Washington, DC (Vocus) December 9, 2010
When it comes to calories, parents lack a basic understanding of their impact on weight and may even be skeptical that calories are just the latest food and nutrition fad. New research shows that only 14% of parents say they are consistently paying attention to the calories their families consume; even fewer (9%) say it would be the easiest thing for their family to do on a regular basis.
The research was conducted by the Dietary Guidelines Alliance, of which the International Food Information Council is a founding member along with the federal government and other food and health organizations. These findings come at a time when several leading health organizations and initiatives have identified balancing calories consumed and burned is a key factor to combating the global obesity epidemic.
“Parents will soon hear lots more about managing calories from the 2010 Dietary Guidelines for Americans to First Lady Michelle Obama’s Let’s Move! campaign to various food labeling initiatives.” says Marianne Smith Edge, MS, RD, LD, FADA, Senior Vice President, Nutrition and Food Safety at the International Food Information Council Foundation. “This research helps us identify where gaps exist in communicating effective messages on dietary guidance to consumers.”
Parents Rank Other Diet and Lifestyle Behaviors above Attention to Calories
Across five core behaviors that parents could be implementing to impact the healthfulness of their family’s diet, the study shows that parents are least likely to believe that paying attention to calories can make a difference. There is nearly universal agreement that serving nutrient-rich foods could impact the healthfulness of their family’s diet. Specifically, when asked to rate five key behaviors in terms of how important they are to the healthfulness of their family’s diet, parents ranked the following as most important:
Top Messages that Parents Say Would Change Their Behavior
Messages were also tested to determine what would help motivate parents to make positive diet and lifestyles changes. Overall, messages that show the benefit of “doing something”, are instructional, and encourage a family effort are most effective. The following messages were the top rated by consumers:
Parents rated the grocery store and health professionals’ office as the top places where they say they are most likely to pay attention to information regarding these and other food and health topics.
The Dietary Guidelines Alliance’s three-phase research project included ethnographic research, focus groups and a quantitative message-testing web survey focused on topics similar to the areas of focus in the 2010 Dietary Guidelines Advisory Committee Report. In addition to a representative sample of the population based on the U.S. Census, the research also includes additional data focused on minority populations.
For a PDF copy of the Research Report and other resources for journalists and bloggers please visit the Foodinsight.org Newsroom Page. For additional questions about the research or to arrange an interview please contact the International Food Information Council Foundation media team at 202-296-6540, Mittenthal(at)ific.org or Matthews(at)ific(dot)org.
About the Dietary Guidelines Alliance
The mission of the Dietary Guidelines Alliance is to provide positive, simple and consistent messages to help consumers achieve healthy, active lifestyles. The Alliance’s strength has been in both in its commitment to a consumer-focused research program and its network of partners for carrying the mission. Members of Alliance include: American Dietetic Association, American Society for Nutrition, Food Marketing Institute, Grain Foods Foundation, Grocery Manufacturers Association, International Food Information Council, Institute of Food Technologists, National Diary Council, National Pork Producers Council, National Restaurant Association, Produce for Better Health Association, Society for Nutrition Education, The Sugar Association, The Beef Checkoff and Wheat Foods Council in liaison with the United States Departments of Agriculture and Health and Human Services.
About the International Food Information Council Foundation
The International Food Information Council Foundation’s mission is to effectively communicate science-based information on health, nutrition, and food safety for the public good. Additional information on the Foundation is available on the “About” section of our website. For interviews with experts or other questions, please call (202)296-6540.