delivering food and health to customersthe supermarket ethos ... ygetting more nutrient-rich foods...

National Conference of State Legislatures

Food Systems – Cultivating Economic Development and Healthy Communities

April 15 2011April 15, 2011

Delivering Food and Health to CustomersCustomers

David FikesDirector of Consumer/Community Affairs and

Social Responsibi l i tySocial Responsibi l i ty

FMI: Who We Are

d k i i ( ) d i bli ff i f d fFood Marketing Institute (FMI) conducts programs in public affairs, food safety, research, education and industry relations on behalf of its 1,500 member companies - food retailers and wholesalers - in the United States and around the world. FMI's U.S. members operate approximately 26,000 retail food the world. FMI s U.S. members operate approximately 26,000 retail food stores and 14,000 pharmacies. Their combined annual sales volume of $680 billion represents three-quarters of all retail food store sales in the United States.

The Supermarket Ethos

The cornerstone of the communityThe cornerstone of the community…

… and the neighborhood nexus for health and wellness.g

Shopping for more than groceries…

C i f diff di i h h Coming from many different directions, the message that there is a connection between food and healthy living, diet and mortality, is taking root in the American y, gconsciousness.

Mom

….putting health in the cart

Customers are demanding more information about the food they purchase:

Label reading continues to rise

Almost 90 percent of shoppers report being concerned about Almost 90 percent of shoppers report being concerned about the nutritional content of the food they eat.

Customers are 48% more likely to shop stores providing the i f ti th t h l th k d f d h i f th i information that helps them make good food choices for their families

* Source: 2010 U.S. Grocery Shopper Trends **Source: Labeling Survey, n = 1000 Label Readers

IFIC Consumer Research: Key Findings

The grocery store was a top-rated source of nutrition information for consumers seeking to know:information for consumers seeking to know:

The relationship between calories and weight (22 %)

Th f il h ld b i d d i ki ( %)The amount family should be eating and drinking (22%)

Getting more nutrient-rich foods and beverages into the family’s diet (53%)

Fitting higher calorie foods and beverages into the family’s diet in a sensible way (30%)

How balancing the amount the family eats and drinks with How balancing the amount the family eats and drinks with their level of activity improves health (24%)

S IFIC h f d f th Di t G id li AlliSource: IFIC research performed for the Dietary Guidelines Alliance

Supermarket health and wellness action

On-staff or in-store dietitians for customer consultations and community resource

Informational kiosks, shelf tags, banners, flyers, brochures, social media

Cooking demonstrations

Within the variety of products, offering on-shelf help in determining the healthier option

L b l l b l l b lLabels, labels, labels

“…move “…move faster and faster and [go] [go] farther, farther, because because the truth the truth is we don’t is we don’t have a have a moment moment to to

First Lady Michelle Obama

waste…”waste…”First Lady Michelle Obama

GMA Science Forum, March 2010

Nutrition Keys is a nutrient- based approach that approach that summarizes important nutrition nutrition information from the Nutrition Facts Panel in a Facts Panel in a clear, simple and easy-to-use format on the

Nutrition Keysformat on the front of food and beverage packagespackages

Nutrition Keys Icons

Basic IconsBasic IconsBasic IconsBasic Icons

• Under the Nutrition Keysprogram, participating food and p g , p p gbeverage companies will place an icon on the front of their products that displays calories, saturated fat, sodium and sugar

iper serving

• The icon will also tell consumers how each serving of a product o eac se g o a p oduct contributes to their overall diet based on recommended daily nutrition intake expressed as percent of daily value

Dietary Guidelines and Nutrition Keys

Foods and Balance Calories

Foods and nutrients to reduce

Foods and nutrients to

increase

Build healthy eating patterns

Nutrition Keys In-Store Promotion

In store dietitian instruction

Store banners and end of aisle kiosks

Aisle flags pointingout products carrying the icon

Th k !Thank you!

More information is available at :http://www fmi org/nutritionkeys/http://www.fmi.org/nutritionkeys/

www.nutritionkeys.org

and 202-452-8444 (FMI)