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Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN Welcome … to a New Nutrition Conversation with Consumers … … about FATS IN FOOD ! 5. 6. 05

New Nutrition Conversation International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate New Nutrition Conversation 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 broadbased food, beverage, and agricultural industries 5. 6. 05

New Nutrition Conversation 5. 6. 05 New Nutrition Conversation 5. 6. 05

New Nutrition Conversation December 13 -19, 2003 5. 6. 05 New Nutrition Conversation December 13 -19, 2003 5. 6. 05

New Nutrition Conversation Consumers are confused about who and what to believe when it New Nutrition Conversation Consumers are confused about who and what to believe when it comes to nutrition … SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation The science says… • Total fat intake 20 -35% of calories New Nutrition Conversation 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

New Nutrition Conversation Know the limits on fats. Make most of your fat sources New Nutrition Conversation 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

New Nutrition Conversation The media say… Acid in Animal Fats May Lower Blood Pressure New Nutrition Conversation The media say… Acid in Animal Fats May Lower Blood Pressure Study: Not All Lowfat Diets Are Equal The Associated Press 5/2/05 Health. Day News 5/1/05 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-3 s may protect baby girls in womb Reuters 4/20/05 Mc. Donald'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

New Nutrition Conversation Food Labels Web Sites • Consumers are bombarded TV and Radio New Nutrition Conversation Food Labels Web Sites • Consumers are bombarded TV and Radio News Medical Experts Popular Magazines Consumer Fad Diet Gurus Media Images Friends and Family Gov’t Guidelines SOURCE: IFIC Foundation, 2004 Food Ads 5. 6. 05 • 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.

New Nutrition Conversation Evolution of Dietary Fats Recommendations 1995 US Dietary Guidelines for Americans New Nutrition Conversation 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” Late 1980 s, early 1990 s Scientific Post 1995 Food verdict out on health effects of industry moves to decrease saturated trans fat in food supply, trans increased July 2003 FDA final rule to include trans on Nutrition Facts panel Sep. 2002 IOM DRI Macronutrient Report recommends trans, sat fat, and cholesterol intake “as low as possible” 5. 6. 05 2005 New dietary guidance recommends moderate fat intake with most from MUFA and PUFA

New Nutrition Conversation MYTH All fats are “bad” Vegetable oils are high in cholesterol New Nutrition Conversation MYTH All fats are “bad” Vegetable oils are high in cholesterol Managing Misinformation REALITY Dietary fats supply essential fatty acids, carry fat soluble vitamins, and promote satiety. Help consumers eat a balanced diet composed mostly of PUFA and MUFA. The human body can produce cholesterol. But, only animal fats contain dietary cholesterol. 5. 6. 05

New Nutrition Conversation Managing Misinformation MYTH Trans fats are present only in processed foods New Nutrition Conversation Managing Misinformation MYTH Trans fats are present only in processed foods REALITY Products made using current partially hydrogenated vegetable oils contain some amount of trans fat. Some meat and dairy products naturally contain small amounts of trans fat. 5. 6. 05

New Nutrition Conversation MYTH To tell if there is trans fat in a product, New Nutrition Conversation MYTH To tell if there is trans fat in a product, look for the word “hydrogenated” Managing Misinformation REALITY Until trans fat is included on all food labels, products containing “partially hydrogenated” can be identified as containing some degree of trans fat. If an oil is FULLY hydrogenated, it becomes a saturated fat and contains no trans fat. 5. 6. 05

New Nutrition Conversation Managing Misinformation MYTH REALITY If a product contains partially hydrogenated oils, New Nutrition Conversation Managing Misinformation MYTH REALITY If a product contains partially hydrogenated oils, but is marked as “zero trans fat”, there must be some mistake If a product contains less than 0. 5 grams/serving, the amount is considered nutritionally insignificant and is expressed as “ 0 grams” on the Nutrition Facts label. 5. 6. 05

New Nutrition Conversation Consumers get overwhelmed and confused about the specifics of nutrients in New Nutrition Conversation Consumers get overwhelmed and confused about the specifics of nutrients in foods … 5. 6. 05 SOURCE: IFIC Foundation, 2002 and 2004

New Nutrition Conversation … but they are becoming more open to messages about the New Nutrition Conversation … but they are becoming more open to messages about the possible health benefits of fats in food. 5. 6. 05 SOURCE: IFIC Foundation, 2002 and 2004

New Nutrition Conversation Communicating with consumers about the role of fats and foods with New Nutrition Conversation Communicating with consumers about the role of fats and foods with fat in a healthful lifestyle 5. 6. 05

New Nutrition Conversation GOAL: Balanced lifestyle based on consumers’ desire for a healthy weight New Nutrition Conversation GOAL: Balanced lifestyle based on consumers’ desire for a healthy weight and good health 5. 6. 05

New Nutrition Conversation What consumers say … 5. 6. 05 New Nutrition Conversation What consumers say … 5. 6. 05

New Nutrition Conversation Focus groups Who were the consumers? • Females and males concerned New Nutrition Conversation Focus groups Who were the consumers? • Females and males concerned about their weight • BMI 22 to 29 - working to maintain a healthy weight Four different viewpoints 1. Nutritionally Savvy Women: Conscious about nutrition, claim to know a good deal about it, and carefully monitor the types/amount of food they eat. 2. Common Sense Women: Carefully choose certain foods for their diets, and use common sense rules to govern nutrition choices. 3. Dieters Restricting Foods/Food Groups: Men and women who don’t eat certain foods because of dietary restrictions or are following a popular diet. 4. Diet Opposed: Men and women who are opposed to using fad diets that exclude foods or food groups. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Consumers say they know WHAT they need to do for a New Nutrition Conversation Consumers say they know WHAT they need to do for a balanced diet … … they need advice on HOW to do it. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Consumers tend to see dietary fats, and the foods that contain New Nutrition Conversation Consumers tend to see dietary fats, and the foods that contain them … … as tasting good, BUT needing to be restricted or eliminated. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Consumers see a difference between eating for health and eating for New Nutrition Conversation 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. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Consumers have a holistic view of health. HEALTHY UNHEALTHY Active Energetic New Nutrition Conversation Consumers have a holistic view of health. HEALTHY UNHEALTHY Active Energetic Confident Smiling Good complexion Good posture Bright and wide-eyed Works out/is fit Positive attitude Well-rested SOURCE: IFIC Foundation, 2004 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 5. 6. 05

New Nutrition Conversation Consumers identify various weight management strategies. Consumers see many different strategies New Nutrition Conversation Consumers identify various weight management strategies. Consumers see many different strategies - like reading food labels - that might help them meet their goals. ü Read food labels. ü Control portions. ü ü ü Use willpower. Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Build on consumer weight management strategies. With the current focus on New Nutrition Conversation 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. ü Read food labels. ü Control portions. ü Use willpower. ü ü ü Make healthier food choices. Avoid extremes; achieve better balance. Exercise. Get more sleep. Drink more water. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation Build on consumer weight management strategies. ü ü Read food labels. New Nutrition Conversation Build on consumer weight management strategies. ü ü Read food labels. They want specific ways to bring better balance into Control portions. their eating habits - and Use willpower. into their lives. Make healthier food choices. ü Avoid extremes; achieve better balance. ü Exercise. ü Get more sleep. ü Drink more water. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation HOW ACTIVE you are HOW MUCH you eat WHAT you eat New Nutrition Conversation HOW ACTIVE you are HOW MUCH you eat WHAT you eat Approaches to managing weight ü Consumers feel that all three are connected. ü No one said there is a single approach to managing weight. Nearly everyone focuses on a combination of all three approaches. ü While some people place equal emphasis on all three, others claim to de-emphasize one in favor of a combination of the other two. SOURCE: IFIC Foundation, 2004 5. 6. 05

New Nutrition Conversation … consumers need how-to information about fitting in foods with fat New Nutrition Conversation … consumers need how-to information about fitting in foods with fat that is … SIMPLE POSITIVE PRACTICAL CONSISTENT 5. 6. 05

New Nutrition Conversation Use tested, “do-able” messages. . . Foods with fat can fit: New Nutrition Conversation Use tested, “do-able” messages. . . Foods with fat can fit: Moderate, don’t eliminate. SOURCE: IFIC Foundation, 2001 5. 6. 05

New Nutrition Conversation Craft how-to tips with consumer appeal. . . ü Be positive. New Nutrition Conversation Craft how-to tips with consumer appeal. . . ü Be positive. ü Keep tips short and simple. ü Create tips just for me. ü Make tips specific and manageable. ü Provide the payoff. ü Talk food and fun. 5. 6. 05

New Nutrition Conversation Be positive. Order once, enjoy twice. Eat half your steak at New Nutrition Conversation Be positive. Order once, enjoy twice. Eat half your steak at the restaurant, take the rest home, refrigerate, and savor tomorrow. 5. 6. 05

New Nutrition Conversation Keep tips short and simple. Crack open a new cookbook each New Nutrition Conversation 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

New Nutrition Conversation Create tips just for me. Love the flavor of regular cheddar New Nutrition Conversation Create tips just for me. Love the flavor of regular cheddar cheese? Balance it with other reducedfat dairy products, like fat-free milk, lower fat cottage cheese, and sour cream. 5. 6. 05

New Nutrition Conversation Make tips specific and manageable. If you usually load up a New Nutrition Conversation 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

New Nutrition Conversation Provide the payoff. It takes 20 minutes for your brain to New Nutrition Conversation 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

New Nutrition Conversation Talk food and fun. When you bake (or buy) a pie, New Nutrition Conversation Talk food and fun. When you bake (or buy) a pie, cut it into 10 or 12 pieces instead of 8. 5. 6. 05

New Nutrition Conversation Tips are not “one-size-fits-all”. . . PERSONALIZE whenever possible. 5. 6. New Nutrition Conversation Tips are not “one-size-fits-all”. . . PERSONALIZE whenever possible. 5. 6. 05

New Nutrition Conversation 5. 6. 05 New Nutrition Conversation 5. 6. 05

New Nutrition Conversation Dietary Fats Communication Resources • General resources for health professionals, media, New Nutrition Conversation 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/allaboutyou om. cfm 5. 6. 05

New Nutrition Conversation For more information, contact: International Food Information Council (IFIC) Foundation 1100 New Nutrition Conversation For more information, contact: International Food Information Council (IFIC) Foundation 1100 Connecticut Avenue, NW Suite 430 Washington, DC 20036 Phone Online 202 -296 -6540 www. ific. org 5. 6. 05