Consumer thoughts and behaviors don’t always align. For example, consumers report that diet healthfulness can be improved through food consumption quantity (69 percent) and physical activity (60 percent). Healthy weight maintenance appears to be understood, but…the reality is a majority of Americans – children and adults – are either overweight or obese.

So what does a company market – the perception or reality? As most have experienced, perceptions are reality. If the consumer thinks they understand calorie balance, then marketing efforts that empower and educate can bridge the gap between perceptions and reality. For example, pre-portioned snacks, such as 100-calorie packs clearly reinforce the “calorie control” message and resonate with someone trying to lose weight. It helps empower them to meet their goals.

Reference and Other Relevant Readings:

• 2010 International Food Information Council (IFIC) Food & Health Survey*
• Understanding Childhood Obesity – Statistical Sourcebook
• Food Trend Watch: Clean Labeling

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