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Consumers are aware that nutrition plays a role in their health. In a recent survey healthy body weight, heart, bone and digestive health were among the top food related health benefits reported by consumers. Knowledge however did not directly translate into action. A significant number of consumers who were aware of the diet and health relationship did not choose consume the foods they knew were good for them. Behavioral research sheds light on consumers’ food choices and pointed to some opportunities for bridging the gap which include:

• Providing information about foods with benefits beyond basic nutrition
• Keeping messages positive about what TO rather than what not to eat.
• Exploring new approaches to help consumers make the healthy choice the easy choice.

The webcast, “Bridging the Gap between Consumer Behaviour and Heart Health” explores consumer behaviour and the environmental factors that drive people to consume certain foods and beverages where they live, work and play as well as tips and strategies that can help move consumers toward a heart-healthy diet. (IFIC 2011)

 Further Reading:

 •Mindless Eating: Why We Eat More Than We Think, by Brian Wansink, New York: Bantam Dell, 2006.

Source:  Food Insight 2011, Hot Topic: “Bridging the Gap Between Consumer Behavior and Heart Health”