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Communicating Nutrition Information to Influence Consumer Behavior:
Closing the gap between recommendations and behavior
July 18, 2013
Presenter:
Jeanne P. Goldberg, PhD, RDProfessor of Nutrition,
Friedman School of Nutrition Science and Public Policy, Tufts University
Moderator: James M. Rippe, MD – Leading cardiologist, Founder and Director,
Rippe Lifestyle Institute
Approved for 1 CPE (Level 2) by the Commission on Dietetic Registration, credentialing agency for the Academy of Nutrition and Dietetics.
NUTRI-BITES®
Webinar Series
Original recording of the July 18, 2013 webinar and PDF download of presentation available at:www.ConAgraFoodsScienceInstitute.com
Communicating Nutrition Information to Influence Consumer Behavior
This webinar: Described the current role of nutrition
communication within the context of individual eating behavior
Explained how our understanding of the role of communication in changing eating behavior is evolving
Identified opportunities to improve the effectiveness of communication to influence individual behavior to improve eating behaviors
2
NUTRI-BITES®
Webinar Series
Environmental Barriers• The food environment is referred to by some as “toxic”
• More moderate statement of the issue: food is widely available and what is available does not always represent the best choices.
• Food is relatively cheap; foods that are recommended tend to be more expensive than highly processed foods that contain lots of sugars and fats.
• Portions in restaurants are too big.• Fast food restaurants typically promote larger
portions.• In some areas, healthier options are not
available: the problem of “food deserts.”
To the consumer : A nutrition literacy challenge • “Avoid too much” fat, saturated fat, and cholesterol
• The language of the specific guidance raises further questions:
• How much is “too much?”• What is saturated fat? • What is cholesterol?
• What does “moderate your use of...” mean?
• What does “limit your intake of butter, cream, hydrogenated margarines…” mean?
• Read labels carefully to determine both amounts and types of fat contained in foods.
Fat Guideline 2005• Less than 10% of calories from
saturated fat; less than 300 mg of cholesterol; trans fats as low as possible
• Total fat 20-35% of calories; most from polyunsaturated and monounsaturated fats
• Choose meat, poultry, dry beans, and dairy foods that are lean, low-fat, or fat-free
• Limit fats and oils high in saturated and/or trans fatty acids and choose products low in these fats and oils
How many calories a day do I consume? How do I calculate cholesterol?
What are mono and polyunsaturated fats?
What are saturated and trans fats?
Consumer understanding of the 2000 Guidelines• Respondents understood that fat is essential but that
too much can pose health risks• They are confused about healthy vs. unhealthy fats,
and which foods contain which• There is too much information and it is confusing
The fat guidelines 2010Eat less advice:
• Consume less than 10% of calories from saturated fatty acids.• Consume less than 300 mg per day of dietary cholesterol. • Keep trans fatty acid consumption as low as possible, especially by
limiting foods that contain synthetic sources of trans fats, such as partially hydrogenated oils, and by limiting other solid fats.
• Reduce the intake of calories from solid fats and added sugars.
Eat more advice: • Replace protein foods that are higher in solid fats with choices that are
lower in solid fats and calories and/or are sources of oils. • Use oils to replace solid fats where possible.
How well do Americans understand the Dietary Guidelines in 2013?
• 2013 - 61% of Americans have seen the MyPlate graphic* • Increasing awareness of DGA
• 2005- 48% of Americans heard of them • 2010- 71% of Americans heard of them
• Awareness hasn’t translated into behavior change• Since 2000 and 2005 DGA were issued, fruit consumption declined and
vegetable consumption is unchanged **• Recent data found that average consumers meet the DGA only about 7
days per year (2% of the time)***
IFIC, 2013*FDA, CDC, via Watts et al,
2010**Rowe et al, 2011***
What do Americans actually eat?Food Groups USDA Food Pattern Usual U.S. Adult Intake
Vegetables (all) 2.5 cups 1.6 cups *
Fruit and juices 2.0 cups 1.0 cup *
Grains – total 6.0 ounces 6.4 ounces
Whole grains 3.0 ounces 0.6 ounces*
Milk and milk products 3.0 cups 1.5 cups *
Protein foods
Meat 1.8 ounces 2.5 ounces
Poultry 1.5 ounces 1.2 ounces
Eggs 0.4 ounces 0.4 ounces
Fish/seafood 1.2 ounces 0.5 ounces*
Nuts, seeds, soy 0.6 ounces 0.5 ounces
Oils 27 grams 18 grams*
Solid fats 16 grams 43 grams*
Added sugars 32 grams 79 grams *
Alcohol ND 9.9 grams
Dietary Guidelines for Americans, 2010
Understand your audience – there is no generic “consumer”
Develop simple actionable strategies and messages – use your client pool to help develop them.
Help your audience develop the food related skills that will allow them to shop and cook cost-effectively and efficiently.• Know the changing
marketplace• Identify misconceptions• Address confusions
Accept the fact that change occurs slowly and that positive reinforcement goes a long way toward making progress. • Too often we say “yes,
but.” • The message will go
further with “Yes, that is great. Now let’s move on to the next step.”
How can we close the gap?
Americans’ dietary fat consumption: let’s applaud the progress
NHANES II, Ernst et al, AJCN 1997*Kuklina et al, NCHS 2013**
1990 Dietary Guidelines are first to quantify recommendations for total fat and saturated fat intake •30% of total calories from fat•<10% of total calories from saturated fat
Mean intakes*•1980 – 42% total calories from fat•2010 – 33% total calories from fat
Percentage of Americans meeting guidelines for saturated fat intake**•1980 – 25%•2010 – 42%