PMA finds low consumer awareness of produce recommendations in new dietary guidelines
PMA finds low consumer awareness of produce recommendations in new dietary guidelines
Results from a new Produce Marketing Association consumer survey have found that only slightly more than one-third of consumers are aware of the fruit and vegetable recommendations contained in the recently released 2005 Dietary Guidelines for Americans, and that the concept of what constitutes a "serving? of produce varied widely among respondents.
Opinion Dynamics Corp. conducted a national telephone survey of 1,000 consumers during the week of Feb. 7 for Newark, DE-based PMA?s Information Resource Center. The results are statistically valid within a 3 percent margin of error at a 95 percent confidence interval.
When asked if they had seen, heard or read anything about the produce-specific recommendations in the new dietary guidelines, 38 percent of consumers said that they had, while 60 percent said they had not. Demographically, of the 38 percent awareness level, 40 percent of women and 37 percent of men said that they were aware of the produce advice.
In addition, 81 percent of consumers said that they have a "clear understanding? of what is meant by a serving of fruits and vegetables, but when asked to specifically express in their own words what a "serving? is, their responses were wide-ranging. Servings were described as "less than one cup," "one piece," "a handful/fistful? and a "scoopful."
Eighty-one percent of consumers agreed that it is easier for them to understand a daily amount of fruits and vegetables when that amount is described in terms of "cups? rather than "servings." Eighty-two percent of women agreed with this idea, as did 79 percent of men.
When asked which consumption recommendations they understood better, the current FDA recommendation of "5 to 13 servings a day? or the same amount expressed as "two-and-one-half to six-and-one-half cups a day," 43 percent of consumers thought the "cup? wording is about the right amount that they could reasonably eat, while only 26 percent expressed the same view about the "serving? wording.
PMA Chairman of the Board and Vice President of Operations for Save Mart Supermarkets Steve Junqueiro observed that the new dietary guidelines present a tremendous opportunity for the fresh produce industry.
?Our challenge is to effectively market fruits and vegetables in a manner that emphasizes the taste, convenience and nutrition of our products, resulting in consumers eating more produce. We have to be sure we?re communicating our messages to consumers in relevant and effective ways," he noted.
PMA Vice President of Government Relations Kathy Means agreed with Mr. Junqueiro?s assessment that the guidelines may make it easier for the public to reach their daily consumption goals.
?This research indicates that many consumers will respond better to more familiar household measurements. We can combine that with existing messages to help consumers better understand how much produce they should be eating each day, and reinforce how easy that can be," Ms. Means explained.
This produce-specific survey follows research PMA conducted shortly after the dietary guidelines were released, which found that while 22 percent of consumers are somewhat familiar with the new guidelines, only 9 percent of the public is very familiar with them.
Those findings also highlighted a willingness among respondents to change their eating habits based on the advice presented in the guidelines.
PMA members interested in conducting consumer surveys through Opinion Dynamics Corp. can do so via the PMA Advantage: Market Research program. Members receive substantial discounts on the full range of ODC research services, including omnibus surveys, a bi-weekly nationwide polling of 1,100 consumers, as well as focus groups, telephone surveys, Internet and mail surveys. PMA members will be able to gauge product performance in the marketplace, test customer satisfaction and receive actionable data that will accelerate their decision-making processes.
Visit the PMA web site for more details about the Advantage program. PMA members may also contact Ernie Paicopolos at ODC at 800/966-1254, ext. 238, or the PMA Solution Center at 302/738-7100.
Opinion Dynamics Corp. conducted a national telephone survey of 1,000 consumers during the week of Feb. 7 for Newark, DE-based PMA?s Information Resource Center. The results are statistically valid within a 3 percent margin of error at a 95 percent confidence interval.
When asked if they had seen, heard or read anything about the produce-specific recommendations in the new dietary guidelines, 38 percent of consumers said that they had, while 60 percent said they had not. Demographically, of the 38 percent awareness level, 40 percent of women and 37 percent of men said that they were aware of the produce advice.
In addition, 81 percent of consumers said that they have a "clear understanding? of what is meant by a serving of fruits and vegetables, but when asked to specifically express in their own words what a "serving? is, their responses were wide-ranging. Servings were described as "less than one cup," "one piece," "a handful/fistful? and a "scoopful."
Eighty-one percent of consumers agreed that it is easier for them to understand a daily amount of fruits and vegetables when that amount is described in terms of "cups? rather than "servings." Eighty-two percent of women agreed with this idea, as did 79 percent of men.
When asked which consumption recommendations they understood better, the current FDA recommendation of "5 to 13 servings a day? or the same amount expressed as "two-and-one-half to six-and-one-half cups a day," 43 percent of consumers thought the "cup? wording is about the right amount that they could reasonably eat, while only 26 percent expressed the same view about the "serving? wording.
PMA Chairman of the Board and Vice President of Operations for Save Mart Supermarkets Steve Junqueiro observed that the new dietary guidelines present a tremendous opportunity for the fresh produce industry.
?Our challenge is to effectively market fruits and vegetables in a manner that emphasizes the taste, convenience and nutrition of our products, resulting in consumers eating more produce. We have to be sure we?re communicating our messages to consumers in relevant and effective ways," he noted.
PMA Vice President of Government Relations Kathy Means agreed with Mr. Junqueiro?s assessment that the guidelines may make it easier for the public to reach their daily consumption goals.
?This research indicates that many consumers will respond better to more familiar household measurements. We can combine that with existing messages to help consumers better understand how much produce they should be eating each day, and reinforce how easy that can be," Ms. Means explained.
This produce-specific survey follows research PMA conducted shortly after the dietary guidelines were released, which found that while 22 percent of consumers are somewhat familiar with the new guidelines, only 9 percent of the public is very familiar with them.
Those findings also highlighted a willingness among respondents to change their eating habits based on the advice presented in the guidelines.
PMA members interested in conducting consumer surveys through Opinion Dynamics Corp. can do so via the PMA Advantage: Market Research program. Members receive substantial discounts on the full range of ODC research services, including omnibus surveys, a bi-weekly nationwide polling of 1,100 consumers, as well as focus groups, telephone surveys, Internet and mail surveys. PMA members will be able to gauge product performance in the marketplace, test customer satisfaction and receive actionable data that will accelerate their decision-making processes.
Visit the PMA web site for more details about the Advantage program. PMA members may also contact Ernie Paicopolos at ODC at 800/966-1254, ext. 238, or the PMA Solution Center at 302/738-7100.
