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