Please Join Us… 2009 Consumer Attitudes Toward If you have not called in to join the audio portion of the Web cast, please join us now. Functional Foods/Foods For Health Toll-free Dial-In : (866) 261-2650 IFIC Functional Foods/Foods for Health Consumer Trending Survey Research Release Wednesday, August 12, 2009 2:00-3:00 PM EDT
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 To join the audio portion of the Web cast, 2009 IFIC Functional Foods/ please dial: (866) 261-2650 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 To join the audio portion of the Web cast, please dial: (866) 261-2650 2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey
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 To join the audio portion of the Web cast, please dial: (866) 261-2650
Research Objectives and Methodology To join the audio portion of the Web cast, please dial: (866) 261-2650
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. 2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey
IFIC and IFIC Foundation Trended Research International Food Information Council IFIC Functional Foods/ Foundation Food & Health Survey Foods for Health http://ific.org Consumer Trending Survey To join the audio portion of the Web cast, please dial: (866) 261-2650
Research Objectives • This survey has been conducted every two to three years since 1998; this is the 6 th 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 Methodology Web Survey Sample Representative of U.S. Census; Population Americans Aged 18+ years Data Collection May 11-20, 2009 Period n=1,005 (+ 3.0% for 2009 at 95% confidence level) Sample Size (Error) (+ 4.4% among years at 95% confidence level) Data Weighting* Data Weighted by Education *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
“Functional Foods” WORKING DEFINITION Foods That May Provide a Health Benefit Beyond Basic Nutrition To join the audio portion of the Web cast, 2009 IFIC Functional Foods/ please dial: (866) 261-2650 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. 2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey
General Attitudes toward Health and Nutrition To join the audio portion of the Web cast, please dial: (866) 261-2650
The Majority of Consumers Believe They Have Some Control Over Their Health Small amount 6% Moderate amount 25% � No control 1% 91% Don't know 2% Great amount 66% How much control would you say you have over your own health? (n=1005) 2009 IFIC Functional Foods/ � / � Significant increase/decrease from 2007 Foods for Health Consumer Trending Survey
Americans’ Top Health Concerns Cardiovascular � 48% disease 31% Weight Includes heart disease, blood pressure, cholesterol, and stroke 24% Cancer 17% Diabetes 16% Nutrition/Diet 14% Exercise Please list your top two or three health concerns, in order of importance to you. (unaided, multiple responses) (n=1005) 2009 IFIC Functional Foods/ � / � Significant increase/decrease from 2007 Foods for Health Consumer Trending Survey
Consumers Overwhelmingly Believe that Food & Nutrition Play a Role in Improving Overall Health Food and 3% 23% 72% 1% Nutrition 1% 1% Exercise 31% � 62% 4% 2% Family Health 1% 10% 47% 39% History 2% Don’t Know No Role Limited Role Moderate Role Great Role To what extent does each factor play a role in maintaining or improving overall health? (n=1005) 2009 IFIC Functional Foods/ � / � Significant increase/decrease from 2007 Foods for Health Consumer Trending 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 � ’06 No 36% � ’06 Yes 64% Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet? (n=1064) � / � Significant increase/decrease from year indicated 2009 Food & Health Survey
Consumers Cite Multiple Reasons for Consumers Cite Multiple Reasons for Making Dietary Changes Making Dietary Changes 64% To improve overall well-being To improve physical health 61% � ’08/‘07 To lose weight 61% Because of a specific health 30% � ’07/‘06 condition � ’08 17% To maintain my weight (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) NOTE: “Other” response (one percent) not shown � / � 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 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 (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 2009 Food & Health Survey
Awareness of and Interest in Functional Foods/Foods for Health To join the audio portion of the Web cast, please dial: (866) 261-2650
The Majority of Americans Agree that Certain Foods Have Health Benefits Beyond Basic Nutrition Somewhat disagree 3% Strongly Somewhat disagree agree 6% 36% Don't know 89% � 2% Strongly agree � 53% 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) 2009 IFIC Functional Foods/ � / � Significant increase/decrease from 2007 Foods for Health Consumer Trending Survey
The Majority of Americans Can Name a Specific Food and Its Associated Benefit 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) 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) 2009 IFIC Functional Foods/ Foods for Health Consumer Trending Survey
Top “Functional Foods” Named by Consumers � 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 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) 2009 IFIC Functional Foods/ � / � Significant increase/decrease from 2007 Foods for Health Consumer Trending Survey
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