Welcome …

1. Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN FOOD !

2. 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 5.6.05

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4. December 13-19, 2003 5.6.05

5. Consumers are confusedabout who and what to believe when it comes to nutrition … 5.6.05 SOURCE: IFIC Foundation, 2004

6. 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. 5.6.05 SOURCE: Dietary Guidelines for Americans, 2005

7. Know the limits on fats. 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. 5.6.05

8. 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 5.6.05

9. 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 Medical Experts Popular Magazines Consumer Fad Diet Gurus Media Images Food Ads Friends and Family Gov’t Guidelines 5.6.05 SOURCE: IFIC Foundation, 2004

10. 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 Late 1980s, early 1990s Scientific verdict out on health effects of trans fat Sep. 2002 IOM DRI Macronutrient Report recommends trans, sat fat, and cholesterolintake “as low as possible” Post 1995 Food industry moves to decrease saturated fat in food supply, trans increased 5.6.05

11. Managing Misinformation 5.6.05

12. Managing Misinformation 5.6.05

13. Managing Misinformation 5.6.05

14. Managing Misinformation 5.6.05

15. Consumers get overwhelmed and confused about the specifics of nutrients in foods … 5.6.05 SOURCE: IFIC Foundation, 2002 and 2004

16. … but they are becoming more open to messages about the possiblehealth benefits of fats in food. 5.6.05 SOURCE: IFIC Foundation, 2002 and 2004

17. Communicating with consumers about the role of fats and foods with fat in a healthful lifestyle 5.6.05

18. GOAL: Balanced lifestyle based on consumers’ desire for a healthy weight and good health 5.6.05

19. What consumers say … 5.6.05

20. 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 don’t eat certain foods because of dietary restrictions or are following a popular diet. • Diet Opposed:Men and women who are opposed to using fad diets that exclude foods or food groups. 5.6.05 SOURCE: IFIC Foundation, 2004

21. Consumers say they know WHAT they need to do for a balanced diet … … they need advice on HOW to do it. 5.6.05 SOURCE: IFIC Foundation, 2004

22. Consumers tend to see dietary fats, and the foods that contain them … … as tasting good, BUT needing to be restricted or eliminated. 5.6.05 SOURCE: IFIC Foundation, 2004

23. 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. 5.6.05 SOURCE: IFIC Foundation, 2004

24. 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 Consumers have a holistic view of health. 5.6.05 SOURCE: IFIC Foundation, 2004

25. 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. 5.6.05 SOURCE: IFIC Foundation, 2004

26. 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. 5.6.05 SOURCE: IFIC Foundation, 2004

27. Build on consumer weight management strategies. They want specific ways to bring better balance into their eating habits - and into their their lives. • Read food labels. • Control portions. • Use willpower. • Make healthier food choices. • Avoid extremes; achieve better balance. • Exercise. • Get more sleep. • Drink more water. 5.6.05 SOURCE: IFIC Foundation, 2004

28. 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. 5.6.05 SOURCE: IFIC Foundation, 2004

29. … consumers need how-to information about fitting in foods with fat that is … SIMPLE POSITIVE PRACTICAL CONSISTENT 5.6.05

30. Use tested, “do-able” messages ... Foods with fat can fit: Moderate, don’t eliminate. 5.6.05 SOURCE: IFIC Foundation, 2001

31. 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. 5.6.05

32. Be positive. Order once, enjoy twice. Eat half your steak at the restaurant, take the rest home, refrigerate, and savor tomorrow. 5.6.05

33. Keep tips short and simple. Crack open a new cookbook each week and try a different recipe that utilizes heart healthy oils. 5.6.05

34. 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. 5.6.05

35. 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. 5.6.05

36. Provide the payoff. It takes 20 minutes for your brain to get the signal that your stomach has had enough. Savor your food slowly; you’ll eat less, enjoy it more, and avoid feeling stuffed. 5.6.05

37. Talk food and fun. When you bake (or buy) a pie, cut it into 10 or 12 pieces instead of 8. 5.6.05

38. Tips are not “one-size-fits-all” ... PERSONALIZE whenever possible. 5.6.05

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40. Dietary Fats Communication Resources • General resources for health professionals, media, consumers http://www.ific.org/nutrition/fats/index.cfm • General communication resources http://www.ific.org/tools/intro.cfm • Consumer-tested messages and tips http://www.ific.org/tools/tips.cfm#fats http://www.ific.org/publications/other/allaboutyouom.cfm 5.6.05

41. For more information, contact:International Food Information Council(IFIC) Foundation1100 Connecticut Avenue, NWSuite 430Washington, DC 20036Phone 202-296-6540Online www.ific.org 5.6.05