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High Fructose Corn Syrup: Consumer Communications Report and At-A-Glance Executive Summary Conducted By

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High Fructose Corn Syrup: Consumer Communications Report and At-A-Glance Executive Summary Conducted By High Fructose Corn Syrup: Consumer Communications Report and At-A-Glance Executive Summary Conducted by: Cogent Research, LLC www.cogentresearch.com December 2006 High Fructose Corn Syrup: Consumer Communications At-A-Glance Executive Summary December 2006 Introduction To help address questions on the topic of high fructose corn syrup (HFCS), the International Food Information Council (IFIC) has conducted qualitative consumer research aimed at better understanding consumer perceptions of HFCS and developing effective and accurate communications to address those perceptions. This At-A-Glance summarizes the findings of that research. Consumer Perceptions of Sugars and HFCS • Consumers are concerned about sugars in general but primarily because they associate them with weight gain. Due to this concern, most consumers are attempting to moderate their intake of all types of sweeteners, as well as sweet foods and beverages • Most consumers have not heard of HFCS and require education about it. When asked, most think of HFCS as they would table sugar. Regardless, the most effective communication is accurate, concise, positive, and easy-to-understand. • As more people become aware of HFCS, it will be important to provide the facts to offset any possible confusion or misunderstanding about what they are, why they are used, and their effects on health. Consumer-Tested Statements THEMES EFFECTIVE STATEMENTS HFCS uses in food High fructose corn syrup has many functional properties that enhance foods and beverages. It enhances fruit and spice flavors, prolongs product freshness, aids in fermentation, provides product stability, promotes cooked flavors and surface browning in baked goods, and makes moist breakfast bars possible HFCS is comparable to High fructose corn syrup and table sugar have the same number of calories. High sugar fructose corn syrup is not higher in calories than other sugars. HFCS is made from High fructose corn syrup is made from 100% corn syrup and has no artificial or corn syrup synthetic ingredients. Addressing the myth No single food or ingredient is the sole cause of obesity. Rather, too many that HFCS is the sole calories combined with too little exercise is the primary cause cause of obesity Addressing the myth Just because high fructose corn syrup is less expensive than sugar does not that because HFCS is mean it is less healthful. less expensive to produce, it is less healthful HFCS is a misnomer High fructose corn syrup got its name from the fact that it is high in fructose relative to corn syrup. Therefore, while it does have more fructose than corn syrup, it is the same amount of fructose as that found in sugar or honey. High Fructose Corn Syrup: Consumer Communications Report Conducted by: Cogent Research, LLC www.cogentresearch.com December 2006 Introduction Since 2004, articles on high fructose corn syrup (HFCS) have made their way into the mainstream press. A commentary published in the American Journal of Clinical Nutrition making a connection between HFCS and obesity was a key driver behind the increased interest in this sweetener. Once an ingredient only included in articles found in food industry trade magazines, interest in HFCS has boomed among food, health and nutrition reporters. Frequently, the information reported on HFCS is inaccurate. To address the growing tide of interest in HFCS, the International Food Information Council (IFIC) developed a research plan for developing effective communication tools on the issue, with the following objectives for the research project: To understand consumer perceptions of HFCS and to determine the most effective and accurate communications regarding the sweetener. To achieve these objectives, the study assessed the following issues: ♦ Awareness, concern and attitude toward sweeteners in general; ♦ Current perceptions of HFCS; ♦ Reactions to statements addressing specific HFCS myths and misperceptions. Methodology Cogent Research of Cambridge, Massachusetts was selected to conduct the research. Cogent utilized two different qualitative data collection methods1. The first round of research was conducted via an online discussion board with 20 participants (CoRe Board™) on September 20-21, 2006. This online discussion board methodology provided participants with a private access moderator- controlled chat room. To further explore issues raised in the online discussion group, four focus groups were conducted in November 2006 in St. Louis and Boston. All research participants were 18 years or older and were primary household shoppers with mixed perceptions of HFCS. This summary highlights key findings from the web-based discussion group and the focus groups about consumer attitudes regarding HFCS and how to develop accurate, understandable statements that convey the facts about HFCS. Research Findings General Perceptions of Sweeteners Key Finding: Most of the changes consumers are making to their diet are in an effort to lose weight. Consumers’ decisions regarding changes to food and beverage consumption are driven by an effort to manage calories and weight. They report avoiding entire food and beverage categories they believe contribute to weight gain, specifically, those that are high in fat or sugar (e.g., red meat or desserts). While many consumers are trying to limit consumption of foods high in sugar, it is because of the food’s association with weight gain – rather than an inherent assumption that sugar is unhealthful. When asked to list the foods they are avoiding and their reasons for doing so, many consumers reported making changes in an effort to manage their weight. Many of the foods and beverages that consumers believe lead to weight gain also happen to be those that are high in sugar. For the most part, consumers are not avoiding sweeteners in particular – rather they are avoiding over- consumption of foods and beverages associated with weight gain. 1 While the findings of qualitative research provide useful insights and allow researchers to probe deeper into consumers’ perceptions and beliefs, the results cannot be projected onto larger population groups. While consumers’ primary concern is weight management, other reasons for changing their diet include long-term health or a desire for more energy. “I am trying to avoid these mostly because of the empty calories and the potential for weight gain…and generally, I just do not believe that they are good for you.” (CoRe Board™) Consumers are Attempting to Consume….. More of…. Less of…. Fruits Fat (trans fat in particular) Vegetables Carbohydrates/”White foods” Whole grains Processed foods Fiber Fast food Water Soda Fish Desserts Poultry Sugar Organic/natural food Sodium Red meat Key Finding: Although consumers are attempting to limit sugar consumption, it is not their top of mind concern when considering nutrition issues. With the exception of consumers who have diabetes, most consumers do not mention sugar as the primary food or beverage component they are trying to avoid. However, sugar is among the three most often avoided nutrients, along with fat and carbohydrates. There is mixed understanding of the association between carbohydrates and sugars. While some consumers believe carbohydrates such as potatoes, rice and pasta metabolize into sugars, others do not mention this. “I'm trying to stick to olive oil rather than saturated fats, since I'm concerned about heart risks and avoiding the useless calories of sugar, and bread, which is low in nutrients and roughage.” (CoRe Board™) “[Sugar is] second on my list to sodium.” (St. Louis) “[Concern with sugar] ranks behind calories and fat content for me.” (CoRe Board™) Key Finding: Sugar is associated with weight gain. Not surprisingly, the primary reason consumers are attempting to avoid sugar is because of its association with weight gain. They believe foods and beverages containing high amounts of sugar are higher in calories, leading to added pounds. A family history of diabetes is another primary reason consumers are attempting to avoid foods and beverages with sugar. “[I avoid] pasta, breads, cookies, cakes, pies, sweet pastries and regular ice cream. These are ‘categories’ I just say no to because they are high calorie foods and believe me, my hips don't need them!” (CoRe Board™) “Sugar is calories and it does put weight on.” (St. Louis) “Definitely weight issues is why I avoid sugars.” (Boston) Key Finding: When it comes to sweeteners, consumers are trying to practice moderation. Most consumers are attempting to limit the sugars they consume rather than deprive themselves entirely. Consumers report trying to limit intake of foods and beverage they believe are higher in sugar (e.g., soda, dessert) but most say they do not think they would be successful in depriving themselves entirely. In fact, many say they allow themselves a specific number of “treats” a week. Some consumers also try to consume foods and beverages that contain low-calorie sweeteners in an effort to avoid sugar. “There has to be a balance. If I try to deny myself I want it more. I have one regular soda a week and it’s my treat to myself.” (St. Louis) “We never - hardly ever - order dessert when we eat out and try to serve low calorie desserts for company.” (CoRe Board™) Key Finding: Sweeteners are sweeteners. Most caloric sweeteners are viewed as equal in terms of health and safety. When asked directly about the difference in health and safety of HFCS compared to other sweeteners, consumers say it is either the same, or that they don’t know the difference. One possible exception is fructose. Some consumers consider fructose more healthful than other sugars because of its association with fruit. “[All] sweeteners have a direct relationship to weight management. Too much and you gain weight, limit intake and you lose weight (considering if you are reducing other foods as well).” (Core Board™) “I think fructose is less objectionable…it’s natural, comes along with good components in fruit.” (Boston) Perceptions of High Fructose Corn Syrup Key Finding: High fructose corn syrup is not top of mind.
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