Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN FOOD !

Welcome …to a New Nutrition Conversation withConsumers …

… about FATS IN FOOD !

5.6.05

New Nutrition Conversation

International Food Information Council (IFIC) and IFIC Foundation

Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators, and government officials

-A nonprofit organization primarily supported by the broad-based food, beverage, and agricultural industries

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December 13-19, 2003

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Consumers are

confused about who and what to believe when it comes

to nutrition …

SOURCE: IFIC Foundation, 2004

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New Nutrition Conversation The science says…• Total fat intake 20-35% of calories• Most fats coming from sources of polyunsaturated and

monounsaturated fats, such as fish, nuts, and vegetable oils

• Consume less than 10 percent of calories from saturated fatty acids and less than 300 mg/day of cholesterol, and keep trans fatty acid consumption as low as possible.

• To maintain body weight in a healthy range, balance calories from foods and beverages with calories expended.

• To prevent gradual weight gain over time, make small decreases in food and beverage calories and increase physical activity.

SOURCE: Dietary Guidelines for Americans, 2005

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Make most of your fat sources from fish, nuts, and vegetable oils.Limit solid fats like butter, margarine, shortening, and lard, as well as foods that contain these. Check the Nutrition Facts label to keep saturated fats and trans fats low.

Know the limits on fats.

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New Nutrition Conversation The media say…

Acid in Animal Fats May Lower Blood Pressure

HealthDay News 5/1/05

Study: Not All Lowfat Diets Are Equal

The Associated Press 5/2/05

Confused Americans not sure what to eat

NBC Nightly News 4/21/05

More food chains pull trans-fat plug

USA Today 4/13/05

Low-Fat Diets May Lack Nutrients for Children

The Washington Post 4/12/05

Omega-3s may protect baby girls in womb Reuters 4/20/05

McDonald's to Settle Suit Over Trans-Fat Disclosure

Wall Street Journal 2/14/05

BOTTOM LINE..

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Food Labels

PopularMagazines

Media Images

Friendsand

Family Gov’tGuidelines

FoodAds

FadDiet

Gurus

MedicalExperts

TV and Radio News

WebSites

Consumer

•Consumers are bombarded

•Many people find it difficult to separate valid recommendations from headlines without context or fad diet advice.

•Nutrition information is often seen as contradictory, even from equally valid sources.


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July 2003 FDA final rule to include trans on Nutrition Facts panel

Evolution of Dietary Fats Recommendations

1995 US Dietary Guidelines for Americans recommend consuming a diet “low in fat, saturated fat, cholesterol”

Sep. 2002 IOM DRI Macronutrient Report recommends trans, sat fat, and cholesterol intake “as low as possible”

Late 1980s, early 1990s Scientific verdict out on health effects of trans fat

2000 US Dietary Guidelines for Americans recommend choose a diet “low in saturated fat and cholesterol and moderate in total fat”

Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased

2005 New dietary guidance recommends moderate fat intake with most from MUFA and PUFA

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Managing Misinformation

MYTH REALITY

All fats are “bad” Dietary fats supply essential fatty acids, carry fat soluble vitamins, and promote satiety. Help consumers eat a balanced diet composed mostly of PUFA and MUFA.

Vegetable oils are high in cholesterol

The human body can produce cholesterol. But, only animal fats contain dietary cholesterol.

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MYTH REALITY

Trans fats are present only in processed foods

Products made using current partially hydrogenated vegetable oils contain some amount of trans fat. Some meat and dairy products naturally contain small amounts of trans fat.

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MYTH REALITY

To tell if there is trans fat in a product, look for the word “hydrogenated”

Until trans fat is included on all food labels, products containing “partially hydrogenated” can be identified as containing some degree of trans fat. If an oil is FULLY hydrogenated, it becomes a saturated fat and contains no trans fat.

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MYTH REALITY

If a product contains partially hydrogenated oils, but is marked as “zero trans fat”, there must be some mistake

If a product contains less than 0.5 grams/serving, the amount is considered nutritionally insignificant and is expressed as “0 grams” on the Nutrition Facts label.

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Consumers get

overwhelmed and confused about the specifics of

nutrients in foods …

SOURCE: IFIC Foundation, 2002 and 2004

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… but they are becoming more

open to messages about the

possible health

benefits of fats in food.

SOURCE: IFIC Foundation, 2002 and 2004

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Communicating with consumers about the

role of fats and foods with fat in a healthful

lifestyle

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GOAL:Balanced lifestyle

based on consumers’ desire for a healthy weight

and good health

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What consumers say …

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New Nutrition Conversation Who were the

consumers?Focus groups• Females and males concerned about their weight• BMI 22 to 29 - working to maintain a healthy weight

Four different viewpointsà Nutritionally Savvy Women: Conscious about nutrition, claim to know a

good deal about it, and carefully monitor the types/amount of food they eat.à Common Sense Women: Carefully choose certain foods for their diets,

and use common sense rules to govern nutrition choices.à Dieters Restricting Foods/Food Groups: Men and women who don’t eat

certain foods because of dietary restrictions or are following a popular diet.à Diet Opposed:Men and women who are opposed to using fad diets that

exclude foods or food groups.


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Consumers say they know

WHAT they need to do for a balanced diet …

… they need advice on

HOW to do it.


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Consumers tend to see dietary fats, and the foods that

contain them …

… as tasting good, BUT

needing to be restricted or eliminated.


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New Nutrition ConversationConsumers see a difference between eating

for health and eating for weight loss …

… they need help learning how to eat for good health, weight loss,

and taste at the same time.


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Consumers have a holistic view of health.

HEALTHY Active

Energetic Confident Smiling

Good complexion Good posture

Bright and wide-eyed Works out/is fit Positive attitude

Well-rested

UNHEALTHY Overweight

Unkempt Smokes/drinks/does drugs

Walks slowly Dejected, holds head down

Bundle of nerves Lays on couch Out of breath

Dull skin Depressed/negative


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Read food labels. Control portions. Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water.

Consumers see many different strategies -

like reading food labels - that might help them

meet their goals.

Consumers identify various weight management strategies.


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Read food labels. Control portions. Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water.

With the current focus on weight loss, consumers

may be more receptive to messages about how

much they eat.

Build on consumer weight management strategies.


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Read food labels. Control portions. Use willpower. Make healthier food choices.

Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water.

They want specific ways to bring better balance into their eating habits - and into their their lives.


Build on consumer weight management strategies.

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Approaches to

managing weight

Consumers feel that all three are connected. No one said there is a single approach to managing

weight. Nearly everyone focuses on a combination of all three approaches.

While some people place equal emphasis on all three, others claim to de-emphasize one in favor of a combination of the other two.

HOW ACTIVE you are


HOW MUCH you eat

WHAT youeat

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… consumers need how-to information about fitting in foods with fat that is …

SIMPLE

POSITIVE

PRACTICAL

CONSISTENT

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Use tested, “do-able” messages ...

Foods with fat

can fit:

Moderate,

don’t eliminate.


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Craft how-to tips with consumer appeal ... Be positive. Keep tips short and simple. Create tips just for me. Make tips specific and manageable. Provide the payoff. Talk food and fun.

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Order once, enjoy twice. Eat half

your steak at the restaurant, take the rest home, refrigerate, and

savor tomorrow.

Be positive.

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Crack open a new cookbook each week and try a different recipe

that utilizes heart healthy

oils.

Keep tips short and simple.

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New Nutrition Conversation Create tips just for me.

Love the flavor of regular cheddar

cheese? Balance it with other reduced-

fat dairy products, like fat-free milk,

lower fat cottage cheese, and sour

cream.

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New Nutrition Conversation Make tips specific and

manageable.

If you usually load up a baked potato with

butter and sour cream, try it with one or the other, choose trans

free, low or reduced fat versions, or use half your usual amount of

each.

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New Nutrition Conversation Provide the payoff.

It takes 20 minutes for your brain to get the

signal that your stomach has had

enough. Savor your food slowly; you’ll eat

less, enjoy it more, and avoid feeling

stuffed.

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New Nutrition Conversation Talk food and fun.

When you bake (or buy) a pie,

cut it into 10 or 12 pieces instead of 8.

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Tips are not “one-size-fits-all” ...

PERSONALIZE

whenever possible.

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Dietary Fats Communication Resources

• General resources for health professionals, media, consumers http://www.ific.org/nutrition/fats/index.cfm

• General communication resources http://www.ific.org/tools/intro.cfm

• Consumer-tested messages and tips http://www.ific.org/tools/tips.cfm#fats

http://www.ific.org/publications/other/allaboutyouom.cfm

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For more information, contact:

International Food Information Council(IFIC) Foundation

1100 Connecticut Avenue, NWSuite 430

Washington, DC 20036

Phone 202-296-6540Online www.ific.org

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Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN FOOD !

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