Nutrition & Food Safety Communications
Today’s Agenda What Is IFIC? The Nutrition & Food Safety Environment
International Food Information Council (IFIC) Lauren Verduin Lauren Verduin Sarah Alligood , MPH, RD Sarah Alligood, MPH, RD Kerry Robinson, RD
What Are Consumers Saying? Developing Messages that Resonate How Communications are Changing
February 23rd, 2009
International Food Information Council (IFIC) Mission:
What Is IFIC?
To communicate science‐ To communicate science‐based information on food safety and nutrition to health and nutrition professionals, educators, journalists, government officials and others providing information to consumers. Primarily supported by the food, beverage, and agricultural industries.
IFIC & IFIC Foundation Partners American Academy of Allergy, Asthma and Immunology
Inter‐ Inter‐American Institute for Cooperation on Agriculture
American Academy of Family Physicians Foundation
International Consultative Group on Food Irradiation
American Academy of Pediatrics American Association of Diabetes Educators
National Association of Pediatric Nurse Associates and Practitioners National Center for Food Protection & Defense
American College of Obstetricians and Gynecologists
National Institutes of Health
American College of Sports Medicine
National Policy and Resource Center on Nutrition and Aging, Florida Int’ Nutrition and Aging, Florida Int’l University
The American Dietetic Association Association of Women's Health, Obstetric, and Neonatal Nurses Centers for Disease Control and Prevention Consumer Federation of America The Food Allergy and Anaphylaxis Network Food Marketing Institute Harvard School of Public Health
Institute of Food Technologists
President’ President’s Council on Physical Fitness and Sports School Nutrition Association Scripps Clinic and Research Foundation U.S. Agency for International Development U.S. Department of Agriculture U.S. Department of State U.S. Environmental Protection Agency U.S. Food and Drug Administration University of Illinois Functional Foods for Health Program
IFIC Foundation Web Site In English and Spanish
ific.org and
ific.org/sp
IFIC Foundation’s Food Insight
IFIC Provides Helpful Communication Materials
•Moving online! •45,000 circulation •7% international •6,000 media
Continuing Professional Education Now available on IFIC.org Now available on IFIC.org:: 2008 IFIC Foundation Food and Health Survey All About Caffeine All About Carbohydrates and Health Food & Agricultural Biotechnology: Health Impacts in Developing Nations Food Biotechnology 101: A Primer on the Science & the Public Debate Food Science Meets Nutrition New Nutrition Conversation with Consumers New Nutrition Conversation with Consumers A New Nutrition Conversation with Consumers About Fats in Food Understanding and Effectively Communicating Food and Nutrition Science: Leading Consumers to Better Health Sugar Alcohols Understanding Food Allergy: A Primer for Dietitians The Lowdown on Low‐ The Lowdown on Low‐Calorie Sweeteners
IFIC Explores Consumer Insights Consumer Research –
–
Food & Health Survey Consumer Attitudes Toward Functional Foods/Food for Health
–
Food Biotechnology: A Study of U.S. Attitudinal Trends
–
Qualitative Studies & Ethnographic Research
–
And more… And more… www.ific.org/research
IFIC Foundation Food & Health Survey Trended Research
IFIC Foundation Programs Media Program 2007‐ 2007‐2009 IFIC Foundation Media Guide on Food Safety & Nutrition A resource guide with contact information for more than 300 science experts and updated backgrounders and Web‐ updated backgrounders and Web‐based resource lists, the 2007 resource lists, the 2007‐‐2009 IFIC Foundation Media Guide on Food Safety and Nutrition has been disseminated to approximately 1,000 journalists and opinion leaders since its December 2006 launch.
2006 2007
2008
http://ific.org
Moving Online!
IFIC International Relations The Food Information Organization (FIO) Network
AFIC – Asia AFGC – Australia CFIC – Canada CLIA – Latin America EUFIC – Europe IFIC – USA JFIC – Japan NZNF – New Zealand
Monitoring the Environment Academic Research Government Actions Health Professional Groups Media Coverage of Issues New Media Sources
The Nutrition & Food Safety Environment
Top Sources of Health & Nutrition Information 71%
Media Medical Sources
36% 18%
Friends/Family/Self
10%
Library/Reading
– blogs, vlogs , social networking sites blogs, vlogs, social networking sites
Advocacy Groups Industry Innovations
5%
Labels on Products Diet/Health Book
3%
Teacher/Instructor
2%
IFIC 2007
Consumers Exposed to Confusing & Conflicting Messages
Most Believable Sources of Health & Nutrition Information 24%
Media Medical Sources
“Coffee May Reduce Stroke Risk”
Friends/Family/Self Library/Reading Labels on Products
“No bones about it: Study firmly links obesity, cancer”
36%
“Coffee raises miscarriage risk”
“Extra Weight Won’t Raise Death Risk”
5% 2% 2%
Diet/Health Book
0%
Teacher/Instructor
0%
IFIC 2007
Health Professionals are the Most Influential Sources of Information Health professional 6% 10%
28%
Dietitian 11% 13% Health association 10%
17%
Food label 10%
28%
TV news program
13%
34%
Magazine article
13%
35%
Newspaper
28% 17%
Product or company advertising
23%
Radio news program
23%
Not at all
30%
To a small extent
– Consumer perceptions/knowledge/beliefs
37% 39%
13%
Understand:
44%
37%
Internet article
Government official
56% 32%
RDs Are Positioned to Communicate Credible Food and Health Information!
23%
41%
17%
40%
14%
42% 32%
39% 42% 41% To a moderate extent
Develop messages that resonate
11%
30% 35% 26% 30%
10% 9% 8%
Multiply credible & consistent messages
6%
To a great extent
IFIC 2007
Responsibilities of a Communicator Enhance public understanding of diet and health Use understandable language Disclose important facts Be clear about dietary risks and benefits Meet the needs of the media
What Are Consumers Saying?
Communication Best Practices Effective communication is an ongoing process Pre‐ Pre‐planning and preparedness Form partnerships Listen to concerns Be positive, honest, frank and open Collaborate and coordinate with credible sources Meet the needs of media and remain accessible Accept uncertainty and ambiguity Communicate with compassion, concern & empathy Give the consumer actionable steps
It’s Confusing Out There Video
Methodology Methodology
Web Survey
Population
Representative Sample of Americans Aged 18+
Data Collection Period
February 21-March 11, 2008
Sample Size (Error)
n=1,000 (+ 3.1 For 2008) (+ 4.4 Among 2008, 2007, 2006)
Data Weighting*
Data Weighted on Age, Income, Education and Race
*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.
IFIC Foundation Food & Health Survey 2008
↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
While the majority are interested in food and health information, nearly half feel it is confusing and conflicting.
The Concept of the “Diet Disconnect”
Reading or hearing about the relationship between food and health is of interest to me
I feel that food and health information is confusing and conflicting
9%
25%
27%
Disagree
67%
28%
45%
Neither Disagree Nor Agree
Agree
2008 (n=1000) To what extent do you agree or disagree with the following statements regarding food and health information? IFIC Foundation Food & Health Survey 2008
The 7 “Diet Disconnects”
Total does not add to 100 percent due to rounding
1 - Food Safety
The majority of consumers are confident they can safely prepare food.
Some consumer food safety practices do not match confidence. Cook to required temperature (such as 165 degrees F for poultry)
To what extent, if at all, do you feel confident that you know how to safely prepare foods for yourself or your family?
7%
12%
Unconfident
76%
82%
Neither Confident Nor Unconfident
Confident
Use a food thermometer to check the doneness of meat and poultry items
29%
2008 (n=1000) 2008 (n=1000)
Which of the following actions do you perform regularly when cooking, preparing, and consuming food products?
IFIC Foundation Food & Health Survey 2008
IFIC Foundation Food & Health Survey 2008
Consumers implement some but not all microwave cooking practices. Follow all the cooking instructions
Check microwave wattage
Use a food thermometer to make sure the food reaches the required temperature
79%
2 – Counting Calories
15%
7%
2008 (n=1000) Which of the following actions do you perform regularly when preparing microwavable meals (e.g., frozen meals, pre-packaged meals that contain cooking instructions) at home? IFIC Foundation Food & Health Survey 2008
The majority of Americans have made changes to improve the healthfulness of their diet in the past six months.
Losing weight (and improving health) is a top driver of dietary change. 69%
To lose weight
↑’06
2008
↓’06
67%
33%
Yes
No
To improve my overall well-being *
69%
To improve my physical health *
64%
Specific health condition Maintain my weight
↑’06
34% 11%
↓’07/’06
2008 (n=669)
2008 (n=1000) Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet?
* Modification from 2006: “To improve my overall health” (69%) was changed to two items, including “To improve my overall wellbeing” and “To improve my physical health”.
For which of the following reasons, if any, are you trying to improve the healthfulness of your diet? ↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
The majority of Americans inaccurately estimate daily calorie needs. ↓’06 2008
↑’06
29%
↑’07
42%
Unaware
15%
14%
Underestimate
Overestimate
CORRECT ESTIMATE
3 - Diet and Physical Activity
56 percent responded but estimated incorrectly.
(n=1000) As far as you know, how many calories should a person of your age, weight, height, and physical activity consume per day? IFIC Foundation Food & Health Survey 2008 IFIC Foundation Food & Health Survey 2008
↑ Significant increase from year indicated ↓ Significant decrease from year indicated
Americans’ Approach to Diet and Physical Activity • 88 percent of Americans report being physically active for health benefits at least once a week.
4 – Breakfast
• 44 percent of Americans who are active do not balance diet and physical activity to manage weight.
IFIC Foundation Food & Health Survey 2008
The majority of Americans perceive breakfast to be “extremely important” to an overall healthful diet. ↑’07
↓’07 16%
77%
Breakfast
Despite its perceived importance, less than half of Americans eat breakfast everyday.
92% Breakfast
Lunch
Lunch
Snacks
42%
47%
Dinner
25%
29%
"5" Extremely Important
46%
83%
46%
37%
89%
54%
54%
82%
Dinner
"4" Somewhat Important
7 days
2008 (n=1000) How important, if at all, are each of the following eating occasions to an overall healthful diet? ↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
2008 (n=1000) In general, how often do you eat each of the following (per week). . . ↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
↑’07
Consumers remain very concerned with amount and type of fats.
Concern with amount of fat consumed
5 - Dietary Fats
Concern with type of fat consumed
14%
15%
13%
19%
70%
68%
Not Concerned
Neither
Concerned
2008 (n=1000) IFIC Foundation Food & Health Survey 2008 Total does not add to 100 percent due to rounding
Many consumers do not understand that unsaturated fats are healthful. Percent Healthful Polyunsaturated fats
2008 (n=714)
Monounsaturated fats
2008 (n=630)
Unsaturated fats*
2008 (n=778)
23%
↑’06
28%
6 - Carbohydrates
↑’06
37%
How would you rate the healthfulness of each of the following types of fat?
↑ Significant increase from year indicated ↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008 *Added in 2008
Consumers remain concerned with amount and type of carbohydrates consumed.
Consumers are trying to consume more fiber and whole grains. ↑’07 Whole grains
Concern with amount of carbs consumed
22%
23%
27%
Not Concerned
(n=915)
77%
(n=578)
33%
27%
IFIC Foundation Food & Health Survey 2008
40%
Concerned More
↑ Significant increase from year indicated ↓ Significant decrease from year indicated
4%
↑’06 Complex carbs
52%
Neither
18%
↓’07
↑’06 21%
5%
55%
Fiber
Concern with type of carbs consumed
↓’07
78%
(n=874)
2008 (n=1000)
Less
IFIC Foundation Food & Health Survey 2008
Neither
19%
Majority Believe Foods & Beverages Provide Benefits; Fewer Consuming Percent Somewhat/Strongly Agree
7- Foods and Beverages with Added Benefits
Percent Currently Consuming
1. Improve heart health
78%
40%
2. Improve energy or stamina
77%
38%
3. Improve digestive health
76%
37%
4. Improve mental performance
71%
5. Improve immune system function 71%
To what extent do you agree or disagree that some specific foods or beverages can provide the following benefits?
29% ↑’07 31%
Please indicate your current or future interest in foods and beverages that provide each of the following benefits:
IFIC Foundation Food & Health Survey 2008
2008 (n=1000)
Foods and Beverages with Added Benefits
50 percent or more are not currently consuming foods for their benefits, but are interested in doing so.
Developing Messages that Resonate
Please indicate your current or future interest in foods and beverages that provide each of the following benefits: IFIC Foundation Food & Health Survey 2008
2008 (n=1000)
Creating Consumer‐Centered Messages
Step 1: Define Issues What motivates your audience?
Message Development Model
– Qualitative Research Focus groups Informal channels
– Psychographics Family structure, interests and hobbies, preferred recreational activities, values, life goals, concerns, and biases Source: Wirthlin Worldwide
Step 2: Develop Initial Message Concepts
Step 3: Assess Message Concepts Testing your messages: qualitative research
Use information collected in STEP 1 to identify: – Specific actions – Specific behaviors
Develop positive messaging
What do initial messages mean to target audience? How do they react? Does the message motivate them? Does it fit in with their other values?
– Empower consumers to make the change
Step 4: Fine Tune Messages Did the message resonate or “ Did the message resonate or “miss the mark?” miss the mark?” Fine tuning may help make the message resonate the second time around
Case Study: Breakfast
Step 5: Validate Messages Does the message resonate with a larger audience? – Telephone questionnaires, surveys, informal conversations
Diet Disconnect: Breakfast • 92% of consumers feel that eating breakfast is either extremely or somewhat important
Top Reasons for Skipping Breakfast 59%
Not hungry right after I wake up
54%
Not enough time Is not convenient (e.g., food choices are not portable or easily accessible)
BUT
24% 20%
Forget
• Only 46% say they eat breakfast daily
15%
Not sure what to eat 2008 (n=477)
[Breakfast Somewhat/Extremely Important but don't eat it every day] What prevents you from eating breakfast every day?)
2008 Food & Health Survey n=1000
2008 Food & Health Survey n=447
Top Motivators for Eating Breakfast Percent Placing Benefit in Top Three Motivators Increase physical energy
74%
Increase mental focus
59%
Maintain a healthy body weight
54%
Maintain good health (i.e., keep the heart healthy, bones strong)
43%
Improve the healthfulness of your overall diet
38%
You get through your morning without feeling hungry
24% 8%
Bring families together
International Food Information Council (IFIC) Foundation MyPyramid Breakfast and Health Communications Program Consumer Messaging Testing Research Conducted in partnership with:
(n=541) [Don't eat Breakfast every day] Rank the top three benefits that would be most likely to motivate you to eat breakfast more often.
2008 Food & Health Survey n=541
Project Overview •
Goal: To test and refine messages aimed at improving perceptions and increasing consumption of breakfast foods and beverages – Research Objectives: • Confirm current attitudes and perceptions toward breakfast eating • Refine messages that will assist consumers in understanding the benefits of eating breakfast regularly for adults and children • Explore potential improvements in the communication of the benefits of eating breakfast to consumers
2008
Methodology First Discussion Board –
Research Team Meeting –
Second Discussion Board –
Test initial messages
Revise/Refine messages
Test refined messages
August August 12-13, 12-13, 2008 2008
August August 18-22, 18-22, 2008 2008
August August 26-27, 26-27, 2008 2008
Audience: Consumers with at least one child age 12 and under, nationally recruited on a mix of gender, education, and ethnicity Methodology: CoRe Boards™ - Two boards lasting two days each
68
Summary of Findings
Least Compelling Consumer Breakfast and Health Messages
• Stick to the basics • Provide solutions • Shorter is better, except when a barrier is involved • Inconvenient = Lack of time • Consumers love of a metabolism message
Statements least likely to impact breakfast behavior are those that are long and with terms that consumers consider vague or inappropriate, such as wireless, conquer and jumpstart Breakfast Can be Wireless Too, With All The New Portable Options “It makes no sense. Should I be looking for an antenna sticking out of my breakfast burrito?” Breakfast: Eat It for Energy to Conquer Your Everyday Activities “I just can't get over the use of the word conquer.” Eat the First Meal of the Day to Jumpstart Your Energy and Keep Weight Gain Away “Tries to throw too much into a single catch phrase.”
69
The Most Compelling Consumer Breakfast and Health Messages The messages that consumers found most compelling address mental focus, improved overall health, saving time, and flexibility
Breakfast is Fuel for School Breakfast Boosts Brain Power Breakfast Builds Better Bodies
Break for Breakfast: Take a Few Minutes to Fuel Up Brown Bagging Breakfast: It’s Not Just for Lunch Anymore You Don’t Have to Eat Breakfast Right Away, Eat it Within the First Few Hours of Your Day
Message Development Exercise What types of messages would you develop based on the food safety “ develop based on the food safety “diet disconnect?” disconnect?” – Consumer food safety practices do not match confidence
MyPyramid Breakfast and Health Communicator's Tool Kit http://www.ific.org/publications/other/breakfast.cfm
• Tool Kit Components – IFIC Review: Breakfast and Health – IFIC Foundation Breakfast and Health Consumer Message Testing Research Report – IFIC Foundation Food & Health Survey Breakfast Research and a corresponding Consumer Videos – Printable Handout on the benefits of breakfast – Printable Tip sheet with breakfast ideas and recipes – Tips on working with the news media – Message development checklist – Turn-key media materials such as: • Example Key Messages • Press Releases
Some consumer food safety practices do not match confidence. Cook to required temperature (such as 165 degrees F for poultry)
Use a food thermometer to check the doneness of meat and poultry items
76%
29%
2008 (n=1000) Which of the following actions do you perform regularly when cooking, preparing, and consuming food products? IFIC Foundation Food & Health Survey 2008
Changes in media relations Rise in the number of topics reaching the public forum
How Communications are Changing
Increase in the range of players in the communications process Dramatic change in communication technology
News consumers trust
People consumers trust? 70% 60% 50%
2003 2004 2005 2006 2007 2008
40% 30% 20% 10% 0%
A Person Like Yourself
Edelman Trust Barometer 2008
– Television – Radio
Doctor/Health Non-Proft/NGO Care Specialist Representative
Blogger
Edelman Trust Barometer 2008
Traditional media Newspapers Long‐ Long‐lead magazines Broadcast
Academic
New media Social Networking Sites Blogs Video Sharing and Podcasts
Social networking sites Web‐ Web‐based services that allow users to build online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. – Users create profiles to share their personal information, photos, and interests – Users interact with one another through a variety of methods
Most popular social networking sites MySpace (236 million users) Facebook (80 million users) Linked In (23 million users)
Popular nutrition and health blogs “Hungry Girl” Hungry Girl” “Diabetes Blog” Diabetes Blog” “3 Fat Chicks” 3 Fat Chicks” “Ethicurean” Ethicurean”
Blogs Online journal, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video – Provide commentary on current events – React to issues covered in the media – Forum to ask questions – Chronicle personal experiences
Interaction between old and new media
Newspapers, Magazines, and Television
Blogs and Online Videos
Video sharing and podcasts Web site where users can upload, view and share video clips – Most popular videos are humorous, surprising, or illustrate how to do something
Digital‐ Digital‐media files distributed over the Internet using syndication feeds for playback on portable media players and computers
Examples of video sharing sites YouTube Monkeysee.com Google Video
– Broadcasts on‐ Broadcasts on‐the‐ the‐go – School lessons to go
How to use new media at a community level Lead information‐ Lead information‐seeking consumers to your resources Provide credible information to “ Provide credible information to “message multipliers” multipliers” Support individuals or groups as they strive to change behavior
GoGo-To Source for Food Safety and Nutrition… Nutrition… IFIC Partners With Monkeysee.com Monkey See Topic Featuring: Safe food Handling
IFIC & Social Media
GoGo-To Source for Food Safety and Nutrition… Nutrition… “Do I Have to Eliminate Certain Foods from My Diet” Diet”
Christine Bruhn*
Help Your Diet Survive the Wendy Reinhardt Office Kapsak* Eat More than You Think and Not Gain Weight
Liz Rahavi*
Nutrition Secrets
Sarah Alligood*
Microwave Safety
Sue Snider*
All About Food Allergy
Bob Gravani*
Christine Bruhn Video: 9,000+ views * Currently posted to MonkeySee.com and IFIC.org
Sarah Alligood, MPH, RD, Program Coordinator, IFIC
IFIC’ IFIC’s “ s “What’ What’s for Lunch?” s for Lunch?” on MySpace An entertaining look at some of the issues related to the ways food is grown!
Food and Health http://www.ific.org/research/2008fandhsurve ywebcast.cfm
Posted to YouTube, Facebook, MySpace and IFIC.org
Ask An Expert Videos
In Development Monitoring the blogosphere YouTube channel Tweeting Web‐ Web‐site re‐ site re‐design Food Insight Online
Questions? Lauren Verduin: verduin@ific.org Lauren Verduin: verduin@ific.org Sarah Alligood: alligood@ific.org Sarah Alligood: alligood@ific.org Kerry Robinson: robinson@ific.org Kerry Robinson: robinson@ific.org