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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?