THE CONSUMER COMES FIRST MYTH OR REALITY?

THE CONSUMER COMES FIRST MYTH OR REALITY?

PROFILING SOUTH AFRICA Population: 48+ million Almost 50/50 males to females 35% children <16 years Almost 40% live in rural with 35% in metro/cities & large towns 46% household have 3-5 members Household Income: Less R2500 (US$357): 37% Less R11000 (US$1570): 80% Richest 20% earn 2/3 of countries income Life Expectancy: 49.2 Literacy: 86% (11 official languages) 51.6% of households experience hunger 1 out of 5 households are food secure

SOUTH AFRICA: BURDEN OF DISEASE INFECTIOUS DISEASE DIARRHOEA MICRONUTRIENT MALNUTRITION CHRONIC DISEASE TRAUMA / INJURY HIV / AIDS

SOUTH AFRICA: RISK FACTORS Unsafe sex /STIs High blood pressure Tobacco smoking Alcohol High BMI Interpersonal violence High cholesterol Diabetes Physical inactivity Low fruit & veg intake Unsafe water, sanitation & hygiene Childhood & maternal underweight Urban air pollution Vitamin A deficiency Indoor air pollution Iron deficiency anaemia Lead exposure

DIETARY GUIDELINES General Public > 7 years 1. Enjoy a variety of foods 2. Be active! 3. Make starchy foods the basis of most meals 4. Eat plenty of vegetables and fruits everyday 5. Eat dry beans, peas, lentils and soya regularly 6. Chicken, fish, meat, milk or eggs could be eaten daily 7. Eat fats sparingly 8. Use salt sparingly 9. Drink lots of clean, safe water 10.If you drink alcohol, drink sensibly 11.Eat food and drinks containing sugar sparingly and not between meals

Chicken, fish, meat, milk or eggs can be eaten daily Good quality protein Good source of iron, vitamin B12 and zinc CAN be eaten every day (2-3 meatless meals/week) Milk & fish intake low Tend to eat too much meat Choose wisely Smaller servings Lean Remove visible fat Poultry is an excellent alternative to red meat

Eat dry beans, split peas, lentils and soya regularly Plant proteins Important for energy Rich in minerals Contain very little fat Prevent cardiovascular & other diseases of lifestyle Ensure proper bowel function SHOULD be eaten 2-3 times/week Instead of meat or as a meat extender More economical

PROTEIN CLAIMS NUTRIENT CONTENT SOURCE OF 5g per 100g (solids) 2.5g per 100ml (liquids) AND 2.5g per 418kJ HIGH IN 10g per 10g (solids) 5g per 100ml (liquids) AND 5g per 418kJ OTHER No nutrient function No disease risk reduction Comparative claims PENDING Department of Health guidance on health claims Nutrient Profiling

FOCUS ON PROTEIN SUPPLEMENTS FOR SPORTS NUTRITION

PROTEIN ENERGY MALNUTRITION A third of the world's children are affected: 80% live in Asia mainly in southern Asia 15% in Africa 5% in Latin America. Approximately, 43% of children (230 million) in developing countries are stunted. In South Africa - Stunting (20%) and underweight (10%) most common nutritional disorders

Food Perceptions: Low income Healthy Vegetables Brown Bread Eggs Milk Fruit Maize Meal Unhealthy Fatty foods Sweets Junk foods White bread Chocolates

Frequency of food items in the household inventory <R1000 pm >R1000pm 1 Maize Maize 2 Salt Sugar 3 Sugar Salt 4 Tea Rice 5 Fat Fat 6 Bread Bread

PROTEIN foods consumed Food items consumed by more than 3% of individuals over 10 years Food item % Consuming Average g/person eating/day Average g/person/day Peanut Butter 6 25.3 1.5 Dried Beans 11.7 255.1 29.8 Canned fish 3.9 98.7 3.8 Chicken 18.9 111.1 21 Eggs 14.7 98.8 14.6 Meat products & dishes 4.1 103.8 4.3 Beef 11.9 140 16.6 Mutton 5.8 164.8 9.5

CONSUMER PERCEPTION: IMPORTANCE OF CHRONIC DISEASES (2008) 1. Cholesterol 2. Heart Disease 3. Hypertension 4. Diabetes 5. Obesity 6. Cancer

BELIEF IN THE LINK BETWEEN FOOD & HEALTH STRONG (86%) Certain foods are better than others Some foods can actually make me healthier LESS STRONG (61%) Foods can influence the development of disease

POSSIBLE DIETARY CAUSES OF DISEASE OBESITY Too much fatty food (63%) Too much sugar & refined starch (22%) Too much salty food (12%) HEART DISEASE Too much fatty food (82%) Too much salty food (80%) Too much sugar & refined starch (8%) 90% Healthy eating habits reduce risk 81% Low fat foods play a role in prevention

All Consumers GOODIES FOR A HEALTHY DIET

CONSUMER DICHOTOMY CONSUMER CONFUSION CONSUMER IGNORANCE

Impacting on public health ATTITUDE I want to be healthy INTENTION I intend to eat more veges & fruit INTENTION / ACTION / AFFORDABILITY GAP BEHAVIOUR I select a fast food option

Food is an important part of a balanced diet Fran Lebowitz EDUCATION AND BEHAVIOUR CHANGE ARE CRITICAL