Welcome

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Welcome

• to a New Nutrition
• Conversation with
• Consumers

about FATS IN FOOD !
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International Food Information Council (IFIC) and
IFIC Foundation Mission To communicate
science-based information on food safety and
nutrition issues to health professionals,
journalists, educators, and government
officials -A nonprofit organization primarily
supported by the broad-based food, beverage, and
agricultural industries
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December 13-19, 2003
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Consumers are confused about who and what to
believe when it comes to nutrition
SOURCE IFIC Foundation, 2004
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The science says

• Total fat intake 20-35 of calories
• Most fats coming from sources of polyunsaturated
  and monounsaturated fats, such as fish, nuts, and
  vegetable oils
• Consume less than 10 percent of calories from
  saturated fatty acids and less than 300 mg/day of
  cholesterol, and keep trans fatty acid
  consumption as low as possible.
• To maintain body weight in a healthy range,
  balance calories from foods and beverages with
  calories expended.
• To prevent gradual weight gain over time, make
  small decreases in food and beverage calories and
  increase physical activity.

SOURCE Dietary Guidelines for Americans, 2005
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Make most of your fat sources from fish, nuts,
and vegetable oils.Limit solid fats like butter,
margarine, shortening, and lard, as well as foods
that contain these. Check the Nutrition Facts
label to keep saturated fats and trans fats low.
Know the limits on fats.
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The media say
Acid in Animal Fats May Lower Blood Pressure
HealthDay News 5/1/05
Study Not All Lowfat Diets Are Equal The
Associated Press 5/2/05
More food chains pull trans-fat plug USA Today
4/13/05
Low-Fat Diets May Lack Nutrients for Children
The Washington Post 4/12/05
Omega-3s may protect baby girls in womb Reuters
4/20/05
McDonald's to Settle Suit Over Trans-Fat
Disclosure Wall Street Journal 2/14/05
BOTTOM LINE..
Confused Americans not sure what to eat NBC
Nightly News 4/21/05
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• Consumers are bombarded
• Many people find it difficult to separate valid
  recommendations from headlines without context or
  fad diet advice.
• Nutrition information is often seen as
  contradictory, even from equally valid sources.

Web Sites
TV and Radio News
Food Labels
Popular Magazines
Medical Experts
Consumer
Media Images
Fad Diet Gurus
Friends and Family
Food Ads
Govt Guidelines
SOURCE IFIC Foundation, 2004
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Evolution of Dietary Fats Recommendations
1995 US Dietary Guidelines for Americans
recommend consuming a diet low in fat, saturated
fat, cholesterol
2000 US Dietary Guidelines for Americans
recommend choose a diet low in saturated fat and
cholesterol and moderate in total fat
July 2003 FDA final rule to include trans on
Nutrition Facts panel
2005 New dietary guidance recommends moderate fat
intake with most from MUFA and PUFA
Sep. 2002 IOM DRI Macronutrient Report recommends
trans, sat fat, and cholesterol intake as low
as possible
Late 1980s, early 1990s Scientific verdict out on
health effects of trans fat
Post 1995 Food industry moves to decrease
saturated fat in food supply, trans increased
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Managing Misinformation
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Managing Misinformation
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Managing Misinformation
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Managing Misinformation
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Consumers get
overwhelmed and confused about
the specifics of nutrients in foods
SOURCE IFIC Foundation, 2002 and 2004
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• but they are becoming more open to messages
  about the possible health
  benefits of fats in food.

SOURCE IFIC Foundation, 2002 and 2004
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Communicating with consumers about the role of
fats and foods with fat
in a healthful lifestyle
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• GOAL
• Balanced lifestyle based on consumers desire
  for a healthy weight
  and good health

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• What consumers say

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Who were the consumers?

• Focus groups
• Females and males concerned about their weight
• BMI 22 to 29 - working to maintain a healthy
  weight
• Four different viewpoints
• Nutritionally Savvy Women Conscious about
  nutrition, claim to know a good deal about it,
  and carefully monitor the types/amount of food
  they eat.
• Common Sense Women Carefully choose certain
  foods for their diets, and use common sense rules
  to govern nutrition choices.
• Dieters Restricting Foods/Food Groups Men and
  women who dont eat certain foods because of
  dietary restrictions or are following a popular
  diet.
• Diet OpposedMen and women who are opposed to
  using fad diets that exclude foods or food
  groups.

SOURCE IFIC Foundation, 2004
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Consumers say they know WHAT they need to do for
a balanced diet

• they need advice on HOW to do it.

SOURCE IFIC Foundation, 2004
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Consumers tend to see dietary
fats, and the foods that contain them

• as tasting good, BUT needing to be restricted
  or eliminated.

SOURCE IFIC Foundation, 2004
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Consumers see a difference between eating for
health and eating for weight loss

• they need help learning
  how to eat for good health, weight loss, and
  taste at
• the same time.

SOURCE IFIC Foundation, 2004
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Consumers have a holistic view of health.

• HEALTHY
• Active
• Energetic
• Confident
• Smiling
• Good complexion
• Good posture
• Bright and wide-eyed
• Works out/is fit
• Positive attitude
• Well-rested

• UNHEALTHY
• Overweight
• Unkempt
• Smokes/drinks/does drugs
• Walks slowly
• Dejected, holds head down
• Bundle of nerves
• Lays on couch
• Out of breath
• Dull skin
• Depressed/negative

SOURCE IFIC Foundation, 2004
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Consumers identify
various weight management strategies.
Consumers see many different strategies - like
reading food labels - that might help them meet
their goals.

• Read food labels.
• Control portions.
• Use willpower.
• Make healthier food choices.
• Avoid extremes achieve better balance.
• Exercise.
• Get more sleep.
• Drink more water.

SOURCE IFIC Foundation, 2004
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Build on consumer weight
management strategies.
With the current focus on weight loss, consumers
may be more receptive to messages about how much
they eat.

• Read food labels.
• Control portions.
• Use willpower.
• Make healthier food choices.
• Avoid extremes achieve better balance.
• Exercise.
• Get more sleep.
• Drink more water.

SOURCE IFIC Foundation, 2004
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Build on consumer weight
management strategies.

• Read food labels.
• Control portions.
• Use willpower.
• Make healthier food choices.
• Avoid extremes achieve better balance.
• Exercise.
• Get more sleep.
• Drink more water.

They want specific ways to bring better balance
into their eating habits - and into their their
lives.
SOURCE IFIC Foundation, 2004
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Approaches to managing weight
HOW ACTIVE you are
HOW MUCH you eat
WHAT you eat

• Consumers feel that all three are connected.
• No one said there is a single approach to
  managing weight. Nearly everyone focuses on a
  combination of all three approaches.
• While some people place equal emphasis on all
  three, others claim to de-emphasize one in favor
  of a combination of the other two.

SOURCE IFIC Foundation, 2004
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consumers need how-to information about fitting
in foods with fat that is

• SIMPLE
• POSITIVE
• PRACTICAL
• CONSISTENT

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Use tested, do-able messages ...

• Foods with fat
• can fit
• Moderate,
• dont eliminate.

SOURCE IFIC Foundation, 2001
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Craft how-to tips with consumer appeal ...

• Be positive.
• Keep tips short and simple.
• Create tips just for me.
• Make tips specific and manageable.
• Provide the payoff.
• Talk food and fun.

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Be positive.

• Order once, enjoy twice. Eat half your steak at
  the restaurant, take the rest home, refrigerate,
  and savor tomorrow.

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Keep tips short and simple.

• Crack open a new cookbook each week and try a
  different recipe that utilizes heart healthy oils.

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Create tips just for me.

• Love the flavor of regular cheddar cheese?
  Balance it with other reduced-fat dairy
  products, like fat-free milk,
  lower fat cottage cheese, and sour cream.

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Make tips specific and manageable.

• If you usually load up a baked potato with butter
  and sour cream, try it with one or the other,
  choose trans free, low or reduced fat versions,
  or use half your usual amount of each.

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Provide the payoff.

• It takes 20 minutes for your brain to get the
  signal that your stomach has had enough. Savor
  your food slowly youll eat less, enjoy it more,
  and avoid feeling stuffed.

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Talk food and fun.

• When you bake (or buy) a pie, cut it into 10 or
  12 pieces instead of 8.

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Tips are not one-size-fits-all ...

• PERSONALIZE
• whenever possible.

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Dietary Fats Communication Resources

• General resources for health professionals,
  media, consumers http//www.ific.org/nutrition/fat
  s/index.cfm
• General communication resources
  http//www.ific.org/tools/intro.cfm
• Consumer-tested messages and tips
  http//www.ific.org/tools/tips.cfmfats
• http//www.ific.org/publications/other/allaboutyo
  uom.cfm

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For more information, contactInternational
Food Information Council(IFIC) Foundation1100
Connecticut Avenue, NWSuite 430Washington, DC
20036Phone [phone]Online
www.ific.org