The Dietary Guidance Gap: Consumers know they are supposed to do something – but are fuzzy on the details

02/05/06 For more than a year, the U.S. government and a variety of health-related groups have been publicizing new dietary guidance for consumers, including MyPyramid.gov. But is the message getting through?

The inaugural International Food Information Council (IFIC) Foundation Food & Health Survey: Consumer Attitudes toward Food, Nutrition & Health is a rigorous first step in tracking how communication of dietary guidance is impacting consumers, by capturing their understanding of relevant topics such as calorie consumption, the benefits of eating certain dietary fats, and the differences they perceive among various sugars and carbohydrates.

“We’ve found that while consumers are getting the message that they need to make positive dietary and lifestyle changes, putting that advice into practice has been challenging and confusing for many of them,” said Susan T. Borra, RD, President, IFIC Foundation. “In this information-overload environment, the IFIC Foundation Food & Health Survey stands above the rest by linking what consumers say they understand with what they do regarding dietary guidance put forth by the U.S. Department of Agriculture and the Department of Heath and Human Services.”

This finding is only one of the conclusions from the 2006 IFIC Foundation Food & Health Survey, a benchmark study that will examine consumers’ attitudes on the most pressing food and health issues of the day. The survey is scheduled to be repeated every 12 to 24 months.

“This type of consumer insight is invaluable to those of us who teach about nutrition and health, to dietitians working with people who have chronic nutrition-related diseases, like heart disease, diabetes, osteoporosis, hypertension, and for others who shape public policy,” said Nancy Wellman, PhD, RD, Florida International University and Chair, IFIC Foundation. “Nutrition and wellness information should not be given in a vacuum – advice should adapt to the knowledge level, lifestyle, and needs of the average person.”

Some main highlights from the 2006 IFIC Foundation Food & Health Survey include consumers’ understanding:

• Of calorie consumption: While American consumers are concerned about their weight and frequently look for calorie information on food package labels, nearly nine out of 10 (88 percent) are unable to accurately estimate the number of calories they should eat in an average day. Half were unable to even guess the amount.
• Of their overall health: While three quarters of consumers (75 percent) describe their overall health status in positive terms, only slightly more than half (54 percent) say they are satisfied with their overall health.
• Of their overall diet: More than half of consumers (54 percent) describe their diet as healthful.
• Of dietary fats: While two-thirds (66 percent) of consumers say they are either somewhat or very concerned about the amount and type of fat they consume, nearly half indicate they are not trying to increase or decrease the amount of the various fats they eat.
• Of carbohydrates and sugars: Although 20 percent of consumers believe that calories from carbohydrates are more likely to cause weight gain, a large majority (75 percent) say they are trying to consume more fiber and whole grains.
• Of physical activity: About two-thirds of consumers (64 percent) describe themselves as being active.

Of special interest is the finding regarding where consumers say they get their health information. Ninety-three percent of respondents say they are actively using food and beverage labels, including the Nutrition Facts Panel and product claims, when deciding to purchase or consume a product.

“While the survey confirms that the elements of the food label are useful, it also highlights challenges in the way consumers are interpreting that information,” said Borra. “It may be possible to tweak the delivery of health and nutrition information so it is more digestible to consumers – and more instructive in helping them make the lifestyle changes they tell us they want to make.”

http://www.ific.org/newsroom/releases/foodandhealthsurveyrel.cfm