Bridging the Good Fats Gap

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Oscar Gregory
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1 Bridging the Good Fats Gap

2 Today s Presenters Shaunda Durance-Tod, MS, RD Karen Buch, RD David Dzisiak

3 Objectives 1. Identify gaps in consumer knowledge of fats and opportunities for education 2. Position the RD to help consumers make the connection between nutrients (omegas) and food 3. Outline strategies for dietitians to tell the good fats story in a variety of practice settings 4. Identify opportunities to inform key decision makers about the importance of good fats 5. Understand how Omega-9 Oils can offer a solution to increase consumption of good fats

4 What is the Difference Between Good and Bad Fats?

5 THE RESEARCH

6 What is the International Consumer Awareness of Types of Dietary Fat? Omega-3 75% 10% 75% Monounsaturated Fat 8% 39% 60% Polyunsaturated Fat Saturated Fat 10% 42% 54% 68% 61% 86% Europe (N=-1589) Japan (N=611) United States (N=810) Trans Fat 31% 39% 85% Gallup 2012 International Study of Consumer Knowledge and Attitudes Toward Dietary Fats and Oils Which, if any, of the following have you heard of?

7 What is the Awareness in the US about Dietary Fat? Awareness of Fats & Oils (Aided) Major Mentions Among All Adults 2012 % Trans-Fat/Hydrogenated Oils (net) 88 Saturated fat 86 Omegas (net) 80 Omega-3 oils 75 Omega-6 oils 28 Omega-9 oils 24 Polyunsaturated fat 68 Monounsaturated fat 60 Gallup International Study of Consumer Knowledge and Attitudes Toward Dietary Fats and Oils Which, if any, of the following have you heard of?

8 What Is the Level of Consideration of Types of Dietary Fats in the US? Omega-6 fats 14% 2% 3% 67% 14% Omega-3 fats 25% 3% 3% 59% 11% Mono- and polyunsaturated fats 9% 5% 32% 45% 9% Saturated fats 4% 3% 47% 39% 7% Try to consume Just try to be aware Try to limit/avoid Don't pay attention to Not sure Trans fats 4% 3% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Over the past 12 months, when making decisions about buying packaged foods or beverages, did you consider whether or not they contain the following? 38% International Food Information Council Foundation Food and Health Survey 7%

9 Understanding RD Perception of Consumer Knowledge of Good Fats Wealth of consumer studies on fats Are consumers overstating their knowledge? What are they asking us to tell them? Dietitians may better understand consumer knowledge gaps based on interactions Trans fat bans and negative media coverage led consumers to better understand bad fats How can dietitians do the same for good fats?

Dietitians Believe Just Half of Consumers Know the Difference Between

and bad fats 1% 5% 51% Knowledgeable Somewhat knowledgeable 48% 49%

5 In your opinion, how much does the average consumer know about the

10 Dietitians Believe Just Half of Consumers Know the Difference Between Good Fats and Bad Fats Consumer knowledge of difference between good and bad fats 1% 5% 51% Knowledgeable Somewhat knowledgeable 48% 49% Little knowledge No knowledge 46% Q.5 In your opinion, how much does the average consumer know about the difference between good fats and bad fats? BASE: All respondents (n=200) May not equal 100% due to rounding

But, Which Fats Do Dietitians Think Consumers Consider Good and Bad?

16% 2% 4% Know that omega-3 fatty acids are considered good fats 26% 22% 21% 12% 1% Know that polyunsaturated fats are

accurately identify which fats are considered bad fats 8% 18% 25% 19% 2% Can accurately identify which fats are considered

omega-6 fatty acids are considered good fats 3% 4% 15% 47% 4% Know that omega-9 fatty acids are considered good fats 2% 3%

11 But, Which Fats Do Dietitians Think Consumers Consider Good and Bad? Know that trans fats are considered bad fats 49% 26% 13% 3% 4% Know that saturated fats are considered bad fats 45% 27% 16% 2% 4% Know that omega-3 fatty acids are considered good fats 26% 22% 21% 12% 1% Know that polyunsaturated fats are considered good fats 11% 19% 21% 20% 3% Know that monounsaturated fats are considered good fats 8% 22% 28% 14% 3% Can accurately identify which fats are considered bad fats 8% 18% 25% 19% 2% Can accurately identify which fats are considered good fats 6% 16% 26% 18% 2% Know that omega-3 and omega-6 fatty acids are polyunsaturated fats 4% 4% 7% 53% 4% Know that omega-6 fatty acids are considered good fats 3% 4% 15% 47% 4% Know that omega-9 fatty acids are considered good fats 2% 3% 9% 59% 6% Know that omega-9 fatty acids are monounsaturated fats 1% 6% 72% 6% 4 and 5 out of 5 (Top-two) 3 out of 5 2 out of 5 Less than 20% Don't know Q.6 In your opinion, how many consumers

Do Dietitians Think Consumers Know Which Foods Contain Good Fats?

30% 22% 1% Know which foods are good sources of polyunsaturated fats

monounsaturated fats 3% 7% 24% 30% 36% 2% Know which foods are good

good sources of omega-6 fatty acids 9% 28% 61% 3% 4 and 5 out of 5 3

12 Do Dietitians Think Consumers Know Which Foods Contain Good Fats? Know which foods are good sources of omega-3 fatty acids 5% 19% 24% 30% 22% 1% Know which foods are good sources of polyunsaturated fats 4% 8% 15% 33% 40% 2% Know which foods are good sources of monounsaturated fats 3% 7% 24% 30% 36% 2% Know which foods are good sources of omega-9 fatty acids 4% 20% 73% 3% Know which foods are good sources of omega-6 fatty acids 9% 28% 61% 3% 4 and 5 out of 5 3 out of 5 2 out of 5 1 out of 5 Less than 20% Don't know Q.7 In your opinion, how many consumers

(e.g., omega-3, -6 and -9) Use both terms equally 11% Q.

13 How RDs Talk About Fats Terms dietitians most frequently use when discussing and recommending good fats Polyunsaturated and monounsaturated fats 44% 46% Omega fats (e.g., omega-3, -6 and -9) Use both terms equally 11% Q.9 When discussing and recommending good fats, which terms do you most frequently use? May not equal 100% due to rounding

14 Summary 1. US Consumers are more aware of the terms omega s than monounsaturated or polyunsaturated fats. 2. Dietitians believe consumers know that trans and saturated fats are considered bad fats, but overall, they feel their knowledge of fats is limited. 3. Dietitians believe consumer knowledge about which foods contain good fats is extremely limited.

15 How Consumers See Good Fats Bad Fats Fat-Free Polyunsaturated Fat DHA Saturated Fat Omega-3 Fish Oil EPA Monounsaturated Fat Reduced Fat

16 Dietitians Must Help Consumers Make the Connection

17 CASE STUDY: GOOD FATS IN THE GROCERY AISLE

18 Case Study: Weis Markets

19 Case Study: Weis Markets Facts Up Front

20 HELPING CONSUMERS UNDERSTAND GOOD FATS

15 Do you make or influence decisions related to healthy ingredients in your

21 Your Voice Matters Dietitians making or influencing decisions related to healthy ingredients in their organizations 47% 54% Yes No Q.15 Do you make or influence decisions related to healthy ingredients in your organization, for example, menu items served, packaged food products produced or sold, etc.? May not equal 100% due to rounding

Reach Key Decision Makers Design menus to include more good fats Make ingredient recommendations Work with suppliers to provide healthier products Encourage

22 Reach Key Decision Makers Design menus to include more good fats Make ingredient recommendations Work with suppliers to provide healthier products Encourage communications teams to talk about good fats in a language consumers understand Work with legal/regulatory teams to list optional MUFA/PUFA on the Nutrition Facts panel

23 THE NEXT GENERATION OF HEALTHIER OILS

24 Omega-9 Oils Offer Many Benefits Health Taste Performance Versatility

25 Omega-9 Oils Deliver on the 2010 Dietary Guidelines Total Fat TFA SFA PUFA MUFA Recommended 20-35% <1% <10% 5-10% 15-25% Omega-9 Oil 33% <1% 2.3% 5.6% 23.8% TFA 0% MUFA 23.8% MUFA 23.8% SFA 2.3% PUFA 5.6%

26 Omega-9 Oils Have a Superior Fatty Acid Profile

27 Omega-9 Oils Can Be Used in Many Applications Shortening Spray Fry Oil Liquid Oil Baked goods Nuts Chips Dressings Cookies Crackers Donuts Sauces Pan-fried frozen foods Spreads

28 Omega-9 Oils Have a Positive Impact on Nutrition

29 Omega-9 Oils Remove Bad Fats From the Food Supply Dow AgroSciences has helped remove more than 1 billion pounds of saturated and trans fats from the food supply.

30 RESOURCES FOR DIETITIANS

31 Culinary Research Center

fats Serving calculator How to shop for good fats Dining out guide

32 The Good Fats Website Serves Consumers and RDs Information on good and bad fats Health benefits of good fats Eating smart with good fats Serving calculator How to shop for good fats Dining out guide Recipes Educator resources Evidence-based research

33 Goodfats101.com Is Coming Soon

34 Thank You For more information, please contact: Lindsay Loevenstein, MS, RD, LD (816) Learn more at:

Healthier Oils Support Emerging Regulations. May 16, 2011

Healthier Oils Support Emerging Regulations May 16, 2011 Today s Presenters David Dzisiak Dr. Roger Clemens Debe Nagy-Nero, MS, RD This program has been approved by the Commission on Dietetic Registration