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International Food technology Summit and Expo MexicoSeptember 22, 2011

Communicating Food Safety, Communicating Food Safety, Nutrition and HealthNutrition and Health

Andy BensonVice President, International Relations

International Food Information Council and Foundation

International Food Information Council (IFIC) and The Foundation

Mission: To effectively communicate science-based information about food safety and nutrition to health and nutrition professionals, government officials, educators, journalists, and consumers.

Mission: To effectively communicate science-based information about health, nutrition, and food safety for the public good.

Primarily supported by the broad-based food, beverage, and agricultural industries.

4

Risk and Benefit Communication – a working definition

• Helping people understand the facts in ways that are relevant to their own situations, including their feelings and their values, so they can put risk and benefit in perspective and make more informed choices and decisions

Adapted from Harvard Risk Communicator Training 2003 and new 2011 U.S. FDA User’s Guide

module three

5

Scientist Scientist -- Consumer disconnectConsumer disconnect

SCIENTISTEXPERT

knowsthinks

CONSUMER PUBLIC

feelsbelieves

Fact-based:hazard, probability

Value-based:consequences, value

6

What Happens With Poor Communications?

• Negative public perceptions regarding products, their efficacy and safety

• Decreased consumer confidence

• Negative economic impact and impending revenue loss

• Increased public outrage and concern

A Call for Increased Collective Focus on Risk Communication

• Encourage complementary communications initiatives by government agencies, the scientific community and food sector stakeholders

• Clearly communicate the facts, and the science-based decision making process

• Be sensitive to consumer interests and concerns but not driven by emotion, rhetoric or political expediency

• Build balanced understanding and informed decision making on key food and health issues

�IFIC FOUNDATION 2011 FOOD & HEALTH SURVEY

INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 8

The IFIC Foundation The IFIC Foundation Food & Health SurveyFood & Health Survey

http://www.foodinsight.org

2006

2007

2008

2009

2010



Broad Takeaways• Consumers are increasingly concerned about

the price of their food.• While consumers say they are healthier, they

are making fewer dietary changes and are less physically active.

• Consumers continue to be confused about the role calories play in their diet.

• Consumers want to know what to eat rather than what not to eat.

4�2011 FOOD & HEALTH SURVEY FOOD TECHNOLOGY AND SUSTAINABILITY

Benefits of Modern Food TechnologyBenefits of Modern Food TechnologyMore than four in ten Americans believe that advances in modern food technology have provided, or will provide, future benefits for themselves and their families.

*Question added in 2011** Due to rounding, chart does not equal 100%. .

Do you believe advances in modern food technology (such as plant and livestock breeding, crop protection, and improved scientific techniques like food biotechnology) have provided or will provide future benefits for you and your family?*

[Select one] (n=1000)



[IF YES] In your opinion, what is the greatest benefit of modern food technology (such as advances in plant and livestock breeding, crop protection, and improved scientific techniques like food biotechnology)?*

[Select one] (n=426)

Benefits of Modern Food TechnologyBenefits of Modern Food TechnologyOf those who say they have or will benefit from modern food technology, three in ten (29 percent) say the greatest benefit is the ability to “produce more food using less land” and one quarter say to “preserve our natural resources.”

*Question added in 2011.



Benefits of Modern Food ProductionBenefits of Modern Food ProductionSix in ten Americans believe they have benefited from modern food production.


Do you believe you have benefited from modern food production and processing (such as pasteurizing, fermenting, drying, freezing, fortification, canning, etc.)?* [Select one] (n=1000)



Benefits of Modern Food ProductionBenefits of Modern Food ProductionOf those Americans believing they have benefited from modern food production, improved safety and freshness are the benefits cited most often.


[IF YES] What aspect of modern food production and processing (such as pasteurizing, fermenting, drying, freezing, fortification, canning, etc.) do you feel you have benefited from the most?* [Select one] (n=610)


5�2011 FOOD & HEALTH SURVEY FOOD SAFETY

Food Safety ConfidenceFood Safety Confidence

To what extent, if at all, are you confident in the safety of the U.S. food supply?* [Select one] (n=1000)

*Question asked since 2008.** Due to rounding, chart does not equal 100%.

About half of Americans are confident in the safety of the U.S. food supply.

‘08, ’09

’08, ‘10

’09

/ Significant increase/decrease from year indicated


50% of Americans are

confident about the safety of the US food supply

’08


Most Important Food Safety Issue TodayMost Important Food Safety Issue TodayFoodborne illness from bacteria remains the most important food safety issue.

What, in your opinion, is the most important food safety issue today?* [If chemicals specify open end] [Select one] (n=1000)

*Question asked since 2009.

** Question changed in 2011 by removing examples in the parentheticals for “chemicals in food” and “foodborne illnesses from bacteria.”

/ Significant increase/decrease from year indicatedINTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION 15


Action Taken Based on Chemicals in FoodAction Taken Based on Chemicals in Food

[IF CHEMICALS IN FOOD RATED MOST IMPORTANT ISSUE] Have you made any changes in the past six months as a result of information you heard or read about chemicals in food… ? [Select one]* (n=91) Why? [Open-end n=30]


Of those Americans who perceive “chemicals in food” to be the most important food safety issue today, three-quarters have not changed their behavior based on the importance they place on the issue.

‘10

’10




Specific Action Taken Based on Specific Action Taken Based on Chemicals in FoodChemicals in Food

[IF CHEMICALS IN FOOD RATED MOST IMPORTANT ISSUE] Have you made any changes in the past six months as a result of information you heard or read about chemicals in food… ? [Select one]* (n=91) Why? [Open-end n=30]

** Open end added in 2011.

Among those that perceive chemicals in food as the most “important food safety issue,” the actions most commonly involve avoiding certain ingredients and purchasing more organic and natural food products.


n=30


In general, do you think that imported foods are…?* [Select one] (n=1000)


Safety of Imported FoodsSafety of Imported FoodsMore than half of Americans say they do not believe imported foods are as safe as foods produced or grown in the USA.



Reasoning behind Imported Food Safety Reasoning behind Imported Food Safety Opinion Opinion Beliefs regarding the degree of regulations drives perception of food safety.


Why do you believe that imported foods are [based on answered to previous question] less/more/as safe as food grown in the United States?* [Open-end] (n=1000)

LESS SAFE

Less regulation/inspection 50%

Use chemicals/pesticides 8%

Distance/transport issues 8%

Don’t know how it’s produced 7%

Lack of sanitary conditions 5%

AS SAFE

Imports are regulated 33%

Other countries have safety standards too 6%

U.S. has food safety issues 5%

Problems can come from U.S. or imported 5%

No bad experiences 3%

MORE SAFE

More regulated/inspected 10%

Less use of chemicals 9%

U.S. less concerned with quality 8%

Better 7%

More naturally grown 5%



*Question last asked in survey in 2009.** Due to rounding, chart does not equal 100%.

Consumer MessagingConsumer MessagingOver 60 percent of Americans would rather hear positive messages about what to eat, rather than negative messages regarding what not to eat.


‘09

‘09

62% Agree

‘09

‘09

20INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION

2011 IFIC Functional Foods/Foods for Health Consumer Trending Survey 22

Foods or food components that may provide benefits beyond basic

nutrition

WORKING DEFINITION


Don't know2%

No control1%

Small amount3%

Moderate amount

28%

Great amount67%

How much control would you say you have over your own health? (n=1,000)

The majority of U.S. consumers are confident that they have a “great amount” or “moderate amount” of control over their own health, reaching the highest level since the survey began.

/ Significant increase/decrease from 2009

’0995%

have at least a moderate amount of

control over health

’09


Cardiovascular disease*WeightCancer

Physical Activity/exerciseSleep/rest

Diet and NutritionHealthy aging

DiabetesMental health

46%

32%

22%

21%

20%

19%

19%

17%

15%

What are your top three health concerns? Please select your top three in order of importance to you, with “1” being the most concerning.† (aided, select 3) (n=1,000)

*Includes heart disease, heart attack, high blood pressure, high cholesterol, and stroke

Cardiovascular disease remains the top overall health concern of Americans, followed by weight. Cancer, physical activity, sleep, diet and healthy aging are vying for the third spot.

†Question changed in 2011, replaced open-end.


Food and Nutrition

Exercise

Family Health History

1%

1%

2%

6%

9%

23%

29%

49%

73%

63%

39%

No role A limited role A moderate role A great role

To what extent do you think each factor plays a role in maintaining or improving overall health? (n=1,000)

Consumers overwhelmingly believe that food and nutrition play “a great role” in maintaining and improving overall health. Still, the majority feel that all three factors play some role in health.


What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (unaided) (n=1,000)

1. Fruits/Vegetables 70%2. Fish/Fish Oil 18%3. Dairy 16%4. Herbs/Spices 10%5. Whole Grains 10%6. Fiber 7%7. Meat and Poultry 7%8. Tea/Green tea 5%9. Nuts 4%10. Vitamins/Supplements 3%

When asked, unaided, consumers are more likely to name foods or food groups more generally rather than specific food components.

’09



The Majority of Consumers Agree that Foods and Beverages Can Provide A Wide Array of Benefits

• Improve health, Including heart (79%); bone (81%); eye (66%); circulatory (74%); immune (79%) and digestive health (78%)

• Contribute to a healthy body weight (79%) or provide you with a feeling of fullness for a longer period of time (71%)

• Maintain overall health and wellness (80%)

• Improve physical energy or stamina (77%); mental performance (69%); overall appearance (68%)

• Contribute to healthy growth and development in children (82%)

To what extent do you agree or disagree that some specific foods or beverages can provide the following benefits? (split sample)*


3%

4%

13%

16%

11%

19%

20%

25%

27%

36%

78%

76%

62%

57%

54%

These foods can make a meaningful impact on my health when I consume them

Added health benefits of these foods provide acompelling reason to consume them more often

It would take little effort to include more of these foods in my diet

I have enough information to understand which foods provide an added benefit

I would consume more of these foods if my physician or another health professional told me I would benefit

Disagree(Bottom 2)

Neutral Agree (Top 2)

How much do you agree with the following statements regarding foods that have health benefits beyond basic nutrition?† (n=1,000)

While nearly three-quarters of consumers agree that these foods can have a meaningful impact on health and added benefits are a compelling reason to consume them, fewer Americans agree with statements regarding knowledge of these foods and implementation.

†Question added in 2011


Please distribute 100 points among the following 10 issues in terms of how much each would prevent you from consuming any or more foods and beverages that have health benefits beyond basic nutrition. More points means it is more of a barrier.† (n=1,000)

Expense and taste are Americans’ top two perceived barriers; availability and convenience closely follow. Lack of knowledge regarding these foods, how much to consume, and how to prepare them are among other barriers. Confidence in the science is also cited.

Adds to 100

Perceived BarriersAverage Point

Allocation

Expense 16.1Taste 15.4Availability/Convenience 10.8Knowledge of foods/desired health benefits 9.2Confusion over conflicting information 9.1Confidence in the science 9.0Knowledge of how much to consume 8.6Uncertainty in how to prepare foods 8.2Desire to try new foods 7.5Time it takes learn about these foods 6.1

†Question added in 2011


In general, how interested are you in learning more about foods that have health benefits beyond basic nutrition? (n=1,000)

Not at all interested

3%

Not very interested

8%

Somewhat interested

41%

Very interested46%

Don't know/refused

1%

Similar to 2009, a majority of Americans (87%) are interested in learning more about foods with benefits. While a significant increase from 2005 and 2007, interest levelsare consistent with those from 2000 and 2002.


’09

87% are interested

in learning about foods with benefits

A Study of US Consumer A Study of US Consumer TrendsTrends

20102010Food Technology:Food Technology:

33

33

51%

32%

18%

20%

16%

8%

2%

1%

14%

51%

36%

20%

15%

12%

4%

3%

1%

13%

0%0%

Sugar/carbs

Fats/oils/cholesterol

Animal products

Salt/sodium

Snack foods/fast foods/soda

Artificial/additives

Spices

Processed/refined foods

Biotech

Other

2010

2008

Q 1b. [IF AVOIDED FOODS] What foods or ingredients have you avoided? [OPEN END]

Biotech foods do notmake the list of thingsAmericans are avoiding.

Types of Food AvoidingTypes of Food Avoiding

34

More than 30% of consumers are favorable toward the use of biotechnology in food production, consistent with previous years.

Those who have an opinion are nearly twice as likely to have a favorable impression as opposed to unfavorable.

Q6. What is your overall impression of using biotechnology with plants that produce food products? Would you say you are…?

Impressions of Food BiotechnologyImpressions of Food Biotechnology

2010

Don't Know Enough to Form an Opinion

20%

Not Favorable

19%

Neutral29%

Favorable32%

35

Verylikely

Somewhat likely

The majority of Americans continue to be likely to purchase biotech foods for specific benefits. Across the board, awarenessof these benefits drives favorability.

Taste Better/Fresher

Pesticide Reduction

Biotech Wheat

Provide MoreHealthful Fats

Q9-12,14. All things being equal, how likely would you be to buy a variety of produce, like tomatoes or potatoes, if it had been modified by biotechnology to (Q9=taste better or fresher, Q10=be protected from insect damage and required fewer pesticide applications, Q11=reduce the trans fat content in the food, Q12=provide more healthful fats, like Omega-3, in the food, Q14=food products made from biotech wheat to use less land, water, and/or pesticides)?

2010

2008

2010

2008

2010

2010

2008

Likelihood to Purchase Biotech FoodsLikelihood to Purchase Biotech Foods

Reduce Trans Fats 20102008

45%

49%

47%

47%

46%

48%

51%

49%

49%

31%

29%

26%

27%

30%

29%

27%

18%

18%

36

50%

42%

40%

28%

17%

15%

7%

32%

21%

19%

12%

7%

7%

2% Selected first Selected second

Recyclable packaging

Ensuring a sufficient food supply for the growing global population

Land and water use and efficiency

Maximum output with minimal use of natural resources

Lower carbon footprint

Q29. Please rank the following aspects of “sustainability” in order of importance to you.

2010Percent that ranked each aspect first or second:

Importance of Aspects of SustainabilityImportance of Aspects of Sustainability

Less Waste

Fewer food miles

37

Neutral 24%

Don’t know enough to form an opinion 20%

Very favorable

Not at all favorable

Somewhat favorableNot very favorable

Q18. What is your overall impression of using animal biotechnology with animals that produce food products such as meat, milk, and eggs? Would you say you are…?

Q19. Since the U.S. Food and Drug Administration (FDA) has determined that meat, milk, and eggs from animals enhanced through genetic engineering are safe, how likely are you to buy them?

Favorable

Unfavorable

Determinations by health officials strongly shapes public opinionUS Consumer Impressions of Animal Biotechnology: 2010

19%

10%

13%

14%

47%

21%

22%

9%

Not too likely

Not at all likely

Somewhat likely

Very likely

Likely

Unlikely

38

Communicating with Consumers about Communicating with Consumers about Emerging Science in Agriculture and Emerging Science in Agriculture and

Food ProductionFood Production

• Place new developments like biotechnology in context

• Explain goals and benefits• Give accurate view of safety• Speak in familiar terms• Relate the discussions to the realities of growing and producing food.

39

Evolution of an IssueEvolution of an Issue

Emotion

Local

Safety

Consumer Awareness

Issues

Global

Trade Issues

Consumer Demand

International Partner OrganizationsInternational Center of Excellence In Food Risk Communication

40

Get Connected to the IFIC FOUNDATION in 2011

Register for the FoodInsight Newsletter on our Web site: www.foodinsight.org

Join our Facebook Fan Page:Search For FoodInsight

Follow us on Twitter: @FoodInsight or @IFICMedia

Access our LinkedIn Page: Search for IFIC Foundation

Subscribe to our RSS Feeds

Please register for the FoodInsightNewsletter here

Please register for the FoodInsightNewsletter here

http://www.foodinsight.org/

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If You Have Questions, Please Contact:

Phone: (202) 296-6540E-Mail: Andy Benson

[email protected]

Mailing Address: International Food Information Council (IFIC)1100 Connecticut Avenue, NWSuite 430Washington, DC 20036

Web site: www.foodinsight.org

mailto:[email protected]

http://www.foodinsight.org/

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