Survey Background and Objectives

Background:Background:Eight surveys conducted since 1991

Objectives:Measure current attitudes and behaviors

d di d h l htoward diet and health

Identify attitudinal and behavioral trends toward diet and healthtoward diet and health

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MethodologyPhone survey using random-digit dialing

Conducted by Mintel International Group Ltd.

Population* Quotas established for age Population* Quotas established for age, race/ethnicity, gender and region. Ages 18 or older and not working in marketing/food industrymarketing/food industry.

Data-collection period May 2011

Sample size (error) N=754 ( 3.1) p

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.

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Who Was Surveyed?

Distribution of sample by age and ethnicity

22.1%

14 9%

20.2%

17.4%

Black/African American

13%

Hispanic16%

Asian/Pacific Islander

4%Any Other

5%

10.9%

14.9% 14.6%

18-24 25-34 35-44 45-54 55-64 65 and over Caucasian

62%

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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

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“I’m Already Doing It”

Consumers who feel maintaining a ghealthy diet and regular exercise are very important …very important …

and do all they can to eatand do all they can to eata healthy diet.

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“I Know I Should…”

Consumers who feel maintaining a ghealthy diet and regular exercise are very important …very important …

but do not do all they canbut do not do all they canto eat a healthy diet.

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“Don’t Bother Me”

Consumers who…

do not feel diet and exercisedo not feel diet and exercise are very important.

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Consumer Segments for 2011

Already Doing It

I Know I Should

Don’t Bother Me

Skews female

Most apt to have someone in the household on a diet

Skews 35-54 and 4+ people in household

41% say nutrition “very important”

Skews male, 18-24 and less than college education

Least likely to be household on a diet for medical reasons

62% say nutrition is “very important”

very important

Need “practical tips”to eat better

Most apt to see b fit f i

Least likely to be married/living with a partner

More apt to use magazines for nutrition information

benefits of organic

More apt to use internet and magazines for nutrition information

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Evolution of Attitudes, 1991-2011

Little Change in Americans’Behaviors toward Diet and ExerciseBehaviors toward Diet and Exercise

Segment 2008 2011Segment 2008 2011

I’ Al d D i I % %I’m Already Doing It 45% 42%

I Know I Should 37% 38%

Don’t Bother Me 18% 20%

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Consumers’ Attitudes and Behaviors: Nutrition and Exercise

Trends in Attitudes and Behaviors100% 8

85% 84%

71%

79%81%

79%

72%

82%

76%79%

81%85%

82%

75%

90%86%

76%

70%

89%86%

76%72%

80%

90%

100% 1991 1993 1995 1997 2000 2002 2008 2011

71%68%

66% 66%67% 67% 66%

70%

50%

60%

70%

30%

40%

50%

0% 0%0% 0%0%

10%

20%

Diet and nutrition are very important to me

personally

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

Make a very conscious effort to regularly get exercise and physical activity (first asked in

1995)

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Respondents who answered 5, 6 or 7 on a 1-7 scale

Importance of Diet and Nutrition by Gender, Age, Education by Gender, Age, Education

Diet and Nutrition Very Important: 2011Exercise Very Important: 2011Exercise Very Important: 2011

73%

68% 68%

74%76%

6 %

71%73%

67% 6 %70%

80%

59%

68%

63%

68%

61%62%

67%

61%

65%67% 67%

62%64%

65%

58%

63% 64% 65%62%

64%

60%

70%

50%

40%

50%

R d t h d

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Respondents who answered 6 or 7 on a 1-7 scale

Diet and nutrition are very important to me

Physical activity is very important to me

personally (1991-2011) personally (1995-2011)

– Separate data for men and women in 2000 are unavailable. Total for 2000 was 59 percent.

– Question was first asked in 1995. Separate data for men and women in 2000 are unavailable. Total for 2000 was 57 percent.

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Doing All They Can (1991-2011)D f l tl d i ll Do you feel you are currently doing all you can to achieve balanced nutrition and healthy diet?

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Consumers “Doing All They Can”by Gender, Age, Education: 2011by Gender, Age, Education: 2011

66%60%

70%

Yes average: 49%

44%

52% 50%44% 43%

%

52%

61%

53%

44% 46% 46%40%

50%

60%

44 43%40%

44

20%

30%

0%

10%

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Many with Kids Say Not Doing All They CanAll They Can

Si ifi tl l lik l 42 t f Significantly less likely: 42 percent of parents with children in household versus 49 percent overall49 percent overall

Demands of child care could make better eating seem too inconvenienteating seem too inconvenient

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Reasons for Not Eating Healthier: 1997-20111997 2011

* 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 ”me anymore.

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Consumers’ Beliefs:Trends since 1991Trends since 1991

People Want Information“I actively seek information about nutrition

and healthy eating.”

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Consumers Hearing Positive Messages“I lik I’ l h i i f i b “It seems like I’m always hearing information about

what not to eat, rather than what I should eat.”

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Consumers Believe Body Weight Reflects Healthy DietReflects Healthy Diet

“I consider body weight to be an indicatorof a healthy diet.”of a healthy diet.

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Need for Supplements?“I believe vitamin supplements are necessary

to ensure good health.”

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Knowledge and Consumption of Foods

People Hear About Health-Related Effects of Foods or NutrientsEffects of Foods or Nutrients

% saying heard “a lot” (4 or 5 on 5-point scale)

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Increased Consumption in Past 5 Years?

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Specific Food Consumption in Past 5 Years

Foods Increased DecreasedStayed the

same

V t bl 49% 6% 45%Vegetables 49% 6% 45%

Whole-grain foods 48% 7% 45%

Fi h 6% % %Fish 46% 11% 42%

Chicken 44% 8% 49%

F it % % 8%Fruits 41% 12% 48%

Dairy products 17% 22% 61%

B f % % %Beef 12% 39% 49%

Pork 11% 35% 52%

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Organic vs Regular: 2008 vs 2011

2008 2011

8%

53%39%

C ti l i h lthiConventional is healthier

No difference

Organic is healthier

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g

Confidence in Organic Produce and Whole Grain Benefits

64%Organically grown fruits and vegetables

45%

Whole-grain breads

39%

45

27%

15%

27%

9%

Slightly Healthier Somewhat Healthier Much Healthier

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Sources of Nutrition Information

TV Remains Top Source of Nutrition Information

Sources of information in 2011Changes in top 8 compared to 2008

6%20% +2

40% +1641% -4

67% +4

D tNewspaper

InternetMagazinesTelevision

5%11% +1

13% +516% +616% +2

SchoolReference/general books

RadioFamily/friends

DoctorsInternet has surged in popularity...at magazines’ expense

1%2%3%

4%5%

NursesNutritionists

Package labelsGrocery stores

School

%0%1%1%1%

d fUSDA/My Pyramid

Personal TrainersRegistered Dietitians

Health club/gym

0%Food manufacturers

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Sources of Nutrition Information 2011: By Age2011: By Age

35-44 drives growth of Internet as sourceFoods Total 18-24 25-34 35-44 45-54 55-64 65+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%G t 4% 6% % 6% 0% % 2%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%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%

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USDA/My Pyramid 0% 0% 0% 0% 0% 0% 1%

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 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”

C h i b t f d ith h lth l t d b fit Consumers are hearing more about foods with health-related 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 h l i f dwhole-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 b h l hbe as healthy

Internet for nutrition information has gained substantially since 2008

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