IFIC Foundation. To effectively communicate science-based information on health, nutrition, and food safety for the public good.

Transcription

1

2 IFIC Foundation Mission: To effectively communicate science-based information on health, nutrition, and food safety for the public good. Primarily supported by the broad-based food, beverage and agricultural industries. Visit 2

3 Continuing Education Participants of this live-event webcast who are Registered Dietitians or Dietetic Technicians, Registered are eligible for 1.0 Continuing Education Units from the Academy of Nutrition and Dietetics. An will be sent one hour after the completion of this webcast with a link to download the certificate. Continuing Education is only available for those preregistered for the live webcast today. 3

4 Learning Objectives Explain the variety of influences on consumer purchasing decisions. Identify barriers preventing consumers from taking more control over their health. Describe areas of misinformation, confusion and lack of understanding related to nutrition and health. Distinguish ways to improve food and health communications to empower consumers to take control of their diets, physical activity, and weight. 4

5 IFIC Staff Today s Speakers Marianne Smith Edge, MS, RD, LD, FADA Senior Vice President, Nutrition and Food Safety smithedge@ific.org Liz Sanders, MPH, RD Manager, Food Safety sanders@ific.org Sarah Romotsky, RD Director, Health and Wellness romotsky@ific.org Kris Sollid, RD Director, Nutrients sollid@ific.org 5

6 2015 Background & Methodology This report presents the results of an online survey of 1,007 Americans ages 18 to marks the 10 th anniversary of the Food & Health Survey, allowing for trend analysis for many questions. Fielding took place from March 13 to March 26, The duration of the survey was 29 minutes, on average. The results were weighted to ensure that they are reflective of the American population ages 18 to 80, as seen in the 2014 Current Population Survey. Specifically, they were weighted by age, education, gender, race/ethnicity, and region. The survey was conducted by Greenwald & Associates, using ResearchNow s consumer panel. 6

7 10 Year Insights IFIC Foundation Food & Health Survey There is a disconnect between consumers perceptions of their weight status and health which may interfere with the desire to make diet and behavior changes. Messages often fail to relate nutrients to foods we eat. Guidance to reduce intake of specific nutrients may be resented and therefore ignored. Food and nutrition practitioners, specifically RDNs, are underutilized. Future dietary guidance needs to address behaviors by understanding where consumers are. As the science-based experts in nutrition, RDNs must earn consumers trust as an authentic source for advice rather than just delivering information. 7

8 Key Findings 2015 IFIC Foundation Food & Health Survey Americans perceptions of their health do not always match up with reality. Consumers have competing priorities that sometimes outweigh making health-related behavior changes. An economic divide may be emerging in food purchasing behaviors. Despite the variance in consumers interests in food, taste is still the top consideration. Americans want positive guidance to help them make sense of conflicting messages. 8

9 9

10 Consistent with previous years, more than half of Americans rate their own health as excellent or very good. Diet and Health 57% ARE IN EXCELLENT/VERY GOOD HEALTH Who is more likely to report being in better health? College grads Women Higher income Lower BMI, no non-communicable diseases 40% How would you describe your own health in general? % 43% 33% 31% 30% 17% 18% 19% 8% 7% 7% 1% 2% 2% Excellent Very Good Good Fair Poor 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 10

11 Half of Americans who see themselves as in excellent or very good health are overweight or obese. Diet and Health BMI Score Currently Being Treated For Normal or low Overweight Obese Refused to provide height/weight 3% 4% 2% 42% 23% 13% 27% 32% 26% 28% 41% 58% Self-Reported Health Excellent/Very Good Good Fair/Poor High cholesterol High blood pressure Overweight/Obesity Stress/Anxiety/Depression Diabetes ADHD Heart disease Osteoporosis Cancer Stroke None of the above 17% 24% 41% 15% 31% 45% 8% 9% 20% 7% 14% 31% 4% 13% 25% 3% 3% 4% 2% 5% 7% 2% 2% 6% 1% 4% 9% <0.5% <0.5% 1% 42% 25% 62% 11

12 In 2015, almost half of all Americans have given a lot of thought to the healthfulness of foods and beverages they consume. Diet and Health Over the past year, how much thought have you given to the healthfulness of the foods and beverages you consume? 48% 51% 56% 44% 40% % 91% THOUGHT ABOUT HEALTHFULNESS OF FOODS/BEVERAGES Who is more likely to have given a lot of thought to the healthfulness of what they consume? College grads Women 7% 7% 3% 1% 2% 1% 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 Arrows indicate significant (.95 level) differences vs. prior year(s); color of arrow indicates comparison year. A lot A little None Not sure 12

13 Roughly half of all Americans have given a lot of thought to the amount of physical activity they get. Compared to 2014, fewer now say they have given no thought to their physical activity. Diet and Health Over the past year, how much thought have you given to the amount of physical activity you get? 13 53% 56% 60% 14 41% 35% % 94% THOUGHT ABOUT PHYSICAL ACTIVITY Who is more likely to have given a lot of thought to the amount of physical activity they get? Those in better health College grads Women 14 5% 8% 4% 1% 1% <.5% 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 Arrows indicate significant (.95 level) differences vs. prior years A lot A little None Not sure 13

14 If Americans had an extra 4 hours every week, most say they would exercise or spend time with friends and family. Only about one in ten would spend any of the time cooking or tracking their activity/diet. Diet and Health If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Exercising 36% Groups more likely to select: Younger, Higher income, In better health Spending time/socializing with friends and family 31% Women Relaxing/Sleeping 29% Younger, Lower income Other household chores/tasks 20% Women, Parents Reading 20% Older, College grads Practicing a hobby 20% Men Using electronic devices 17% Younger, Men Watching TV 16% Lower income, Men, In worse health Keep better track of your exercise/health/diet 13% Cooking or baking 11% Lower BMI Shopping (for anything besides groceries) 7% Less than a college degree, Women Volunteering for a charity/church activities 7% Older, Less than a college degree Working 6% Men 2015 n=1,007 Grocery shopping 4% Lower income 14

15 One in five Americans spends less than 15 minutes cooking or preparing dinner on the average weekday. Diet and Health How much time do you personally spend cooking or preparing dinner on the average weekday? Zero Some, but less than 15 minutes 8% 12% 19% LESS THAN 15 MINUTES PERCENT SPENDING AN HOUR OR MORE 15 minutes to less than 30 minutes 30 minutes to less than 45 minutes 23% 29% 52% MINUTES Race/Ethnicity White, non-hispanic 10% Hispanic 25% African American 18% 45 minutes to less than an hour An hour or more 15% 14% 29% 45+ MINUTES 2015 n=1,007 15

16 Those who already spend more time cooking/preparing dinner are the ones who are more likely to use their extra time on food/diet related activities. Lower income consumers are more likely to spend extra money on groceries. Diet and Health 2015 n=1,007 If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Exercising Watching TV Keep better track of your exercise/health/diet Cooking or baking Grocery shopping 9% 13% 16% 3% 11% 17% 2% 3% 6% 24% 26% 14% 15% 39% 36% Average Time Spent Cooking/Preparing Dinner <15 min min 45+ min If you had an extra $100 to spend every month, what would you likely do with that money? (Please select up to 3 options.) Spend more money on groceries Spend more on dining out Put towards a gym membership or athletic activities 7% 16% 12% 10% 9% 10% 9% 7% 18% Household Income: <$35K $35-$74K $75K+ 16

17 If given an extra $100 every month, six in ten Americans would save it, invest it, or pay off debt. No more than 13% would apply the extra money to any of the food or health options. Diet and Health If you had an extra $100 to spend every month, what would you likely do with that money? (Please select up to 3 options.) Save, invest, pay off debt 61% Pay for household expenses or home repairs Spend more on travel Shop (for anything other than groceries) Spend more on entertainment Spend more money on groceries Spend more on dining out Donate money to a charity or church Put towards a gym membership or athletic activities 28% 23% 17% 13% 13% 10% 10% 9% 2015 n=1,007 17

18 Four out of five Americans are trying to lose weight or maintain their current weight. Diet and Health Which of the following best describes what you are currently doing regarding your weight? 52% 54% 56% I am trying to lose weight 29% 53% 70% I am trying to lose weight 14 29% 25% 27% I am trying to maintain my weight 3% 3% 3% I am trying to gain weight 16% 18% 15% I am currently not doing anything regarding my weight I am trying to maintain my weight I am trying to gain weight I am currently not doing anything regarding my weight 43% 34% 15% 9% <0.5% 0% 19% 13% 15% Normal or low Overweight Obese 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 Arrows indicate significant (.95 level) differences vs. prior years 18

19 When given a choice between losing money or gaining weight, women would rather lose the money. Men are evenly split on the tradeoff. Diet and Health To what extent do you agree or disagree with the following statement? I would rather lose $1,000 than gain 20 pounds Agree strongly Agree somewhat 28% 29% 28% 27% Men Women 21% 35% 29% 50% 26% 61% 19% 20% 19% 16% 6% 9% Age: Age: % 33% 25% 48% 24% 57% Age: % 28% 60% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Not sure Age: % 40% 63% 2015 n=1,007; 2013 n=1,006 19

20 Americans see changing the types of food eaten and making sure to get enough physical activity as the most effective weight management strategies. Diet and Health 2015 n=1,007 Which of the following would contribute/has contributed the most to your success in maintaining/losing weight? Changing the types of food eaten Making sure I get enough physical activity Eating smaller meals or snacks Controlling higher calorie food and beverages Changing how often I eat throughout the day Weighing myself on a regular basis Keeping track of calories Support of family/friends Having a workout buddy Using a digital tracker Participating in a weight loss program Working with a personal trainer Working with a health professional Workplace wellness programs/incentives None of the above 30% 24% 22% 16% 11% 10% 6% 6% 5% 5% 5% 10% 41% 51% 50% 20

21 The top motivators for weight management are improvements in physical appearance, energy level, and overall health/well-being. Diet and Health In an effort to lose/maintain weight, which of the following motivates you to stay on track? (Select up to 4 options.) Improvement in physical appearance 56% Groups more likely to select: Women Increased energy, physical mobility, less tired Improvement in health/overall well-being 55% 53% Older Increased self-esteem Compliments from friends/family Stress relief 25% 30% 36% Lower income Tracking/recording progress Being a good role model 16% 14% Higher income Parents More attention from others Workplace wellness programs/incentives Other None/Nothing 7% 4% 2% 4% 2015 if trying to lose or maintain weight (Split Sample A) n=410 21

22 Americans see lack of will power and lack of time as the biggest barriers to losing/maintain their weight. Diet and Health In an effort to lose/maintain weight, which of the following prevents you from staying on track? Lack of will power Lack of time Not seeing results quickly Stress, demanding work or travel schedule Lack of energy Cost of food, weight loss programs, or gym memberships Feeling hungry all the time Get bored Limited options of foods and beverages that taste good Don't like the taste of foods/beverages I have to eat/drink Dislike of physical activity Lack of suppport from friends/family Lack of knowledge Other None/Nothing 2015 if trying to lose or maintain weight (Split Sample B) n=411 37% 31% 28% 27% 26% 26% 21% 20% 18% 13% 13% 8% 7% 5% 10% Groups more likely to select: Older, College grads, Higher income, income, Women Younger, Parents Higher BMI, Higher income Younger, Men In worse health, Lower income, Less than than college Higher BMI, Parents In worse health, Women 22

23 A lack of time, stress, and cost are especially impactful barriers for younger Americans and parents. Diet and Health In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.) All Consumers Age: Parents Lack of willpower Lack of time Not seeing results quickly Stress, demanding work or travel schedule Lack of energy Cost of food, weight loss programs, or gym memberships Feeling hungry all the time Get bored 37% 30% 34% 31% 28% 27% 27% 27% 35% 34% 26% 30% 25% 26% 33% 35% 21% 24% 25% 20% 19% 15% 45% 46% Limited options of foods and beverages that taste good Don't like the taste of foods/beverages I have to eat/drink Dislike of physical activity Lack of suppport from friends/family Lack of knowledge Other None/Nothing 8% 9% 8% 9% 8% 7% 11% 11% 5% 3% 4% 10% 2% 2% 18% 12% 13% 15% 17% 13% 22% 2015 if trying to lose or maintain weight (Split Sample B) n=411; Age: n=121; Parents n=122 23

24 The support of family and friends is the most commonly used aid to improve the healthfulness of one s diet. More than one in five uses a weight loss plan or an app or other tracking tool. Over one third have not used any resource. Diet and Health Which of the following, if any, have you used in your efforts to improve the healthfulness of your diet? (Select all that apply.) Groups more likely to select: Family/friends support 32% Younger Weight loss plan 22% Women, Higher BMI An app or other means to track daily food/beverage intake Medical professional 22% 20% Younger, Higher income, Women, Does not have noncommunicable disease Men, Has non-communicable disease, Higher BMI Registered Dietitian 6% Online support group, blog, or other online community 6% Younger, Higher income Other 6% I have not used any resources to help improve the healthfulness of my diet 2015 n=1,007 35% 24

25 Consistent with 2014, half of Americans use nutrition information at least occasionally to decide what to choose when eating out. Diet and Health How, if at all, have you used nutrition information (like calorie counts) when eating out at restaurants? I will not eat something when eating out without first checking the nutritional information I will regularly use nutrition information to decide what to have when eating out I will sometimes use nutrition information to decide what to have when eating out 4% 2% 14% 13% 35% 35% 52% USE NUTRITION INFO Who is more likely to use nutrition information? College grads Women Those in better health Higher income I have noticed nutrition information before, but haven't paid any attention to it I have not noticed or seen any nutrition information when eating out at restaurants 25% 23% 23% 26% 2015 n=1,007; 2014 n=1,005 25

26 Americans have consistent views about which packaging information they are more likely to look at. However, they report looking at fewer pieces of information when making a purchasing decision. Diet and Health What information do you look at on the food or beverage package when deciding to purchase or eat a food or beverage? (Select all that apply.) Expiration date Nutrition Facts panel 51% 49% Ingredients list Servings size and amount per container Calorie and other nutrition information Brand name Cooking instructions/preparation time Statements about nutrition benefits Country of origin labeling Statements about health benefits Statements about absence of certain food ingredients 40% 36% 29% 27% 25% 23% 15% 15% 13% On average, consumers consider 3 of these pieces of information in purchasing decisions. 11% say they look at none of these things n=1,007 26

27 Four out of ten consumers regularly buy foods labeled as Natural, while only about three in ten purchase foods labeled as Organic. Sustainability Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)? Buy foods because they are advertised on the label as Natural 40% Groups more likely to select: Younger, In better health No added hormones or steroids 31% Women, Higher income, Lower BMI, In better health Organic 30% Younger, Higher income, College grads, Lower BMI, In Locally sourced 26% Older, Higher income Raised without antibiotics 25% Parents, Higher income, Lower BMI, In better health Sustainably sourced 10% Younger None of the above 37% 2015 n=1,007 27

28 Half of Americans value the convenience of processed foods, followed by staying fresh longer and affordability. Dietary Components Which, if any, of the possible benefits of processed foods do you value most? (Select up to 4 most important benefits.) Convenience 51% Groups more likely to select: Women Food that stays fresher longer Affordability 40% 44% Variety/Choice Better taste Increased availability Improved health/nutrition Improved food safety Less food waste None of the above 30% 25% 21% 18% 16% 14% 10% Younger, Higher income Older Older College degree, In better health 2015 Sample A n=497 28

29 Half of Americans believe that they would be most impacted by a higher cost of food if processed foods were removed from the food supply. Dietary Components If processed foods were removed from the food supply, how would it impact you? (Select up to 4 most important ways you would be impacted.) Higher cost of food Less convenient Improved health/nutrition 45% 43% 51% Groups more likely to select: Older, College grads Younger, Higher income More food spoiled Less variety/choice of food 33% 32% Older, College grads More difficult to find food Less safety of food supply Less tasty food 15% 15% 21% Higher BMI Reduced health/nutrition None of the above 7% 9% 2015 Sample B n=510 29

30 Taste, price, and healthfulness continue to drive food selection, but Americans feel less strongly about these three factors than in Healthfulness in particular is down from its peak position last year. Diet and Health How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact) 85% 64% 58% 48% 88% 89% 90% 87% 86% 87% 87% 84% 83% 79% 74% 72% 73% 73% 73% 70% 71% 68% 66% 64% 62% 61% 61% 71% 60% 65% 58% 58% 55% 55% 56% 56% 52% 52% 53% 51% 52% 35% 36% 38% 35% Taste Price Healthfulness Convenience Sustainability 2015 n=1,007 Arrows indicate significant (.95 level) differences vs

31 Got Questions? Please send your questions via or them to Join the Conversation! Follow along on Twitter using the hashtag #FH

32 Whole grains, fiber, and protein top the list of food components that Americans are trying to consume. Dietary Components To what extent do you try to consume or avoid the following? 2015 n=1,007 % Try to limit or avoid entirely 55% 53% 47% 35% 42% (2014: 16%) 43% (2014: 16%) 45% (2014: 2%) (2014: 2%) (2014: 3%) (2014: 2%) (2014: 3%) (2014: 2%) 30% 21% 14% 20% (2014: 4%) 5% 4% 4% 4% 6% 5% 7% 5% 5% 7% Whole grains Fiber Protein Calcium Omega-3 fats Potassium Probiotics Omega-6 fats Calories Omega-9 fats Caffeine Fats/oils Complex carbohydrates Soy Low-calorie sweeteners in general Mono- and poly- unsaturated fats Sugars in general Sodium/salt Stevia Cholesterol Flavonoids 27% 26% 19% 14% 13% 11% 11% 10% 9% 9% 8% 7% 6% 6% 5% (2014: 3%) 5% 4% 43% 56% 55% 54% (2014: 21%) (2014: 19%) (2014: 36%) % Try to get a certain amount or as much as possible 32

33 Sugars, added sugars, and sodium top the list of food components that some Americans are trying to avoid. Dietary Components To what extent do you try to consume or avoid the following? % Try to limit or avoid entirely 37% 47% 49% 54% 48% (2014: 24%) (2014: 13%) (2014: 15%) 19% 26% 21% 29% 33% 37% 29% 35% 21% 31% (2014: 8%) 13% 25% 10% 9% 3% Preservatives Saturated Fats Gluten Refined carbohydrates Trans fats Added sugars Lactose Glucose High fructose corn syrup Fructose Monk fruit Aspartame Sucrose Monosodium glutamate (MSG) Food colors Saccharin Acesulfame potassium Sucralose Steviol gylcosides Erythritol 4% 4% 4% 4% 4% 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 1% 1% 1% (2014: 2%) (2014: 2%) (2014: 1%) (2014: <0.5%) % Try to get a certain amount or as much as possible 2015 n=1,007 33

34 About a quarter of Americans believe that all sources of calories influence weight gain equally. Since 2011, sugars have risen steadily. Diet and Health What source of calories are the most likely to cause weight gain? 20% 21% 11% 9% 21% 27% Sugars 26% 28% 14% 2% 19% 20% Carbohydrates 2% 2% 29% 31% 22% 19% 40% 24% 15% 1% 13% 2% 29% 27% 15% 11% Fats Protein All sources same Not sure n=1,007 34

35 3 in 10 Americans have recently changed their opinion about the healthfulness of carbohydrates, with the majority now believing they re less healthful. Dietary Components Thinking about the last year, has your opinion changed about the healthfulness of eating carbohydrates? Please indicate how your opinion about the healthfulness of eating carbohydrates has changed. Yes, 32% If yes I believe eating carbohydrates is more healthful to eat than I used to 35% No 68% I believe eating carbohydrates is less healthful to eat than I used to 65% 2015 n=1,007; If opinion changed=305 35

36 Americans are more concerned about the amount of sugars they eat versus the type of sugars. Dietary Components How concerned are you, if at all, with the Extremely concerned Somewhat concerned Neither concerned nor unconcerned Not very concerned Not at all concerned Net: Concerned Groups more likely to be concerned Amount of sugar you consume 33% 38% 18% 6% 5% 71% Older, Women, Higher income Type of sugar you consume 29% 35% 23% 7% 5% 64% Women Amount of carbohydrates you consume 15% 36% 29% 12% 8% 52% Women, Higher BMI Type of carbohydrates you consume 19% 33% 31% 11% 7% 51% Women 2015 n=1,007 36

37 Fewer consumers agreed that sugars can have a place in a healthful diet, compared to Dietary Components As far as you know, which of the following statements, if any, are true? True False Not sure Groups more likely to select True : Moderate amounts of sugars can be part of an overall healthful diet % 74% 13% 18% 12% 14% Higher income, College grads Sugars that are naturally found in foods and beverages are more healthful than other sugars % 68% 17% 14% 19% 18% Women, College grads People with diabetes can include some foods with sugars as part of their total diet % 54% 20% 16% 31% 30% College grads It is not necessary to completely eliminate sugars from your diet in order to lose weight % 53% 34% 30% 19% 17% Higher income, College grads, In better health 2015 n=1,007; 2014 n=1,005 Arrows indicate significant (.95 level) differences vs Indicates true statement 37

38 3 in 10 Americans have recently changed their opinion about the healthfulness of saturated fat, with the majority now believing it s less healthful. Dietary Components Thinking about the last year, has your opinion changed about the healthfulness of eating saturated fat? Please indicate how your opinion about the healthfulness of eating saturated fat has changed. Yes, 31% If yes I believe eating saturated fat is more healthful to eat than I used to 23% No 69% I believe eating saturated fat is less healthful to eat than I used to 77% 2015 n=1,007; If opinion changed=293 38

39 Olive oil and fish oil are seen as the most healthful types of oil on the market. Dietary Components How would you rate the healthfulness of each of the following types of oil? Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthful Not at all healthful Unaware Net: Healthful Groups more likely to see as healthful: Olive 41% 38% 10% 2% 9% 79% (2009: 74%) Older, Women, Higher income, College grads NEW Fish oil 41% 34% 10% 2% 12% 75% Older, Women, Higher income, College grads NEW Coconut 26% 32% 17% 5% 2% 17% 58% Younger, Women Sunflower 13% 42% 20% 4% 19% 56% (2009: 49%) Older, College grads Canola 12% 38% 21% 12% 4% 14% 49% Older Soybean 11% 37% 19% 6% 4% 22% 48% (2009: 54%) Corn 6% 26% 26% 19% 5% 19% 32% Men NEW Cocoa butter 7% 20% 25% 13% 4% 32% 27% Younger, Less than a college degree Palm 6% 18% 22% 11% 5% 38% 24% 2015 n=1,007; Arrows indicate significant (.95 level) differences vs ; Percentages under 2% are not labeled 39

40 Americans view omega fatty acids as the most healthful type of fat. Considerably less recognize the healthfulness of mono- and polyunsaturated fat. Dietary Components How would you rate the healthfulness of each of the following types of fat? Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthful Not at all healthful Unaware Omega 3 Omega 6 Omega 9 Unsaturated Monounsaturated Polyunsaturated Total fat 2015 n=1,007; Percentages under 2% are not labeled Trans Saturated Partially hydrogenated oil Hydrogenated oil Interesterified oil 37% 31% 9% 2% 21% 25% 23% 27% 24% 9% 2% 10% 2% 35% 40% 9% 22% 25% 12% 6% 27% 4% 4% 13% 13% 20% 20% 16% 17% 11% 11% 37% 36% 2% 13% 24% 23% 13% 25% 2% 9% 2% 6% 12% 14% 24% 31% 35% 26% 18% 22% 2% 5% 2% 5% 16% 16% 22% 23% 25% 24% 30% 31% 5% 13% 10% 5% 67% Net: Healthful Groups more likely to see as healthful: 68% Women, College grads, Higher income 52% Women, College grads 47% Women, Higher BMI 31% 16% 16% 15% 11% 7% 7% 7% 6% 40

41 Most Americans agree that it s important to consume enough protein in their diet, and that protein can be part of a heart healthy diet. Nearly as many agree that protein can help maintain muscle during aging. Dietary Components To what extent do you agree or disagree with the following statements about protein? Agree strongly Agree somewhat Disagree somewhat Disagree strongly Not sure It is important to get enough protein in the diet Protein can be part of a heart healthy diet Protein can help maintain muscle during aging Protein can enhance recovery from exercise Protein helps people feel full Distributing your intake throughout the day in meals and snacks is the best way to consume protein High protein diets can help with weight loss Packaged foods can be healthful sources of protein (2014: a good source of protein ) N/A N/A N/A 11% 10% 42% 39% 38% 35% 34% 30% 24% 22% 50% 59% 60% 40% 36% 40% 41% 39% 38% 37% 38% 38% 42% 21% 27% 36% 8% 11% 31% 31% 3% 3% 5% 7% 5% 2% 7% 9% 3% 2% 8% 2% 5% 3% 10% 16% 19% 20% 21% 19% 22% 26% 24% 22% 19% 2015 Net: Agree Groups more likely to agree: 89% Women, College grads 86% Women, College grads 81% College grads 77% Younger, College grads 73% Women, In better health 72% Women, Higher income 65% 50% Women, College grads, Higher income, In better health 2015 n=1,007; 2014 n=1,005. Percentages under 2% are not labeled. 41

42 The most common perceived barrier to increasing protein intake is the belief that they already get enough, followed by cost and lack of knowledge about which foods contain protein. Dietary Components Which of the following are reasons why you do not consume more protein than you do now? I already get enough protein Yes, this is a reason No, this is not a reason Not sure % 44% 39% 39% 23% 18% Groups more likely to select Yes : Higher income, College grads Foods with protein are sometimes more expensive % 38% 47% 47% 21% 15% Younger, Lower income, Women, Higher BMI I don t know which foods contain protein % 24% 65% 65% 19% 11% Lower income Foods with protein spoil if not used quickly % 21% 56% 57% 29% 22% Younger, Lower income It takes too much time to prepare foods with protein % 22% 64% 65% 22% 13% Younger, Lower income Higher protein foods often have a lot of unhealthful components % 25% 2015 n=1,007; 2014 n=1,005. In 2014, the question allowed respondents to specify which of the items were major reasons and minor reasons. Shown above is the netted result of major and minor. Arrows indicate significant (.95 level) differences vs % 54% 34% 21% Younger 42

43 Most Americans believe that athletes, and to a lesser degree people who are generally active, should be consuming higher amounts of protein. Dietary Components Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent Yes ) Groups more likely to select: Athletes Active men and women ages Active teenagers Active people aged 65 or older Pregnant women Children under 12 79% 73% 69% 64% 59% 53% Higher income, College grads Women College grads, In better health Older, College grads, Women Older Sedentary men and women ages Sedentary teenagers Sedentary people aged 65 or older 43% 40% 39% In better health In better health 2015 n=1,007 43

44 Slightly less than half of Americans agree that soy foods are part of a healthful diet. Four in ten agree that they are naturally low in fat, saturated fat, and cholesterol. Dietary Components Do you agree or disagree with the following statements about soy foods: Soy Foods Are Agree Disagree Don't know Groups more likely to agree Part of a healthful diet 45% 7% 48% Naturally low in fat, saturated fat and cholesterol 39% 5% 56% Part of a sustainable diet 37% 9% 54% Associated with reduced risk of heart disease 34% 9% 57% Affordable 31% 18% 51% College grads 2015 Sample A n=496 44

45 One in three Americans agree that flavonoids are found in berries, dark chocolate, and tea, but overall familiarity with food sources of the component and associated health benefits is low. Dietary Components Which of the following statements are true about flavonoids? Flavonoids are True False Don't know Groups more likely to select True : Found in berries, dark chocolate and tea 31% 3% 65% Women, In better health Shown to promote heart health 22% 6% 72% College grads Shown to promote cognitive health 19% 5% 76% Found in apples, citrus and soy products 17% 6% 77% Found in oregano, parsley and cinnamon 14% 6% 80% In better health 2015 Sample B n=511 45

46 Consistent with 2014, the vast majority of Americans believe they would be able to find information about ingredients in their food if there was something they wanted to know. Food Ingredients Please indicate how much you agree or disagree with the following statement: If there was something I wanted to know about an ingredient in my food, I think I would be able to find the information. 53% 50% % ABLE TO FIND INFORMATION 33% 36% Who is more likely to agree? College grads Higher income 6% 5% 3% 5% 4% 4% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Not sure 46

47 Six in ten Americans report that they know the amount of caffeine in the foods and drinks they consume. Food Ingredients Please indicate how much you agree or disagree with the following statement: I know the amount of caffeine that is in the foods and beverages I consume % KNOW AMOUNT OF CAFFEINE CONSUMED 45% 48% 19% 15% 21% 23% 15% 15% Strongly agree Somewhat agree Somewhat disagree Strongly disagree 47

48 About three out of ten Americans agree that both the nutritional content and calorie count of a food or beverage are more important than whether or not it contains low-calorie sweeteners. Food Ingredients To what extent do you agree or disagree with the following statements regarding low-calorie sweeteners? Agree strongly Agree somewhat Neutral Disagree somewhat Disagree strongly Not sure Groups more likely to agree: The nutritional content of a food or beverage is more important to me than whether or not it contains low-calorie sweeteners (n=498) 12% 20% 33% 15% 13% 7% Higher income The calorie count of a food or beverage is more important to me than whether or not it contains low-calorie sweeteners (n=509) 10% 19% 32% 11% 18% 10% 48

49 49

50 Nearly two-thirds of Americans say they have given thought to the environmental sustainability of their foods and beverages. Sustainability Over the past year, how much thought have you given to whether your foods and beverages are produced in an environmentally sustainable way? % 44% 44% 64% THOUGHT ABOUT SUSTAINABILITY 30% 35% 30% Who is more likely to have given a lot of thought to the sustainability of what they consume? 20% 19% 22% Parents Women 6% 3% 4% 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 In 2014, sustainable was changed to environmentally sustainable. Arrows indicate significant (.95 level) differences vs. prior year(s); color of arrow indicates comparison year. A lot A little None Not sure 50

51 Four in ten Americans believe that a sustainable diet means that the foods they eat represent a balanced, nutritious meal. Sustainability A sustainable diet means that the foods you eat (Please select up to 3.) Groups more likely to select: Lower income, Less than college Represent a balanced, nutritious meal 39% Are produced using less pesticides 15% Groups more likely to select: Less than college, Higher BMI Are affordable and readily available 25% Are produced without using genetic engineering 14% Higher income, College grads, Lower BMI, Healthier Have a smaller impact on the environment 23% Create less food waste 13% Younger Higherincome, College grads, Lower BMI, Healthier Are produced in a socially responsible way 23% Use fewer natural resources in production 13% Older, Higher income, College grads Are locally produced 17% Have a longer shelf-life 11% Lower income, Less than college Lower BMI Are organic 16% Are produced using genetic engineering 2% Higher income, College grads Have a smaller carbon footprint 15% Other 8% 2015 n=1,007 51

52 Two-thirds of Americans agree that the overall healthfulness of the food or beverage is more important than the use of biotechnology. Sustainability To what extent do you agree or disagree with the following statements about food biotechnology? (That is, the use of science and technologies such as genetic engineering to enhance certain attributes of foods?) Agree strongly Agree somewhat Disagree somewhat Disagree strongly Not sure Net Agree Groups more likely to agree: The overall healthfulness of the food or beverage is more important to me than the use of biotechnology 31% 35% 6% 4% 24% 66% Older, College grads, Lower BMI Biotechnology can be one tool to help ensure we have enough food for everyone as the world population grows 13% 36% 11% 6% 33% 50% College grads, Men I ve heard or read that I should avoid foods produced using biotechnology 16% 32% 11% 7% 34% 48% Parents, College grads I know what purpose biotechnology serves in producing foods and beverages 11% 35% 13% 5% 36% 46% College grads, Higher income, Men, Lower BMI, Healthier 2015 n=1,007 52

53 53

54 Personal healthcare professionals are most trusted for info on both types of food and food safety. Diet and Health Groups more likely to select: Higher BMI Which one of these sources would you trust the most to provide accurate information about the following issues? (Select up to 3.) 70% Types of food you should be eating Your personal healthcare professional Food safety 65% Groups more likely to select: Men 34% A friend or family member 29% Men, In better health, No kids College grads 26% US government agencies 42% Higher income, College grads 24% A food expert on TV 24% Younger 24% Health, food and nutrition bloggers 24% Younger, Lower BMI 18% Farmer 23% Younger 7% Food company or manufacturer 11% Less than a college degree 54

55 Although there is a downward trend in taking control of the healthfulness of one s diet, specific actions regarding diet changes are consistent with Diet and Health Eat more fruits and vegetables Cut calories by drinking water, low and no calorie beverages Eat more foods with whole grains Cut back on foods higher in added sugars Consume smaller portions Cut back on foods higher in salt Cut back on foods higher in solid fats Compare sodium in foods like soup, bread, and frozen meals, and choose the foods with lower numbers Cut back on full fat dairy and replace with a low- or no-fat alternative Balance calories to manage my weight n=1,007; 2014 n=1,005; Arrows indicate significant (.95 level) differences vs Over the past year, which of the following, if any, have you made an effort to do? Began in Past Year Doing for More Than a Year Not Currently Doing Not Sure 30% 31% 26% 26% 23% 23% 26% 25% 31% 30% 22% 20% 21% 23% 19% 21% 15% 19% 24% 22% 36% 40% 40% 39% 43% 46% 38% 42% 33% 35% 47% 49% 50% 53% 43% 45% 36% 37% 52% 51% 30% 32% 37% 38% 35% 42% 37% 40% 24% 26% 24% 27% 27% 32% 29% 31% 14% 15% 19% 19% 4% 2% 5% 2% 6% 3% 7% 3% 5% 2% 6% 2% 9% 6% 6% 4% 6% 3% 7% 3% Groups more likely to be doing: College grads, Higher income, Women Older, College grads, Higher income, Higher BMI, Women Women Older, College grads, Higher income, Women College grads, Higher income, Women Older, Women Higher income, In better health, Women College grads, Women Women College grads, Higher income, In better health, Women 55

56 Consistent with 2014, more than half of Americans are in the Action stage, having made at least one change to improve their diet in the past year. A third are in the Maintenance stage, having maintained a diet change for more than a year. Diet and Health Behavioral Change Categories 36% 3% 4% % Precontemplation Contemplation Action Maintenance 36% 3% 5% % Subgroup Differences: Younger consumers are more likely to be in the action stage, older consumers have often transitioned into maintenance. Those with a college degree are less likely to be in the precontemplation/contemplation stages. Women are more likely to be taking action, men are more often in the precontemplation/contemplation stages. Those with lower BMIs are more likely to be in the maintenance stage n=1,007; 2014 n=1,005 56

57 In an effort to learn more about internal motivation to make healthful decisions, this year s survey included a tool that identifies whether respondents possess each of psychology's Big 5 Personality Traits. Diet and Health BIG 5 PERSONALITY TRAITS Extraversion Agreeableness Conscientiousness Emotional Stability Openness to Experiences 30% 15% 0% % 15% 0% % 15% 0% % 15% 0% % 15% 0% % EXTROVERTED 45% AGREEABLE 61% CONSCIENTIOUS 45% HIGH EMOTIONAL STABILITY 37% OPEN TO EXPERIENCES General Descriptors: Sociable Assertive Talkative Active General Descriptors: Trusting Generous Sympathetic Cooperative General Descriptors: Organized Self-disciplined Hard working Not impulsive General Descriptors: Relaxed Self-confident Not easily upset or stressed General Descriptors: Open-minded Curious Reflective Creative 2015 n=1,007 The Big 5 Personality Traits are constructed using Gosling, Rentfrow, and Swann s (2003) Ten-Item Personality Inventory (TIPI). Please see their 2003 Journal Of Research In Personality article for more details. 57

58 Those who are Conscientious and/or Open to Experiences have more healthy eating behaviors, even when controlling for Age, Gender, and BMI. Diet and Health Of the 10 healthy eating behaviors (e.g. eating more fruits and vegetables) Americans are currently doing 6.6 of them, on average. How does personality impact behavior? EXTROVERT AGREEABLE CONSCIENTIOUS HIGH EMOTIONAL STABILITY OPEN TO EXPERIENCES Low-Med High Low-Med High Low-Med High Low-Med High Low-Med High Neither Consc. NorConscientious and Open Open Circle indicate significance between Low-Med and High and Conscientiousness 58

59 Most Americans, particularly women and those age 50+, would rather hear what they should eat than what they should not eat. Diet and Health To what extent do you agree or disagree with the following statement? I would rather hear what I should eat than what I should not eat Agree strongly Agree somewhat 52% Men 29% 45% 74% 45% Women 37% 45% 82% 33% 26% Age: % 39% 72% 10% 12% 5% 4% 6% 6% Age: Age: % 33% 44% 51% 78% 84% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Not sure Age: % 50% 82% 2015 n=1,007; 2013 n=1,006 59

60 A Call to Action You are the trusted source. Be the credible, science-based source. Use positive, simple, actionable messages. Meet your patients/clients where they are. 60

61 Questions & Answers Got Questions? them to Ask us via Watch us live at foodinsight.org/2015-fhs 61

62 Don t Forget... Continuing Education An will be sent one hour after the completion of this webcast with a link to download the CPE certificate Get Connected with IFIC Foundation Follow us on Like us on Facebook For more on the 2015 Food & Health Survey Visit us on the foodinsight.org/2015-fhs 62