1. New Dietary Guidance: Translating the Message to the Public

2. 2000 Dietary Guidelines Aim for a healthy weight. Aim for a healthy weight. Be physically active each day. Be physically active each day. Let the Pyramid guide your food choices. Let the Pyramid guide your food choices. Choose a variety of grains daily, especially whole grains. Choose a variety of grains daily, especially whole grains. Choose a variety of fruits and vegetables daily. 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 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. Choose beverages and foods to moderate your intake of sugars.

3. The New Dietary Guidelines Dietary Guidelines Policy 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 Adequate Nutrients Within Calorie Needs Weight Management Weight Management Physical Activity Physical Activity Food Groups to Encourage Food Groups to Encourage Fats Fats Carbohydrates Carbohydrates Sodium and Potassium Sodium and Potassium Alcoholic Beverages Alcoholic Beverages Food Safety Food Safety

4. The New Dietary Guidelines Summarizes and synthesizes the current science about individual nutrients Summarizes and synthesizes the current science about individual nutrients Makes recommendations for a healthful pattern of eating Makes recommendations for a healthful pattern of eating Emphasis on choice with regard to: Emphasis on choice with regard to: –Eating fewer calories –Being more active –Making wiser food choices

6. Todays Discussion Points: –Environment of Obesity: Goals & Recommendations –Consumer Views On: Health & Weight Management Health & Weight Management Food & Nutrition Food & Nutrition Dietary Guidance Dietary Guidance –Messaging & Communication Opportunities –Importance of Harmonization

7. Environment of Obesity: Goals and Recommendations

8. The Obesity Epidemic

9. Obesity Today: Startling Stats More than 64% of U.S. adults overweight or obese More than 64% of U.S. adults overweight or obese –120 million adults Major risk factor for heart disease, diabetes, some cancers Major risk factor for heart disease, diabetes, some cancers Economic costs nearly $117 billion/year Economic costs nearly $117 billion/year

10. 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

11. The Rising Rate of Childhood Obesity is Alarming July 2000 30% of children are overweight or at risk for overweight

12. 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. 199920002001200220032004

14. Obesity : Whats the Cause? A Complex Issue

15. The Biological Cause of Obesity is Simple An imbalance of calories IN and calories OUT! But…

16. …The Social Factors Contributing to the Imbalance are Complex Changing food habitsChanging food habits Declining physical activity in the home and in schoolsDeclining physical activity in the home and in schools Increasing sedentary habitsIncreasing sedentary habits Changing physical environmentChanging physical environment

17. Consumer Views On: Health & Weight Management Food & Nutrition Dietary Guidance

18. Health: Where Consumers See Themselves Now UnhealthyHealthy See Themselves Here Source: IFIC Foundation, 2003

19. Health: Where Consumers Want To Be UnhealthyHealthy Want To Be Here Source: IFIC Foundation, 2003

20. Health and Weight Management: Consumers Have Information But Cant 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 Dont feel guilty about making health a priority Self determination Set goals Behaviors Mindset vs. IFIC Foundation, 2003

21. Health vs. Weight: Two Separate Practices? Many consumers implement extreme eating practices to lose weight. 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. 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. Few mention concerns about any long-term health effects associated with such eating styles. IFIC Foundation, 2004

22. Better Health: Barriers Everyone is Time Crunched Especially Parents Everyone is Time Crunched Especially Parents Convenience Drives Lifestyle Convenience Drives Lifestyle The D Words: Dieting and Denial The D Words: Dieting and Denial IFIC Foundation, 2003

23. Better Health: Barriers Results Are Not Immediate Results Are Not Immediate Habits Dont Change with Age Habits Dont Change with Age Motivation Missing for Many Motivation Missing for Many IFIC Foundation, 2003

24. Better Health: Potential Motivators Appearance Appearance Family Family IFIC Foundation, 2003

25. Better Health: Potential Motivators Being a Role Model for Kids Being a Role Model for Kids Future Health Issues Future Health Issues IFIC Foundation, 2003

26. Health and Weight Issues: What We Have Learned Lifestyle demands put health on back burner Lifestyle demands put health on back burner Information DOES NOT bridge to action Information DOES NOT bridge to action Consumers struggle with motivation Consumers struggle with motivation Its Much More than ENERGY BALANCE IFIC Foundation, 2003

27. Food Selection: Whats Important? % Saying Very Important Source: FMI Trends, 2000

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

29. Healthful Eating: Consumers SAY vs. DO 85% say that diet and nutrition are important to them personally 85% say that diet and nutrition are important to them personally Only 38% say they have made significant changes to achieve a healthful diet Only 38% say they have made significant changes to achieve a healthful diet ADA Nutrition Trends Survey, 2002

30. Nutrition Messages: Consumer Reactions

31. Nutrition Messages: Consumer Interpretations ADA Says… Consumers Say… All foods can fit into a healthful diet 57% - I should never eat some foods No good/bad foods, just good/bad diets 77% - There are good/bad foods ADA Nutrition Trends Survey, 2002, 2000

32. Nutrition Messages: Consumer Interpretations ADA Nutrition Trends Survey, 2002, 2000 ADA Says… Consumers Say… Eating is an important source of pleasure 75% - I dont do more to eat healthy because I dont want to give up the foods I like Positive messages are more effective for helping consumers achieve healthful diets 63% - Im always hearing what not to eat, rather than what I should eat.

33. Dietary Guidelines and the Pyramid: Consumer Reactions Consumers on the Dietary Guidelines… Consumers on the Dietary Guidelines… –Consumers tell us they need more personalized, meaningful information Consumers on Food Guide Pyramid… Consumers on Food Guide Pyramid… –High recognition –Consumers need to have the Pyramid explained to them 2001: Testing an Educational Brochure Tuttle Communications, 2001

34. Messaging & Communication Opportunities Forging Ahead with Dietary Guidance of the Future

35. Overarching Considerations One size DOES NOT fit all: Consumers increasingly report that they need personalized information that applies to THEM and THEIR LIVES specifically 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? Deliver information with sensitivity: Consumers say, Who are THEY to tell me what to do? IFIC Foundation, 2003; Dietary Guidelines Alliance, 2002

36. Designing Consumer-Centered Messages 3. Personalize: Make It Relevant 4. Harmonize Messages: Maximize Partnerships 5. Intended Outcome: Consumer Understanding 1.Initial Concept: What You Want to Say 2. Maximize Communication: Use Consumer Research

37. Message Making 101: Creating Consumer-Centered Messages Message Development Model Source: Wirthlin Worldwide

38. Findings: Recipe for Increasing Consumer Appeal Consumers say: 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!

39. Choose a diet low in fat, saturated fat, and cholesterol Foods with fat can fit: moderate, dont eliminate Findings: To Consumers… LANGUAGE is Key! IFIC Foundation, 1998 VS.

40. 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. Findings: To Consumers… LANGUAGE is Key!

41. HEALTH PROFESSIONALS SAY: Intake of trans fat should be as low as possible 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! 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 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

42. Findings: The Missing Ingredient Dont just tell us what to do, tell us HOW to do it! Dont just tell us what to do, tell us HOW to do it!-Consumers

43. Findings: In Real Life… When shown these In real life examples: When shown these In real life examples: –Consumers reacted enthusiastically –Consumers saw how their food choices fit into the Pyramid Consumers also noted: Consumers also noted: –Examples effectively provided guidance on portion sizes One Serving Is… ½ bagel About 1 cup of ready to eat cereal ½ cup of cooked cereal, rice, or pasta In Real Life… Deli bagel has 4+ servings An average bowl of cereal has 2+ servings Restaurant portions of pasta have 3+ servings, not including the sauce Bread, Cereal, Rice & Pasta Group (6-11 Servings )

44. Communication Opportunities What Can We Do? Address lifestyle issues Address lifestyle issues –Customize whenever possible Help remove barriers Help remove barriers –Small steps to start –Quick and easy ideas Focus on motivators Focus on motivators –Happy, healthy family IFIC Foundation, 2003

45. Consider Semantics: Consider Semantics: –Health Professionals vs. Consumers Provide Context and Relevance Provide Context and Relevance –Examples that consumers can understand and use in their own lives Communication Opportunities What Can We Do?

46. Importance of Harmonization Providing a Clear and Unified Voice

47. Most Popular Sources of Food and Nutrition Information Television72% Television72% Magazines58% Magazines58% Newspapers33% Newspapers33%

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

49. 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

50. 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. 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

51. Must Harmonize Messages to Decrease Confusion October 4, 2004: Lancet Questions Antioxidants' Cancer- Preventive Abilities October 4, 2004: Lancet Questions Antioxidants' Cancer- Preventive Abilities December 27, 2004: Antioxidants May Help Kids with Leukemia December 27, 2004: Antioxidants May Help Kids with Leukemia

52. Findings: Who & What to Believe? Consumers say there is no single or clear recognized authority on the health benefits of good nutrition. Consumers say there is no single or clear recognized authority on the health benefits of good nutrition. IMPLICATION: Consumers need clear and consistent messages 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

53. Findings: A Golden Opportunity for Health Professionals ADA Trends Survey 2000 Nutrition SourcesThose Rated Very Valuable

54. Harmonization: An Opportunity to Maximize Impact of Consumer Tools Dietary Guidelines for Americans Dietary Guidelines for Americans Food Guidance System Food Guidance System –88% of consumers recognize the Pyramid –17% try to follow its recommendations –<1% actually follow it Food labels 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

55. Partnerships: The Harmonious Key Health Professional Organizations Health Professional Organizations Food Industry Food Industry Academia Academia Media Media Educators Educators OTHERS! OTHERS!

56. 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 Mission: To provide positive, simple, consistent messages to help consumers achieve healthful, active lifestyles consistent with the Dietary Guidelines for Americans

57. 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

58. In Liaison With U.S. Department of Agriculture 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 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

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

60. 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 dont over do it BE ACTIVE Walk the dog, dont just watch the dog walk Its All About You Make healthy choices that fit your lifestyle so you can do the things you want to do.

61. Main Nutrition Guidance Goals Energy Balance Energy Balance Nutrient Density Nutrient Density Smart Food Choices Smart Food Choices

62. To accomplish these goals… MAXIMIZE communication with consumer research HARMONIZE nutrition messages PERSONALIZE dietary guidance information

63. 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 http://ific.org