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1. Seeing Nutrition through the Consumer’s Eyes Shelley Goldberg, MPH, RD Senior Director International Food Information Council (IFIC) Foundation Nutrient Essentials: Sodium and the Healthy Plate July 10, 2008

2. International Food Information Council (IFIC) Foundation Mission: To effectively communicate science-based information on health, nutrition, and food safety for the public good. Primarily supported by the broad-based food, beverage and agricultural industries. http://www.ific.org

4. IFIC Foundation Food & Health Survey 2006 2007 http://ific.org 2008

5. Methodology *Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond. ↑ Significant increase from year indicated ↓ Significant decrease from year indicated IFIC Foundation Food & Health Survey 2008 Methodology Web Survey Population Representative Sample of Americans Aged 18+ Data Collection Period February 21-March 11, 2008 Sample Size (Error) n=1,000 ( + 3.1 For 2008) ( + 4.4 Among 2008, 2007, 2006) Data Weighting* Data Weighted on Age, Income, Education and Race

6. Attitudes Toward Health

7. The majority of Americans view their health status positively. (n=1000) Which of the following best describes your overall health status? IFIC Foundation Food & Health Survey 2008 ↑ Significant increase from year indicated ↓ Significant decrease from year indicated Total does not add to 100 percent due to rounding 81% Poor Fair Good Very Good Excellent

8. A little over half of Americans are satisfied with their health status. IFIC Foundation Food & Health Survey 2008 (n=1000) How satisfied are you with your overall health status? ↑ Significant increase from year indicated ↓ Significant decrease from year indicated Total does not add to 100 percent due to rounding 60% Not At All Satisfied Not Very Satisfied Neither Satisfied Nor Unsatisfied Somewhat Satisfied Extremely Satisfied

9. Health: Where consumers are and where they want to be. Unhealthy Healthy International Food Information Council, 2004 Where they ARE Where they WANT to be

11. Consumers and Dietary Changes

12. The majority of Americans have made changes to improve the healthfulness of their diet in the past six months. IFIC Foundation Food & Health Survey 2008 (n=1000) Over the past six months, have you made any changes in an effort to improve the healthfulness of your diet? ↑ Significant increase from year indicated ↓ Significant decrease from year indicated Yes No

13. Losing weight (and improving health) is a top driver of dietary change. IFIC Foundation Food & Health Survey 2008 For which of the following reasons, if any, are you trying to improve the healthfulness of your diet? * Modification from 2006: “To improve my overall health” (69%) was changed to two items, including “To improve my overall well-being” and “To improve my physical health”. ↑ Significant increase from year indicated ↓ Significant decrease from year indicated ↓’ 07/’06 ↑’ 06 69% 69% 64% 34% 11%

14. Consumers say they increase and decrease consumption to improve their diet’s healthfulness. Which of the following changes, if any, have you made in the past six months to improve the healthfulness of your diet? ↑ ’ 06 ↑ ’ 06 ↑ ’ 07 IFIC Foundation Food & Health Survey 2008 ↑ Significant increase from year indicated ↓ Significant decrease from year indicated 2008 (n=669)

15. Thinking about your diet over the past few months, are there any foods or ingredients that you have avoided or eaten less of? Many consumers report avoiding certain foods/ingredients. The number of Americans that say they are avoiding certain foods or ingredients has been stable for the past three years. International Food Information Council, 2007 Yes No 2004 2005 2006 2007 2003

16. [IF AVOIDED FOODS] What foods or ingredients have you avoided? [OPEN END] Types of foods and ingredients consumers report avoiding. International Food Information Council, 2007 = Statistically significant 50% 33% 28% 12% 16% 2% 1% 0% 11% 54% 38% 21% 15% 14% 4% 2% 2% 11% 0% 0% Sugar/carbs Fats/oils/cholesterol Animal products Salt/sodium Snack foods/fast foods/soda Artificial/additives Spices Processed/refined foods Biotech Other 2006 2007

17. Nutrition Information and Messaging

18. Information Interesting but Confusing and Conflicting IFIC Foundation Food & Health Survey 2008 To what extent do you agree or disagree with the following statements regarding food and health information? Reading or hearing about the relationship between food and health is of interest to me I feel that food and health information is confusing and conflicting 2008 (n=1000) Total does not add to 100 percent due to rounding

20. Taste is the #1 factor influencing Americans’ food and beverage purchasing decisions. IFIC Foundation Food & Health Survey 2008 How much of an impact do the following have on your decision to buy foods and beverages? 84% 88% 85% 70% 72% 64% 62% 65% 58% 55% 55% 48% Taste Price Healthfulness Convenience ↑ ’ 06 ↓ ’ 07 (n=1000) ↑ Significant increase from year indicated ↓ Significant decrease from year indicated ↑ ’ 06 ↑ ’ 06 ↑ ’ 06 Great impact Some impact * One percent difference due to more rigorous rounding criteria * *