Consumer Food Trends: Do Consumers Practice What Nutritionists Preach?

May 16, 2012

Presenter:Barbara A. Davis, PhD, RD

Vice President, Science & TechnologyHealthFocus International

Moderator:James M. Rippe, MD – Leading cardiologist, Founder and Director,

Rippe Lifestyle Institute

Approved for 1 CPE (Level 2) by the Academy of Nutrition and Dietetics Commission on Dietetic Registration and the American Culinary Federation

NUTRI-BITES®

Webinar Series

Consumer Food Trends: Do Consumers Practice What Nutritionists Preach?

This webinar covered: Consumer disconnects between the Dietary

Guidelines recommendations and food behaviors

Motivations of the consumer as food shopper

Strategies health professionals can use to encourage clients to make sustainable, healthful food choices.

Nutri-Bites® Summary

3

Key Messages Balance Calories Eat More

Fruits & Veggies Whole Grains Fat-free/low-fat Dairy Add New Proteins

Eat less Solid fats Added sugars Sodium Alcohol

Stay Active

4

Balance

43% say I balance healthy foods with less healthy foods that I enjoy more

But, balance is a concept many do understand

Maintain Calorie Balance

Opportunity: Extend the concept of

balance to energy intake and activity level.

Proprietary data of HealthFocus® International, 2012 ©

5

Knowledge of Intake

Nutrition FactsTo what degree did you know the following about the foods/beverages you consumed yesterday? (Completely/Reasonably Sure):

Serving Size: 47%Amount Per Serving

Calories: 38%% Completely/Reasonably Sure

Fat: 41%

Sodium: 37%

Sugars: 44%

Vitamin/MineralRequirements: 29%

Additives/Preservatives: 27%

Shoppers are the most confident about serving size, sugar and fat intake. Still, not quite 4 in 10 say they are

completely or reasonably sure of the caloric value of yesterday’s intake.

Opportunity: Help clients become more

aware of their intake. Younger shoppers are

especially in need of help.

Maintain Calorie Balance

Proprietary data of HealthFocus® International, 2012 ©

6

Controlling IntakeMaintain Calorie

Balance

More say they are aware of serving size than anything else But limiting intake to the correct

portions is consistently a problem

Opportunity: Discuss practical ways to

control/limit portions.

I often find it difficult to limit the size of portions I eat

Proprietary data of HealthFocus® International, 2012 ©

7

HealthFocus® Shopper Segments

Disciples Investors Healers Managers Strugglers Unmotivated

Nutrition Positive Nutrition Negative

Proprietary data of HealthFocus® International, 2012 ©

8

What is Segmentation?

Statistical analysis clusters shoppers based

on similar responses to

things that are important to

them

Uses HealthFocus®

data to create a proprietary

Shopper Segmentation.

The HealthFocus® Segments provide a

foundation for understanding basic

shopper attitudes and belief systems in health and wellness.

Proprietary data of HealthFocus® International, 2012 ©

9

The HealthFocus® Segments

A challenging target, Managers, comprises a third of the shopper population

10

Using Segment Information

Managers Reach the other half of these

shoppers by appealing to the benefits they are looking for Help them identify convenience items that

are whole grain. For example, frozen or quick-cook brown rice, prepared entrees made with whole grain ingredients.

Unmotivated

51% of Managers

9% of Unmotivateds

But, 34% say they are increasing whole grain intake to reduce disease risk – so there is an opening Because taste and convenience is so

critical, highlight 51% whole grain options that don’t require a taste compromise in a category they use for convenience.

Choose foods because they contain whole grains

Counseling Topic: Incorporating more whole grains into your diet

Insights about Managers & Unmotivated segments:

Approach:

Proprietary data of HealthFocus® International, 2012 ©

11

Disconnects

Shoppers do understand the

concept of balance but are not applying it to calorie intake and expenditure.

Many more shoppers are

overweight than are admitting it.

Awareness of portion size is quite high, but there is an

inability to utilize this knowledge in

limiting intake.

The share of shoppers who

believe they are consuming adequate

amounts of nutrients far exceeds

the number who actually are.

Proprietary data of HealthFocus® International, 2012 ©

12

Understanding Shopper Motivations

Shopper Segments What is their level of knowledge? Do they choose healthy foods and what are their motivations for

doing so? Do they have health issues OR as importantly, health concerns? Are they more concerned about current or future health? What other factors contribute to food choice? How much of an issue is time? What is their willingness to learn and to make changes? Are they looking for a teacher or partner in the change process?