survey background and objectives - eatrightpro
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Survey Background and Objectives
Background:Background:Eight surveys conducted since 1991
Objectives:Measure current attitudes and behaviors
d di d h l htoward diet and health
Identify attitudinal and behavioral trends toward diet and healthtoward diet and health
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MethodologyPhone survey using random-digit dialing
Conducted by Mintel International Group Ltd.
Population* Quotas established for age Population* Quotas established for age, race/ethnicity, gender and region. Ages 18 or older and not working in marketing/food industrymarketing/food industry.
Data-collection period May 2011
Sample size (error) N=754 ( 3.1) p
Previous studies surveyed ages 25 or older. Only responses from consumers 25+ were used in trending analysis, while point-in-time comparisons include all respondents.
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Who Was Surveyed?
Distribution of sample by age and ethnicity
22.1%
14 9%
20.2%
17.4%
Black/African American
13%
Hispanic16%
Asian/Pacific Islander
4%Any Other
5%
10.9%
14.9% 14.6%
18-24 25-34 35-44 45-54 55-64 65 and over Caucasian
62%
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Consumer Segments
Since 1991, ADA’s study has segmented respondents into three consumer groups:
1. I’m Already Doing It
2. I Know I Should…
3. Don’t Bother Me
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“I’m Already Doing It”
Consumers who feel maintaining a ghealthy diet and regular exercise are very important …very important …
and do all they can to eatand do all they can to eata healthy diet.
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“I Know I Should…”
Consumers who feel maintaining a ghealthy diet and regular exercise are very important …very important …
but do not do all they canbut do not do all they canto eat a healthy diet.
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“Don’t Bother Me”
Consumers who…
do not feel diet and exercisedo not feel diet and exercise are very important.
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Consumer Segments for 2011
Already Doing It
I Know I Should
Don’t Bother Me
Skews female
Most apt to have someone in the household on a diet
Skews 35-54 and 4+ people in household
41% say nutrition “very important”
Skews male, 18-24 and less than college education
Least likely to be household on a diet for medical reasons
62% say nutrition is “very important”
very important
Need “practical tips”to eat better
Most apt to see b fit f i
Least likely to be married/living with a partner
More apt to use magazines for nutrition information
benefits of organic
More apt to use internet and magazines for nutrition information
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Evolution of Attitudes, 1991-2011
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Little Change in Americans’Behaviors toward Diet and ExerciseBehaviors toward Diet and Exercise
Segment 2008 2011Segment 2008 2011
I’ Al d D i I % %I’m Already Doing It 45% 42%
I Know I Should 37% 38%
Don’t Bother Me 18% 20%
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Consumers’ Attitudes and Behaviors: Nutrition and Exercise
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Trends in Attitudes and Behaviors100% 8
85% 84%
71%
79%81%
79%
72%
82%
76%79%
81%85%
82%
75%
90%86%
76%
70%
89%86%
76%72%
80%
90%
100% 1991 1993 1995 1997 2000 2002 2008 2011
71%68%
66% 66%67% 67% 66%
70%
50%
60%
70%
30%
40%
50%
0% 0%0% 0%0%
10%
20%
Diet and nutrition are very important to me
personally
Exercise and physical activity are very important
to me personally (first asked in 1995)
Very careful to select foods to achieve balanced
nutrition and healthy diet
Make a very conscious effort to regularly get exercise and physical activity (first asked in
1995)
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Respondents who answered 5, 6 or 7 on a 1-7 scale
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Importance of Diet and Nutrition by Gender, Age, Education by Gender, Age, Education
Diet and Nutrition Very Important: 2011Exercise Very Important: 2011Exercise Very Important: 2011
73%
68% 68%
74%76%
6 %
71%73%
67% 6 %70%
80%
59%
68%
63%
68%
61%62%
67%
61%
65%67% 67%
62%64%
65%
58%
63% 64% 65%62%
64%
60%
70%
50%
40%
50%
R d t h d
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Respondents who answered 6 or 7 on a 1-7 scale
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Diet and nutrition are very important to me
Physical activity is very important to me
personally (1991-2011) personally (1995-2011)
– Separate data for men and women in 2000 are unavailable. Total for 2000 was 59 percent.
– Question was first asked in 1995. Separate data for men and women in 2000 are unavailable. Total for 2000 was 57 percent.
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Doing All They Can (1991-2011)D f l tl d i ll Do you feel you are currently doing all you can to achieve balanced nutrition and healthy diet?
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Consumers “Doing All They Can”by Gender, Age, Education: 2011by Gender, Age, Education: 2011
66%60%
70%
Yes average: 49%
44%
52% 50%44% 43%
%
52%
61%
53%
44% 46% 46%40%
50%
60%
44 43%40%
44
20%
30%
0%
10%
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Many with Kids Say Not Doing All They CanAll They Can
Si ifi tl l lik l 42 t f Significantly less likely: 42 percent of parents with children in household versus 49 percent overall49 percent overall
Demands of child care could make better eating seem too inconvenienteating seem too inconvenient
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Reasons for Not Eating Healthier: 1997-20111997 2011
* In 1997, this question was phrased: “There are so many new or conflicting studies on nutrition that I don’t know what’s good for me anymore ”me anymore.
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Consumers’ Beliefs:Trends since 1991Trends since 1991
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People Want Information“I actively seek information about nutrition
and healthy eating.”
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Consumers Hearing Positive Messages“I lik I’ l h i i f i b “It seems like I’m always hearing information about
what not to eat, rather than what I should eat.”
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Consumers Believe Body Weight Reflects Healthy DietReflects Healthy Diet
“I consider body weight to be an indicatorof a healthy diet.”of a healthy diet.
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Need for Supplements?“I believe vitamin supplements are necessary
to ensure good health.”
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Knowledge and Consumption of Foods
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People Hear About Health-Related Effects of Foods or NutrientsEffects of Foods or Nutrients
% saying heard “a lot” (4 or 5 on 5-point scale)
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Increased Consumption in Past 5 Years?
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Specific Food Consumption in Past 5 Years
Foods Increased DecreasedStayed the
same
V t bl 49% 6% 45%Vegetables 49% 6% 45%
Whole-grain foods 48% 7% 45%
Fi h 6% % %Fish 46% 11% 42%
Chicken 44% 8% 49%
F it % % 8%Fruits 41% 12% 48%
Dairy products 17% 22% 61%
B f % % %Beef 12% 39% 49%
Pork 11% 35% 52%
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Organic vs Regular: 2008 vs 2011
2008 2011
8%
53%39%
C ti l i h lthiConventional is healthier
No difference
Organic is healthier
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Confidence in Organic Produce and Whole Grain Benefits
64%Organically grown fruits and vegetables
45%
Whole-grain breads
39%
45
27%
15%
27%
9%
Slightly Healthier Somewhat Healthier Much Healthier
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Sources of Nutrition Information
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TV Remains Top Source of Nutrition Information
Sources of information in 2011Changes in top 8 compared to 2008
6%20% +2
40% +1641% -4
67% +4
D tNewspaper
InternetMagazinesTelevision
5%11% +1
13% +516% +616% +2
SchoolReference/general books
RadioFamily/friends
DoctorsInternet has surged in popularity...at magazines’ expense
1%2%3%
4%5%
NursesNutritionists
Package labelsGrocery stores
School
%0%1%1%1%
d fUSDA/My Pyramid
Personal TrainersRegistered Dietitians
Health club/gym
0%Food manufacturers
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Sources of Nutrition Information 2011: By Age2011: By Age
35-44 drives growth of Internet as sourceFoods Total 18-24 25-34 35-44 45-54 55-64 65+Television 67% 62% 66% 66% 69% 67% 72%Magazines 41% 29% 36% 40% 41% 49% 47%Internet 40% 46% 45% 55% 43% 33% 15%Newspapers 20% 9% 12% 17% 19% 26% 32%Doctors 16% 13% 14% 20% 14% 21% 14%Family/friends 16% 24% 19% 20% 7% 16% 12%Radio 13% 11% 7% 13% 16% 16% 12%Reference/general books 11% 9% 10% 11% 13% 11% 11%School 5% 20% 8% 2% 2% 4% 0%G t 4% 6% % 6% 0% % 2%Grocery stores 4% 6% 5% 6% 0% 5% 2%Package labels 3% 1% 4% 2% 2% 1% 5%Nutritionists 2% 0% 2% 2% 3% 3% 1%Nurses 1% 0% 1% 1% 1% 4% 1%Health club/gym 1% 0% 2% 1% 1% 2% 2%Health club/gym 1% 0% 2% 1% 1% 2% 2%Registered Dietitians 1% 0% 2% 2% 0% 1% 0%Personal Trainers 1% 1% 3% 1% 0% 0% 0%Food Manufacturers 0% 1% 0% 0% 0% 0% 0%USDA/My Pyramid 0% 0% 0% 0% 0% 0% 1%
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USDA/My Pyramid 0% 0% 0% 0% 0% 0% 1%
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Summary
Since 2002, see greater focus on health and acknowledgement of diet and exercise as major contributors to healthy living
Americans’ desire to eat better and efforts to do so have not changed Americans desire to eat better and efforts to do so have not changed much since 2008
Those with young kids are less apt to say they are “doing all they can”
C h i b t f d ith h lth l t d b fit Consumers are hearing more about foods with health-related benefits, such as berries and omega-3 rich foods, and consuming more of them
Half of consumers are saying they are eating more vegetables and h l i f dwhole-grain foods
Consumers prefer eating their way to health eating inherently healthy foods rather than reducing their intake of foods they like that may not b h l hbe as healthy
Internet for nutrition information has gained substantially since 2008
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