A Trended Quantitative Survey. Opinion Leader Briefing Wednesday, October 10, 2007

Transcription

1 A Trended Quantitative Survey Opinion Leader Briefing Wednesday, October 10, 2007

2 Today s Speakers Moderator: Jeff Strei Director, Media Relations International Food Information Council (IFIC) Research Findings and Implications: Wendy Reinhardt Kapsak, MS, RD Director, Health & Nutrition, IFIC

3 International Food Information Council (IFIC) Mission: To effectively communicate science-based information on food safety and nutrition to health professionals, government officials, educators, journalists, and others providing information to consumers. Primarily supported by the broad-based food, beverage, and agricultural industries.

4 Presentation Overview Research Objectives and Methodology Findings General Attitudes Toward Health Functional Foods/Foods for Health: Awareness & Interest Food & Health Associations and Consumption Behaviors Nutrigenomics/Personalized Nutrition Information Sources Resources on ific.org Questions & Answers

5 Functional Foods WORKING DEFINITION Foods That May Provide a Health Benefit Beyond Basic Nutrition

6 IFIC and IFIC Foundation Trended Research IFIC Consumer Attitudes Toward Functional Foods IFIC Foundation Food & Health Survey

7 IFIC Functional Foods/ Foods for Health Research 1998, 2000, 2002, 2005, and 2007 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) Sample population: randomly selected U.S. Adults (18 > yrs old) Completed interviews/sample size: 1,000 ( )

8 Research Objectives The primary goals of the study: Measure and track changes in consumer awareness of and interest in functional foods over time; Explore how awareness levels and maturity of food and health benefit pairs impact behavior and perceptions; and Measure consumer awareness of and attitudes toward using individual genetic information to make nutrition and diet-related recommendations.

9 What s New in 2007? Compared to 2005, more Americans are concerned about nutrition and diet. More consumers can name a food that benefits a specific health concern. Awareness of some lesser-known diet and health relationships has increased. More Americans report being likely to begin eating specific food components and nutrients for their health benefits.

10 General Attitudes Toward Health

11 The Majority of Consumers Believe They Have Control Over Their Health Small amount 4% No control 1% Moderate amount 30% Don't know 2% Great amount 63% How much control would you say you have over your own health? (n=1000)

12 Majority of Consumers Rate Their Health Status as Good, Very Good, or Excellent % 17% 41% 29% 10% 80% % 19% 43% 24% 9% 76% Poor Fair Good Very Good Excellent Which of the following best describes your overall health status? (n=1000) Significant increase from 06 Significant decrease from 06 IFIC Foundation Food & Health Survey 2007

13 However, Not All Consumers are Satisfied with Their Health Status 25% % 20% 17% 42% 16% % 24% 16% 41% 14% 30% Not At All Satisfied Not Very Satisfied Neither Satisfied Nor Unsatisfied Somewhat Satisfied Extremely Satisfied How satisfied are you with your overall health status? (n=1000) Significant decrease from 06 IFIC Foundation Food & Health Survey 2007

14 Americans Top Health Concerns Heart/Circulatory Health Issues* 53% Weight Cancer 24% 33% *Includes heart disease, blood pressure, cholesterol, and stroke Diabetes 17% Nutrition/Diet 16% Exercise 11% What are your top three health concerns, listed in order of importance to you? (Unaided, Multiple Responses) (n=1000)

15 Consumers Feel that Nutrition Plays the Greatest Role in Health Food and Nutrition 75% 20% 3% 1% 1% Exercise 66% 26% 6% 1% 1% Family Health History 43% 44% 10% 2% 1% Great Role Moderate Role Limited Role No Role Don't Know To what extent does each factor play a role in maintaining or improving overall health? (n=1000)

16 More Consumers Report Making Changes to Improve the Healthfulness of Their Diet % 34% % 43% Yes No Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet? (n=1000) Significant increase from 06 Significant decrease from 06 IFIC Foundation Food & Health Survey 2007

17 Improving Overall Health and Losing Weight are Consumers Top Two Drivers of Dietary Change For which of the following reasons, if any, are you trying to improve the healthfulness of your diet? To improve my overall well-being * To improve my physical health To lose weight n/a n/a 70% 65% 70% 62% Specific health condition Maintain my weight 20% 19% 37% 37% 2007 (n=660) 2006 (n=574) Significant increase from 06 * Modification from 2006: To improve my overall health (69%) was changed to two items, including To improve my overall well-being and To improve my physical health. IFIC Foundation Food & Health Survey 2007

18 Changes Made to Improve Healthfulness of Diet [Prompted] What have you done to improve the healthfulness of your diet in the past six months? Consuming less of a specific type of food or beverage 65% 68% Changing meal/snack patterns 59% 55% Reducing amounts of food and beverages 58% 57% Eating fewer calories 48% 42% more Consuming more of a specific type of food/beverage Eating more of a certain food component 40% 31% 36% 29% Eating less of a certain food component 25% 16% Significant increase from 06 IFIC Foundation Food & Health Survey 2007

19 Healthfulness Increases as a Top Factor Influencing Purchasing Decisions How much of an impact do the following have on your decision to buy foods and beverages? (n=1000) Taste % 54% 35% 31% 88% 85% Price % 35% 28% 35% 63% 72% Healthfulness Convenience Significant increase from 06 25% 26% 23% 19% 40% 32% 32% 30% 55% 49% 65% 58% Great impact Some impact IFIC Foundation Food and Health Survey 2007

20 Functional Foods/ Foods for Health: Awareness and Interest

21 The Majority of Consumers Agree that Certain Foods Have Health Benefits Beyond Basic Nutrition Strongly disagree 8% Don't know 2% Somewhat disagree 5% Somewhat agree 40% Strongly agree 45% 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 beyond basic nutrition? (n=1000)

22 Most Americans Can Name a Specific Food and its Associated Benefit 92% can name a food and its associated benefit (stable from 91% in 2005 and up from 84% in 2002, 82% in 2000, and 77% in 1998) What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (n=1000) And, what type of health benefit (beyond basic nutrition) is that food component good for? (n=921)

23 Top Ten Functional Foods Named by Consumers 1. Fruits and vegetables 2. Fish, fish oil, seafood 3. Milk and other dairy products 4. Whole grains, including oats, oat bran, oatmeal 5. Fiber 6. Green tea 7. Meat, red meat, and chicken 8. Water 9. Herbs/spices 10. Nuts What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (n=1000)

24 Food Components Identified as Benefiting Cardiovascular Health High Cholesterol/Heart Disease Oats/oat bran 18% Cereal 12% High Blood Pressure Garlic 7% Fish/fish oil 7% Oats, oat bran 4% Garlic 5% Fish, fish oil 4% Whole Grain 5% Cereal 3% Low-fat foods 2% Fiber 2% Fiber 4% For each disease and health concern, please indicate, as far as you know, what foods or food components are thought to reduce the risk of that health concern. (Split Sample, n=499) IFIC 2005

25 Food Components Identified as Beneficial in Obesity Prevention & Weight Management Obesity/ Prevention of Unhealthy Weight Gain Water 7% Low-fat foods 6% Milk 6% Fish, fish oil 4% Fiber 3% Whole Grain 3% Green tea 3% Weight Management Low-fat foods 6% Milk 5% Fiber 4% Green tea 3% Whole grain 3% Fish, fish oil 3% For each disease and health concern, please indicate, as far as you know, what foods or food components are thought to reduce the risk of that health concern. (Split Sample, n=499) IFIC 2005

26 Food Components Identified as Reducing the Risk of Certain Cancers Breast Cancer Milk 5% Broccoli 3% Green, leafy veg. 3% Soy 2% Prostate Cancer Tomatoes 5% Saw palmetto 4% Colon Cancer Fiber 20% Whole grain 4% Green, leafy veg. 6% Broccoli 4% Water 2% Bran 2% For each disease and health concern, please indicate, as far as you know, what foods or food components are thought to reduce the risk of that health concern. (Split Sample, n=499) IFIC 2005

27 Americans Remain Highly Interested in Learning More about Foods with Added Benefits Somewhat interested 43% Not very interested 10% Very interested 41% Not at all interested 5% Don't know 1% In general, how interested are you in learning more about foods that have health benefits beyond basic nutrition? (n=1000)

28 Questions & Answers

29 Food Associations and Consumption Behaviors

30 High Awareness of Some Long- Established Diet & Health Pairs Calcium for the promotion of bone health (n=503) Fiber for maintaining a healthy digestive system (n=497) Vitamin D for the promotion of bone health (n=497) Omega-3 fatty acids for reduced risk of heart disease (n=497) Fiber for reduced risk of heart disease (n=497) 89% 86% 81% 76% 74% Fiber for reduced risk of cancer (n=503) 73% Whole grains for reduced risk of heart disease (n=503) 72% For each of the following food components or nutrients, please tell us whether you are aware that that food component or nutrient is thought to provide each of the following health benefits (Split Sample).

31 Despite Decreased Awareness of Some Associations, Awareness Remains High for Most Fiber for a healthy digestive system and reduced risk of cancer (86% vs. 92% in 2005 and 73% vs. 83% in 2005, respectively) Vitamin D for the promotion of bone health (81% vs. 88% in 2005) Whole grains for reduced risk of heart disease (72% vs. 83% in 2005) Monounsaturated fats for reduced risk of heart disease (63% vs. 73% in 2005) Folate/folic acid for reduced risk of birth defects (55% vs. 63% in 2005)

32 Increased Awareness of Lesser-known Diet & Health Pairs Probiotics for maintaining a healthy digestive system and immune system (58% vs. 49% in 2005 and 54% vs. 46% in 2005, respectively) AND Soy protein/soy for reduced risk of heart disease (55% vs. 41% in 2005) IFIC 2005

33 Top Food Components Consumed for Added Benefits Fiber for maintaining a healthy digestive system (n=427) 37% 57% Calcium for the promotion of bone health (n=449) 37% 56% Whole grains for reduced risk of heart disease (n=362) 40% 56% Vitamin D for the promotion of bone health (n=403) Antioxidants for protection against free radical damage implicated in aging and various chronic diseases (n=357) 39% 41% 53% 52% Very or somewhat likely to consume Already eating for that effect 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).

34 Top Food Components Consumed for Benefits continued Omega-3 fatty acids for reduced risk of heart disease (n=379) 44% 45% Folate or Folic acid for reduced risk of brain or spinal cord (neural tube) birth defects (n=275) 41% 42% Probiotics for maintaining a healthy digestive system (n=287) 45% 41% Plant sterols for reduced risk of heart disease (n=150) 50% 37% Soy protein/soy for reduced risk of cancer (n=234) 50% 25% Very or somewhat likely to consume Already eating for that effect 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).

35 Consumers are Interested in Getting Health Benefits From a Wide Variety of Foods Meat, poultry and fish 3% 4% 31% 63% Cereals or breads 2% 4% 33% 61% Dairy products 3% 6% 35% 56% Salad dressings or condiments 5% 10% 39% 46% Beverages or beverage mixes 8% 10% 40% 42% Not at all interested Not very interested Somewhat interested Very interested Which of the following types of food, if any, would you be interested in consuming if they had any of the specific benefits that you wanted from food components? (n=891)

36 Nutrigenomics/ Personalized Nutrition

37 Nearly Two-Thirds of Consumers Have Heard About Nutrigenomics or Personalized Nutrition Nothing 33% A lot 4% A fair amount 21% A little bit 42% Recent advances in science are making it possible to look at an individual s genetic information (i.e. DNA) to determine a wide range of things about that person s current or future health. Genetic information can be used to provide people with important nutrition and/or diet-related recommendations in order to optimize overall health and reduce the risk of diseases to which they are genetically predisposed. How much, if at all, have you heard or read about this area? (n=1000)

38 4 out of 5 Americans Favor the Concept of Nutrigenomics/ Personalized Nutrition Not very favorable 9% Not at all favorable 5% Don't know 7% Very favorable 32% Somewhat favorable 47% 79% In general, how favorable are you toward the idea of using genetic information to provide people with nutrition and/or diet-related recommendations? (n=1000)

39 Staying Healthy, Improving Health, and Preventing Disease is the Most Frequently Cited Reason for Favoring Personalized Nutrition To stay healthy/for better health/prevent future disease 18% Need more information/research/don't know enough The more information I get, the more informed my decisions Personalized/targeted diet could help (a lot of) people Health problems are hereditary/family Has potential/might help some people Interesting/Sounds good/good idea (general) Info could/will be misused/medical profiling is bad If it is useful, we should use it 8% 8% 7% 7% 5% 5% 4% 3% Why do you say that you are [FAVORABLE ANSWER TO PREVIOUS QUESTION] toward the idea of using genetic information to provide people with nutrition and/or diet-related recommendations? (n=785)

40 Majority of Consumers are Interested in Learning More About Nutrigenomics/ Personalized Nutrition Not very interested 13% Not at all interested 6% Don't know 4% Very interested 31% Somewhat interested 46% 77% In general, how interested are you in learning more about the use of genetic information to provide people with nutrition and/or diet-related recommendations to optimize their health and reduce the risk of diseases to which they are genetically predisposed? (n=1000)

41 Medical and Scientific Sources were the Most Credible Sources of Information for Personalized Nutrition Medical sources 33% Researcher/Scientist 10% Media Medical journals/books 3% 9% Physician (21%) Dietitians (4%) Geneticist (4%) Nutritionists (3%) Medical field, general (2%) Government agency/us Surgeon General 3% Internet or Web (5%) Friends/family/self 2% Who or what would you say is the most believable source for information on genetics as it relates to diet and nutrition? (n=1000)

42 4 out of 5 Consumers Like the Terms, Personalized or Individualized Nutrition Best Personalized nutrition DISLIKE 5% 6% LIKE 33% 43% Individualized nutrition 5% 7% 34% 39% Nutrigenetics 11% 12% 28% 22% Nutritional genomics 15% 17% 26% 14% Nutrigenomics 17% 18% 24% 12% Dislike a lot Dislike a little Like a little Like a lot What do you think of each of the following terms to describe the practice of using genetic information to develop nutrition and diet-related recommendations? (n=1000)

43 Questions & Answers

44 Sources of Information

45 Top Sources vs. Most Believable Sources of Health & Nutrition Information Media 24% 71% Medical Sources Friends/Family/Self Library/Reading Labels on Products Diet/Health Book Teacher/Instructor Believable Sources 5% 10% 2% 5% 2% 3% 0% 2% 0% Top Sources 18% 36% 36% (Unaided, multiple response): What are your top two or three sources of information about health and nutrition? (n=1000) (Unaided, multiple response): Who or what would you say is the most believable source for information on the health benefits of food or food components? (n=1000)

46 Health Professionals are the Most Influential Sources of Information Health professional 6% 10% 28% 56% Dietitian 11% 13% 32% 44% Health association 10% 17% 37% 37% Food label 10% 28% 39% 23% Internet article 13% 30% 41% 17% TV news program 13% 34% 40% 14% Magazine article 13% 35% 42% 11% Government official 28% 32% 30% 10% Newspaper 17% 39% 35% 9% Product or company advertising 23% 42% 26% 8% Radio news program 23% 41% 30% 6% Not at all To a small extent To a moderate extent To a great extent (Aided): For each of the following sources, please indicate the extent to which it would impact your decision to try those foods or food components if you heard information from that source. (n=1000)

47 In Summary Consumer awareness of diet and health relationships is at an all-time high. The majority of consumers are interested in learning more about foods and beverages with added benefits. Many consumers are eating these foods and food components, still more are interested in including them in their diet. Future challenge: Motivating consumers to act and sustain beneficial lifestyle changes.

48 Resources on ific.org IFIC Backgrounder on Functional Foods

49 Shopping for Health: Check Out These Healthful Components Shopping Tips to Help You Get the Most Out of Every Trip! Highlights Specific Healthful Components found in the: Produce Department; Diary Case; Bread, Cereal, Rice, and Pasta Aisles; Meat & Seafood Shoppe; and The Checkout Line! Also Slick Choices for Oils and Spreads and Considerations for Coffee, Tea and Wine.

50 Guidelines for Communicating the Emerging Science of Dietary Components for Health Formal partnership with the Institute of Food Technologists (IFT) Guidelines highlighted in IFT Expert Report on Functional Foods 7 Guiding Principles for Effective and Successful Communication For more information, please visit:

51 Questions & Answers

52 For specific research inquiries: For more information: International Food Information Council (IFIC) 1100 Connecticut Avenue NW, Suite 430 Washington, DC Phone: (202) Web: