Bridging the Motivation Gap
By Robyn Flipse, MS, RD
The way we eat in America is the subject of much research and analysis. Everyone is interested in our individual and collective appetites–from food producers to food retailers and nutrition scientists to policy makers.
As registered dietitians, we are focused on helping the public make the right connections between what is known about food composition and our nutrient requirements, while taking into consideration personal food preferences and the many socio-cultural factors that affect eating patterns. But what do consumers want from this vast cross section of agribusiness, politics and health care?
Awareness Does Not Equal Action
Numerous surveys indicate that Americans are getting the message about the importance of food and fitness to their health. 1, 2 Consumers have an increased awareness of what’s in the food they eat and what they must consume and do to have a healthy diet and body weight. But this high level of awareness does not automatically translate into healthier eating behaviors.
According to a recent Harris Poll, those who are the most likely to translate their nutrition awareness into dietary change are those driven by necessity rather than knowledge.3 Leading the pack are people 66 years and up, possibly because they are the generation most likely to need to follow a diet with specific restrictions.
Lack of Awareness Equals Inaction
On the other end of the age spectrum, the younger population has the biggest gap between health awareness and action. A recent survey by the American Stroke Association found nine out of 10 college-age adults thought they were living a healthy lifestyle when, in fact, they were at risk for heart disease and stroke based on their reported use of alcohol, tobacco, fast food and sugary drinks.4
Most of the 18-24-year-olds surveyed said they wanted to stay healthy and live into their nineties, however nearly half said they weren’t concerned about heart disease or stroke. One third did not believe that engaging in healthy behaviors now would affect their risk of stroke later in life, and only 18 percent could identify a single risk for stroke.
Taste Trumps Health
Even when we do succeed in getting health messages across to the public and people find the motivation to transform their awareness into action, they must still confront the taste factor. Taste continues to hold the number one spot (87%) as a driver of food and beverage purchasing decisions, significantly ahead of the number two factor, price (79%), which has risen every year between 2006 and 2010.2 Healthfulness (66%) is a distant third when it comes to influences on food and beverage purchasing decisions, followed by convenience (58%) and sustainability (52%), a new factor in the mix.
The impact of taste is also expressed by the 73% of respondents in the most recent Trends survey by the American Dietetic Association (ADA) who said their reason for not doing more to achieve a healthy diet was, “I don’t want to give up the foods I like.”1This response indicates nearly three-fourths of Americans believe that the foods they like cannot be part of healthy diet or they aren’t going to like what is.
What Dietary Guidelines?
Other reasons given in the ADA Trends survey for not doing more to achieve a healthy diet include, “I need more practical tips to help me eat right” (52%) and “I don’t know or understand guidelines for diet and nutrition” (41%). The International Food Information Council’s latest consumer survey specifically asked about familiarity with the “Dietary Guidelines for Americans” and found 49% of respondents have “heard of them, but know very little about them”, 27% “know a fair amount about them” and 19% “have never heard of them.”2
That means more than half of the population does not know they should try to choose foods that provide more dietary fiber, potassium, calcium and Vitamin D and less sodium, saturated fat, cholesterol and trans fats as recommended in the 2010 Dietary Guidelines for Americans (DGA).5
Selling the Sizzle
Including more dry beans in their meals can help Americans achieve the goals of the DGA, but most do not know that. And if they do, they are not motivated to act on that knowledge since average consumption levels of legumes in the United States are less than one third recommended amounts.6
If given the choice to provide more information to consumers about the exceptional nutrient density of dry beans and their numerous health benefits7 or provide them with a delicious recipe and opportunity to sample beans in a meal, the available evidence suggests we should sell them the sizzle and give them a taste.
About the Author
Robyn Flipse, MS, RD, is a registered dietitian and cultural anthropologist with a focus on the societal forces continually shaping modern lifestyles and their impact on eating behavior and food trends. She serves as a consultant to global food and beverage companies and a as multimedia spokesperson and author.
REFERENCES
- American Dietetic Association Consumer Opinion Survey. Nutrition and You: Trends 2008
- International Food Information Council. 2011 Food & Health Survey: Consumer Attitudes Towards Food Safety, Nutrition & Health, May 5, 2011 http://www.foodinsight.org/Resources/Detail.aspx?topic=2011_Food_Health_Survey_Consumer_Attitudes_Toward_Food_Safety_Nutrition_Health
- Harris Interactive. The Harris Poll #52, April 27, 2011, www.harrisinteractive.com
- Reinberg S. Survey Finds Many Young Adults Oblivious to Heart Health. HealthDay, May 2, 2011.
- U.S. Department of Agriculture and U.S. Department of Health and Human Services. Dietary Guidelines for Americans, 2010. www.dietaryguidelines.gov
- Guenther P, Dood K, Reedy J, Krebs-Smith S. Most Americans Eat Much Less than Recommended Amounts of Fruits and Vegetables. J Am Diet Assoc. 2006;106:1371-1379
- Winham D, Webb D, Barr A. Beans and Good Health. Nutrition Today, 2008;43(5);201-209