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 us @ www.foodinsight.org International Food Information Council Foundation Food and Health Survey 2015 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 email 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 International Food Information Council Foundation Food and Health Survey 2015 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 International Food Information Council Foundation Food and Health Survey 2015 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 International Food Information Council Foundation Food and Health Survey 2015 Sarah Romotsky, RD Director, Health and Wellness romotsky@ific.org Kris Sollid, RD Director, Nutrients sollid@ific.org 2015 Background & Methodology • This report presents the results of an online survey of 1,007 Americans ages 18 to 80 • 2015 marks the 10th anniversary of the Food & Health Survey, allowing for trend analysis for many questions • Fielding took place from March 13 to March 26, 2015 • 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 International Food Information Council Foundation Food and Health Survey 2015 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 International Food Information Council Foundation Food and Health Survey 2015 Key Findings 2015 IFIC Foundation Food & Health Survey • Americans’ perceptions of their health 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 International Food Information Council Foundation Food and Health Survey 2015 Diet and Health Consistent with previous years, more than half of Americans rate their own health as excellent or very good How would you describe your own health in general? 57% G /V ARE IN EXCELLENT ERY OOD HEALTH 2015 Who is more likely to report being in better health? • • • • College grads Women Higher income Lower BMI , no non-communicable diseases 42% 40% 2014 43% 33% 18% 17% 2013 31% 30% 19% 8% 7% 7% 1% Excellent Very Good Good Fair 2% 2% Poor 2015 n=1,007; 2014 n=1,005; 2013 n=1,006 International Food Information Council Foundation Food and Health Survey 2015 10 Food Ingredients 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 To what extent 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% 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% International Food Information Council Foundation Food and Health Survey 2015 20% 19% 33% 32% 15% 11% 13% 7% 18% Higher income 10% 48 49 Sustainability Nearly two-thirds of Americans say they have given thought to the environmental sustainability of their foods and beverages Over the past year, how much thought have you given to whether your foods and beverages are produced in an environmentally sustainable way? 2015 2014 2013 64% 44% 44% 44% THOUGHT ABOUT SUSTAINABILITY Who is more likely to have given a lot of thought to the sustainability of what they consume? 35% 30% 20% 19% 30% • Parents • Women 22% 6% A lot A little None 3% 4% Not sure 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 International Food Information Council Foundation Food and Health Survey 2015 50 Sustainability Four in ten Americans believe that a sustainable diet means that the foods they eat represent a balanced, nutritious meal A sustainable diet means that the foods you eat… (Please select up to 3.) Groups more likely to select: Lower income, Less than college Groups more likely to select: Represent a balanced, nutritious meal 39% Are produced using less pesticides 15% 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 Higher income, 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 Higher income, College grads Have a longer shelf-life Are organic Lower BMI 17% 16% Are produced using genetic engineering Have a smaller carbon footprint 15% Other 11% Lower income, Less than college 2% 8% 2015 n=1,007 International Food Information Council Foundation Food and Health Survey 2015 51 Sustainability Two-thirds of Americans agree that the overall healthfulness of the food or beverage is more important than the use of biotechnology To what extent 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 The overall healthfulness of the food or beverage is more important to me than the use of biotechnology Biotechnology can be one tool to help ensure we have enough food for everyone as the world population grows 31% 13% I’ve heard or read that I should avoid foods produced using biotechnology I know what purpose biotechnology serves in producing foods and beverages 16% 11% 35% 6% 4% 24% Groups more likely to agree: 66% Older, College grads, Lower BMI 36% 11% 6% 33% 50% College grads, Men 32% 11% 7% 34% 48% Parents, College grads 13% 5% 36% 46% College grads, Higher income, Men, Lower BMI, Healthier 35% 2015 n=1,007 International Food Information Council Foundation Food and Health Survey 2015 52 International Food Information Council Foundation Food and Health Survey 2015 53 Diet and Health Personal healthcare professionals are most trusted for info on both types of food and food safety Which one of these sources would you trust the most to provide accurate information about the following issues? (Select up to 3.) Types of food you should be eating Groups more likely to select: Higher BMI College grads Groups more likely to select: Your personal healthcare professional 70% 34% Men Food safety 65% 29% A friend or family member 26% Men, In better health, No kids 42% US government agencies Higher income, College grads 24% Younger A food expert on TV 24% 24% Health, food and nutrition bloggers 24% Younger, Lower BMI Farmer 23% Younger 18% 7% International Food Information Council Foundation Food and Health Survey 2015 Food company or manufacturer 11% Less than a college degree 54 Diet and Health Although there is a downward trend in taking control of the healthfulness of one’s diet, specific actions regarding diet changes are consistent with 2014 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 Eat more fruits and vegetables 2015 2014 Cut calories by drinking water, low and no calorie beverages 2015 2014 Eat more foods with whole grains 2015 2014 23% 23% 47% 49% Cut back on foods higher in added sugars 2015 2014 26% 25% Consume smaller portions 2015 2014 Cut back on foods higher in salt 2015 2014 22% 20% Cut back on foods higher in solid fats 2015 2014 23% 21% Compare sodium in foods like soup, bread, and frozen meals, and choose the foods with lower numbers 2015 2014 21% 19% 36% 40% Cut back on full fat dairy and replace with a low- or no-fat alternative 2015 2014 19% 15% 39% 40% Balance calories to manage my weight 2015 2014 30% 31% 52% 51% 14% 4% 15% 2% Groups more likely to be doing: College grads, Higher income, Women 5% 2% Older, College grads, Higher income, Higher BMI, Women 24% 26% 6% 3% Women 43% 45% 24% 27% 7% 3% Older, College grads, Higher income, Women 37% 36% 27% 32% 5% 2% College grads, Higher income, Women 29% 31% 6% 2% Older, Women 26% 26% 50% 53% 31% 30% 24% 22% Not Sure 43% 46% 38% 42% 33% 35% 19% 19% 30% 32% 9% 6% Higher income, In better health, Women 37% 38% 6% 4% College grads, Women 35% 42% 6% 3% Women 37% 40% 7% 3% College grads, Higher income, In better health, Women 2015 n=1,007; 2014 n=1,005; Arrows indicate significant (.95 level) differences vs 2014 International Food Information Council Foundation Food and Health Survey 2015 55 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 3% 3% 4% Precontemplation 36% Contemplation 2014 Action Maintenance 57% 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 36% 2015 56% • 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 2015 n=1,007; 2014 n=1,005 International Food Information Council Foundation Food and Health Survey 2015 56 Diet and Health 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 Personality Traits “BIG 5” PERSONALITY TRAITS Extraversion 30% 15% 0% Agreeableness 30% 15% 0% Conscientiousness 30% 15% 0% 17% E 45% A General Descriptors: Sociable Assertive Talkative Active General Descriptors: Trusting Generous Sympathetic Cooperative XTROVERTED GREEABLE 7 61% C ONSCIENTIOUS General Descriptors: Organized Self-disciplined Hard working Not impulsive Emotional Stability 30% 15% 0% 45% E S Openness to Experiences 30% 15% 0% 37% E HIGH MOTIONAL TABILITY OPEN TO XPERIENCES General Descriptors: Relaxed Self-confident Not easily upset or stressed General Descriptors: Open-minded Curious Reflective Creative 2015 n=1,007 The Big 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 International Food Information Council Foundation Food and Health Survey 2015 57 Diet and Health Those who are Conscientious and/or Open to Experiences have more healthy eating behaviors, even when controlling for Age, Gender, and BMI 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 6.6 7.0 6.3 7.1 Low-Med High Low-Med High 6.0 Low-Med 5.8 HIGH EMOTIONAL STABILITY OPEN TO EXPERIENCES 7.1 6.4 7.0 6.3 7.2 High Low-Med High Low-Med High 7.4 Neither Consc Nor Conscientious and Open Open Circle indicate significance between Low-Med and High and Conscientiousness International Food Information Council Foundation Food and Health Survey 2015 58 Diet and Health Most Americans, particularly women and those age 50+, would rather hear what they should eat than what they should not eat To what extent you agree or disagree with the following statement? “I would rather hear what I should eat than what I should not eat.” 2015 Agree strongly 2013 Men 52% 45% 29% Agree somewhat 45% 74% Women 37% Age: 18-34 34% 39% Age: 35-49 33% 44% Age: 50-64 33% 51% 84% Age: 65-80 32% 50% 82% 45% 82% 33% 26% 10% 12% Strongly agree Somewhat agree Somewhat disagree 5% 4% 6% 6% Strongly disagree Not sure 72% 78% 2015 n=1,007; 2013 n=1,006 International Food Information Council Foundation Food and Health Survey 2015 59 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 International Food Information Council Foundation Food and Health Survey 2015 60 Questions & Answers Got Questions? email them to FOODANDHEALTH@IFIC.ORG Ask us via Twitter @FoodInsight Watch us live at foodinsight.org/2015-FHS International Food Information Council Foundation Food and Health Survey 2015 61 Don’t Forget  Continuing Education • An email 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 Twitter @FoodInsight • Like us on Facebook  For more on the 2015 Food & Health Survey • Visit us on the web @ foodinsight.org/2015-FHS www.foodinsight.org International Food Information Council Foundation Food and Health Survey 2015 62 ... Nutrition and Food Safety smithedge @ific. org Liz Sanders, MPH, RD Manager, Food Safety sanders @ific. org International Food Information Council Foundation Food and Health Survey 2015 Sarah Romotsky,... information International Food Information Council Foundation Food and Health Survey 2015 Key Findings 2015 IFIC Foundation Food & Health Survey • Americans’ perceptions of their health not always match... ResearchNow’s consumer panel International Food Information Council Foundation Food and Health Survey 2015 10 Year Insights IFIC Foundation Food & Health Survey • There is a disconnect between consumers’