This question is at the heart of consumer research about foods believed to provide a health benefit beyond basic nutrition. These aptly named "functional foods" have been touted in numerous studies and in the media as offering better health through eating.
To the typical consumer, functional foods may be a relatively new concept in nutrition—one that inspires hope and, sometimes, confusion. That's because even savvy shoppers can become overwhelmed by the scores of media reports on health and nutrition, making it difficult to obtain a thorough understanding of functional foods and their role in healthful living.
The term, 'functional foods' is used to describe a broad spectrum of foods that may promote health. Examples include everything from fruits and vegetables to fortified or enhanced foods. Biologically active components in functional foods impart health benefits or desirable physiological effects. Functional attributes of many traditional foods are being discovered, such as antioxidants found in fresh fruits and vegetables, and tomato products that may reduce the risk of cancer. In addition, new food products are being developed with beneficial components, for example, cholesterol-lowering tablespreads and products with soy protein.
While recent questions have been raised regarding certain foods containing herbal ingredients, these types of products are not typical of the foods found under the broad umbrella of functional foods. It is important to remember that the science is still evolving in this promising area of food and nutrition. Scientific substantiation of functional foods' benefits is vital to understanding the health promoting attributes of these foods, as well as to continuing to build consumer confidence and trust in this area. Functional foods offer great potential for consumers to optimize their health through diet.
In an effort to understand better whether the public knows its flavonoids from its fiber, the International Food Information Council (IFIC) has been tracking consumer perceptions of functional foods since 1996. The findings have been used by IFIC and others to boost consumer understanding of functional foods by communicating accurate and timely information about this promising development in nutrition.
In its most recent round of quantitative research, IFIC commissioned the Axiom Research Company to identify new and continuing trends in Americans' response to functional foods. Among other things, the results suggest that a learning curve still exists when it comes to making an association between specific foods and health concerns, although awareness of functional foods does appear to be growing. Also, there is evidence that people are incorporating more foods with functional benefits into their diets—a sign that positive messages about these foods are reaching consumers.
Who Was Surveyed
Over the last four years, IFIC has conducted both focus groups and national surveys concerning American consumers' attitudes toward functional foods. An initial quantitative survey was completed in 1998. For the 2000 survey, as in 1998, 1,000 adults were randomly selected to participate in a 20-minute phone interview. Respondents were representative of the ethnic diversity and gender ratio of the U.S. population. More than half of the participants were married and under 44 years of age. Most respondents had attended at least some college, and at least one-fifth had completed either college or graduate school.
Confident about Nutrition, In Control of Health
Data from both 1998 and 2000 indicate that most consumers are at least generally aware of the concept of functional foods. The 2000 results show that nearly all consumers (93 percent) believe that certain foods have health benefits that go beyond basic nutrition and may reduce the risk of disease or other health concerns.
But awareness is only one indication of what consumers think of functional foods. More revealing is the fact that consumers rank nutrition ahead of both exercise and family history as the key to achieving good health. Seventy-four percent of respondents agree that food and nutrition play a "great role" in maintaining or improving overall health, compared with 63 percent for exercise and 39 percent for family health history.
Moreover, most consumers report feeling in control of their personal health. In fact, 61 percent of consumers say they have a "great amount" of control over their own health, and 32 percent express having a "moderate amount" of control. These two factors-confidence in the benefits of nutrition and in one's ability to take charge of health matters—can work in tandem to support healthful behavior, such as incorporating foods with proven health benefits.
Despite consumers feeling positive about nutrition and taking charge of their well being, they still have serious concerns about health matters. In fact, 45 percent of Americans list heart health (including heart disease, blood pressure and cholesterol level) among their top three health concerns. Cancer ranks second among consumers at 31 percent, while diabetes and weight concerns tie for a distant third at 14 percent.
Adding-Not Avoiding-Certain Foods
Most consumers are still fixated on past advice about cutting out of their diet those "vilified" foods perceived to be too high in fat, sugar or salt. There is evidence however, of an emerging trend toward increasing consumption of healthful foods, especially fruits and vegetables—a change that could signal an important shift in the way Americans eat. In short, people may be beginning to alter their eating patterns by adding—rather than avoiding—certain foods to improve or maintain their health. In 2000, for instance, 33 percent of Americans are adding particular foods or ingredients to their diet, compared with 28 percent who were doing so in 1998. And the percentage of Americans reducing particular foods or ingredients fell from 55 percent in 1998 to 49 percent in 2000.
In 1998, 36 percent of Americans reported they had changed their diet by consuming less fat. In 2000, just 24 percent of the population is trying to reduce its fat intake. Meanwhile, in 1998, 10 percent of consumers said they were adding more fruit to their diet versus 13 percent who are doing so in 2000. And research indicates that more people may be adding vegetables to their diet—22 percent today compared with 20 percent two years ago.
It seems the message that what you do eat may be more important for your health than what you don't eat has not been lost on the American public. The number of consumers eating up to three functional foods for their health benefits has increased substantially in just two years. In 1998, 52 percent of Americans were eating up to three foods for their functional health benefits. In 2000, that figure has jumped to 59 percent. As expected, consumers are more likely to choose those functional foods that are both familiar and readily available to them-which may account for why many Americans are disinclined to incorporate foods like soy into their diet. And some demographic groups are more likely than others to make health-based changes to their diet (see chart). For instance, functional food consumption is highest among older Americans. Sixty-five percent of those aged 55 and over are using functional foods to target a specific health concern, compared to 49 percent of 18-34 year olds.
Making the Connection
The percentage of consumers who can identify a functional food and its associated health benefit is on the rise, from 77 percent in 1998, to 82 percent today. Not surprisingly, the food/function associations cited most frequently are those that tie familiar foods such as orange juice and broccoli to Americans' top health concerns—heart health and cancer. Long-time associations, such as the connection between calcium-containing foods and osteoporosis (78%) and cranberry products and urinary tract health (60%), are also cited with frequency. Not only were the more frequently cited food/function associations those that are familiar, but consumers tended to make health associations with foods where a large body of scientific evidence supports the claim.
When it comes to identifying newer or more precise food/function connections, however, consumer understanding tends to be sketchy. For example, only 38 percent of Americans are aware of the connection between soy protein and heart health despite a recently approved health claim by the Food and Drug Administration, while a mere 30 percent can correctly name a food or food component associated with fighting colon cancer. However, when consumers are aware of certain food/function associations, they tended to have some faith in their efficacy. For instance, of the 48 percent of people familiar with the connection between antioxidants and reduced risk of cancer, two-thirds believe antioxidants are "definitely" or "probably" effective. The same goes for those familiar with the link between soy protein and heart disease.
What Lies Ahead
Despite the learning curve that most Americans have to overcome with regard to functional foods, there is reason to be optimistic about this new frontier in nutrition. For one thing, 86 percent of consumers are interested in learning about the health benefits offered by functional foods. And most people (72 percent) either have no concerns or are unaware of any concerns associated with functional foods.
The continuing challenge for health communicators is to offer Americans accurate and personally relevant information that will appeal to consumers' confidence in nutrition and in their ability to control their health. It will no doubt take time, but the research suggests that consumers will increasingly incorporate functional foods into their diets so long as considerations concerning taste and convenience are addressed.
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The Gender Gap
|
|
women |
men |
| Food/Nutrition play "great health role |
79% |
68% |
| Health professional most believable |
49% |
30% |
| Primary shopper |
81% |
42% |
| "Very interested" in learning more |
51% |
41% |
| Adding food for health benefits |
37% |
29% |
