Consumer Food Trends: Do Consumers Practice What Nutritionists Preach?

Transcription

1 NUTRI-BITES Webinar Series Consumer Food Trends: Do Consumers Practice What Nutritionists Preach? May 16, 2012 Presenter: Barbara A. Davis, PhD, RD Vice President, Science & Technology HealthFocus International Moderator: James M. Rippe, MD Leading cardiologist, Founder and Director, Rippe Lifestyle Institute Approved for 1 CPE (Level 2) by the Academy of Nutrition and Dietetics Commission on Dietetic Registration and the American Culinary Federation

2 Consumer Food Trends: Do Consumers Practice What Nutritionists Preach? This webinar covered: Nutri-Bites Summary Consumer disconnects between the Dietary Guidelines recommendations and food behaviors Motivations of the consumer as food shopper Strategies health professionals can use to encourage clients to make sustainable, healthful food choices.

3 Key Messages Balance Calories Eat More Fruits & Veggies Whole Grains Fat-free/low-fat Dairy Add New Proteins Eat less Solid fats Added sugars Sodium Alcohol Stay Active 3

4 Maintain Calorie Balance Balance But, balance is a concept many do understand 43% say I balance healthy foods with less healthy foods that I enjoy more Opportunity: Extend the concept of balance to energy intake and activity level. 4

5 Maintain Calorie Balance Knowledge of Intake Nutrition Facts Shoppers are the most confident about serving size, sugar and fat intake. Still, not quite 4 in 10 say they are completely or reasonably sure of the caloric value of yesterday s intake. To what degree did you know the following about the foods/beverages you consumed yesterday? (Completely/Reasonably Sure): Serving Size: 47% Amount Per Serving Calories: 38% % Completely/Reasonably Sure Opportunity: Help clients become more aware of their intake. Younger shoppers are especially in need of help. Fat: 41% Sodium: 37% Sugars: 44% Vitamin/Mineral Requirements: 29% Additives/Preservatives: 27% 5

6 Maintain Calorie Balance Controlling Intake More say they are aware of serving size than anything else But limiting intake to the correct portions is consistently a problem I often find it difficult to limit the size of portions I eat Opportunity: Discuss practical ways to control/limit portions. 6

7 HealthFocus Shopper Segments Disciples Investors Healers Managers Strugglers Unmotivated Nutrition Positive Nutrition Negative 7

8 What is Segmentation? Statistical analysis clusters shoppers based on similar responses to things that are important to them Uses HealthFocus data to create a proprietary Shopper Segmentation. The HealthFocus Segments provide a foundation for understanding basic shopper attitudes and belief systems in health and wellness. 8

9 The HealthFocus Segments A challenging target, Managers, comprises a third of the shopper population 9

10 Using Segment Information Counseling Topic: Incorporating more whole grains into your diet Insights about Managers & Unmotivated segments: Choose foods because they contain whole grains 51% of Managers Approach: Managers Reach the other half of these shoppers by appealing to the benefits they are looking for Help them identify convenience items that are whole grain. For example, frozen or quick-cook brown rice, prepared entrees made with whole grain ingredients. 9% of Unmotivateds Unmotivated But, 34% say they are increasing whole grain intake to reduce disease risk so there is an opening Because taste and convenience is so critical, highlight 51% whole grain options that don t require a taste compromise in a category they use for convenience. 10

11 Disconnects Shoppers do understand the concept of balance but are not applying it to calorie intake and expenditure. Many more shoppers are overweight than are admitting it. Awareness of portion size is quite high, but there is an inability to utilize this knowledge in limiting intake. The share of shoppers who believe they are consuming adequate amounts of nutrients far exceeds the number who actually are. 11

12 Understanding Shopper Motivations Shopper Segments What is their level of knowledge? Do they choose healthy foods and what are their motivations for doing so? Do they have health issues OR as importantly, health concerns? Are they more concerned about current or future health? What other factors contribute to food choice? How much of an issue is time? What is their willingness to learn and to make changes? Are they looking for a teacher or partner in the change process? 12