2010 Dietary Guidelines Alliance Consumer Research - …/media/Knowledge Center/Focus Areas/Food Health and... · 2010 Dietary Guidelines Alliance Consumer Research Motivating Families

2010 Dietary

Guidelines Alliance

Consumer Research

Motivating Families to Lead

a Healthier Lifestyle in

2011 and Beyond

2010 Dietary Guidelines Alliance

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Dietary Guidelines Alliance

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TABLE OF CONTENTS

• Mission, Objectives &

Research Design

• Detailed Findings

– Phase 1: In-home Ethnographies

– Phase 2: Focus Groups

– Phase 3: Web Survey

• Conclusions and Implications

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Mission, Objectives

& Research Design

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The goal of this research is to aid

the Dietary Guidelines Alliance (DGA) in their effort to

understand parents’ knowledge of, and attitudes

toward, crucial food- and health-related topics.

This research will serve to inform future Alliance

efforts consistent with its mission to provide positive

and simple messages to help American consumers

achieve healthy, active lifestyles, consistent with

The Dietary Guidelines for Americans.

GOAL OF THE 2010 DIETARY GUIDELINES ALLIANCE RESEARCH

AND DGA MISSION

Members of the 2010 Dietary Guidelines Alliance

In Liaison with: United Stated Departments of Agriculture and Health and Human Services

http://www.nutrition.org/publications/podcasts/

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• Gather consumer familiarity with and gaps in knowledge regarding the

core concepts of:

• Identify the behaviors, motivators and mindsets that lead to successful

action when it comes to the core concepts, as well as the barriers that

prevent consumers from being successful.

• Determine what role situation and context have in decision-making around

core concepts (e.g., in a restaurant, following exercise).

• Craft communications that inspire action among consumers overall and

among specific subpopulations (i.e., race/ethnicity, education, income).

Achieving energy balance

(contribution of calories in and out, including physical activity)

Core:

#1 Core:

#2 Core:

#3 Core:

#4

Recognizing the impact of portion size /amount

of food and drink consumed

Enjoying higher-calorie foods within the context of

individual calorie needs

Making nutrient-rich choices within the

context of individual calorie needs

RESEARCH OBJECTIVES

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RESEARCH DESIGN

Methodology

WEB SURVEY FOR QUANTITATIVE

EVALUATION Quantitative web survey to validate hypotheses

regarding behavior and receptivity to messages

among subpopulations.

FOCUS GROUPS FOR A BROADER

ASSESSMENT OF BEHAVIOR AND

MESSAGES Focus groups to further explore behaviors and gather initial

reaction to draft messages.

ETHNOGRAPHIES FOR A DEEP UNDERSTANDING

OF CURRENT BEHAVIOR In-home ethnographic research to capture and understand consumer behavior

as it relates to dietary choices and physical activity.

IDEATION FOR IDEA GENERATION Ideation session led by Cogent Research in order to determine the goals of the research and

generate initial thoughts on key areas of inquiry and messages to be tested throughout the research process.

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METHODOLOGY: ETHNOGRAPHIES

• Eight (8) ethnographies were conducted

across three (3) markets– Houston, TX,

Chicago, IL, and Boston, MA

• Ethnographies were conducted from

August 19 to September 1,2010

• All participants were parents of kids age

2-17 years. A mix of “strivers” and

“succeeders” were recruited as defined

by the screening criteria.

• Participants varied across key

demographic and profiling dimensions,

such as gender, age (parents and their

children), income and ethnicity.

• Sessions lasted 5 hours and covered at

least one meal occasion (scheduled to

cover breakfast, lunch and dinner)

• Members of the Cogent Research staff

conducted all ethnographies.

Children ages

Marital status

Ethnicity Income

SUCCEEDER Male: 12 yrs Married Hispanic $75-100k

SUCCEEDER Female: 11 yrs

Male: 6 yrs Single

African-American

$35-50k

SUCCEEDER Female: 12 yrs

Male: 8 yrs Married Hispanic $100k+

STRIVER Female: 9 yrs Male: 16 yrs

Single Hispanic $35-50k

STRIVER Male: 5 yrs Married Caucasian $100k+

STRIVER Female: 3 yrs Single African-

American $35-50k

STRIVER Female: 6 yrs Married African-

American $50-75k

STRIVER Male: 4 yrs Single Caucasian $35-50k

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DEFINITION OF STRIVERS AND SUCCEEDERS

Question asked Striver Succeeder

Perception of success of family’s food-related choices and actions Not successful Successful

Perception of success of family’s physical activity choices and actions

Not successful

Successful

Doing Activity :

• Manage our weight by balancing the calories consumed with the calories burned

• Select foods from all food groups that are rich in nutrients and lower in calories

• Include indulgent foods without compromising our weight or the overall healthfulness of our diet

• Make conscious decisions to manage our weight by controlling portions at meals and snacks

• Think ahead about nutritional needs when planning or preparing meals or snacks

Trying 3, but doing no more than 1

consistently (4+ days/week)

Doing 3 or more consistently (At least

4+ days/week)

How many days per week members of family are physically active for at least 30 minutes or more (either 30 minutes at once or spread throughout the day)

No more than 3 days/week

At least 3 days/week and doing some form

of energy balance

© 2010 Dietary Guidelines Alliance

METHODOLOGY: FOCUS GROUPS

• Six (6) focus groups were conducted across three (3) markets– Birmingham, AL,

Baltimore, MD, and Oakland, CA.

• Groups were conducted from September 7-16, 2010

• All participants were parents of children age 2-17 years. All were “strivers” as defined by

the screening criteria.

• Participants varied across key demographic and profiling dimensions, such as gender, age

(parents and their children) and ethnicity.

• Groups were divided by income as a measurement of socioeconomic status. “Low-

moderate income” was defined as HHI $50,000 or less, “Moderate to high income” was

defined as HHI $50,000 or more.

• Moderated by Christy White, Principal, Cogent Research, Cambridge Massachusetts

Group Description Birmingham, AL Baltimore, MD

Oakland, CA

Low to Mod SES Group 1 Group 2 Group 1

Mod to High SES Group 2 Group 1 Group 2

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METHODOLOGY Web Survey

MARKET United States

POPULATION Parents of children aged 2-17 years who are 18 years of age or older Balanced to the U.S. census figures of parents on key variables including gender, age, race, ethnicity, region and education

DURATION 15 minutes

DATA COLLECTION PERIOD

October 26-November 15, 2010

SAMPLE SIZE Census balanced: 1,000 (+ 3.10 percentage points) African-American Oversample: 438 (+ 4.68 percentage points)* Hispanic Oversample: 451 (+ 4.61 percentage points)

DATA WEIGHTING By Gender, Education, Race, Age, Region

RESEARCH PARTNER Cogent Research, Cambridge, Massachusetts

METHODOLOGY: WEB SURVEY

*Obtaining an oversample of African-American and Hispanic parents allows the research team to be confident that these groups’ opinions are better represented than a census- only sample of 1,000 would allow.

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Detailed Findings

Phase 1: In-home Ethnographies

To observe and understand consumer behavior as it

relates to dietary choices and physical activity among

“striver” and “succeeder” families

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Common Characteristics of “Strivers”

Activities Health Attitudes

• Use more technology as entertainment, video games, TV, computer

• Kids not as involved in sports

• Some playing outside, riding bikes etc.

• Parents are making an effort to be physically active but are not satisfied and call themselves “lazy.” Some belong to a gym or have exercise equipment, but fewer have an activity they enjoy

• Less family time spent being physically active

• Have a strong desire for their families to be healthy

• Planning seems daunting, often busy and don’t have time to plan ahead or cook from scratch

• Believe food and nutrition is important, but may not seek out information, might have been inspired by TV shows to make more effort

• Less inclined to monitor portions, including consuming more higher calorie options

• Fewer rules about snacks and more likely to give in to kids’ requests

• Pay less attention to nutritional content, not interested in counting calories

“If I wanted to sit down and do math all day, I’d be a mathematician. I just want to aim for healthy ingredients

and I feel like that will get to the same place.” Striver Mom

“Riley ate 15 mini corndogs in one day and I asked the doctor if it was okay,

and she said it was fine because it was a protein and a carb.” Striver Mom

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Common Characteristics of “Succeeders”

Activities Health Attitudes

• Family-oriented, organized (like taekwondo)

• Family group unstructured (like riding bikes, walks)

• Do have video game systems, watch TV

• Home equipment like treadmill

• Parent gym membership

• Kids lessons like dancing, gymnastics

• Kids in organized sports at school or community

• Make it a priority, focused on teaching children about nutrition

• Concerned about weight management

• Believe in making “trade-offs” and compensation, balancing (but most still not counting calories)

• Believe that you “feel better” when you exercise regularly

• Have more rules around food, core permission needed for snacks. Fruit is often left on counter to encourage consumption

• Important to eat a balance of foods, keep fruits and vegetables in the house (even when it is a financial burden) but also treat themselves

“Yesterday we went to this brunch and it was

overwhelming. So we didn’t eat dinner until really late and we

didn’t eat much.” Succeeder Mom

“We learn about food in P.E. Sometimes they send the food pyramid so we can see

it at home. They say have one sweet a day. Say to exercise for 45 minutes

per day at home.” Succeeder Daughter

“That’s my mom’s protein.”

Succeeder daughter pointing at chicken in

refrigerator

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Overall physical and mental health – General well-being, feeling better overall;

doctor advised - weight, high cholesterol

Exposed to information – Resources like the Internet, recipes, television shows

(The Biggest Loser, Jamie Oliver, and Dr. Oz)

Education at school – Bringing information home to the family

Holistic view of diet – Thinking about the daily or weekly intake of

foods/beverages as a whole diet

Believing in making the time – Having enough motivation to put aside family or

alone time for being physically active and/or planning meals and shopping lists

“It’s A Family Affair” – Getting the whole family involved in planning, shopping,

cooking and activity helps keep everyone motivated and on track; some parents

really see themselves as preparing their kids to make healthy choices throughout

life

Universal Catalysts to Being Healthy (according to consumers)

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Universal Barriers to Being Healthy (according to consumers)

Taste – Kids believing healthy foods don’t taste as good

Harmony – Parents being unwilling or unable to “fight the good fight”

Time – Lack of time to plan ahead and to cook from scratch

Money – Buying the healthiest foods is expensive

Access – Extreme weather (heat or cold) makes it difficult to be physically active;

stores don’t carry enough healthy options

Admitted laziness – Low motivation to be active

Knowledge – Parents not knowing enough about good choices to be good role

models for their kids

Motivation – Although some say they are striving for better health, they are not

really motivated to make big, tough changes in lifestyle; the succeeders are those

who really feel there is a reason to be healthier (involvement in sports, a family

health issue, a realization that their weight is unhealthy)

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Photos from the “Striver” Families

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Photos from the “Succeeder”Families

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Detailed Findings

Phase II: Focus Groups

Focus groups among parents in “striver” families to further

explore behaviors, barriers and catalysts and gather initial

reaction to draft messages on core concepts

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High-level learnings that have implications for effective messaging

During the groups, it became critical to take stock of some high level sobering issues:

Parents know a lot less about some concepts than we might have anticipated

Parents have a lot more pressing issues to contend with than eating healthy and exercising

Parents do not appreciate the fact that their long-term health is at risk

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Parents know a lot less about some concepts than we might have anticipated: Many consumers lack a basic understanding of the fundamentals of constructing a healthful diet, never

mind some of the more sophisticated concepts, such as calories in and out. The few people that seemed to have a good grasp on the basics had received structured education (e.g., WIC, Weight Watchers), or

were avid fans of TV programming focused on dietary/weight-related topics (e.g., Rachel Ray, The Biggest Loser). For some, conflicting information leads to confusion.

During the groups, it became critical to take stock of some high-level sobering issues:

“The biggest problem is

how to actually do it, like how much [activity] do I need and how do I actually make it happen?” Birmingham Group 1

“Do all foods have calories?” Birmingham Group 1

“I have been bombarded by so many schools of thought, that I take

everything with a grain of salt. I see that [group member] has his numbers, Dr. Phil [has] numbers, they don’t all jive.” Oakland Group 1


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Parents have a lot more pressing issues to contend with than eating healthy and exercising: Many consumers are grappling with very serious challenges that made focusing on, or even

achieving, a healthful lifestyle very difficult. Specific barriers included grappling with unpredictable work schedules, working extremely long days at physically or intellectually demanding jobs, suffering through

excessive commuting times and shuttling children to activities.


“We put so many things ahead of that, like our children and our job, things we feel like we’ve got

to do. So we don’t put so much importance on what we eat. As long as I get a hot meal in it

seems good.” Birmingham Group 2

“If everybody's working hard and stressed, you don’t really have time to sit down and have the

perfect meal.” Baltimore Group 1


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Parents do not appreciate the fact that their health is at risk: For a wide variety of reasons, many of those who are overweight seemed surprisingly unconcerned about the potential impact of their weight on their health. Some truly think they are not overweight (a problem in and of itself), others downplayed the extent to which they were overweight and some seemed to have

just accepted that they were overweight but not that they were putting themselves at serious risk.


“When I was having problems tying my shoes, and that was the moment I decided I had to go

exercise, and for my son; he was crying when he couldn’t get his jeans on.” Oakland Group 1

“When I went to the doctor my blood pressure was borderline, and the doctor told me that I

might consider some lifestyle changes.” Baltimore Group 2

For many, it takes a strong moment of realization, a “wake-up call” before they realize there is a problem.


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Achieving a healthful and balanced life is a juggling act .

Family time

Relaxing/ “me time” Balanced

Diet Exercise

Church

Life

Health Work

success/ Money

Overview

Parents say that successfully juggling ALL aspects of life that are important to

them, including healthy eating and exercise, will lead to having a healthy,

balanced life.

Motiv- ation

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There are lots of “hurdles” that families must jump over in order to

achieve a healthful lifestyle.

“When you look at [fast food menus], you see it’s cheaper to

buy something unhealthy instead of something healthy.”

– Oakland Group 1

“In my imaginary life eating healthy is really important, but in reality I don’t put that much

priority on it.” – Oakland Group 2

“Growing up my parents never

told me there was a specific way to eat, so when you grow older and have kids yourself

you tend to do the same thing.” – Birmingham Group 2

Motivation Picky family

Knowledge Time/Stress

Cost

Overview

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When asked to bring in pictures of “food that makes their family’s life

better,” participants’ collages contained a wide variety of foods and

beverages, representing a broad spectrum of nutritional content.

What was included? Fruits and Vegetables Desserts , like ice cream and cake Beverages like juice and soda Snacks like pretzels and popcorn Side dishes, like macaroni and cheese Fast food items

Overview

“Well sometimes it just makes my life better to go through the drive-through and get the kids those cheeseburgers and the chicken nuggets.” Baltimore Group 1 “In most cultures food is vested in what people do, sitting together and creating a meal together, so cooking a meal is a way of being together with my daughters.” Oakland Group 1

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Parents are reluctant to be the bad guys with their children.

Across all discussions, it is clear that family dynamics play a large role in the decisions

parents make about food and physical activity. Leading by example and being a role

model are important goals for parents, but they have a hard time doing this and

enforcing rules around food and beverages.

While parents want their children to eat healthfully, they also don’t want to be the bad

guy making them do so.

They don’t want to be like their parents. In some cases there seems to be a

backlash against the idea of making the child “clean their plate” or eat things they

don’t want to.

They don’t want to listen to their children complain. Children are picky, they refuse

to try new things and parents are often making several meals based on what the

child will/will not eat. In addition, choices made at the grocery store were often

based on what the kids would eat.

They don’t see their children enough. Parents are working long hours, sharing

custody with their child’s other parent or raising a child on their own. When they do

see their children, they want their children to be happy. Children today have hectic

schedules, so food/beverage preparation and meal times are often rushed.

Overview

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Planning ahead can help parents stay on track.

One important point that was observed in both the ethnographies and mentioned in the

focus groups is the notion of planning ahead as a catalyst to overall balance, because

planning leads to an increased awareness of what is being consumed.

Planning Ahead

Paying Attention

Overall Balance

Successful families are also

flexible, realizing that a busy

day may come up unexpectedly.

“My daughter helps me with the menu, and if it gets crazy I will skip to one of the easier meals.” Birmingham Group 1 “I’d like to make a better plan [for] the meals and exercise routine in the week and shop accordingly.” Baltimore Group 1

Overview

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Core areas evaluated in focus group sessions

CAL Calories: Paying attention to the calories your family gets from foods and beverages during any one meal or snack

Physical Activity: Being more physically active together as a family

Energy Balance: Making an effort to balance the amount of food and beverages your family eats and drinks with their level of activity

Portion Size: Being aware of and, if necessary, reducing the amount of foods and beverages served and eaten at any one meal or snack

Nutrient-rich Food and Beverages: Serving nutrient-rich foods and beverages (such as whole grains, lean meats, low-fat dairy, and fruits and vegetables) to your family more often

Higher-calorie Foods and Beverages: Managing higher calorie food and beverage choices in a way that does not affect your family’s weight

PA

EB

PORTION

RICH

CAL

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Calorie knowledge is weak.

When attempting to jump into a discussion about energy balance, it becomes apparent

that consumers lack a basic understanding of calories.

In contrast, some have a fairly good grasp of what they are, but don’t believe they are

important to track, with some being more focused on other components such as

carbohydrates or fats.

“I just don’t know what the calorie is and what it does to you.” Oakland Group 1

“It’s hard since you also need carbohydrates and proteins, it's hard to determine what you

exactly need.” Birmingham Group 1

CAL

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Time-consuming to

monitor

Hard to calculate

(especially when cooking from scratch)

What you eat (content) is

more important

Skepticism that calories are the latest “fad” or

push from government or food industry

Most parents are not willing to pay attention to calories.

1 – (Calories in) Very few consumers are counting calories, by individual meal or

throughout the day, and they are not willing to do so

2 – (Calories out) There is no understanding of how many calories are used up

throughout the day or for specific activities, and no desire to keep track of calories

burned

Barriers to counting calories abound.

“Calories are part of larger life, and I can’t spend my whole life on counting all the calories I eat, there’s other things in my life that are way more pressing.” Baltimore Group 1 “No one ever taught us about calories.” Birmingham Group 2

“Well maybe we can count how much we are taking, but how will we know how much we are burning?” – Birmingham, Group 1

CAL

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Parents are not as physically active as they know they should be.

Most understand and acknowledge the benefits of being physically active; they just

can’t seem to fit it into their day.

Making physical activity a part of their routine is key.

Barriers Catalysts

“It keeps your weight down.” Birmingham Group 1 “It makes you feel better, you feel like you’ve done something for yourself.” Birmingham Group 2 “It helps your mood, releases serotonin.” Oakland Group 2 “I have friends that I go with so then I will have to go.” Baltimore Group 1 “When I was dating I could get myself to do it.” Oakland Group 1

“My kids prevent me from exercising, me and my wife both like to exercise but someone has to stay with the kids, I can’t exercise until the kids go to bed.” Baltimore Group 1 “When I come home from work, make dinner, clean the kitchen, I just don’t feel like exercising anymore.” Birmingham Group 1 “I get up at 4:30 in the morning, and get off just in time to get my son from school, so at that time I’m just sleepy and hungry, so I don’t have the energy to exercise.” Oakland Group 1

PA

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Though many parents are not active, their children are active.

Although it contributes to the hectic family lifestyle, and actually may impact the

healthfulness of the food the family buys and eats, parents feel that being involved in

physical activity is good for kids.

In addition to the physical benefits, several parents mention social benefits for their

kids of being on a team, like confidence and making friends.

It is apparent that kids are doing less “unstructured” activity like playing outside,

riding bikes, and more organized activity like dance and sports teams.

“Playing on a team makes your kids involved, makes them develop social skills.”

Birmingham Group 1

“My kids‟ karate, it‟s a good ego boost, discipline and self confidence.”

Oakland Group 1

“With all the kids in sports, that really dictates the things we buy, we‟re running from

Monday to Friday and then have a game on Saturday.” Birmingham Group 2

“It‟s not just being active, kids are naturally running and screaming, it‟s like

training them to [have] a good habit, you have to program yourself to exercise

when you‟re an adult.” Oakland Group 2

PA

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Parents are open to making – and sometimes do make– trade-offs.

Although parents are not willing to count calories (and therefore not willing to truly

practice energy balance), they do understand the basic concept of calories in and out

and are willing to make some trade-offs related to calories to keep them in balance.

Some will have a smaller dinner if they eat a big lunch.

Others will make a lower-calorie choice at a fast-food restaurant if selecting

between two options.

Many relate positively to the idea of a budget or allowance of calories to “spend” in

a day, as long as the concept can be kept simple.

“In the last few years I haven’t been as physically active as I used to be, so now I

did start watching my diet and exercising because I gained some weight and had less energy at the end of the day. Though I’m going to be honest, I’m not

going to give up [fast food], not going to give up my beer, I just hope to find a balance to have a more

healthy life.” Baltimore Group 1

EB

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Monitoring portion size is not top of mind for most parents.

Most parents have no idea how much of each type of food they, or their children, are

“supposed to consume” at a given time. A portion is seen as the amount dished out.

Many report eating “until full” or until the food is gone.

A serving size is seen as the

amount the package tells you to

eat, and most feel this is an

unrealistic amount.

A portion is seen as the amount

dished out, with little rhyme or

reason other than “looking” right.

“It’s hard to determine, I guess you know when you’re full.” – Birmingham Group 2

“Serving size is what would be healthy, and portion is what the restaurant is willing to serve you visually appealing.” – Oakland Group 1

“I eat until I'm full, and if it’s good, I'll keep eating after I’m full.” – Baltimore Group 1

PORTION

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Reasons for ignoring portion size are numerous and varied.

That said, they do acknowledge that portion size is important when it is brought to their

attention; they just do not think about it day to day.

No one ever taught them how to do it

Lack of discipline/ controlo

Never had reason to pay

attention

Hard to measure for

home-cooked meals

Restaurants have distorted

portion size

Don’t want to waste food

Taught by their parents

to “clean their plate”

Reasons

for lack of

portion-

monitoring

“You're full, but I don‟t

want to waste the food,

so you might as well

just eat it.” Oakland

Group 2

“If you go to a restaurant

and order something,

they give you way too

much.” Baltimore Group 1

“If I really like it

I‟ll have a little bit

more.”

Birmingham,

Group 2

“Not knowing what the right

amount is.” Birmingham

Group 2

“Spaghetti, that‟s

my weakness, I

don‟t want to stop

eating.”

Oakland Group 1

“I always hear my

parents in the back of my

head saying „finish your

plate‟” Birmingham,

Group 1

PORTION

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Tools and tricks for controlling portion size

There are a number of things that people are doing, or have heard about, for

controlling portion size. None of them involve paying attention to all that you consume

in a day or over the course of a few days; most are focused on one specific meal or

food/beverage.

[A portion] should be the size of your hand

Kids should only be given a small amount so they must ask for seconds

Eat the vegetables before the carbs

Drink a glass of water before eating

Look at the food label/measure

Eat until satisfied, not stuffed

PORTION

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Defining nutrient -rich foods

Many consumers first think of fruits and vegetables as being nutrient-rich, but other

items come up in discussion. Few can name many more than one or two. Most do not

think of foods and beverages as being “rich” in terms of nutrients per calorie, but

rather as mainly containing one or more specific components.

Fish ”Sweet potatoes are supposed to have the highest amount of vitamins in them.” Baltimore Group 2”

“My kids just love broccoli and blueberries and strawberries, so we have lots of that in the house, we mostly base our shopping on what our kids will eat.” Baltimore Group 1

RICH

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Barriers to and catalysts for consumers choosing nutrient-rich

foods/beverages

Perceived as more expensive

Taste/Kids refuse to eat

Not sure what foods have which

nutrients (particularly

unpackaged)

Don’t think of in relation to

calories, because they lack a

basic understanding of calories

Those who have heard the term

“nutrient-rich” find it appealing

They like hearing about food

“powers” (benefits of certain

foods)

Planning ahead to get them into

the diet

Recipes to “disguise” them

Barriers Catalysts

“The hard thing is that things that are good for you are so expensive, and things that are bad for you are so

cheap.” Birmingham Group 1

“I just try new things all the time, and my rule is you have to taste it, you don’t have to like it but you have to taste it, food is for me just as much

an experience as much as it is important for nutrition.” Baltimore Group 1

RICH

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A place for higher-calorie foods

Participants, on their own, mention that higher-calorie foods can play a role in a

healthful diet. However, some struggle with how to incorporate these foods in a way

that does not compromise the overall healthfulness of their diet.

Hurdles to

cross

1. Stress, time and trade-offs (e.g., grabbing a

drive-through meal gives them more time with

their family, as well as to themselves)

2. The perception that higher-calorie foods are

better-tasting.

3. There is an emotional desire to eat foods that

are comforting and indulgent (indulging was

mentioned by several participants).

CAL

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Successful incorporation of higher-calorie foods and beverages

“We want our kids to know what cake and [fast food] is, but we want them to understand what healthy food is, and that it sometimes is okay to have the treat for lunch, but that you have to balance it with the healthy stuff.” Baltimore Group 1 “I think you can eat anything if you balance it out.” Birmingham Group 2 “I think you might find that you aren’t obsessed with being deprived as you go through some education on portion control.” Oakland Group 2 “Especially if you have an active lifestyle, the foods will give you extra energy.” Birmingham Group 2

HOW DO THEY DO IT?

“MODERATION” is the key

to success, many use this

word

Planning ahead is also

critical

Deprivation doesn’t work –

and it also isn’t any fun

CAL

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PHASE 2: KEY TAKEAWAYS

Parents – particularly mid-economic downturn – have a lot on their

minds; food and nutrition often take a back seat to more pressing

concerns.

Parents do not, nor are they willing to, count calories, and many

lack a basic understanding of or appreciation for the role of

calories in weight management.

Parents understand the benefits of physical activity. In fact, most

have been active at some point in their lives and have experienced

the benefits firsthand. The problem is staying committed.

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If achieving energy balance is the goal, getting parents to believe

that calories are important is a crucial step that cannot be skipped.

• They need to understand what calories are (to a basic extent).

Calories are not “good” or “bad,” but paying attention to them

can positively impact weight.

• It has to become easy to pay attention to calories. Still, they

need to be presented with food and beverage choices in the

context of calories. Applying calorie information to the

total diet will remain a challenge for many consumers.

PHASE 2: KEY TAKEAWAYS Continued

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Portion size is not top of mind for parents. While some don’t

believe it matters, most are just not focused on it.

Although they can name at least one example, most parents need

more practical education on which foods are nutrient-rich and

how to get more into their diets.

Most believe that higher-calorie foods can be incorporated

successfully in moderation and when planned in context – but

many struggle to maintain the healthfulness of their overall diet.

PHASE 2: KEY TAKEAWAYS Continued

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PHASE 2: KEY TAKEAWAYS Message Development

Although Phase 2 was not quantitative, we can gather some important

feedback from the focus groups regarding more successful messages.

Messages about taking small steps resonated with consumers as they

seem more “doable”. However, several mention struggling to take and

maintain even the first steps toward a healthier lifestyle.

“[Small steps] just shows that you don’t have to make one big improvement.” – Birmingham Group 2

Messages that draw analogies to constructs that they are very familiar

with, such as budgeting for calories, or engines and shut-off valves, were

very appealing.

“Occasional splurge, don’t we all do that with our financial budget as well?” – Oakland Group 1

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PHASE 2: KEY TAKEAWAYS Message Development (continued)

“Prescriptive” messaging seems to work: Step-by-step instructions of

what to do, where to find the foods/beverages, what specific concepts

actually mean and why they matter.

“I think it tells you what you can get, it not only gives you a statement but you can do it.” – Baltimore Group 1

Messages that pointed out that they were “unique” and that not

everything works for everyone (for example, because calorie needs

vary by person) were effective.

“It is something that you have to do yourself, you have to take charge of it and make the choices and make a conscious effort to make the changes in what’s best for yourself.” – Birmingham Group 2

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Moving Forward

Following the focus groups, the DGA decided to focus messaging

related to the following topic areas for quantitative evaluation.

• Believe that calories impact weight

• Pay attention to the calories your family gets from foods and beverages during any one meal or

snack

• Be more physically active together as a family

• Balance the amount of food and beverages your family eats and drinks with their level of

activity

• Be aware of and, if necessary, reduce the amount of foods and beverages served and eaten at

any one meal or snack

• Serve nutrient-rich foods and beverages (such as whole grains, lean meats, low-fat dairy, and

fruits and vegetables) to your family more often

• Manage higher-calorie food and beverage choices in a way that does not affect your family’s

weight

CAL

PA

EB

PORTION

RICH

CAL

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Detailed Findings

Phase 3: Web Survey

Quantitative study among parents of children ages

2-17 years to validate qualitative insights and quantify

receptivity to specific messages among parents

(in general) and key subpopulations.

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PHASE 3: AREAS OF INQUIRY

• Diet: Perceptions and Behaviors

• Physical Activity: Perceptions and Behaviors

• Message Evaluation

– Calories, Physical Activity and Energy Balance

– Portion Size

– Nutrient-Rich

– Higher-Calorie Foods and Beverages

• Information Sources

• Demographic Profile

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Diet:

Perceptions and Behaviors

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Less than a third of parents believe that their family has a healthful diet. African

American parents are significantly less likely than Caucasians to feel their

family’s diet is healthful.

2% 2% 2% 4% 10% 10% 9% 10%

57% 58% 64% 57%

27% 27% 20% 25%

4% 3% 5% 4%

Total(n=1000)

White (Non-H)(n=685)

AA (Non-H)(n=437)

Hispanic (n=451)

Extremely healthful

4

3

2

Not at all healthful

White

Mean 3.20 3.19 3.14 3.19

Q10. How would you rate the healthfulness of your family’s diet?

PERCEPTIONS OF HEALTHFULNESS OF FAMILY DIET

Statistically significant at 95% confidence level

NOTE ABOUT SUBGROUP ANALYSIS:

While most of the data used throughout this report is based on our census-balanced 1,000

parents, when differences by

race/ethnicity are shown the oversamples of

African-American and Hispanic parents are used

to minimize sampling error.

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More likely to view diet as healthful:*

Gender No differences

Race/ Ethnicity

No differences

Age No differences

Educa-tion

Some college+ over high school or less

Income $100K+ over less than $50K

Region Northeast, South, West over Midwest

Parents’ weight

Families with lower parental BMI over higher

As has been shown in other studies, parents with a higher socioeconomic status

perceive their diets to be more healthful, as do those in households with more

healthful BMIs.

1% 2% 3% 8% 10% 11%

45% 57%

63%

37% 27%

21% 8% 3% 1%

No BMIoverweight+

(n=201)

1 BMIoverweight+

(n=461)

2 BMIoverweight+

(n=338)

Extremelyhealthful

4

3

2

Not at allhealthful

PERCEPTIONS OF HEALTHFULNESS OF FAMILY DIET BY PARENTS’ BMI STATUS

Q10. How would you rate the healthfulness of your family’s diet?

*Subgroup analysis refers to statistically significant differences at the 95% confidence level

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Q11-15. In general, how important, if at all, do you think each of the following things could be to the overall healthfulness of your family’s diet?

5 point scale: 1=Not at all; 5=Extremely Mean

Top 2 box (4 or 5)

Serving foods and beverages that are nutrient-rich (such as whole grains, lean meats, low-fat dairy and fruits and vegetables) more often.

4.32 82%

Making an effort to balance the amount of food and beverages your family eats and drinks with their level of activity.

4.06 74%

Paying attention to the amount of foods and beverages served and eaten during any one meal or snack.

3.93 69%

Managing higher calorie food and beverage choices in a way that does not affect your family’s weight.

3.93 67%

Paying attention to the total calories your family gets from foods and beverages during any one meal or snack.

3.55 52%

Parents’ views of the importance of the five core areas covered in the survey

show a lack of understanding of the importance of calories and a near universal

understanding of the importance of serving nutrient-rich foods.

IMPORTANCE OF CORE AREAS (“BELIEF STATEMENTS”) (n=1000)

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Nutrient Rich

Energy Balance Portion Higher Calorie

Pay attention to calories

Gender Female Female

Race/ Ethnicity

Caucasian (over African-American)

African-American

(over Caucasian)

Age 35+ 35+ 35+ 55+

Education College grad + Some college + Some college +

Income Higher income Higher income

BMI 2 overweight+

parents 2 overweight+

parents

Other Dual Household 1-2 kids

Have teenagers

Looking at the importance of each core area by subgroup*, households

where both parents are overweight or obese have a greater appreciation for

calories – both the importance of paying attention to them, as well as the

need to manage higher-calorie foods.

Q11-15. In general, how important, if at all, do you think each of the following things could be to the overall healthfulness of your family’s diet?


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Paying attention to total calories in any one meal or snack seems a daunting task

for most parents, while incorporating nutrient-rich foods and portion control are

seen to be easier things to do on a regular basis.

Q16. Please rank the following things in terms of how easy they are (or would be) for your family to do on a regular basis. Please rank these from 1 to 5, where 1 is the easiest.

Ranked #1 to 5 where 1 is the easiest: Ranked #1

Ranked #1 or 2

Serving foods and beverages that are nutrient-rich (such as whole grains, lean meats, low-fat dairy and fruits and vegetables) more often.

40% 62%

Paying attention to the amount of foods and beverages served and eaten during any one meal or snack.

29% 54%

Making an effort to balance the amount of food and beverages your family eats and drinks with their level of activity.

13% 37%

Managing higher calorie food and beverage choices in a way that does not affect your family’s weight.

9% 25%

Paying attention to the total calories your family gets from foods and beverages during any one meal or snack.

9% 23%

EASE OF APPLYING CORE AREAS (n=1000)

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Selecting nutrient rich foods/beverages

Paying attention to portion size

Attempting energy balance (calories in andout)

Including higher calorie foods/drinksisuccessfully

Paying attention to calories per meal/snack

41%

32%

26%

20%

14%

51%

54%

56%

58%

48%

9%

14%

17%

22%

39%

Doingconsistently

Doing, notconsistently

Not doing

There is not one area where a majority of parents say they are consistently

applying a core behavior. Parents report being most successful including

nutrient-rich foods and beverages, and least successful counting calories.

Q61-65. Is your family currently doing any of the following?

CURRENTLY CONDUCTING CORE AREAS (n=1000)

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There are some interesting differences by subgroup* when it comes to doing

each of these activities.


(n=1000) More likely to be doing each consistently

Selecting nutrient-rich foods/ beverages

White (42%) compared to Black (30%) and Hispanic (35%) Grad school (61%) compared to some college (47%) Some college compared to high school or less (30%) Higher income groups (42%, 44% and 50%) compared to lowest income group (32%) Dual parents (43%) compared to single (35%) No overweight+ parent*(54%) compared to 1 (39%) or 2 (35%) No overweight+ child (47%) compared to overweight+ child (33%) Healthy diet (72%) compared to unhealthy (10%)

Paying attention to portion size

No overweight+ parent (48%) vs. 1 overweight+(31%) and 2 (28%) Consider family diet healthily (53%) compared to not healthy (11%) Younger parents 18-24 (55%) compared to all older groups (25%-35%)

*Subgroup analysis refers to statistically significant differences at the 95% confidence level ** Three categories were created for subgroup analysis based on a calculation of parents’ BMI. These are “No overweight parent” in household, “One overweight parent in household”, and “two overweight parents in household”

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There are some interesting differences by subgroup* when it comes to doing

each of these activities.


(n=1000) More likely to be doing each consistently

Attempting energy balance (calories in and out)

No overweight+ parent (38%) compared to 1 (27%) 1 overweight+ parent compared to 2 (18%) Healthy diet (47%) compared to unhealthy (54%)

Including higher calorie foods/drinks successfully

Younger parents (22%, 20%) compared to 55+ (8%) No overweight+ parent (29%) compared to 1 (19%) or 2 (15%) Healthy diet (37%) compared to unhealthy (9%)

Paying attention to calories per meal/snack

Families with teenagers (17%) compared to children 6-9 years (11%) No overweight+ parent (18%) vs. 2 (12%) Consider family diet healthily (48%) compared to not healthy (3%) Younger parents 18-24 (24%) compared to over 45 (9%)


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A look at beliefs and behaviors simultaneously reveals that most parents believe

in the core areas, but are not successful in applying them to their family’s diets

consistently.

Diet Doers 18%

Diet Believers/non-doers

56%

Diet Non-believers/non-doers

22%

Other 3%

Group Q11-15 Q61-65

Diet Doers Believe

3+ Do 3+

consistently

Diet believers/non-doers

Believe 3+

Do <3 consistently

Diet non- believers/non-doers

Believe <3

Do <3 consistently

Other Believe

<3

Do 3+ consistently

Q11-15. In general, how important, if at all, do you think each of the following things could be to the overall healthfulness of your family’s diet? Q61-65. Is your family currently doing any of the following?

DIET BEHAVIORS/ACTION DISTRIBUTION (n=1000)

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Physical Activity: Perceptions and Behaviors

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17%

42%

33%

8%

Very good

Good

Fair

Poor

Q17. How would you rate your personal level of physical activity over the course of an average week?

More likely to rate physical activity as

good/very good*:

- Diet doers (71%) higher than Diet

believers/non-doers (35%) and Diet

non-believers/none doers (31%)

- Normal BMI parents (58%) over

households with 1 (41%) or 2

overweight+ parents (30%)

- Two parent households (43%)

compared to single (35%)

- $100K+ HH Income (47%) over less

than $35K HHI income (36%)

59%

Parents are more apt to describe their activity level as being “fair” with nearly six

in ten saying it is either “fair” or “poor,” and less than one in ten saying it is “very

good.”

PERCEPTIONS OF OWN ACTIVITY LEVEL (n=1000)


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3%

23%

47%

27%

Very good

Good

Fair

Poor

Q18. How would you rate your children's’ level of physical activity over the course of an average week?

More likely to rate child/children’s physical

activity as good/very good*:

- Caucasian (77%) compared to Hispanic

(67%).

- Diet Doers (85%) higher than Diet

believers/non-doers (70)% and Diet non-

believers/non-doers (73%)

- Normal BMI parents (83%) over

households with 1 (72%) or 2 (71%)

overweight+ parents

- Have children 2-5 years old (83%)

compared to other age groups

- College attendee (81%) compared to High-

school or less (67%)

- $100K+ HH Income (78%) over less than

$35K HH income (69%)

74%

In stark contrast to their own perceived level of activity, three-fourths of parents

describe their children’s activity level as being good or very good.

PERCEPTIONS OF CHILD/CHILDREN’S ACTIVITY LEVEL (n=1000)


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Using reported data regarding minutes of moderate and vigorous activity per

week, nearly two in three say they (or their spouse) meet recommended levels.

Q68. How many minutes per week does each member of your family do each of the following types of activity? Moderate Activity: (includes activities like brisk walking, slow biking, gardening, ballroom dancing, etc.). And Vigorous Activity: (includes activities like running, tennis, fast biking, etc.)

WEEKLY ACTIVITY – PARENTS FOR SELF (n=1000 households)

Not active 41% Some-

what active 27%

Very active 32%

Activity level was calculated using the equation that moderate activity is discounted by half, then added to vigorous, and a total of 75 minutes meets the guidelines for adults. “Active” adults (above the minimum), were

divided into Somewhat and Very Active based on being higher/lower than the mean.

Not active 36%

Some-what active 29%

Very active 35%

WEEKLY ACTIVITY –SPOUSE/PARTNER (n=745 households)

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Again, using reported data regarding minutes of moderate and vigorous

exercise, about two in three parents report their children are meeting

recommended levels.

Q68. How many minutes per week does each member of your family do each of the following types of activity? Moderate Activity: (includes activities like brisk walking, slow biking, gardening, ballroom dancing, etc.). And Vigorous Activity: (includes activities like running, tennis, fast biking, etc)

WEEKLY ACTIVITY – CHILDREN (n=1000 households)

Not active 33%

Some-what Active 43%

Very active 24%

Activity level was calculated using the equation that moderate activity is discounted by half, then added to vigorous and a weekly total of 420 minutes meets the guidelines for children. “Active” children (above the minimum), were divided into Somewhat and Very Active based on being higher/lower than the mean for their age group.

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2% 6%

24%

29%

39% A great impact

2

3

4

No impact

Q19. How much of an impact, if any, do you think increasing your activity level during the course of your everyday routine would have on your overall health? For example, taking the stairs instead of the elevator, parking farther away from the store entrance, etc.

More likely to say it would have an

impact:*

- Women (72%) compared to men

(64%)

- Higher income households

(compared to lower groups)

- No normal BMI parents (74%)

compared to normal BMI parents

(59%) or 1 normal BMI parent (69%)

- Diet Doers (75%) and Diet

believers/non-doers (73%) over Diet

non-doers/non-believers (53%)

Most parents, about two-thirds, report that increased unstructured physical

activity would have an impact on their overall health.

68%

PERCEIVED IMPACT OF INCREASED UNSTRUCTURED PHYSICAL ACTIVITY

(n=1000)


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Message Evaluation

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For each of the six core areas, parents went through the following three-step

process to assess messaging.

Believability Motivation

Ranking

Actual Impact of

Top Message

Please rank the following messages in terms of how likely they would be to motivate you to…

How would you rate each of the following messages in terms of being believable?

FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to…


CAL

PA

EB

PORTION

RICH

CAL

Know your number. Learning how many calories you should consume in a day is a critical first step in managing your weight.

Fun stuff counts as exercise! Get active with the family whether it’s soccer in the backyard, dancing to music or taking a walk in your neighborhood.

Take charge of your weight. Balancing the calories you eat and drink with the calories you burn through physical activity puts you in control.

Small steps = big changes. Serve smaller portions to help curb calories and keep your weight on the right track.

Base your plate on nutrient-rich foods that offer beneficial nutrients and fewer calories. Choose fruits and vegetables, whole and enriched grains, lean meats, beans and nuts, and low-fat and fat-free dairy foods more often.

You are an important role model for your children. Show your family how to savor their favorite higher-calorie foods and beverages by enjoying smaller portions together.

PHASE 3: TOP PERFORMING MESSAGES

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Message Evaluation:

Calories

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(n=1000) Scale: 1= “Not at all believable”, 5=“Extremely believable”

Mean Top 2 Box


3.80 62%

Calories count. Calories are like a budget – you can only eat so many in a day. Spend wisely by choosing lower-calorie, nutrient-rich foods most of the time to help manage your weight.

3.73 60%

Get curious about calories. Calories are simply a way to measure how much fuel or energy we get from foods or beverages, and how much energy we burn or use up through physical activity.

3.63 55%

Keep calories in check. Calories are the key to achieving a healthy weight and improving health.

3.59 54%

Calories matter most. They are in almost everything you eat and drink and make all the difference in gaining, losing or maintaining weight. 3.44 47%

Not surprisingly, given that parents are least likely to believe paying attention to

calories is important, the believability scores given to the calories messages are

lower than those given to the other core areas.

Q20-24. How would you rate each of the following messages in terms of being believable?

MESSAGE BELIEVABILITY CAL

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Q25. Please rank the following messages in terms of how likely they would be to get you to believe that calories impact weight?

(n=1000) Ranked where 1 is the most believable message

Ranked #1

Ranked #1 or 2


31% 54%


23% 46%


13% 31%

Calories matter most. They are in almost everything you eat and drink and make all the difference in gaining, losing or maintaining weight. 15% 35%


18% 33%

The message most apt to get parents to believe calories impact weight is

“Know your number.”

MESSAGE RANKING: BELIEVE CALORIES IMPACT WEIGHT CAL

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“Know your number” is also the message most apt to get parents to pay attention

to calories.

Q27. Please rank the following messages in terms of how likely they would be to motivate you to pay attention to the calories your family gets from foods and beverages during any one meal or snack.

(n=1000) Rank where 1 is the most motivating message

Ranked #1

Ranked #1 or 2


33% 56%


19% 49%

Calories matter most. They are in almost everything you eat and drink and make all the difference in gaining, losing or maintaining weight.

18% 38%


18% 29%


11% 28%

CAL MESSAGE RANKING: PAY ATTENTION TO CALORIES CONSUMED

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About half of parents say the message they ranked #1 would actually motivate

them to change their behavior – in this case, to pay attention to calories

consumed.

Q28. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to pay attention to the calories your family gets from foods and beverages during any one meal or snack?

(n=1000)

% ranking message

#1

% saying message would impact

(of ranked #1) Scale: 1=Not at all likely;

5=Extremely likely

Know your number 33% 61%

Calories count 19% 67%

Calories matter most 18% 55%

Get curious 18% 56%

Keep calories in check 11% 47%

CAL MESSAGE IMPACT: ACTUALLY GET YOU TO PAY ATTENTION TO CALORIES CONSUMED

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Message Evaluation:

Physical Activity

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Large majorities of parents find all four messages regarding physical activity

to be believable, with the message that gives them permission to consider fun

activities as being the most believable (i.e., “Fun stuff counts”).



Mean

Top 2 Box


4.26 81%

Every BODY wins! Time spent being physically active together is time well-spent. It can help your family stay connected, feel better, and have more energy.

4.17 77%

Be active your way. Pick an activity everyone in the family loves and spend more time having fun together.

4.09 74%

Get in on the action! Show your kids how to be fit by playing actively together as often as possible.

4.07 74%

PA MESSAGE BELIEVABILITY

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By a fairly wide margin, the “Fun stuff counts” message is seen to be the most

motivating by parents.

Q49. Please rank the following messages in terms of how likely they would be to motivate you to be more physically active together as a family.


Ranked #1

Ranked #1 or 2


46% 70%

Every BODY wins! Time spent being physically active together is time well-spent. It can help your family stay connected, feel better, and have more energy.

25% 51%

Be active your way. Pick an activity everyone in the family loves and spend more time having fun together.

15% 45%

Get in on the action! Show your kids how to be fit by playing actively together as often as possible.

15% 34%

PA MESSAGE RANKING: MOTIVATE YOU TO BE MORE PHYSICALLY ACTIVE

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About three-fourths of parents say the message they ranked #1 would actually

motivate them to change their behavior – in this case, be active as a family.

Q50. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to be more physically active together as a family?

(n=1000)

% ranking message

#1



5=Extremely likely

Fun stuff counts as exercise 46% 71%

Every BODY wins 25% 71%

Be active your way 15% 68%

Get in on the action 15% 77%

PA MESSAGE IMPACT:

ACTUALLY GET YOU TO BE MORE PHYSICALLY ACTIVE AS A FAMILY

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Message Evaluation:

Energy Balance

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Messages related to energy balance are, as a group, less believable than

messages related to physical activity, but about two-thirds of all parents do find

them believable.



Mean Top 2 Box


4.05 73%

Maintain – don’t gain. Success comes from balancing how much you eat and drink with how often you move.

3.88 66%

Find your body’s balance. Your body weight is a balancing act between how much you eat and drink and how often you move.

3.86 65%

EB MESSAGE BELIEVABILITY

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“Take charge” ranks highest in terms of motivating parents to balance food and

beverage consumption with physical activity.

Q54. Please rank the following messages in terms of how likely they would be to motivate you to make an effort to balance the amount of food and beverages your family eats and drinks with their level of activity?


Ranked #1

Ranked #1 or 2


49% 77%

Find your body’s balance. Your body weight is a balancing act between how much you eat and drink and how often you move.

27% 67%

Maintain – don’t gain. Success comes from balancing how much you eat and drink with how often you move.

24% 56%

EB MESSAGE RANKING: MOTIVATE YOU TO BALANCE ENERGY IN/OUT

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Just under two-thirds of parents say the message they ranked #1 would actually

motivate them to change their behavior – in this case, balance energy in and out.

Q55. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to make an effort to balance the amount of food and beverages your family eats and drinks with their level of activity?

(n=1000)

% ranking message

#1

% saying message would impact (of ranked #1)

Scale: 1=Not at all likely; 5=Extremely likely

Take charge of your weight 49% 64%

Find your body’s balance 27% 60%

Maintain – don’t gain 24% 60%

EB MESSAGE IMPACT:

ACTUALLY GET YOU TO BALANCE ENERGY IN/OUT

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Message Evaluation:

Portion size

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Dietary Guidelines Alliance Q29-32. How would you rate each of the following messages in terms of being believable?


Mean

Top 2 box


3.99 71%

Personalize your portions. Everyone’s calorie needs are unique, so adjust how much you eat and drink to your personal needs.

3.76 62%

Savor the small stuff. Eating and drinking smaller portions allows you to enjoy your favorite foods and beverages without having to give anything up.

3.69 60%

Leave a little left over. By taking one less bite or sip every time you eat or drink, you can make a big difference in the amount you take in without feeling unsatisfied.

3.35 46%

More so than other core areas, parents’ impressions of the believability of the

portion size messages varied. Taking smalls steps seems believable (i.e.,

doable), while leaving food behind does not.

PORTION MESSAGE BELIEVABILITY

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Q33. Please rank the following messages in terms of how likely they would be to motivate you to be aware of and if necessary, reduce the amount of foods and beverages served and eaten at any one meal or snack? Please rank these from 1 to 4, where 1 is the most motivating message.


Ranked #1

Ranked #1 or 2


35% 67%

Personalize your portions. Everyone’s calorie needs are unique, so adjust how much you eat and drink to your personal needs.

32% 52%

Savor the small stuff. Eating and drinking smaller portions allows you to enjoy your favorite foods and beverages without having to give anything up.

18% 44%

Leave a little left over. By taking one less bite or sip every time you eat or drink, you can make a big difference in the amount you take in without feeling unsatisfied.

15% 37%

“Small steps” and “Personalize your portions” are the clear winners in terms of

motivating parents to make changes regarding the amount of food and drink

consumed. PORTION MESSAGE RANKING:

REDUCE AMOUNT OF FOODS/BEVERAGES CONSUMED

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Upwards of two-thirds of parents say the message they ranked #1 would actually

motivate them to change their behavior – in this case, to reduce consumption.

Q34. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to be aware of and, if necessary, reduce the amount of foods and beverages served and eaten at any one meal or snack?

(n=1000)

% ranking

message #1



Small steps = big changes 35% 70%

Personalize your portions 32% 67%

Savor the small stuff. 18% 74%

Leave a little left over 15% 70%

PORTION MESSAGE IMPACT:

ACTUALLY GET YOU TO REDUCE AMOUNT OF FOODS/BEVERAGES CONSUMED

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Message Evaluation:

Nutrient-rich Foods and Beverages

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Close to three-quarters of parents believe the “Base your plate” message, which

gives specific example of nutrient-rich foods, is believable.



Mean Top 2 Box


4.04 72%

Make the most of your calories by choosing nutrient-rich foods and beverages first to maximize the nutrients your body needs.

3.86 64%

All foods can fit into a nutrient-rich eating plan, but balance is important. Choose lower-calorie, nutrient-rich foods first from each of the basic food groups, then add in higher-calorie splurges as your calorie needs allow.

3.47 50%

MESSAGE BELIEVABILITY RICH

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“Base your plate” is the most motivating message of the three in terms

of serving nutrient-rich foods and beverages more often.

Q43. Please rank the following messages in terms of how likely they would be to motivate you to serve nutrient-rich foods and beverages (such as whole grains, lean meats, low-fat dairy, and fruits and vegetables) to your family more often? Please rank these from 1 to 3, where 1 is the most motivating message.


Ranked #1

Ranked #1 or 2


43% 75%

Make the most of your calories by choosing nutrient-rich foods and beverages first to maximize the nutrients your body needs.

28% 67%

All foods can fit into a nutrient-rich eating plan, but balance is important. Choose lower-calorie, nutrient-rich foods first from each of the basic food groups, then add in higher-calorie splurges as your calorie needs allow.

28% 58%

MESSAGE RANKING: MOTIVATE YOU TO SERVE NUTRIENT-RICH OPTIONS MORE OFTEN

RICH

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About two-thirds of parents say the message they ranked #1 would actually

motivate them to change their behavior – in this case, serve nutrient-rich

foods/beverages more often.

Q44. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to serve nutrient-rich foods and beverages (such as whole grains, lean meats, low-fat dairy, and fruits and vegetables) to your family more often?

(n=1000)

% ranking message

#1



5=Extremely likely

Base your plate 43% 66%

All foods can fit into a nutrient-rich eating plan 28% 58%

Make the most of your calories 28% 62%

MESSAGE IMPACT: ACTUALLY GET YOU TO SERVE NUTRIENT-RICH OPTIONS MORE OFTEN

RICH

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Message Evaluation:

Higher-calorie Foods and Beverages

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Leading by example is the most believable concept when it comes to fitting

higher-calorie foods into the family’s diet.



Mean Top 2 box

You are an important role model for your children. Show your family how to savor their favorite higher calorie foods and beverages by enjoying smaller portions together.

3.96 69%

Splurge sensibly. Enjoy smaller amounts of the foods and drinks you love to satisfy your taste buds and avoid overdoing it. 3.69 60%

Ditch deprivation. Enjoy higher calorie foods and beverages without feeling guilty by serving smaller amounts or eating them less frequently.

3.21 43%

MESSAGE BELIEVABILITY CAL

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The “role model” message is the most motivating by far, with more than half

ranking it #1. “Splurge sensibly” beats out “ditch deprivation” (i.e., being

satisfied beats avoiding guilt).

Q38. Please rank the following messages in terms of how likely they would be to motivate you to manage higher calorie food and beverage choices in a way that does not affect your family’s weight?


Ranked #1

Ranked #1 or 2

You are an important role model for your children. Show your family how to savor their favorite higher calorie foods and beverages by enjoying smaller portions together.

57% 80%

Splurge sensibly. Enjoy smaller amounts of the foods and drinks you love to satisfy your taste buds and avoid overdoing it.

27% 80%

Ditch deprivation. Enjoy higher calorie foods and beverages without feeling guilty by serving smaller amounts or eating them less frequently.

15% 40%

MESSAGE RANKING: MOTIVATE YOU TO MANAGE HIGHER CALORIE FOODS/BEVERAGES

(n=1000)

CAL

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The vast majority of those that chose “Role model” as the message they ranked

#1 say it would actually motivate them to change their behavior – in this case, to

manage higher calorie foods/beverages without affecting diet.

Q39. FOR TOP RATED MESSAGE ONLY: Thinking about your daily routine, how likely is it that this message would actually get you to to manage higher calorie food and beverage choices in a way that does not affect your family’s weight?

(n=1,000)

% ranking message

#1



You are an important role model for your children

57%

79%

Splurge sensibly 27% 56%

Ditch deprivation 15% 57%

MESSAGE IMPACT: ACTUALLY GET YOU TO MANAGE HIGHER CALORIE FOODS/BEVERAGES

CAL


CAL

PA

EB

PORTION

RICH

CAL






You are an important role model for your children. Show your family how to savor their favorite higher-calorie foods and beverages by enjoying smaller portions together.

PHASE 3: TOP PERFORMING MESSAGES

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Information Sources

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The grocery store and health professional’s office are the top-rated sources for

information related to the core concepts tested.

Q56-60. Where do you think you would be most likely to pay attention to information about each of the following things? (SELECT ONE)

(n=1000) Grocery

store

Health-care

provider’s office

Restaurant Internet TV Gym Mobile phone

Materials from

school

The relationship between calories and weight

22% 23% 13% 12% 12% 13% 2% 4%

The amount you and your kids should be eating and drinking

22% 23% 17% 10% 12% 2% 1% 11%

Getting more nutrient-rich foods and beverages into your family’s diet

53% 11% 8% 8% 11% 2% 2% 5%

Fitting higher calorie foods and beverages into your family’s diet in a sensible way

30% 13% 20% 11% 15% 4% 1% 5%

How balancing the amount your family eats and drinks with their level of activity improves health

24% 18% 8% 11% 18% 12% 1% 7%

= High = Low

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Preferred location for messages around each core area vary by subpopulation.

Q56-60. Where do you think you would be most likely to pay attention to information about each of the following things?

(n=1000)

Diet believers

/non-doers

Inactive parents with active kids

Inactive parents with inactive kids

African-American Hispanic

Overweight + Parents

The relationship between calories and weight

HEALTH PRO GROCERY GROCERY HEALTH PRO HEALTH PRO HEALTH PRO

The amount you and your kids should be eating and drinking

HEALTH PRO GROCERY GROCERY RESTAURANT GROCERY HEALTH PRO

Getting more nutrient-rich foods and beverages into your family’s diet

GROCERY GROCERY GROCERY GROCERY GROCERY GROCERY

Fitting higher calorie foods and beverages into your family’s diet in a sensible way

GROCERY GROCERY RESTAURANT GROCERY GROCERY GROCERY

How balancing the amount your family eats and drinks with their level of activity improves health

GROCERY GROCERY GROCERY GROCERY GROCERY GROCERY

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Demographic Profile

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3%

32%

38%

24% 4%

Using self-reported height and weight for themselves and their spouse, parents’

BMI is on par with the CDC estimates for the entire US adult population.

1%

33%

33%

26% 6%

PARENTS’ BMI (SELF)

BMI calculated from self-reported weight and height and categorized according to Centers for Disease Control and Prevention (CDC) standards. CDC 2008 estimates among adults 20+ years: 34% obese, 34% overweight, 32% normal, <1% underweight.

PARENTS’ BMI (SPOUSE) (n=1000) (n=738)

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Slightly more than half of kids are in the “ideal” BMI category.

Kids BMI

BMI calculated from self-reported weight and height and categorized according to Centers for Disease Control and Prevention (CDC) standards for age and gender of child.


8%

53% 14%

25%

More likely to be obese*:

- African-American (32%) compared to

Hispanic (29%) and Caucasian (22%)

- Male (32%) compared to female (21%)

- Households with 2 children (20%)

compared to 1 child (20%)

- No normal BMI parents (30%) or 1

normal BMI parent (23%) compared to

normal BMI parents (15%)

- Parents who rated diet unhealthy (43%)

compared to healthy (20%)

- Younger children, 2-9 (32%) compared

to 10-17 (19%)

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Statistical differences on BMI

Gender Male over female

Race/ Ethnicity

African-American and Hispanic over Caucasian

Age Over 34

Education No statistically significant differences among overweight or obese, however for severely obese, College or less (7%) is higher than Graduate school (1%)

Income Less than $35K compared to $100K+

Other No statistically significant differences

Those parents that are more likely to be overweight or obese mirror those

subgroups observed in the larger population, including lower socioeconomic

level, men and minorities.

Subgroup analysis refers to statistically significant differences at the 95% confidence level

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GENDER Male 40% Female 60%

HISPANIC Yes 15% No 85%

RACE

White 77% African American 13% American Indian/Alaska Native 1% Asian 1% Native Hawaiian /Pacific Islander 1% Other 9%

AGE

18-24 5% 25-34 28% 35-44 40% 45-54 23% 55+ 4%

MARITAL STATUS

Single 14% Married/with partner 75% Divorced 8% Widowed 1%

DEMOGRAPHIC PROFILE OF CENSUS BALANCED

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EMPLOYMENT

Employed full-time 57% Employed part-time 12% Are not currently employed outside the home 24%

EDUCATION

High school or less 46% Some college (no degree) 17% Associate degree 11% Bachelor degree 17% Graduate/professional school 9%

HOUSEHOLD INCOME

Less than $50,000 42% $50,000 to $99,999 40% $100,000+ 18%

REGION

Northeast 18% Midwest 22% South 37% West 23%

NUMBER OF CHILDREN

1 44% 2 37% 3 13% 4+ 6%

DEMOGRAPHIC PROFILE OF CENSUS BALANCED

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Conclusions and Implications


PHASE 3: KEY TAKEAWAYS

• Prior to creating any communication around energy balance, education

on its two components (calories and physical activity) is needed.

• American parents currently see no reason to monitor calories. Some

lack a clear understanding of what a calorie is. Even those who do

understand what they are, and may see them as important, are not

willing to monitor them, nor do they find it feasible to do so in a

comprehensive manner.

• Messaging should help American parents become committed to

consistent physical activity for themselves. A parent’s physical activity

does not need to take them away from family time. Physical activity can be

a fun thing for the family to do together. Parents may be encouraged to

stay with a commitment if the benefit to their kids’ future is clear, as they

do want to be good role models, setting a positive example for their kids

and nurturing positive habits.


PHASE 3: KEY TAKEAWAYS (continued)

When educating about energy balance, messages about counting or

monitoring calories will not likely be effective today. This may change as

Americans become better educated on the importance of calories and

are exposed to more calorie information on menus and food labels. Saying

that energy balance means keeping track of calories may be off-putting

for today’s consumers.

Using the highest-ranked messages in each core area will help

Americans:

Learn more about the importance of nutrition and physical activity;

Be more successful at weight management; and

Spend more time together, being active and having fun, as a family.


PHASE 3: KEY TAKEAWAYS (continued)

For the most part, American parents are interested in finding this information

in a place that is convenient for them - the grocery store. Placing basic

information there, perhaps along with a call to action to visit a website for

more information, would be most effective.

In addition, health professionals’ office is also ranked quite high. Physicians

and RDs cannot assume families know even the basics about things like

including nutrient-rich items and portion size. If health professionals can be

motivated to provide this information to families who do not yet have a serious

weight issue, they can help them get themselves and their kids on a healthy

track for weight management.


CREATING SUCCESSFUL MESSAGES

Keep the following insights in mind when shaping messages around the core areas.

• Messages that are short, to-the-point and action-oriented are more likely to be

believed and absorbed.

• Messages that indicate the uniqueness of each person or family’s needs connect

with parents more than generalized statements.

• Messages that imply the consumer has control over their family’s situation, and it

is within their power to make a change, are also impactful.

• Parents want to know the benefit of doing something, particularly if the task

seems time-consuming or difficult, like counting calories and monitoring portions.

• American parents are looking for “how to” education on the topic, particularly in

the case of serving nutrient-rich foods and beverages more often. Messages and

information should not just provide a goal to strive for, but should be instructional.


CREATING SUCCESSFUL MESSAGES (continued)

Keep the following insights in mind when shaping messages around the core areas.

• Messages that encourage planning ahead and making a family effort may

convince parents how important it is to take the time to set goals together and

work toward them, whether they be around physical activity, portion size or

successfully incorporating higher-calorie foods.

• While the concept of being a role model is helpful, messages should not imply

that parents are doing anything “wrong” today. This will be a turn-off as parents

do feel they are doing the best they can, often in difficult situations. Messages

should focus more on how they could do something better tomorrow.

• Messages that draw analogies to constructs that they are very familiar with,

such as budgeting for calories, are very appealing.


110


For more information,

please contact:

International Food Information Council

(A founding member of the Dietary

Guidelines Alliance)

1100 Connecticut Avenue NW

Suite 430

Washington, DC 20036

202.296.6540

www.foodinsight.org

2010 Dietary Guidelines Alliance

http://www.foodinsight.org/

Documents

2010 Dietary Guidelines Alliance Consumer Research - …/media/Knowledge Center/Focus Areas/Food Health and... · 2010 Dietary Guidelines Alliance Consumer Research Motivating Families