69% Partially Hydrogenated Oils Tropical Oils Omega 6 Fatty Acids Naturally Occurring Trans Fats Stearic Acid 60% 54% 47% 23% 16% 59% 58% 36% n/a* 21% Significant increase from 06 Significant decrease from 06 * Added in 2007 Awareness As you can see, consumers have heard of many types of fatty acids. The majority of Americans were aware of most types of fats and fatty acids. Saturated fat was the most familiar type of fat for consumers (88%). More than three fourths had heard about vegetable oils (87%), trans fats (87%), and animals fats (79%) Just under three fourths had heard of fish oils (74%), omega-3 fatty acids (71%), and polyunsaturated fats (71%). More than half had heard of monounsaturated fats (64%), hydrogenated oils (63%), partially hydrogenated oils (60%), and tropical oils (54%). Nearly half had heard of omega-6 fatty acids (47%). Less than one-quarter had heard of naturally occurring trans fats (23%) and less than one-fifth had heard of stearic acid (16%). Not surprisingly, awareness increased significantly for trans fats, as well as omega-3 and omega-6 fatty acids, compared to Unfortunately awareness decreased for polyunsaturated and monounsaturated fats those fats which are recommended for good health. Most consumers don t understand fatty acid chemistry. Therefore, food-based messages will likely be more effective in helping consumers to adopt healthful dietary behaviors without sorting through complicated terminology. 27

28 Awareness: Unsaturated Fats What foods or types of foods contain unsaturated fatty acids? (n=855) Source of Unsaturated Fatty Acids Correct Answer (fish oils, nuts, flaxseed, avocadoes) Incorrect Answer (vegetables, dairy, fruits, plant based, other ) No Answer Don t know % 22% 6% 1% 73% Awareness: Unsaturated Fats In the benchmark, 2006 survey, we drilled deeper into consumers knowledge to see if it was in line with awareness, it often was not. In this instance we asked What foods or types of foods contain unsaturated fatty acids? Almost three-quarters of consumers were unsure, and less than one-quarter answered correctly. (What foods or types of foods contain unsaturated fatty acids? (n=855)) 28

29 Perceptions: Healthfulness of Vegetable Oils Olive % 11% 2% 9% 4% 16% 75% 69% Canola % 13% 8% 8% 15% 23% 62% 56% Soybean % 22% 4% 5% 19% 15% 58% 62% Sunflower % 16% 4% 6% 24% 18% 56% 57% Corn % 21% 16% 22% 30% 27% 39% 30% Palm % 27% 19% 18% Significant increase from 06 Significant decrease from 06 Unaware Not Healthful Neither Healthful n/a How would you rate the healthfulness of each of the following types of oil? Perceptions: Healthfulness of Vegetable Oils In order to know how awareness and recognition may lead to eating behavior, it is important to understand how consumers view the healthfulness of various fats and fatty acids. As you will recall, consumers say they are are concerned about the types of fats that they consume. Consumers perceived vegetable oils overall as healthful, with olive oil as the most healthful, followed by canola, soybean, and sunflower. In contrast, just under onethird rated corn oil as healthful, and less than one in five rated palm oil as healthful. Compared to 2006, significantly fewer consumers responded that olive, canola, and sunflower oils were neither healthful nor unhealthful. Canola and soybean traded rankings for second and third place, as more consumers stated that they were unaware of soybean oil. And while corn was ranked as healthful by just over one third of consumers in 2006, that rating fell even further in Please note, 2007 was the first year where questions about the healthfulness of palm oil were included. 29

30 Consumption of Fats Trends Saturated Fats 2007 (n=446) 2006 (n=471) 29% 42% 70% 57% 1% Trans Fats PUFA MUFA 2007 (n=430) 2% 24% 2006 (n=413) 2% 45% 2007 (n=355) 10% 48% 2006 (n=407) 9% 58% 2007 (n=316) 10% 52% 2006 (n=356) 8% 60% 75% 54% 42% 33% 38% 32% More likely to be: 25+ years old Some college or higher Perceive diet to be healthful Concerned with weight Physically active Significant increase from 06 Significant decrease from 06 More Neither Less [IF HEARD OF] Please indicate whether you are trying to consume more or less of the following Behavior Now we will examine whether reported behaviors are consistent with awareness, knowledge and perceived healthfulness. Compared with 2006, Americans were more likely to say they are trying to decrease consumption of saturated fats (70 vs. 57%) and trans fat (75 vs. 54%). Segments of the American public that report that they are trying to limit their trans fat intake include: Those 25+ years of age Those with some college education or higher Those who perceive their diet to be healthful Those concerned with their weight Those who are physically active Surprisingly, while the 2005 Dietary Guidelines for Americans recommended that most dietary fat come from polyunsaturated fatty acids (PUFA) or monounsaturated fatty acids (MUFA) more Americans say they are trying to consume less PUFA (42% vs. 33% in 2006). Further, in 2007 approximately half said that they were not trying to increase or decrease their intake of MUFA (52%) or PUFA (48%). 30

31 Perceptions: Healthfulness of solid vs. liquid fats As far as you know, which of the following types of fat is less healthful? (n=1000) Type of Fats Fats that are solid at room temperature are less healthful Fats that are liquid at room temperature are less healthful They are of equal health value Not sure 34% 4% 19% 43% Perceptions: Healthfulness of solid vs. liquid fats Dietary guidance also focuses on consumption recommendations based on whether a fat is solid or liquid at room temperature. Therefore, in 2006 we asked consumers about the healthfulness of solid vs. liquid fats. only one-third of consumers are aware that solid fats are less healthful, and 43 percent are not sure at all. (As far as you know, which of the following types of fat is less healthful? (n=1000)) 31

32 Conclusions Consumers understand they should consume less saturated and trans fats Confusion about food sources of fats, especially re: increasing healthful fats Awareness may not equal understanding, complex terminology may be a cause Conclusion 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. Awareness is high, however knowledge is poor, particularly regarding the food sources of specific fatty acids. There is still confusion among consumers when it comes to the healthfulness of dietary fats. Hearing messages over and over again about which fats are bad and what to avoid reinforces long-held beliefs that there is something inherently unhealthful about fats. Consequently, the most confusion exists around monounsaturated and polyunsaturated fats. Consumers don t know what foods contain them and have difficulty following dietary guidance to consume more. In fact, in some cases they say they are trying to consume less of these healthful fats. The poor association of specific fatty acids with foods sources may indicate a lack of understanding of the terminology, as much as an inability to identify healthful foods (as consumers are able to identify vegetable oils as healthful). There is a strong message here that although consumers think they know what to do and just need to know how, many opportunities remain for education, not only in terms of the language used to describe fatty acids, but also in terms of the healthfulness of fats and food sources of healthful fats (e.g., liquid vs. solid, fish and nuts, etc.). 32

33 Motivate consumers through effective communication The current consumer environment presents a dynamic opportunity to health care providers, food educators, and other nutrition communicators. It is an opportunity to help consumers synthesize and apply their views on eating foods with fat for enjoyment, taste, nutrition, and health. 33

34 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. The compelling truth for nutrition communicators is simple. There is an enormous opportunity to communicate doable, new, and creative ideas to encourage consumers to incorporate more healthful behaviors into their everyday life. Fortunately, consumers have told us exactly how they want those ideas communicated to them. They want us to develop actionable tips with these principles in mind: Be positive. Keep it short and simple. Create it just for me. Make it specific and manageable. Provide the payoff. Talk food and fun. On the next few slides, we ll show you examples of how to give consumers the tips they need and want to put the latest guidance about dietary fats into positive action in their busy lives. 34

35 Be positive! Order once, enjoy twice. Eat half your steak at the restaurant, take the rest home, refrigerate, and savor tomorrow. First and foremost, be positive! It s human nature: if we are told no, we want it even more. Consumers tell us that they are turned off when they hear they should avoid foods that they like to eat. In fact, in the American Dietetic Association s (ADA) 2000 Nutrition Trends survey, fear of giving up favorite foods was the top reason consumers cited as a barrier to healthful eating. To knock down this barrier, consumers need help fitting their favorite foods into a healthful eating pattern for good health and a healthy weight. Here s a positive tip that directly addresses the question of portion size: Order once, enjoy twice. Eat half your steak at the restaurant, take the rest home, refrigerate, and savor tomorrow. Again, this tip makes moderating fat intake positive and easy. Not only does it mean that someone can lower their fat intake (and calories) while eating out; they have a built-in solution for tomorrow s lunch or dinner! 35

36 Keep tips short and simple. Crack open a new cookbook each week and try a different recipe that utilizes heart healthy oils. Make tips short and simple. You ll lose consumers with tips that are too wordy, have too many steps, or use too many numbers. Remember, consumers want ideas that make their lives easier not more complicated. This tip can help people improve their fat intake at home and encourages them to eat a variety of foods at the same time: Crack open a new cookbook each week and try a different recipe that utilizes heart healthy oils. It s short, simple, and practical, you re only suggesting one new recipe a week, rather than the complete culinary makeovers or unfamiliar foods suggested by some diets. Again, you can make this tip even more personal by suggesting SPECIFIC, new cookbooks or oils that your client might like. You can also provide a few recipes or a cook-booklet for someone who might be overwhelmed by an entire new recipe book. 36

37 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. Dietitians have emphasized PERSONALIZING nutrition counseling for years. And now the Dietary Guidelines for Americans and MyPyramid also emphasize the importance of personalization. For people to consider following advice, it must be tailored to their likes and dislikes, lifestyle, and culture. When researchers ask consumers about HOW they want to get nutrition information, they always confirm what we all know: Create tips just for me. For example, this tip is great for someone who won t switch from regular cheese to lower-fat varieties, but is willing to make some tradeoffs: Love the flavor of regular cheddar cheese? Balance it with other reduced-fat dairy products, like fat-free milk, lower fat cottage cheese, and sour cream. 37

38 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 fat, or reduced fat versions, or use half your usual amount. People who are ready to change their behavior need small, specific steps to reach their goals. Make tips specific and manageable. Another important reason to make tips manageable and easy is that consumers are time-strapped and say that lack of time is a huge barrier to adopting more healthful habits. In fact, the 2000 ADA Nutrition Trends survey found that 38 percent of Americans say eating healthy takes too much time. We know that doesn t have to be the case. For example, this healthful tip, takes no more time either at home or in a restaurant: 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. This tip describes a specific action and makes manageable suggestions about options for making more healthful choices. 38

39 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. Whenever possible, provide the payoff. Knowing the benefit up front is very motivating for some people. When it comes to health, many people are motivated to make changes because they believe that they ll have more energy, look better, and enjoy life more. Your clients and patients may have their own reasons for improving their habits. In a New Nutrition, it s important to build those reasons into your tips. Here s a tip with a payoff that includes eating less, enjoying it more, and feeling better afterwards: 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. 39

40 Talk food and fun. When you bake (or buy) a pie, cut it into 10 or 12 pieces instead of 8. Holidays, birthdays, and other special occasions are often seen as times to blow your diet. New Nutrition s can help consumers realize that healthful eating can be a delicious everyday thing. This tip shows how a higher-fat treat can be enjoyed sensibly and easily: When you bake (or buy) a pie, cut it into 10 or 12 pieces instead of 8. 40

41 MYTH All fats are bad. Myth-Busters SCIENCE Dietary fats are essential for health. Including moderate portions of healthful fats, like nuts, oils, and avocados, help us to feel more satisfied with the food we eat. Vegetable oils are high in cholesterol. Animal fats, like meats, eggs, and full fat dairy, are the only foods that contain cholesterol. For foods that are good for your heart, choose lean meats, foods and beverages with added omega-3s, such as eggs, nonfat milk and yogurt, and eat more fruits, vegetables, and whole grains. Consumer confusion is evident in the myths that are revealed in consumer focus group research. Let s use these principles that we have explored to clarify a few of the more pervasive myths about dietary fats. MYTH: All fats are bad SCIENCE: Dietary fats are essential for health. Including moderate portions of healthful fats, like nuts, oils, and avocados, help us to feel more satisfied with the food we eat. MYTH: Vegetable oils are high in cholesterol. SCIENCE: Animal fats, like meats, eggs, and full fat dairy, are the only foods that contain cholesterol. For foods that are good for your heart, choose lean meats, foods with added omega-3s, such as eggs, nonfat milk and yogurt, and eat more fruits, vegetables, and whole grains. 41

42 Myth-Busters MYTH Trans fats are present only in processed foods. To tell if there is trans fat in a product, look for the word hydrogenated. SCIENCE Some meat and dairy products also naturally contain small amounts of trans fat. It is important to choose leaner versions of meat and milk, and the heart healthy fats in salmon, vegetable oils, avocados, and nuts. Look for prepared foods with reduced or no trans fats, as well. Products containing partially hydrogenated oils contain some degree of trans fat. If fully hydrogenated, the oil is saturated and contains no trans fat. MYTH: Trans fats are present only in processed foods. SCIENCE: Some meat and dairy products also naturally contain small amounts of trans fat not all of which have negative health effects. It is important to choose leaner versions of meat and milk, and the heart healthy fats in salmon, vegetable oils, avocados, and nuts. Look for prepared foods with reduced or no trans fats, as well. MYTH: To tell if there is trans fat in a product, look for the word hydrogenated. SCIENCE: Products containing partially hydrogenated oils contain some amount of trans fat. If fully hydrogenated, the oil is saturated and contains no trans fat. To be sure, read the Nutrition Facts Panel. 42

43 Scientific Consensus vs. Myth MYTH If a product contains partially hydrogenated oils, but is marked as zero trans fat, there must be some mistake. SCIENCE 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 panel. This is consistent with labeling of saturated fats and other nutrients. MYTH: If a product contains partially hydrogenated oils, but is marked as zero trans fat, there must be some mistake. SCIENCE: 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 panel. Detection methods don t allow for accurate detection below this amount. This policy is in line with other comparable nutrients, such as saturated fats, listed on the Nutrition Facts panel. 43

44 When it comes to making decisions about food, the consumer is king. As one focus group participant pointed out, I am the gatekeeper of my mouth. If we want to communicate effectively with consumers, it makes sense to always keep their needs in mind - and to include their opinions - when developing our nutrition messages and tips. If we attempt to manage the consumer by lecturing, force-feeding a point of view, and restricting choice, the result will likely be that they resent, ignore, and/or rebel against our efforts. When we listen carefully to consumers and really hear what they are saying about the type of nutrition advice that works for them, we can help them begin taking those small steps toward good health and a healthy weight. 44

45 Dietary Fats Communication Resources General resources for health professionals, media, consumers General communication resources Consumer-tested messages and tips Dietary Guidelines for Americans: MyPyramid: For general resources for health professionals, media, and consumers, go to For general communication resources: For consumer-tested messages and tips: and For additional information regarding dietary fats intake recommendations and guidance: Dietary Guidelines for Americans: MyPyramid: 45