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2009 Consumer Attitudes Toward Functional Foods/Foods For Health

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IFIC Functional Foods/Foods for Health Consumer Trending Survey Research Release Wednesday, August 12, 2009 2:00-3:00 PM EDT

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

WELCOME

IFIC Functional Foods/Foods for Health Consumer Trending Survey Research Release Wendy Reinhardt Kapsak, MS, RD, Director, Health and Wellness, International Food Information Council

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Today’s Speakers

Elizabeth Rahavi, RD, Associate Director, Wellness International Food Information Council David Grotto, RD, LDN, Author, 101 Foods That Could Save Your Life

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International Food Information Council (IFIC) and The Foundation

Mission: To effectively communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators and government officials. 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.

www.IFIC.org

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Research Objectives and Methodology

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

CPE Learning Objectives

• Understand consumers’ current knowledge,

attitudes, and/or behaviors on foods and beverages that can provide health benefits.

• Compare and contrast changes in consumer

perceptions regarding functional foods from 1998 to present.

• Identify strategies for helping consumers

incorporate more foods and beverages with added benefits into their diet.

IFIC and IFIC Foundation Trended Research

http://ific.org

IFIC Functional Foods/ Foods for Health Consumer Trending Survey International Food Information Council Foundation Food & Health Survey

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Research Objectives

• This survey has been conducted every

two to three years since 1998; this is the 6th iteration of this survey;

• Measure and track changes in consumer

awareness of and interest in functional foods over time; and

• Explore how awareness levels of food

and health-benefit pairings impact behavior and perceptions.

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Methodology

Data Weighted by Education Data Weighting* n=1,005 (+ 3.0% for 2009 at 95% confidence level) (+ 4.4% among years at 95% confidence level) Sample Size (Error) May 11-20, 2009 Data Collection Period Sample Representative of U.S. Census; Americans Aged 18+ years Population Web Survey Methodology

*Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond.

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

WORKING DEFINITION Foods That May Provide a Health Benefit Beyond Basic Nutrition

“Functional Foods”

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

What’s New in 2009?

• Since 2007, significantly more Americans

strongly agree that foods and beverages have benefits beyond basic nutrition.

• Awareness of many food and health-benefit

pairings are at an all-time high.

• Americans remain highly interested in learning

more about functional foods.

• Americans are still struggling to incorporate

these foods into their daily routine.

General Attitudes toward Health and Nutrition

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

The Majority of Consumers Believe They Have Some Control Over Their Health

How much control would you say you have over your own health? (n=1005)

Small amount 6% No control 1% Don't know 2% Great amount 66% Moderate amount 25%

/ Significant increase/decrease from 2007

91%

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Americans’ Top Health Concerns

Please list your top two or three health concerns, in order of importance to you. (unaided, multiple responses) (n=1005)

14% 16% 17% 24% 31% 48%

Exercise Nutrition/Diet Diabetes Cancer Weight Cardiovascular disease

Includes heart disease, blood pressure, cholesterol, and stroke

• / Significant increase/decrease from 2007

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Consumers Overwhelmingly Believe that Food & Nutrition Play a Role in Improving Overall Health

To what extent does each factor play a role in maintaining or improving overall health? (n=1005)

10% 47% 31% 23% 39% 62% 72% 1% 1% 1% 2% 2% 1% 4% 3% Family Health History Exercise Food and Nutrition

Don’t Know No Role Limited Role Moderate Role Great Role

• / Significant increase/decrease from 2007

2009 Food & Health Survey

The Majority of Americans Report The Majority of Americans Report Making a Change to Improve The Making a Change to Improve The Healthfulness of Their Diet Healthfulness of Their Diet

Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet? (n=1064)

No 36% Yes 64%

’06 ’06

/ Significant increase/decrease from year indicated

2009 Food & Health Survey

64% 61% 61% 30% 17% To improve overall well-being To improve physical health To lose weight Because of a specific health condition To maintain my weight

Consumers Cite Multiple Reasons for Consumers Cite Multiple Reasons for Making Dietary Changes Making Dietary Changes

(IF MADE DIETARY CHANGES OVER PAST SIX MONTHS) For which of the following reasons are you trying to improve the healthfulness of your diet? Select all that apply. (n=684) ’08/‘07

NOTE: “Other” response (one percent) not shown

’07/‘06 ’08

/ Significant increase/decrease from year indicated

2009 Food & Health Survey

Consumers are Changing the Types Consumers are Changing the Types and Amount of Food Consumed to and Amount of Food Consumed to Improve the Healthfulness of Diet Improve the Healthfulness of Diet

(IF MADE DIETARY CHANGES OVER PAST SIX MONTHS) Which of the following changes have you made in the past six months to improve the healthfulness of your diet? Select all that apply. (n=684)

NOTE: “Other” response (four percent) not shown

Changing the types of foods and/or food components I eat Changing the amount of food I eat Changing how often I eat Changing my use of dietary supplements Counting calories

Awareness of and Interest in Functional Foods/Foods for Health

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

The Majority of Americans Agree that Certain Foods Have Health Benefits Beyond Basic Nutrition

Strongly disagree 6% Somewhat disagree 3% Somewhat agree 36% Strongly agree 53% Don't know 2%

Now a few questions about food. Each time we use the word “food,” we are referring to everything people eat, including fruits, vegetables, grains, meats, dairy, as well as beverages, herbs, spices and dietary supplements. Do you disagree or agree that certain foods have health benefits beyond basic nutrition? (n=1005)

/ Significant increase/decrease from 2007

• 89%

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

The Majority of Americans Can Name a Specific Food and Its Associated Benefit

What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (n=1005) And, what type of health benefit (beyond basic nutrition) is that food component good for? (n=927)

92% can name a food and

its associated benefit

(stable from 92% in 2007, 91% in 2005; up from 84% in 2002, 82% in 2000, and 77% in 1998)

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Top “Functional Foods” Named by Consumers

What is the (first/second/third) food or food component that comes to mind that is thought to have health benefits beyond basic nutrition? (n=1005)

Fruits and vegetables Fish/fish oil/seafood Dairy (including milk and yogurt) Meat and poultry Herbs and spices Fiber Tea and green tea Nuts Whole grains and other grains Water Cereal Oats/oat bran/oatmeal Vitamins and supplements

• / Significant increase/decrease from 2007

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

The Majority of Consumers, 68-85%, Agree that Foods and Beverages Can Provide Benefits

• Improve health, Including heart (85%);

bone (82%); eye (73%); circulatory (78%); and digestive health (81%)

• Contribute to a healthy body weight (81%) or

provide you with a feeling of fullness for a longer period of time (73%)

• Maintain overall health and wellness (82%)
• Improve physical energy or stamina (82%); mental

performance (72%); overall appearance (73%)

• Contribute to healthy growth and development in

children (83%)

To what extent do you agree or disagree that some specific foods or beverages can provide the following benefits? (split sample)*

Awareness of, Interest in, and Consumption of Certain Food Component/Health Benefit Pairs

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2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Of the 27 Food and Health-Benefit Pairings, Most Had an Increase in Awareness

For each of the following food components or nutrients, please tell us whether you are aware that that food component or nutrient is thought to provide each of the following health benefits. (split sample)

Calcium and bone health (93 percent vs. 89 percent in 2007) Vitamin D for the promotion (90 percent vs. 81 percent in 2007)

• f bone health

Whole grains for reduced (83 percent vs. 72 percent in 2007) risk of heart disease Antioxidants for protection (81 percent vs. 72 percent in 2007) against free radical damage

Health-Benefit Pairing Change in Awareness

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Health-Benefit Pairings that Experienced the Largest Increase in Awareness Since 2007

For each of the following food components or nutrients, please tell us whether you are aware that that food component or nutrient is thought to provide each of the following health benefits. (split sample)

Omega-3 fatty acids for cognitive (72 percent vs. 53 percent in 2007) development especially in children B vitamins for reduced (78 percent vs. 61 percent in 2007) risk of heart disease Probiotics for maintaining (71 percent vs. 54 percent in 2007) a healthy immune system; and digestive health (72 percent vs. 58 percent in 2007 Folic acid for reduced (70 percent vs. 55 percent in 2007) risk of heart disease Plant sterols for reduced (45 percent vs. 30 percent in 2007) risk of heart disease

Health-Benefit Pairing Change in Awareness

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Consumption of Certain Food Component/Health Benefit Pairs

• Roughly 25-60 percent of all consumers

are consuming specific food components/ nutrients for benefits.

• Americans are most likely already taking

advantage of are those related to bone and digestive health, cardiovascular disease, optimal health/ protection against chronic disease, and cancer.

• Approximately, 35-50 percent of all

consumers are likely to begin eating specific food components/ nutrients for benefits.

2009 Food & Health Survey

Percent Ranked 1st-3rd

When choosing food or beverages for yourself, which of the following potentially beneficial components, if any, are you looking for? Rank top three. (n=1064) (IF HAVE CHILD/CHILDREN) When choosing food or beverages for your child/children, which of the following potentially beneficial components, if any, are you looking for? Rank top three. (n=325)

NOTE: Responses less than five percent not shown

Top Potentially Beneficial Components Top Potentially Beneficial Components Sought for Adults and Children Sought for Adults and Children

Fiber (37 percent) Whole grains (34 percent) Protein (28 percent) Calcium (26 percent) Antioxidants (19 percent) Vitamin C (18 percent) Omega-3s/DHA (10 percent)

Adults

Calcium (39 percent) Vitamin C (31 percent) Whole grains (26 percent) Protein (25 percent) Fiber (19 percent) Vitamin D (19 percent) Antioxidants (13 percent)

Children

2009 Food & Health Survey How much of an impact do the following have on your decision to buy foods and beverages? (n=1064)

74%

35% 26% 26% 26% 31% 34% 43% 53% Taste Price Healthfulness Convenience Some Impact Great Impact

61% 52% 87%

’06 ’06 ’07 ‘07/’06

Taste Still the Number One Taste Still the Number One Factor Influencing Purchases; Factor Influencing Purchases; Price Increases to an All Price Increases to an All-

• Time High

Time High

/ Significant increase/decrease from year indicated

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

Somewhat interested 41% Very interested 43% Not very interested 8% Not at all interested 6% Don't know 1%

In general, how interested are you in learning more about foods that have health benefits beyond basic nutrition? (n=1005)

Americans Remain Highly Interested in Learning More about Foods with Added Benefits

85%*

*Individual percentages do not add up to 85 percent due to rounding

Food and Nutrition Information Sources

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

1% 1% 27% 3% 4% 12% 23% 70% 7% 36% 3% 2% 2% 34% Diet/Health Book Teacher/Instructor Labels on Products Library/Reading Friends/Family/Self Medical Sources Media

Believable Sources Top Sources

Top Sources vs. Most Believable Sources

• f Health and Nutrition Information

What are your top two or three sources of information about health and nutrition? (unaided, multiple response) (n=1005) Who or what would you say is the most believable source for information on the health benefits of food or food components? (unaided, multiple response) (n=1005) Includes Internet or Web, magazine, and TV news story

• / Significant increase/decrease from 2007

Helping Consumers Convert “Awareness” and “Good Intentions” into Life-Long Healthy Eating

David W. Grotto, RD, LDN Author of 101 Foods That Could Save Your Life and 101 Optimal Life Foods

Control of Health

IFIC Finding: The majority of consumers believe they have some control over their health. An estimated 80% of heart disease, stroke and type 2 diabetes, and 40% of cancer could be avoided through healthy diets, regular physical activity and avoidance of tobacco use.

Beyond Nutrition

IFIC Finding: Since 2007, significantly more Americans strongly agree that foods and beverages have benefits beyond basic nutrition. This was the motivation to write 101 Foods – the affect of adding in certain foods and beverages on health.

Not Enough??

Food Pyramid

What separates one food from another?

• Nutrient density
• Phytochemical density
• Positive effect on markers of health

Powerhouse\Super Foods

Already Doing It?

IFIC Finding: The majority of Americans are consuming or would be interested in consuming foods or beverages for specific benefits. There are barriers that prevent conversion

• f interest to action.

Taste + Do-ability + Familiarity + Cost = Sustainability

What are typical barriers?

Taste Rules!

IFIC Finding: Taste Still is the Number One Factor Influencing Purchases. A “taste-first” message approach may be what has been missing all along.

Do-ability

• Easy to prepare

– Recipes with few ingredients – “Assembling” versus cooking

• Convenience

– Heat and eat – Ready-to-eat

• Accessible

– Fresh, frozen, canned, dried

Familiarity

• Tastes like chicken?
• As an ingredient in favorite recipe

Cost

• May or may not be a barrier for some.
• Many consumers willing to work it into

their budget if they see a positive cost\benefit.

Quality and Quantity

IFIC Finding: Consumers are changing the types and amount of food consumed to improve the healthfulness

• f their diet.
• Quality and Quantity

– “Add-in” functional foods “quality” – Limit quantity - serving v. portion – counting calories may be passé

Serving: A unit

• f measure that

describes a recommended amount of a certain food.

Portion: The

amount of a food that you choose to eat.

Servings and Portions

The Connection is There

IFIC finding: Awareness of many food and health-benefit pairings are at an all- time high. The problem is how to get them to act on it. Exp: Calcium and Bone Health yet most don’t meet calcium needs.

Fruits and Vegetables

Health Benefits

• High potassium may reduce the risk of

hypertension and stroke

• May also reduce risks of cancer, heart disease,

and obesity Easy add-in tips

• Frozen pureed bean cubes - add to soup\sauces
• Berries on cereal
• Smoothies

Fish/fish oil/seafood

Health Benefits

• Fatty fish as part of a healthy diet may reduce risk of

several cancers, heart attack, stroke, and diabetes

• Benefits cognitive function and depression

Easy add-in tips

• “Grapes of Wrap” – canned tuna\salmon wrap

with grapes

• Flaxseed, canola oil
• Fortified orange juice, dietary supplement

Dairy (including milk and yogurt)

Health Benefits

• Bone density, immune function
• Benefits cognitive function, sleep, and depression

Easy add-in tips

• Parfaits, flavored drinking straws, mini cheese wheels
• Enhanced probiotic yogurts\drinks
• Whey smoothies

Meat and Poultry

Health Benefits

• Protein, Iron
• Benefits sleep (chicken and turkey)

Easy add-in tips

• Pre-cooked cubed chicken\turkey\beef that can be

simply added to any recipe

• Fortified meat replacers – “crumbles”

Herbs and Spices

Health Benefits

• Cinnamon and blood glucose control
• Ginger and osteoarthritis
• Cilantro\Wasabi and salmonella

Easy add-in tips

• Sprinkle cinnamon on toast with spread and

sugar\substitute

• Make your own ginger-ale
• Cilantro dressing, wasabi with sushi

Tea

Health Benefits

• Cognitive enhancement
• Weight management
• Heart health

Easy add-in tips

• Iced green\Asian “Arnold Palmer”\Popsicles
• Substitute for water in recipes
• Supplement - theanine

Nuts

Health Benefits

• Cholesterol reduction
• Weight management - satiety
• Cancer\Alzheimer’s

Easy add-in tips

• Trail mix with dried fruit and chocolate chips
• Fruit and nut butter pizza
• Satay sauce or ingredient in a smoothie

Whole Grains\Fiber\Cereal

Health Benefits

• Cholesterol and blood glucose control
• IBS
• Weight management
• Cancer

Easy add-in tips

• Firefighters’ Muesli
• Quinoa – 10 minutes - add to soup, cereal
• 90 second brown rice

Just Eat Breakfast!

Children and teens: More than 47 research studies support that children and teens who eat breakfast do better in achieving healthier

• verall diets, school attendance, punctuality, improved

memory, and lower BMI. Adults: Breakfast eaters tend to have diets that are higher in grains, fruit, fiber, calcium and overall variety, and lower BMI or more success with maintaining weight loss than breakfast skippers.

The Connection is There

101 Optimal Life Foods (coming out in December)

• “Eat This” “Be Aware of That” approach
• 3-day menu plans with delicious recipes for

30 health challenges that get in the way of “living”

Add-in works!

– Reduced total cholesterol 70 points in 1 month! – Lost 10 pounds – Gave up nothing – Synergy?

Reaffirmed 101 Foods Approach!

Other Options

• “Sneaky Chef” approach
• Fortification

–Calcium –Vitamin D –Pro- and pre-biotics –Omega-3 fats

• Dietary Supplements

Future Direction

1. Add-in versus take-away focus. Positive nutrition. 2. Food and disease pairings may drive

• fferings\menu plans.

3. Fortified foods could be a viable

• ption for some.

Future Direction

1. Weight\disease management as a natural “side-effect” of the quest for

• verall wellness.

2. Partnerships with chefs\moms\dietitians\those who can bring to life the taste and health connection.

Resources

IFIC Finding: Americans remain highly interested in learning more about functional foods.

• www.ific.org
• www.101FoodsThatCouldSaveYourLife.

com

• 101 Optimal Life Foods coming in

December!

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

In Summary

• Consumer awareness of diet and health

relationships is at an all-time high.

• The majority of consumers are interested in

learning more about foods and beverages with added benefits.

• Many consumers are eating these foods and

food components, still more are interested in including them in their diet.

• Future challenge: Motivating consumers to act

and sustain beneficial lifestyle changes.

Twitter Twitter hashtag hashtag: # : #foodbenefits foodbenefits The Executive Summary is available at:

http://www.ific.org/research/2009FunctionalFoodsExecSummary.cfm Coming Soon to the International Food Information Council Foundation Publication Store… 2009 IFIC Functional Foods/Foods for Health Executive Research Report

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

CPE Credit and Additional Resources CPE Credit and Additional Resources

Registered Dietitians can download a Certificate of Completion for ONE CPE credit at: www.ific.org/adacpe/WebcastCPEofferings.cfm

2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey

For more information: For more information: International Food Information Council International Food Information Council 1100 Connecticut Avenue NW, Suite 430 1100 Connecticut Avenue NW, Suite 430 Washington, DC 20036 Washington, DC 20036 Web: Web: http:// http://ific.org ific.org

Thank You!