Survey Background and Objectives

Transcription

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2 Survey Background and Objectives Background: Eight surveys conducted since 1991 Objectives: Measure current attitudes and behaviors toward diet and health h Identify attitudinal and behavioral trends toward diet and health toward diet and health 2

3 Methodology Phone survey using random-digit dialing Conducted by Population* Mintel International Group Ltd. Quotas established for age, race/ethnicity, gender and region. Ages 18 or older and not working in marketing/food industry. Data-collection period May 2011 Sample size (error) N=754 ( 3.1) Previous studies surveyed ages 25 or older. Only responses from consumers 25+ were used in trending analysis, while point-in-time comparisons include all respondents. 3

4 Who Was Surveyed? Distribution of sample by age and ethnicity 22.1% 20.2% 14.9% 14.6% 17.4% Black/African American 13% Hispanic 16% Asian/Pacific Islander 4% Any Other 5% 10.9% and over Caucasian 62% 4

5 Consumer Segments Since 1991, ADA s study has segmented respondents into three consumer groups: 1. I m Already Doing It 2. I Know I Should 3. Don t Bother Me 5

6 I m Already Doing It Consumers who feel maintaining a healthy diet and regular exercise are very important anddoalltheycantoeat do all to eat a healthy diet. 6

7 I Know I Should Consumers who feel maintaining a healthy diet and regular exercise are very important but do not do all they can to eat a healthy diet. 7

8 Don t Bother Me Consumers who do not feel diet and exercise are very important. 8

9 Consumer Segments for 2011 Already Doing It Skews female Most apt to have someone in the household on a diet for medical reasons 62% say nutrition is very important More apt to use magazines for nutrition information I Know I Should Skews and 4+ people in household 41% say nutrition very important Need practical tips to eat better Most apt to see benefits of organic More apt to use internet and magazines for nutrition information Don t Bother Me Skews male, and less than college education Least likely to be married/living with a partner 9

10 Evolution of Attitudes,

11 Little Change in Americans Behaviors toward Diet and Exercise Segment I m Already Doing It 45% 42% I Know I Should 37% 38% Don t Bother Me 18% 20% 11

12 Consumers Attitudes and Behaviors: Nutrition and Exercise

13 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Trends in Attitudes and Behaviors % 89% 85% 85% 86% 86% 84% 82% 81% 81% 82% 79% 79% 79% 76% 75% 76% 76% 72% 71% 72% 70% 67% 68% 66% 67% 66% 66% 0% Diet and nutrition are very important to me personally 0% 0% 0% 0% Exercise and physical activity are very important to me personally (first asked in 1995) Very careful to select foods to achieve balanced nutrition and healthy diet Respondents who answered 5, 6 or 7 on a 1-7 scale Make a very conscious effort to regularly get exercise and physical activity (first asked in 1995) 13

14 Importance of Diet and Nutrition by Gender, Age, Education Diet and Nutrition Very Important: 2011 Exercise Very Important: % 70% 60% 61% 59% 73% 65% 67% 68% 67% 68% 63% 64% 62% 74% 65% 76% 63% 64% 62% 61% 58% 67% 65% 71% 62% 73% 64% 50% 50% 40% Respondents who answered 6 or 7 on a 1-7 scale 14

15 Diet and nutrition are very Physical activity is very important to me important to me personally ( ) personally ( ) Separate data for men and women in 2000 are unavailable. Total for 2000 was 59 percent. Question was first asked in Separate data for men and women in 2000 are unavailable. Total for 2000 was 57 percent. 15

16 Doing All They Can ( ) Do you feel you are currently doing all you can to achieve balanced nutrition and healthy diet? 16

17 Consumers Doing All They Can by Gender, Age, Education: % 60% 50% 40% 30% 20% 10% 0% 44% 66% 61% Yes average: 49% 52% 50% 52% 53% 44% 44% 46% 46% 43% 40% 17

18 Many with Kids Say Not Doing All They Can Significantly ifi less likely: l 42 percent of parents with children in household versus 49 percent overall Demands of child care could make better eating seem too inconvenient 18

19 Reasons for Not Eating Healthier: * In 1997, this question was phrased: There are so many new or conflicting studies on nutrition that I don t know what s good for me anymore. 19

20 Consumers Beliefs: Trends since 1991

21 People Want Information I actively seek information about nutrition and healthy eating. 21

22 Consumers Hearing Positive Messages It seems like I m always hearing information i about what not to eat, rather than what I should eat. 22

23 Consumers Believe Body Weight Reflects Healthy Diet I consider body weight to be an indicator of a healthy diet. 23

24 Need for Supplements? I believe vitamin supplements are necessary to ensure good health. 24

25 Knowledge and Consumption of Foods

26 People Hear About Health-Related Effects of Foods or Nutrients % saying heard a lot (4 or 5 on 5-point scale) 26

27 Increased Consumption in Past 5 Years? 27

28 Specific Food Consumption in Past 5 Years Foods Increased Decreased Stayed the same Vegetables 49% 6% 45% Whole-grain foods 48% 7% 45% Fish 46% 11% 42% Chicken 44% 8% 49% Fruits 41% 12% 48% Dairy products 17% 22% 61% Beef 12% 39% 49% Pork 11% 35% 52% 28

29 Organic vs Regular: 2008 vs % 39% 53% Conventional is healthier No difference Organic is healthier 29

30 Confidence in Organic Produce and Whole Grain Benefits Organically grown fruits and vegetables 64% Whole-grain breads 39% 45% 27% 15% 9% Slightly Healthier Somewhat Healthier Much Healthier 30

31 Sources of Nutrition Information

32 TV Remains Top Source of Nutrition Information Sources of information in 2011 Changes in top 8 compared to 2008 Television Magazines Internet Newspaper Doctors Family/friends Radio Reference/general books School Grocery stores Package labels Nutritionists Nurses Health club/gym Registered Dietitians Personal Trainers USDA/My Pyramid Food manufacturers 20% +2 16% +2 16% +6 13% +5 11% +1 5% 4% 3% 2% 1% 1% 1% 1% 0% 0% 41% -4 40% % +4 Internet has surged in popularity... at magazines expense 32

33 Sources of Nutrition Information 2011: By Age drives growth of Internet as source Foods Total Television 67% 62% 66% 66% 69% 67% 72% Magazines 41% 29% 36% 40% 41% 49% 47% Internet 40% 46% 45% 55% 43% 33% 15% Newspapers 20% 9% 12% 17% 19% 26% 32% Doctors 16% 13% 14% 20% 14% 21% 14% Family/friends 16% 24% 19% 20% 7% 16% 12% Radio 13% 11% 7% 13% 16% 16% 12% Reference/general books 11% 9% 10% 11% 13% 11% 11% School 5% 20% 8% 2% 2% 4% 0% Grocery stores 4% 6% 5% 6% 0% 5% 2% Package labels 3% 1% 4% 2% 2% 1% 5% Nutritionists 2% 0% 2% 2% 3% 3% 1% Nurses 1% 0% 1% 1% 1% 4% 1% Health club/gym 1% 0% 2% 1% 1% 2% 2% Registered Dietitians 1% 0% 2% 2% 0% 1% 0% Personal Trainers 1% 1% 3% 1% 0% 0% 0% Food Manufacturers 0% 1% 0% 0% 0% 0% 0% USDA/My Pyramid 0% 0% 0% 0% 0% 0% 1% 33

34 Summary Since 2002, see greater focus on health and acknowledgement of diet and exercise as major contributors to healthy living Americans desire to eat better and efforts to do so have not changed much since 2008 Those with young kids are less apt to say they are doing all they can Consumers are hearing more about foods with health-related l t benefits, such as berries and omega-3 rich foods, and consuming more of them Half of consumers are saying they are eating more vegetables and whole-grain foods Consumers prefer eating their way to health eating inherently healthy foods rather than reducing their intake of foods they like that may not be as healthy lh Internet for nutrition information has gained substantially since

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