New Dietary Guidance:Translating the Message to the Public : New Dietary Guidance: Translating the Message to the Public
2000 Dietary Guidelines : 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.
The New Dietary Guidelines : 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
The New Dietary Guidelines : 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
Slide5 :
Today’s Discussion Points: : Today’s Discussion Points: Environment of Obesity: Goals andamp; Recommendations
Consumer Views On:
Health andamp; Weight Management
Food andamp; Nutrition
Dietary Guidance
Messaging andamp; Communication Opportunities
Importance of Harmonization
Environment of Obesity: Goals and Recommendations : Environment of Obesity: Goals and Recommendations
The Obesity Epidemic : The Obesity Epidemic
Obesity Today: Startling Stats : 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
Obesity Today: Future Impact : 'Because of increasing rates of obesity…we may see the first generation that will be less healthy and have a shorter life expectancy than their parents.'
Surgeon General Richard Carmona Obesity Today: Future Impact
The Rising Rate of Childhood Obesity is Alarming : The Rising Rate of Childhood Obesity is Alarming July 2000 30% of children are overweight or at risk for overweight
Global Trends in Obesity-Related Media Coverage : Global Trends in Obesity-Related Media Coverage Note: Figures retrieved from Lexis-Nexis searches on 'obesity or obese' in U.S. and international newspapers and newswires. 1999 2000 2001 2002 2003 2004
Slide13 :
Obesity: What’s the Cause? : Obesity: What’s the Cause? A Complex Issue
The Biological Cause of Obesity is Simple : The Biological Cause of Obesity is Simple
An imbalance of calories IN and calories OUT!
But…
…The Social Factors Contributing to the Imbalance are Complex : …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
Consumer Views On: Health & Weight ManagementFood & NutritionDietary Guidance : Consumer Views On: Health andamp; Weight Management Food andamp; Nutrition Dietary Guidance
Health: Where Consumers See Themselves Now : Health: Where Consumers See Themselves Now Unhealthy Healthy See Themselves Here Source: IFIC Foundation, 2003
Health: Where Consumers Want To Be : Health: Where Consumers Want To Be Unhealthy Healthy Want To Be Here Source: IFIC Foundation, 2003
Health and Weight Management: Consumers Have Information But Can’t Connect to Action… : Health and Weight Management: Consumers Have Information But Can’t Connect to Action… 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
Don’t feel guilty about making health a priority
Self determination
Set goals Behaviors Mindset vs. IFIC Foundation, 2003
Health vs. Weight:Two Separate Practices? : Health vs. Weight: Two Separate Practices? Many consumers implement extreme eating practices to lose weight.
They acknowledge that it may not be 'healthy', but feel it’s 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
Better Health: Barriers : Better Health: Barriers Everyone is Time Crunched—Especially Parents
Convenience Drives Lifestyle
The 'D' Words': Dieting and Denial IFIC Foundation, 2003
Better Health: Barriers : Better Health: Barriers Results Are Not Immediate
Habits Don’t Change with Age
Motivation Missing for Many IFIC Foundation, 2003
Better Health: Potential Motivators : Better Health: Potential Motivators Appearance
Family IFIC Foundation, 2003
Better Health: Potential Motivators : Better Health: Potential Motivators Being a Role Model for Kids
Future Health Issues IFIC Foundation, 2003
Health and Weight Issues: What We Have Learned : 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 It’s Much More than ENERGY BALANCE IFIC Foundation, 2003
Food Selection: What’s Important? : Food Selection: What’s Important? % Saying 'Very Important' Source: FMI Trends, 2000
Food vs. Nutrition : 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!'
Healthful Eating:Consumers SAY vs. DO : Healthful Eating: Consumers 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
Nutrition Messages: Consumer Reactions : Nutrition Messages: Consumer Reactions
Nutrition Messages: Consumer Interpretations : Nutrition Messages: Consumer Interpretations ADA Nutrition Trends Survey, 2002, 2000
Nutrition Messages: Consumer Interpretations : Nutrition Messages: Consumer Interpretations
ADA Nutrition Trends Survey, 2002, 2000
Dietary Guidelines and the Pyramid: Consumer Reactions : Dietary Guidelines and the Pyramid: Consumer Reactions 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 2001: Testing an Educational Brochure Tuttle Communications, 2001
Messaging & Communication Opportunities : Messaging andamp; Communication Opportunities Forging Ahead with Dietary Guidance of the Future
Overarching Considerations : 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
Designing Consumer-Centered Messages : Designing Consumer-Centered Messages
Message Making 101: Creating Consumer-Centered Messages : Message Making 101: Creating Consumer-Centered Messages Message Development Model Source: Wirthlin Worldwide
Findings: Recipe for Increasing Consumer Appeal : 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!
Slide39 : 'Choose a diet low in fat, saturated fat, and cholesterol' 'Foods with fat can fit: moderate, don’t eliminate' Findings: To Consumers… LANGUAGE is Key! IFIC Foundation, 1998 VS.
Slide40 : Unsuccessful Messages:
Foods with fat can fit: Evaluate, don’t calculate
Foods with fat can fit: Savor the flavor
Successful Message:
Foods with fat can fit: Moderate, don’t eliminate. Findings: To Consumers… LANGUAGE is Key!
Findings: To Consumers…LANGUAGE is Key! : Findings: To Consumers… LANGUAGE 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
Findings: The Missing Ingredient : Findings: The Missing Ingredient 'Don’t just tell us what to do, tell us HOW to do it!'
-Consumers
Findings: In Real Life… : 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
Communication Opportunities—What Can We Do? : Communication Opportunities—What 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
Slide45 :
Consider Semantics:
Health Professionals vs. Consumers
Provide Context and Relevance
Examples that consumers can understand and use in their own lives
Communication Opportunities—What Can We Do?
Importance of Harmonization : Importance of Harmonization Providing a Clear and
Unified Voice
Most Popular Sources of Foodand Nutrition Information : Most Popular Sources of Food and Nutrition Information Television 72%
Magazines 58%
Newspapers 33%
What Consumers See… : 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
Findings: Who & What to Believe? : Findings: Who andamp; 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
Findings: Who & What to Believe? : Findings: Who andamp; What to Believe? Experts Change Minds:
' In the next five years, it’s 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
Must Harmonize Messages to Decrease Confusion : Must Harmonize Messages to Decrease Confusion October 4, 2004: Lancet Questions Antioxidants' Cancer-Preventive Abilities
December 27, 2004: Antioxidants May Help Kids with Leukemia
Findings: Who & What to Believe? : Findings: Who andamp; 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
Findings: A Golden Opportunity for Health Professionals : Findings: A Golden Opportunity for Health Professionals ADA Trends Survey 2000 Nutrition Sources—Those Rated 'Very Valuable'
Harmonization: An Opportunity to Maximize Impact of Consumer Tools : 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
andlt;1% 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
Partnerships: The Harmonious Key : Partnerships: The Harmonious Key Health Professional Organizations
Food Industry
Academia
Media
Educators
OTHERS!
Harmonization through Successful Public-Private Partnership : 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
Alliance Members : 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
In Liaison With : 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
President’s Council on Physical Fitness and Sports
It’s All About You : It’s All About You The 'It’s All About You' Nutrition Communicator’s Tool Kit includes:
Video
Leader’s Guide
Owner’s Manual For Your Body
A unique consumer piece
Slide60 : 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 ADVENTUROUS
Expand your tastes to enjoy
a variety of foods 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
BE SENSIBLE
Enjoy all foods, just don’t over do it BE ACTIVE
Walk the dog,
don’t just watch the dog walk It’s All About You
Make healthy choices that fit your lifestyle so you can do the things you want to do.
Main Nutrition Guidance Goals : Main Nutrition Guidance Goals Energy Balance
Nutrient Density
Smart Food Choices
To accomplish these goals… : To accomplish these goals…
For More Information, Contact:International Food Information Council(IFIC) Foundation1100 Connecticut Avenue, NWSuite 430Washington, DC 20036Phone: 202-296-6540http://ific.org : For More Information, Contact: International Food Information Council (IFIC) Foundation 1100 Connecticut Avenue, NW Suite 430 Washington, DC 20036 Phone: 202-296-6540 http://ific.org