Breaking the barrier: effectively communicating nutrition and health messages.

We have come a long way in our knowledge about fitness and health. We know that an apple a day doesn't necessarily keep the doctor away and that a walk around the block is not enough to keep fit. Of course, an apple and a short walk are a great start, but there is much more to consider in pursuing good health. It seems that every day Americans are inundated with messages about the importance of nutrition and exercise and how to achieve the best health possible. The success of these communications efforts is unmistakable. Studies show that in recent years more Americans have been exercising regularly and improving their diets. And both cholesterol levels and fat consumption are down.

Some of the positive impacts of the health messages Americans have been receiving include:

* Overall fat consumption has dropped from 42% in the mid 1960s to 36% in 1978 and to an all-time low of 34% in 1990.

* Saturated fat consumption has dropped from 16% of calories in the 1960s to 13% in 1978 and further to just 12% of calories in 1990.

The upshot is that Americans are moving steadily toward the goal of consuming 10% or less of calories from saturated fat and 30% or less from total fat, according to the National Center for Health Statistics.

And the good news doesn't stop there. According to the 1993 Food Marketing Institute Trends survey, 75% of shoppers said that they consider nutrition as being second only to taste when selecting foods and that fat is their biggest nutritional concern about foods. The main reason for Americans' concern about diet and nutrition is general health maintenance (69%, up 5% from 1991), far exceeding concerns about weight loss and maintenance (32% in 1993).

The aggressive campaign by health professionals to improve the overall health and well-being of Americans has had more profound effects:

* Federal nutrition policy has moved from a concentration on hunger to a focus on nutrition.

* Major corporations have introduced smoke-free workplaces; extended fitness club memberships to employees; and instituted employee wellness programs.

* There is a demand for more physical education in schools.

* Prevention is a cornerstone of the health care debate.

* Increasing focus is being placed on health education, immunization, and pre-natal care.

Now the not so good news: Although knowledge of the importance of nutrition and exercise has increased and continues to rise, consumers still are not doing all they can to achieve a healthy diet. They are not always willing to give up taste and will not always take the time to compare nutrient content or find healthier alternatives to their favorite standbys. Although 3% more consumers in 1993 than in 1991 recognized the importance of nutrition, 5% fewer indicated that they were doing all they could to achieve a healthy diet, according to the 1993 American Dietary Association (ADA) Survey of American Dietary Habits.

A study directed by Diane Bild at the National Institutes of Health showed that the average weight of adults ages 25-30 in 1992-93 was 171 pounds, 10 pounds more than it was in 1985-86. Even when Americans are willing to give up fat, a study by the National Center for Health Statistics reports that Americans are consuming more calories each day by overcompensating for the fat they might be denying themselves.

Changing Attitudes and Mixed Messages

During the '80s, Americans were obsessed with health and fitness. But statistics show that in the '90s, their zeal is not so fervent.

Why? Perhaps they are reconsidering the benefits of denying themselves basic pleasures when life is so short and the rewards are not guaranteed. Americans are admitting interest once again in those foods that were forbidden in the '80s and finding excuses not to exercise to the degree they did during those years. Although more restaurants offer low-fat versions of traditional dishes and other healthy choices, many Americans prefer to indulge in their old fatty favorites.

However, attitude alone cannot be fingered as a barrier to achieving good health. American consumers have been victims of information overload and inconsistent messages which have caused confusion. For example, the changing opinions regarding butter and margarine contribute to consumer misunderstanding, as does the changing view of oat bran's role in lowering cholesterol levels. And what about the potential benefits of a daily glass of wine? And is cow's milk good for children or not? It is no surprise that Americans are baffled by the mixed signals they receive.

Health professionals are working to correct these common misconceptions through nutrition and fitness education programs. In additon, organizations involved in communicating food, nutrition, and fitness information are making an effort to work together to share information and resources and provide consistent messages and more effective education programs.

Not only are consumers confused about nutrition, but some may be discouraged by physical activity recommendations that they feel are impossible to meet. Based on the recognition that Americans may be dismayed by the strong emphasis on the importance of high intensity exercise by previous public health efforts, some programs are focusing on incorporating moderate levels of physical activity into daily routines.

The American College of Sports Medicine and the U.S. Centers for Disease Control and Prevention, for example, recently introduced Exercise Lite, a program that encourages Americans to incorporate 30 minutes or more of moderate-intensity physical activity into their daily routine, beginning with just a few minutes a day, if necessary. The nutrition professional community also is trying to spread the message of moderation as opposed to total sacrifice and abstinence.

Needless to say, nutrition and fitness are and will continue to be hot topics for consumers and health professionals alike. The media, which play a significant role in communicating nutrition and fitness messages, have responded to the public's fascination by reporting on every new study released. Routinely, one can find a segment about health on the nightly news. And Television Food Network, a 24-hour cable show, made its debut last year, presenting breaking news on food, health, and weight issues and a food and fitness show featuring ex-Olympians working out and preparing healthy meals. Elsewhere, publications devoted entirely to health are cropping up regularly and gaining increasing readership.

Nutrition Facts

Serving Size 11 crackers (31g)
Servings Per Container About 6
Amount Per Serving
Calories 100           Calories from Fat 0
                          % Daily Value(*)
Total Fat 0g                            0%
 Saturated Fat 0g                       0%
Cholesterol 0mg                         0%
Sodium 180mg                            8%
Total Carbohydrate 20g                  7%
 Dietary Fiber 4g                      16%
 Sugars 4g
Protein 4g
Vitamin A 10% -               Vitamin C 0%
Calcium 0%    -                    Iron 4%
             Calories:   2,000     2,500
Total Fat    Less than   65g       80g
 Sat Fat     Less than   20g       25g
Cholesterol  Less than   300mg     300mg
Sodium       Less than   2,400mg   2,400mg
Total Carbohydrate       300g      375g
 Dietary Fiber           25g       30g

(*)Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

Food Labels

It's too early to know what impact the new food labels will have on food purchasing behavior. They are more practical and consumer-friendly than the old labels, which the ADA reports that consumers looked to primarily for information about fat, calories, and salt (although most consumers are not so familiar with the dietary guidance for these food components). The Food and Drug Administration, the ADA, and non-profit associations like The Sugar Association are launching label education campaigns to teach consumers how to use the label to met the Dietary Guidelines for Americans. Such education campaigns focus on label reading and application.

The new food label is just one aspect of the overall consumer health education effort by the food industry. Grocery stores have developed nutrition education programs for children and adults. Some supermarkets, for example, use displays to offer activity sheets adapted from the Healthy Start program. The 5-A-Day Campaign, a cooperative program of industry and government which encourages consumption of at least five servings of fruits and/or vegetables daily, continues to be highly visible.

Nonetheless, for all of the good work being done, preventive action relating to nutrition and exercise still are needed for a healthier America. Cooperation between health professionals and the media to provide clear, consistent messages is a necessity. There also is a need for quality education materials focusing on the integral roles played by both good nutrition and exercise in the development of healthy lifestyle habits.

In line with the efforts of our nation's leading specialists and professional organizations to educate Americans on the components of a healthy lifestyle, The Sugar Association has been a forerunner in developing nutrition and fitness education programs and materials. The Sugar Association teamed up with the NRPA in 1991 to develop a comprehensive program that offers community fitness and nutrition coordinators turnkey educational tools for fun activities to reinforce healthful habits and lifestyles for all ages. The FUEL FOR FITNESS program has specific nutrition and exercise components for all audiences and is a means for fitness and nutrition leaders to provide information and materials to youth and adults at the community level on the elements of a healthy lifestyle.

Fuel for Fitness

FUEL FOR FITNESS was piloted in March 1992 at 10 sites designated by NRPA and then was revised based on recommendations from the 10 NRPA facilitators and their audiences. The next year it was launched at more than 500 NRPA sites with an extensive radio public service campaign featuring Kathy Smith, a leader in fitness promotion and NRPA spokesperson. Again, the program was revised based on additional NRPA feedback, and FUEL FOR FITNESS was implemented in more than 500 additional NRPA sites in the Spring of 1994. This partnership has proven successful for both The Sugar Association, which is able to reach more people at the community level, and NRPA, which quickly is becoming known as a source of nutrition and fitness information.

Cooperative initiatives such as NRPA's effort with The Sugar Association on FUEL FOR FITNESS are essential to the continued constructive communication with health professionals. Teamwork is necessary to ensure that the importance of a healthy diet and exercise for overall well-being and the means to achieve and maintain personal fitness and nutrition goals are communicated effectively to everyone who might benefit from this important message.