Gen X Moms Research – Implications for Driving Fruit and Veggie Consumption March 2007

Research Objectives and Methodology Research Objectives To create a baseline understanding of Gen X Moms’ attitudes and behaviors regarding family F&V consumption and their responses to various messages, tactics and executions. Methodology Wave Round 1Round 2 Survey Type Online survey conducted via an online panel Fielding Period October 3 – 5, 2006February 2 – 9, 2007 Sample Size n = 550n = 1000 Confidence Level 4.2% (19/20 times)3.1% (19/20 times) Respondent Criteria (Target Audience) Geography Residents of the United States Gender Women only Age 26 – 41 years (classified as “Generation X” - born between 1965 and 1979) Additional Criteria Must have children under the age of 18 living at home

Why Gen X Moms Are the “Bulls Eye” Campaign Target While the campaign is aimed at all Americans, it specifically targets Gen X Moms –Messages and mediums are designed to powerfully impact this group Highly engaged in their families’ health –Concerned with prevention, holistic approach to well- being Active information-seekers – especially regarding family health and well-being –Accessible through a variety of mediums Helping establish habits of a lifetime in their children –Have a significant influence over their partners and their parents as well

Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each. Agree Neutral % Respondents n = 1000 Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (1 of 2) Disagree Fruits and vegetables can provide your family with a wide range of valuable nutrients like fiber, vitamins, and potassium A diet that includes fruits and vegetables may help promote well- being of mind and body More fruits and vegetables plus more physical activity means your family can be at its best A diet with more fruits and vegetables promotes your family’s overall health and may prevent disease, now and for the future

Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each. % Respondents n = 1000 Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (2 of 2) A diet that includes fruits and vegetables may help your children avoid obesity New, colorful and fun ways of eating can be introduced to your family with the variety of available fruits and vegetables It’s not just fresh - canned, dried, 100% juice or frozen fruits and vegetables are all sources of healthy nutrition for your family Agree Neutral Disagree

Obesity is an Additional Concern Q36. Please review each of the following statements and tell us your level of disagreement or agreement with each. Strongly Agree % Respondents n = 1000 I am deeply concerned about how obesity might affect my kids now and when they are adults Strongly Disagree

“Fresh is Best”…But Then What? The Need for Education About All Forms Moms are confident in the health value of fresh F&V – but can be “neutral” about other forms – notably canned and dried –39% are “neutral” on whether canned is healthy This lack of conviction is reflected in the availability of these forms in the home –Notably dried fruits and vegetables; canned and frozen fruits and also vegetable juices The “All Forms Count” message – together with back-up and tips for serving – can help extend use –Identify and address their major concerns (e.g., excessive sodium or sugars) –Inspire them with recipes and other serving ideas

“Fresh is Best”…But Then What? The Need for Education About All Forms Q8/14. In general, how healthy do you consider the following foods to be? Fresh fruits or vegetables 100% fruit or vegetable juice Frozen fruits or vegetables Dried fruits or vegetables Canned fruits or vegetables Fruit-based snacks such as fruit leathers (like fruit roll-ups) Fruit flavorings in juice drinks, soft drinks, water, and other beverages Round 2 Healthy Neu Not Healthy % Respondents n = 1000

% Respondents (Bottom 2 Boxes) “Fresh is Best”…But Then What? The Need for Education About All Forms Q20. Please rate the availability of fruits and vegetables in your home. % Respondents (Top 2 Boxes) FruitsVegetables Occasionally/Rarely AvailableAlways/Almost Always Available In General Fresh Frozen Canned Dried 100% Juice (n = 1000)

Q24. Please indicate your agreement or disagreement with these statements. Agree Neutral % Respondents n = 1000 Converting Attitude into Action – Moms Think they Can Change Disagree If I wanted to, I could include more fruits and vegetables in my family’s meals and snacks each day In the next 3 months, I intend to include more fruits and vegetables in my family’s meals and snacks each day In the next 3 months, it is likely that I will include more fruits and vegetables in my family’s meals and snacks It is easy for me to include more fruits and vegetables in my family’s meals and snacks each day

Q25. How easy is it for you to get your family to eat VEGETABLES at the following times? Q26. Please rate how easy it is to get your family to eat FRUITS at the following times? Ease of Including Fruits/Vegetables in Diet at Select Times (1 of 2) At breakfast At lunch At dinner At snacks At work (self) At school (children’s packed lunch) % Respondents (Top 2 Boxes) FruitsVegetables % Respondents (Bottom 2 Boxes) Not Easy at AllVery Easy *NA is not included FruitsVeggies nn

Q25. How easy is it for you to get your family to eat VEGETABLES at the following times? Q26. Please rate how easy it is to get your family to eat FRUITS at the following times? Ease of Including Fruits/Vegetables in Diet at Select Times (2 of 2) At a restaurant When running errands After a busy day When running late When kids have activities % Respondents (Top 2 Boxes) FruitsVegetables % Respondents (Bottom 2 Boxes) Not Easy at AllVery Easy *NA is not included FruitsVeggies nn

Q28. Based on how they think and act around fruit and vegetable consumption, please score your kid(s) on the “fruit and veggie report card”: Kids’ “Grades” for Fruit & Veggie Consumption Remain Consistent over the Years Overall AGES OF CHILDREN 2 years or less3 – 5 years6 – 8 years9 – 12 years 13 – 15 years 16 – 17 years % %%% “ A ” – Enjoy eating meals and snacks with lots of fruits and vegetables “ B ” – Making a good effort to include fruits and vegetables – respond well to encouragement “ C ” – Often tempted by food without fruits and vegetables – can sometimes exhibit a poor attitude towards fruits and veggies “ D ” – Fruits and vegetables eaten very seldom – not much interest in eating more “ F ” – Almost no fruits and vegetables in diet – strong resistance to eating more n =