what consumers think about food technology

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What Consumers Think About Food What Consumers Think About Food TechnologyTechnology

SNA Annual National ConferenceJune 13, 2010 ‐ Dallas, Texas

Lindsey E. LovingSenior Director, Food Ingredient & Technology Communications

International Food Information CouncilWashington, DC


International Food Information Council International Food Information Council (IFIC) and the Foundation(IFIC) and the Foundation

Mission: To effectively communicate science‐based information on food safety and nutrition issues to health professionals, journalists, educators and government officials.

Mission: To effectively communicate science‐based information on health, nutrition, and food safety for the public good.

*Primarily supported by the broad-based food, beverage, and agricultural industries.


What We Will Be CoveringWhat We Will Be Covering• Objectives:

– Understand the food production process and how innovation can improve the safety and quality of the food supply.

– Become familiar with new and emerging technologies, their purposes, and applications in producing nutritious, affordable food products.

– Describe current efforts to improve food safety and quality through innovation.


A Range of Issues Impact the Way Food is A Range of Issues Impact the Way Food is PerceivedPerceived

• Obesity, fuelled by increasing wealth, changing diets and sedentary lifestyles

• Local/Locavorism, the consumption of locally grown food

• Increased interest in organic products and sustainable growth conditions

• Impact on childhood development and childhood diseases such as ADHD, behavioral problems, allergies


A Range of Issues Impact the Way Processed A Range of Issues Impact the Way Processed Foods are PerceivedFoods are Perceived

• Focus on specific ingredients that may cause illness or weight gain such as sodium, high fructose corn syrup, sugar, fats, and additives such as artificial flavors and colors

• Popular food shows on TV, books and documentaries impact what we eat, how we shop, how we prepare our foods

• Increasing consumer awareness of health and nutrition


Confidence in the Food SupplyConfidence in the Food Supply

51% 50% 54%

18%

10% 9%

15%18%

10%

3%2%

Not confident

20082010 2007

2%

Confident

20% 19%Neutral 19%

Very confident

Not at all confident

Somewhat confidentNot very confident

Source: IFIC Food Technology Survey, 2010Q3. How confident are you about the safety of the US food supply? Would you say…?


7

Q1. Thinking about your diet over the past few months, are there any foods or ingredients that you have avoided or eaten less of?

Significantly fewer Americans are avoiding specific foods or ingredients compared to

2007.

2010

Not Avoiding46%

Avoiding54%

’07

2007

Not Avoiding39%

Avoiding61%

Americans avoiding certain foodsAmericans avoiding certain foods

’08, ’07

2010 2007

Source: IFIC Food Technology Survey, 2010


Most Important Food Safety Issue TodayMost Important Food Safety Issue TodayAmericans believe that “foodborne illnesses from bacteria” is the most important food safety

issue today, followed closely by “chemicals in food’.

’09

’09

What, in your opinion, is the most important food safety issue today?* [Select one] (n=1024)

Source: IFIC Foundation Food & Health Survey, 2010*Question asked since 2009.


What is Food Biotechnology?What is Food Biotechnology?• Food Biotechnology is the evolution of traditional agricultural techniques such as crossbreeding and fermentation.– It is an extension of the type of food development that has provided nectarines, tangerines and similar advancements.

Technically speaking:• It employs the tools of modern genetics to enhance beneficial traits of plants, animals, and microorganisms for food production. • It involves adding or extracting select genes to achieve desired traits.


FDA

USDA

AMA

IFT

EC

FAO/WHO

ADA

Food Biotechnology is SafeFood Biotechnology is Safe

• Food biotechnology is one of the most extensively reviewed agricultural advancements to date

• Studies to date show no evidence of harmful effects


Role in Combating HungerRole in Combating Hunger

• Food biotechnology will allow more food to be produced on less land

• Economic benefits will allow food biotechnology to contribute to combating global hunger


What Does the Future Hold?What Does the Future Hold?Food biotechnology has the potential to:

•Reduce natural toxins in plants

•Provide simpler and faster ways to detect pathogens

•Extend freshness

• Increase farming efficiency


13

More than two‐thirds of consumers have heard at least “a little” about food biotechnology, as was the case in previous years.

Q5. As you may know, some food products and medicines are being developed with the help of [OLD: new] scientific techniques. The general area is called "biotechnology" and includes tools such as genetic engineering. Biotechnology is also being used to improve crop plants. How much have you heard or read about biotechnology? Would you say you have read or heard...?

Awareness of Plant BiotechnologyAwareness of Plant Biotechnology

2010

A Lot7%

Nothing At All31%

A Little35%

Some27%

2010


Likelihood to Purchase Biotech FoodsLikelihood to Purchase Biotech Foods

Verylikely

Somewhat likely

The majority of Americans continue to be likely to purchase biotech foods for specific benefits. Across the board, awareness of these benefits drives favorability.

Q9-12,14. All things being equal, how likely would you be to buy a variety of produce, like tomatoes or potatoes, if it had been modified by biotechnology to (Q9=taste better or fresher, Q10=be protected from insect damage and required fewer pesticide applications, Q11=reduce the trans fat content in the food, Q12=provide more healthful fats, like Omega-3, in the food, Q14=food products made from biotech wheat to use less land, water, and/or pesticides)?

Taste Better/Fresher

Pesticide Reduction

Biotech Wheat

Provide MoreHealthful Fats

2010

2008

2010

2010

2008

2010

2008

Reduce Trans Fats 20102008

45%

49%

47%

47%

46%

48%

51%

49%

49%

31%

29%

26%

27%

30%

29%

27%

18%

18%


15

(Among those who say "yes“)Benefits of Biotechnology in Next 5 Years:Nutrition/health benefits 32%Improved quality/taste/variety 24%Price/economic benefits 24%Improved crops/agricultural production 21%Safer foods 10% Reduced pesticides/chemicals 3%Medical advances 1%Other 10%Don't know 3%Nothing 6%

Q 8a. Do you feel that biotechnology will provide benefits for you or your family within the next five years?

Q 8b. What benefits do you expect? [OPEN END]

As seen in previous years, more than half of Americans are unsure if biotechnology will provide them benefits. Those who believe that biotechnology will provide benefits most commonly mention nutrition and health.

Don't Know 52%

No16%Yes

32%

Perception of BenefitsPerception of Benefits

20102010


What is Animal Biotechnology?What is Animal Biotechnology?• Animal Biotechnology is the science of improving

the health and quality of farm animals (i.e. cows, pigs, chickens, etc.) through the use of a variety of scientific techniques and technologies in breeding and processing.

• It is a broad science, which is actually comprised of a few major areas, such as genomics and genetic engineering.


17

Q17. First of all, how much have you read or heard about applying the science of biotechnology to animals? Would you say you have heard…?

The percentage of consumers that has read or heard at least ‘a little’ about animal biotechnology remains steady over the last three years.

2008A Lot5%

Nothing At All49%

Some20%

A Little27%

Awareness of Animal BiotechnologyAwareness of Animal Biotechnology

2010A Lot5%

Nothing At All47%

Some20%

A Little28%

2010 2008A lot 5% A lot 5%


Impressions of Animal BiotechImpressions of Animal BiotechVery favorable

Not at all favorable

Somewhat favorableNot very favorable

Favorable

Not favorable

2010

Neutral 24%

Don’t know enough to form an opinion 20%

19%

10%

13%

14%

(Among those who were “not favorable”): Why are you not favorable toward using biotechnology with animals that produce food products:

I don’t have enough information 55%

I don’t understand the benefits of using biotechnology with animals 39%

I don’t eat milk ordairy products 3%

Other 23%

Q18. What is your overall impression of using animal biotechnology with animals that produce food products such as meat, milk, and eggs? Would you say you are…?

Q19. Why are you not favorable toward using biotechnology with animals that produce food products? Check all that apply.


19

Likelihood to Purchase Meat & Dairy Product Likelihood to Purchase Meat & Dairy Product from GE Animalsfrom GE Animals

More than two‐thirds of Americans say they would purchase meat and dairy products from GE animals, since FDA has determined they are safe.

47%

21%

22%

9%

Q25. Since the U.S. Food and Drug Administration (FDA) has determined that meat, milk, and eggs from animals enhanced through genetic engineering are safe, how likely are you to buy them?

Not too likely

Not at all likely

Somewhat likely

Very likelyLikely

Unlikely

2010


What is Nanotechnology?What is Nanotechnology?• Nanotechnology is a science that involves the

design and application of structures, devices and systems on an extremely small scale, called the nanoscale - that is, billionths of a meter, or about 1-millionth the size of a pinhead.

• Potential benefits of nanotechnology include applications related to food science, medicine and the environment.

• Nanoscale uses in food production include food packaging and processing to improve food safety and quality, and better nutrient and ingredient profiles to improve health.

Image from Asia Food Journal


21

Slightly more than one‐third of Americans have heard or read at least “a little”about applying the science of nanotechnology in food applications.

Q26. How much have you read or heard about applying the science of nanotechnology in food applications?

Would you say you have read or heard...?

2010

Nothing At All66%

Some15%

A Little17%

A Lot3%

Awareness of NanotechnologyAwareness of Nanotechnology


29%

20%

4%3%

22

Neutral 20%

Don’t know enough To form an opinion 23%

Very favorable

Not at all favorable

Somewhat favorableNot very favorable

Favorable

Not favorable

Q27. What is your overall impression of using nanotechnology in food production or packaging for such purposes as extending freshness, decreasing the risk of foodborne illness, and improving nutrition? Would you say you are...?

2010

Perceptions of NanotechnologyPerceptions of NanotechnologyAlthough two‐thirds of Americans are not familiar with nanotechnology, about half of consumers say they have a favorable impression of nanotechnology when provided with potential benefits in food production and packaging.


What is Sustainability?What is Sustainability?

• Sustainability in food production is operating in a manner that meets the needs of the present without compromising the ability of future generations to meet their own needs.


Awareness of Sustainable Food ProductionAwareness of Sustainable Food Production

Nothing At All50%

A Little23%

Some20%

Half of consumers have heard or read at least “a little” about the concept of sustainability in food production. Those who have heard or read “nothing at all”have significantly decreased since 2007.

Q28. How much have you read or heard about the concept of sustainable food production?

2010 A Lot 7%

Nothing At All70%

A Little17%

Some11%

2007 A Lot 2%

’07


Important Aspects of SustainabilityImportant Aspects of Sustainability2010

Percent that ranked each aspect first or second:

50%

42%

40%

28%

17%

15%

7%

32%

21%

19%

12%

7%

7%

2% Selected first Selected second

Recyclable packaging

Ensuring a sufficient food supply for the growing global population

Land and water use and efficiency

Maximum output with minimal use of natural resources

Lower carbon footprint

Less Waste

Fewer food miles

Q29. Please rank the following aspects of “sustainability” in order of importance to you.


Importance of Crop Growing FactorsImportance of Crop Growing Factors2010

Percent that ranked each factor first or second:

27%

27%

23%

13%

10%

50%

48%

40%

34%

29%

Selected first Selected second

Plants that use water more efficiently, thereby conserving

fresh water

Growing more food on less land so valuable land like rain forests is NOT needed as growing space

Reducing the amount of pesticides needed to produce food

Growing more food to help feed the growing global population

Using conservation tillage farming methods, which reduce soil loss and greenhouse gas emissions

Q30. Please rank the following five factors related to growing sustainable crops in order of importance to you. 1=Most important, 5=Least important.


27

Impressions of Farmers using Biotechnology Impressions of Farmers using Biotechnology to Help Meet Food Demandto Help Meet Food Demand

Q15. What is your overall impression of farmers using biotechnology to grow more crops that would help meet food demand? Would you say you are…?

2010

Don't Know Enough to Form an Opinion

15%

Not Favorable

16%

Neutral19%

Favorable51%


Likelihood to Purchase Biotech Wheat Products Likelihood to Purchase Biotech Wheat Products Produced Using Sustainable PracticesProduced Using Sustainable Practices

80% of Americans say they would purchase biotech wheat products if produced in a sustainable manner.

54%

26%

14%

5%Q31. How likely would you be to purchase bread, crackers, cookies, cereal, or pasta products containing

wheat that was grown using plant biotechnology, if they were produced using sustainable practices to feed more people using less resources (such as land and pesticides)?

Not too likely

Not at all likely

Somewhat likely

Very likely

Likely

Unlikely

2010


29

Awareness of New Food TechnologiesAwareness of New Food TechnologiesAmericans are largely unaware of the currently used food technology practices.

Which of the following practices, if any, are you aware of that increase the safety of the food supply?* [Select all that apply] (n=1024)

*Question asked since 2009. Source: IFIC Foundation Food & Health Survey, 2010


NOW AVAILABLE:The International Food Information Council’s

2010 Consumer Perceptions of Food Technology Survey Executive Summary & Top Line Data

Featuring Consumer Insights On:

SustainabilityPlant & Animal Biotechnology

New & Emerging Food Technologies

FoodInsight Newsletter: www.foodinsight.org

FoodInsight Blog:http://www.foodinsight.org/blog.aspx

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Lindsey LovingInternational Food Information Council

(IFIC)[email protected]

what consumers think about food technology

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