Transcript Food Basket Basics: Using the Supermarket as a Nutrition

NUTRI-BITES®
Webinar Series
Communicating Nutrition Information to
Influence Consumer Behavior:
Closing the gap between
recommendations and behavior
July 18, 2013
Presenter:
Jeanne P. Goldberg, PhD, RD
Professor 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.
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
NUTRI-BITES®
Webinar Series
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
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.”
THE DIET AND CARDIOVASCULAR
DISEASE CONNECTION:
A case study of the communication
challenge
Challenges to behavior change: the
complexity of the information
Dietary Guidelines 1980:
“avoid too much fat,
saturated fat, and
cholesterol”
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
How many calories a day
do I consume?
How do I calculate
cholesterol?
What are mono and
polyunsaturated 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
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 2010
Eat 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
3.0 ounces
0.6 ounces*
3.0 cups
1.5 cups *
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
Whole grains
Milk and milk products
Protein foods
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
How can
we close
the gap?
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.”
Americans’ dietary fat consumption: let’s
applaud the progress
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%
NHANES II, Ernst et al, AJCN 1997*
Kuklina et al, NCHS 2013**
The glass is…
The ½ empty glass view:
• Taken so long and we’ve
achieved so little
The ½ full glass view:
• Managed to accomplish some
real, measurable shifts in
behavior in the face of an
environment that isn’t
especially conducive to
healthy eating
…half full.