The International Food Information Council Foundation recently hosted a webinar entitled “Understanding Consumer Perceptions of Food Technology,” which highlighted a need for consumer food technology education.

Overall, less Americans (54 percent) avoid specific foods or ingredients as compared to three years ago (61 percent) – see below chart.

When looking at biotechnology, nearly 50 percent of Americans say they are “neutral” or don’t know enough about food production biotechnology to form an opinion. When they do purchase biotech foods, they do it for specific benefits – nutrition/health (32 percent), improved quality/taste (24 percent) and price/economic benefit (24 percent).

With the new USDA Dietary Guidelines scheduled to be released in December 2010, brands have an opportunity to educate Americans on ingredients, food production and nutrition benefits, as well as articulate a clear message about how the foods we market fit into an overall healthy eating plan.

Interested in discussing further? Talk to Current at jseyler@talktocurrent.com.

Additional Resources:

• “Understanding Consumer Perceptions of Food Technology.”

So, what’s the good? Food processing can decrease spoilage, remove toxins, allow for perishable food transportation/distribution and answer consumer demand for convenience, consistency and customization. Think about our desire for flavor with no additional calories (sugar substitutes) or new ways to get fiber in the diet (fiber “additives”).

The bad? New products are generally developed to answer a consumer demand or to fill a market category gap. While the ask may be for flavor but no additional calories, consumers, media, public policy holders and even health professionals may be hesitant to accept the provided solutions. For example, 57 percent of Americans agree that “Food additives extend the freshness of food/act as a preservative” and 47 percent agree that “Food additives can help keep or improve the flavor of food products.” Yet, food additives are more and more discussed as “ingredients to avoid.”

The Balance? Balancing wants and perceptions with realistic economic options.

·         What are the alternatives and are they feasible? If consumers only eat local fruits and vegetables that are in season, what nutrients are being lost, how can they be replaced during the off season, or is this not an issue?

·         Is there a need for more education? What does “processing,” or “organic,” or “local,” or “natural” formally mean?

·         Should one scientific study dictate consumer actions or should media highlight trends?

·         Should companies respond and change/remove an additive, coloring/flavoring, etc., or is the company reinforcing the thought that something is wrong with that ingredient?

Relevant Readings:

• Changing the Conversation About Processed Foods

  Coming soon (September releases):

  ·         IFT white paper “Feeding the World Today and Tomorrow: The  Importance of Food Science & Technology.”

  ·         IFIC communication tool kit “Forming Effective Consumer Communications” 

   

  Definition:

  ·         Processed food and minimally-processed food as noted within the Report of the Dietary Guidelines Advisory Committee on the Dietary Guidelines for Americans, 2010.

•  Simplicity: An obvious increase in the use of the words “simple” and “homemade” within new product promotion
• Sustainability: Water, air, energy consumption, packaging and global warming are all focuses

• Cooking at Home: Rediscover cooking and entertainment skills; an increase in premium style prepared and frozen meals
• Inherent Nutrition: Foods with more traditionally perceived benefits, such as fruit and vegetables and milk; consumers are becoming increasingly skeptical of foods that fail to provide an immediate benefit

• Functional Superstars: Plant stanols, beta-glucan, selenium-enriched
• Immunity: Ingredients driving include Vitamin C, E, A, mineral zinc and probiotics
• New Delivery for Energy: Top market categories include energy and sport drinks, cereal and energy bars, tea, breakfast cereals, juice and juice drinks and dairy drinks
• “Free From” on the Rise: In 2009, Innova Market Insights tracked 7,949 new products positioned as either gluten or lactose free compared to 6,192 in the previous 12 months
• Extreme Flavors: Increase use of the word “intense” and “hottest;” herbs and spices
• Real Authenticity: It is no longer enough to simply create a product with a regional positioning; the product should be
  based on ingredients from that region and ideally even be produced there

Additional Reading:

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

Upcoming Relevant Post

• Changing the Health Norm: A Side of Fries or Steamed Vegetables

Heading into 2011, we should keep a few things in mind when it comes to food labels and key messages – Today’s consumer is moving beyond “natural” and “organic,” looking for minimally processed foods that combine individual wellness and lifestyles with the well-being of the planet. This evolution of consumer perspective is what the experts and industry are coining as “clean labeling.”

While “organic” and “natural” continue to be “on the money,” consumers want more.

So why do consumers want more? It may not be an actual shift in demand, but a previous lack of understanding. Many of these words – organic, natural, etc. - don’t have standard definitions, which could easily cause confusion and possible distrust toward health claims and food/beverage companies.

The need for stronger consumer education was well noted by experts. Consider the impact of social media nutrition discussions, both positive and negative conversations, about products. When “natural” is on a label, what does that actually mean for the product and will the consumer’s thoughts align?

As a food and nutrition communications specialist and dietitian, I think it is important for food and beverage companies to be mindful about product claims and not only look at the legal side of things, but also at it from a consumer point of view – how the consumer will interpret it.

Heading into 2011, discerning consumers are looking for pure ingredients that promote wellness, taste great and deliver a good value. It is the job of communications expects to educate the consumer on all the options. Products aligned against these goals and companies that help educate the consumer, will be well positioned to catch the ear of nutrition influencers and consumers alike. Want ideas on how to do it? Talk to Current

Additional Readings:

• Dairy Foods, June 2010,Holistic Halo
• FoodNavigator.com, June 17, 2010, Recent developments in clean label science
• FoodNavigator.com, June 21, 2010, Consumer views on natural and clean labeling terminology
• The Hartman Group, Inc., Beyond Organic & Natural

Upcoming Relevant Posts

• How Food & Beverage Companies Can Better Understand Their Audience
• Whole Foods and A Total Diet: What the 2010 Dietary Guidelines Advisory Committee Report is Saying
• Food Processing: The Good, The Bad and The Ugly
• Sustainability: Consumer Driver or Consumer Confusion

See the press release here: http://www.prnewswire.com/news-releases/moms-spending-less-on-back-to-school-shopping-but-spending-more-time-helping-in-class-this-year-97925159.html

“Virginia’s strong leadership skills, strategic thinking and creative mindset, along with her keen ability to grow the firm’s client and talent base, will continue to drive Current’s success,” said Harris Diamond, CEO of IPG’s Constituency Management Group.

Milestones for the firm in 2009 included opening a New York office (adding to locations in Chicago, Dallas, Los Angeles and San Francisco), recruiting senior level talent, expanding offerings in digital and social marketing, and growing its client base to include the Saint Lucia Tourist Board, TTI Floorcare (Hoover vacuum cleaners) and WWRD Holdings Ltd. (Waterford, Wedgwood and Royal Doulton). The agency also partners with clients including The Clorox Company, Mars Foods US, Qwest Communications and The Step2 Company.

“It’s an exciting time for Current as we are well positioned to continue our growth in 2010 and beyond,” said Devlin. “Our team is driven by a commitment to deliver unparalleled client service and insightful, impactful work that resonates with our clients’ target audiences. Together we’ve created a collaborative, challenging, rewarding and fun workplace that inspires me every day.”

A public relations veteran, Devlin spent nine years at IPG agency Weber Shandwick prior to starting Current.