The ability to monitor and evaluate consumer preferences and trends is big business. Multinational companies, health care professionals and the public utilize this information to design marketing campaigns, create new products and services, and improve consumer dietary standards.
Earlier this year, the IFIC Foundation released data from the second edition of its Food & Health Survey, along with a comparison to 2006 data. Survey findings, summarized as follows, provide valuable insights into consumers’ diets, their efforts to improve their diets and their overall perceptions on health. Although Americans are increasingly concerned with health issues, it appears there is a considerable disconnect between people’s concern and their ability to actually implement lifestyle changes.
Misconceptions of Overall Health
In the abstract sense, consumers know what good health means. However, when it comes to perceptions of their own health status, most consumers seem to miss the target. While 2007 survey respondents acknowledged that physical activity (94 percent), weight (91 percent) and diet (90 percent) influence a person’s overall health; a large number of people (80 percent) also described their health as at least “good,” when they are in fact overweight or even obese. As the research shows, it is one thing to have a rational knowledge that diet and exercise are important; it’s quite another to make changes to actually improve one’s health.
In both 2006 and 2007, there was a clear disparity between individuals’ perceptions of their weight status and their calculated body mass index (BMI) scores. For example, 28 percent of respondents described their weight as “ideal,” 59 percent as “overweight” and only 9 percent as “obese.” The reality, based on actual reports of weight and height, is that one-third of respondents are in the obese range, one-third are in the overweight range and one-third are in the normal range. Thus, almost one-quarter of respondents (23 percent) with a BMI in the overweight range described their weight as “ideal,” and 73 percent of those who are actually obese reported they are only “overweight.” The IFIC Foundation survey confirms what most doctors already know: Although Americans may have the best of intentions, many don’t realize the severity of their weight problem and its impact on their overall health.
The Dominant Concern: Weight
Weight is a major concern among most Americans and is an important factor influencing people’s decision to make a dietary change. A striking majority of survey respondents (75 percent) are concerned with their weight, as compared to 66 percent in 2006. Moreover, 70 percent said they make dietary changes “to lose weight” (up from 62 percent in 2006), and 56 percent reported actively “trying to lose weight.” Unfortunately, “taste” and “price” are still the primary factors influencing the foods and beverages people choose, although “healthfulness” is gaining steady popularity (65 percent in 2007 versus 58 percent in 2006). In addition to weight concerns, a large number of consumers also reported making healthier choices to “improve overall well-being” (70 percent) and to “improve physical health” (65 percent).
When asked what consumers were trying to do to lose or maintain their weight, the most popular response was an increase in physical activity (79 percent), followed by reducing portion sizes (69 percent) and reducing calorie intake (60 percent). Even though many people want to lose weight, 44 percent admitted they don’t balance diet and physical activity to manage their weight. Even worse, only a very small minority (7 percent) of those trying to lose weight said they had sought the advice of a health care professional, including a nutritionist or dietitian. This, in part, could explain the lack of motivation and the misinformation Americans have about the steps they can take to become healthier.
Dietary Trends
Most Americans recognize that the foods and beverages they consume can directly impact their health, from heart health (80 percent) and maintaining overall health and wellness (76 percent), to improving physical energy or stamina (76 percent) and improving digestive health (75 percent). Although consumers know there is an impact, there is little evidence that people know what to eat and how it impacts their health. A case in point: Only a meager 12 percent of Americans reported eating at least five servings of fruits and vegetables each day. In fact, the average consumer eats only 2.52 servings.
An overwhelming majority of consumers (90 percent) also acknowledged that breakfast is the most important meal of the day. However, only 49 percent of consumers actually eat breakfast seven days a week. Moreover, only 50 percent of consumers eat lunch every day, but nearly all Americans (93 percent) find time for an average of 2.5 snacks per day. These findings suggest that although many consumers know what they’re supposed to do, most either choose not to do so, or need more guidance on implementing healthy changes in their diet.
Calorie Intake and Weight Gain
Sixty-six percent of Americans claimed they are trying to consume healthier diets, up 9 percent from last year. People have the right idea about how to implement this change; “consuming less of a specific food or beverage” was the most reported action (65 percent), followed by “changing meal and snack patterns” (59 percent), “reducing amounts of food and beverages consumed” (58 percent) and “eating fewer calories” (48 percent).
However, in line with the general trend, there is a significant disconnect between knowing the importance of reducing calories and the ability to actually accomplish this goal. For example, only 11 percent of respondents accurately estimated the number of calories a person of their age and weight should consume each day. Of these incorrect estimations, 43 percent underestimated and 15 percent overestimated the correct calorie intake. Most people (43 percent) think they consume the right number of calories per day, while one-third (34 percent) said they consume more than they estimated and 17 percent said they consume less than they estimated. Surprisingly, 8 percent of consumers who tried to estimate the correct calorie intake had no concept of whether they actually consume more, less or the same amount as they estimated.
Americans may think they understand the relationship between calories and weight gain, but survey findings indicate most of us are not only unclear on the number of calories contained in a healthy diet, but also are unable to accurately assess the number of calories in the foods we are eating. Only 31 percent of respondents correctly understood that calories from any source – whether sugar, carbohydrates, fats, protein or others – contribute equally to weight gain. Almost as many people (29 percent) thought only calories from fats will cause weight gain, and 18 percent believed only calories from carbohydrates will result in weight gain. In both 2006 and 2007, a relatively large group of consumers (20 percent) admitted they are unsure about the relationship between calories and weight gain. Further, less than half of respondents were aware of their daily consumption of calories, fats, sugars, carbohydrates and protein.
Dietary Fats, Carbs and Sugars
According to the 2007 survey, there is some good news when it comes to consumer awareness of the types of fats, carbs and sugars that should be avoided. Seventy-two percent of respondents indicated they are worried about both the amount and type of fats they consume, as compared to 66 percent last year. The majority of Americans has a heightened awareness of omega-3 and omega-6 fatty acids, and it appears that the word about the negative effects of trans fats has reached a vast majority of the public, with 87 percent aware that they should be avoided and 75 percent trying to limit their intake of these fats.
The bad news is that although Americans know that the type of fat they consume is important, they have a limited understanding of which fats can be consumed in larger amounts, such as mono- and polyunsaturated fats. In fact, a surprising number of people (42 percent) are actively trying to avoid these healthy fats. Despite the negative press hydrogenated oils are receiving, only 63 percent of consumers have heard of these unhealthy fats, as compared to 69 percent in 2006.
Overall, Americans also are more aware of the various types of carbohydrates they consume, but awareness of the benefits of good carbs, such as whole grains and fiber, has dropped from 87 percent in 2006 to 83 percent in 2007. In addition, individuals are more concerned about the amount of sugar (70 percent) and the type of sugar (58 percent) consumed than in the prior year. Interestingly, when presented with a list of sugar types, including sugar, glucose, fructose and others, a shocking 6 percent reported never having heard of sugar. These survey results indicate that although public awareness of healthy and unhealthy foods is improving, accurate information still isn’t finding its way into enough American homes.
The combination of poor health education, a lack of familiarity with the tools that can be used to implement lifestyle changes, and the failure to consult a health care professional make clear the role the doctor of chiropractic, can and should play in improving patients’ health. Accurate and easily accessible information delivered by a doctor may help improve the disconnect between the public’s concern over health issues and their ability to affect positive change in their lives.