New Dietary Guidance: Translating the Message to the Public

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New Dietary GuidanceTranslating the Message to
the Public
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2000 Dietary Guidelines

• Aim for a healthy weight.
• Be physically active each day.
• Let the Pyramid guide your food choices.
• Choose a variety of grains daily, especially
  whole grains.
• Choose a variety of fruits and vegetables daily.
• Choose a diet that is low in saturated fat and
  cholesterol and moderate in total fat.
• Choose beverages and foods to moderate your
  intake of sugars.

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The New Dietary Guidelines

• Dietary Guidelines Policy
• 41 key recommendations, 23 for the general
  public, 18 for special populations
• grouped into nine general topics
• Adequate Nutrients Within Calorie Needs
• Weight Management
• Physical Activity
• Food Groups to Encourage
• Fats
• Carbohydrates
• Sodium and Potassium
• Alcoholic Beverages
• Food Safety

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The New Dietary Guidelines

• Summarizes and synthesizes the current science
  about individual nutrients
• Makes recommendations for a healthful pattern of
  eating
• Emphasis on choice with regard to
• Eating fewer calories
• Being more active
• Making wiser food choices

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Todays Discussion Points

• Environment of Obesity Goals Recommendations
• Consumer Views On
• Health Weight Management
• Food Nutrition
• Dietary Guidance
• Messaging Communication Opportunities
• Importance of Harmonization

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Environment of Obesity Goals and Recommendations
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The Obesity Epidemic
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Obesity Today Startling Stats

• More than 64 of U.S. adults overweight or obese
• 120 million adults
• Major risk factor for heart disease, diabetes,
  some cancers
• Economic costs nearly 117 billion/year

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Obesity Today Future Impact

• Because of increasing rates of obesitywe may
  see the first generation that will be less
  healthy and have a shorter life expectancy than
  their parents.
• Surgeon General Richard Carmona

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The Rising Rate of Childhood Obesity is Alarming
July 2000
30 of children are overweight or at risk
for overweight
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Global Trends in Obesity-Related Media Coverage
1999
2000
2001
2002
2003
2004
Note Figures retrieved from Lexis-Nexis searches
on obesity or obese in U.S. and international
newspapers and newswires.
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Obesity Whats the Cause?
A Complex Issue
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The Biological Cause of Obesity is Simple

• An imbalance of calories IN and calories OUT!
• But

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The Social Factors Contributing to the
Imbalance are Complex

• Changing food habits
• Declining physical activity in the home and in
  schools
• Increasing sedentary habits
• Changing physical environment

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Consumer Views On Health Weight
ManagementFood NutritionDietary Guidance
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Health Where Consumers See Themselves Now
See Themselves Here
Unhealthy
Healthy
Source IFIC Foundation, 2003
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Health Where Consumers Want To Be
Want To Be Here
Unhealthy
Healthy
Source IFIC Foundation, 2003
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Health and Weight Management Consumers Have
Information But Cant Connect to Action
Behaviors
Mindset
vs.

• Exercise more often (at least 3-4 times per
  week)
• Lift weights to tone
• Improve diet by cutting out chips, sweets, soda
• Eat more fruits and vegetables
• Drink more water
• Get more rest

• Mentally commit yourself
• Make it a priority
• Discipline yourself
• Dont feel guilty about making health a priority
• Self determination
• Set goals

IFIC Foundation, 2003
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Health vs. WeightTwo Separate Practices?

• Many consumers implement extreme eating practices
  to lose weight.
• They acknowledge that it may not be healthy,
  but feel its successful in accomplishing their
  short-term goal of WEIGHT LOSS. They will do
  this for as long as it takes to put weight
  balance back into their lives.
• Few mention concerns about any long-term health
  effects associated with such eating styles.

IFIC Foundation, 2004
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Better Health Barriers

• Everyone is Time CrunchedEspecially Parents
• Convenience Drives Lifestyle
• The D Words Dieting and Denial

IFIC Foundation, 2003
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Better Health Barriers

• Results Are Not Immediate
• Habits Dont Change with Age
• Motivation Missing for Many

IFIC Foundation, 2003
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Better Health Potential Motivators

• Appearance
• Family

IFIC Foundation, 2003
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Better Health Potential Motivators

• Being a Role Model for Kids
• Future Health Issues

IFIC Foundation, 2003
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Health and Weight Issues What We Have Learned

• Lifestyle demands put health on back burner
• Information DOES NOT bridge to action
• Consumers struggle with motivation

Its Much More than ENERGY BALANCE
IFIC Foundation, 2003
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Food Selection Whats Important?
Saying Very Important
Source FMI Trends, 2000
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Food vs. Nutrition

• Health professionals think of food and nutrition
  as almost interchangeable
• Consumers see food and nutrition as two separate
  things.
• Food is exciting and enjoyable
• Nutrition is what gets in the way of good food!

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Healthful EatingConsumers SAY vs. DO

• 85 say that diet and nutrition are important to
  them personally

• Only 38 say they have made significant changes
  to achieve a healthful diet

ADA Nutrition Trends Survey, 2002
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Nutrition Messages Consumer Reactions
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Nutrition Messages Consumer Interpretations
ADA Nutrition Trends Survey, 2002, 2000
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Nutrition Messages Consumer Interpretations

ADA Nutrition Trends Survey, 2002, 2000
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Dietary Guidelines and the Pyramid Consumer
Reactions
2001 Testing an Educational Brochure

• Consumers on the Dietary Guidelines
• Consumers tell us they need more personalized,
  meaningful information
• Consumers on Food Guide Pyramid
• High recognition
• Consumers need to have the Pyramid explained to
  them

Tuttle Communications, 2001
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Messaging Communication Opportunities

• Forging Ahead with Dietary Guidance of the Future

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Overarching Considerations

• One size DOES NOT fit all Consumers increasingly
  report that they need personalized information
  that applies to THEM and THEIR LIVES specifically
• Deliver information with sensitivity Consumers
  say, Who are THEY to tell me what to do?

IFIC Foundation, 2003 Dietary Guidelines
Alliance, 2002
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Designing Consumer-Centered Messages
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Message Making 101 Creating Consumer-Centered
Messages

Message Development Model
Source Wirthlin Worldwide
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Findings Recipe for Increasing Consumer Appeal

• Consumers say
• Be positive
• Keep it short and simple
• Create it just for me
• Make it specific and manageable
• Provide the payoff
• Talk food
• Make it fun!

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Findings To ConsumersLANGUAGE is Key!

• Choose a diet low in fat, saturated fat, and
  cholesterol

• Foods with fat can fit moderate, dont
  eliminate

VS.
IFIC Foundation, 1998
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Findings To ConsumersLANGUAGE is Key!

• Unsuccessful Messages
• Foods with fat can fit Evaluate, dont calculate
• Foods with fat can fit Savor the flavor
• Successful Message
• Foods with fat can fit  Moderate, dont
  eliminate.

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Findings To ConsumersLANGUAGE is Key!

• HEALTH PROFESSIONALS SAY Intake of trans fat
  should be as low as possible
• CONSUMERS HEAR Focus just on trans fat and
  avoid it at all costs!
• RESULT Consumers choose foods solely based on
  trans fat content, including those with higher
  content of saturated fat and trans fat combined

IFIC Foundation, 2003
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Findings The Missing Ingredient

• Dont just tell us what to do, tell us HOW to do
  it!
• -Consumers

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Findings In Real Life

• When shown these In real life examples
• Consumers reacted enthusiastically
• Consumers saw how their food choices fit into
  the Pyramid
• Consumers also noted
• Examples effectively provided guidance on portion
  sizes

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Communication OpportunitiesWhat Can We Do?

• Address lifestyle issues
• Customize whenever possible
• Help remove barriers
• Small steps to start
• Quick and easy ideas
• Focus on motivators
• Happy, healthy family

IFIC Foundation, 2003
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Communication OpportunitiesWhat Can We Do?

• Consider Semantics
• Health Professionals vs. Consumers
• Provide Context and Relevance
• Examples that consumers can understand and use in
  their own lives

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Importance of Harmonization

• Providing a Clear and
• Unified Voice

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Most Popular Sources of Foodand Nutrition
Information

• Television 72
• Magazines 58
• Newspapers 33

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What Consumers See

• Sample Media Headlines
• One soda a day may raise diabetes risk for women
  Miami Herald
• Becoming Healthy on Unhealthy Food The Nation
  (Thailand)
• Internet
• Difficult for consumers to determine WHO and WHAT
  is credible
• Diet books

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Findings Who What to Believe?

• There is too much conflicting information about
  which foods are healthy and which are not.
• 64 of Shoppers
• Agree with This Statement.

FMI Shopping for Health, 2003
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Findings Who What to Believe?

• Experts Change Minds
• In the next five years, its very likely that
  the experts will have a completely different idea
  about which foods are healthy and which are not.
• 79 of Shoppers
• Strongly or Somewhat Agree

FMI Shopping for Health, 2003
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Must Harmonize Messages to Decrease Confusion

• October 4, 2004 Lancet Questions Antioxidants'
  Cancer-Preventive Abilities
• December 27, 2004 Antioxidants May Help Kids
  with Leukemia

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Findings Who What to Believe?

• Consumers say there is no single or clear
  recognized authority on the health benefits of
  good nutrition.
• IMPLICATION Consumers need clear and consistent
  messages
• unite eating for health with eating for weight
  loss
• emphasize the benefits of feeling better
  associated with eating better

IFIC Foundation, 2004
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Findings A Golden Opportunity for Health
Professionals
Nutrition SourcesThose Rated Very Valuable
ADA Trends Survey 2000
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Harmonization An Opportunity to Maximize Impact
of Consumer Tools

• Dietary Guidelines for Americans
• Food Guidance System
• 88 of consumers recognize the Pyramid
• 17 try to follow its recommendations
• lt1 actually follow it
• Food labels
• 43 always or almost always look at the food
  label when making food choices

IPSOS Public Affairs Survey, 2004 CSFII 1994-96
IFIC Foundation, 2003
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Partnerships The Harmonious Key

• Health Professional Organizations
• Food Industry
• Academia
• Media
• Educators
• OTHERS!

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Harmonization through Successful Public-Private
Partnership

• The Dietary Guidelines Alliance
• Mission To provide positive, simple, consistent
  messages to help consumers achieve healthful,
  active lifestyles consistent with the Dietary
  Guidelines for Americans

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Alliance Members

• The American Dietetic Association
• American Society for Clinical Nutrition
• Food Marketing Institute
• Grain Foods Foundation
• Grocery Manufacturers of America
• International Food Information Council Foundation
• National Cattlemen's Beef Association
• National Dairy Council
• Food Products Associations
• National Pork Board
• Produce Marketing Association
• Society for Nutrition Education
• The Sugar Association, Inc.
• Wheat Foods Council

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In Liaison With

• U.S. Department of Agriculture
• Center for Nutrition Policy and Promotion
• Cooperative State Research, Education and
  Extension Services
• U.S. Department of Health and Human Services
• Office of Disease Prevention and Health Promotion
• U.S. Centers for Disease Control and Prevention
• U.S. Food and Drug Administration
• National Institutes of Health
• Presidents Council on Physical Fitness and Sports

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Its All About You

• The Its All About You Nutrition Communicators
  Tool Kit includes
• Video
• Leaders Guide
• Owners Manual For Your Body
• A unique consumer piece

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Its All About You Make healthy choices that fit
your lifestyle so you can do the things you want
to do.
BE REALISTIC Make small changes overtime in what
you eat and the level of activity you do. After
all, small changes work better than giant leaps
BE SENSIBLE Enjoy all foods, just dont over do it
BE ADVENTUROUS Expand your tastes to enjoy a
variety of foods
BE ACTIVE Walk the dog, dont just watch the dog
walk
BE FLEXIBLE Balance what you eat and the physical
activity you do over several days. No need to
worry about just one meal or one day
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Main Nutrition Guidance Goals

• Energy Balance
• Nutrient Density
• Smart Food Choices

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To accomplish these goals
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For More Information, ContactInternational
Food Information Council(IFIC) Foundation1100
Connecticut Avenue, NWSuite 430Washington, DC
20036Phone [phone]http//ific.org