1

Consumer Investigation

Into Nutrition Facts Panels

and Sugars Labeling

July 29, 2014

Conducted by

Topline Report of Findings

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Table of Contents

• Background and Methodology 3

• Key Findings 6

• Interpretation of Three NFP Versions 11

• Understanding of “Added Sugars” 17

• Relationship between Sugars and Carbs 28

• Usage of Nutrition Facts Panels / Information 32

• Respondent Profile 37

• Appendix 43

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Background and Objectives

The International Food Information Council (IFIC) Foundation wanted to better

understand how consumers would react to the proposed change in the Nutrition

Facts Panel (NFP) content regarding sugars, specifically the comprehension of the

new line in the Total Carbohydrates section called ‘Added Sugars’.

Specifically, the Foundation wanted to learn the following:

• Understand how consumers would interpret the new ‘Added Sugars’ line in the

NFP without any additional stimuli on a package such as the ingredient list or

footnotes.

• Understand the consumer’s perception of the relation ship between Total

Carbohydrates, Sugars, and ‘Added Sugars’.

• Understand how consumers use the NFP in understanding in the product

purchase and consumption process.

*The IFIC Foundation commissioned Turner Research Network (TRN) to conduct

this consumer research in June and July 2014. TRN is a marketing research

consulting firm based in Dunwoody, GA.

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Methodology

This is a national online survey among adult consumers. The sample was split into

three balanced test cells. Each cell was balanced based on the U.S. Census

profile.

Respondents in each cell were exposed to three NFPs as follows:

Version S – proposed format panel with the Sugars designation, as is shown in the

current NFP

Version S+A – proposed format panel with the Sugars designation + Added Sugars

as a subgroup designation

Version TS+A – proposed format panel with the Total Sugars designation + Added

Sugars as a subgroup designation

Each test cell saw and evaluated one of the panel formats in first position prior to

being exposed to the other two options. Also, within each cell we rotated NFPs for

three different products, so a similar number of consumers in each cell were

exposed to the panels sequence for RTE Cereal, Flavored Yogurt and an individual

Frozen Meal.

The panels shown for each product are in the Appendix.

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Sample

A total of 1,088 consumers completed the online survey, balanced to the U.S.

census profile on census region, gender, age, race and Hispanic national origin.

A detailed demographic profile can be found at the end of this report.

The sample sizes by cell and product seen are as follows:

Label seen first…CELL 1

Version S

CELL 2

Version S + A

CELL 3

Version TS + ATOTAL

Sample Size 352 356 380 1088

Product type seen Cereal Yogurt Frozen Meal TOTAL

Sample Size 364 367 357 1088

Statistical note: Throughout the report, capital letters A, B, C indicate significant differences at the

95% confidence interval to data in the referenced data column.

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Key Findings

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Key Findings

The Added Sugars line distorts the view of the amount of sugars in products.

The premise for including the ‘Added Sugars’ line in the Nutrition Facts Panel is to

add usable and clear information about Sugars for the consumer.

Findings in this survey suggest that the opposite happens.

Many people interpret the Added Sugars line as indicating that the products have

more sugars than was identified in the Sugars line or the Total Sugars line.

When asked to report the total amount of sugars in the product after looking at a

version of the NFP:

• 92% of those seeing the current ‘Sugars’ version got the answer correct.

• Just over half (55%) seeing the Sugars + Added Sugars version gave the

correct answer.

• The word ‘Total’ helps to clarify the issue, but not totally. Only two-thirds

(66%) seeing the Total Sugars + Added Sugars version gave the correct

answer.

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Key Findings

To confirm this perception about Added Sugars another way, we then asked

directly if the sugars in the Added Sugars line were added to or included in the

Sugars line or Total Sugars line for those two NFP versions. These answers are

consistent with the correct math answer regarding the total amount of sugars

shown:

• Over half (52%) seeing the Sugars + Added Sugars version believe the

added sugars are added to the amount in the Sugars line.

• One third (33%) seeing the Total Sugars + Added Sugars version believe

the added sugars are added to the amount in the Total Sugars line.

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Key Findings

People choose the current, simpler version of the NFP.

When asked to choose among the three products, almost 8 of 10 selected the

simpler, single line Sugars NFP version as their first choice.

• Over half think this version has the least amount of total sugars.

• About one-third see all three NFP versions as having the same amount of

sugars.

The Added Sugars line does not have a cohesive, clear meaning.

There are different interpretations of what the ‘Added Sugars’ line means on the

NFP.

• 34% believe it simply means more sugar has been added to the products.

• 28% think the line distinguishes between added sugars and sugars that

are naturally occurring in the other product ingredients.

• About one in five (19%) just don’t know what it means.

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Key Findings

Added Sugars can mean both sugar and non-sugar ingredients.

There is also ambiguity in what consumers interpret to be the content of Added

Sugars on the NFP. On an open end basis:

• 37% mention a specific sugar such as refined, white sugar, high fructose

corn syrup, or corn syrup as an added sugar.

• 12% mention a ‘non-sugar’ ingredient such as specific types or brands of

artificial or non-nutritive sweeteners.

• Some define Added Sugars by the reason the sugars are added to the

product, for example for flavoring or to add sweetness.

• Fully 30% say they do not know what an Added Sugar is.

When given a list of 23 types of sugars and non-sugar sweeteners and asked to

indicate which would be included in the Added Sugars line on the NFP, over one-

third of respondents indicate that these non-sugar sweeteners would be

considered Added Sugars: Sweet ‘n Low (39%), Splenda (38%),

Aspartame (35%) and Stevia (34%).

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Interpretation of Three NFP Versions

Version S Version S+A Version TS+A

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12

8%

45%34%

92%

55%66%

Version S (A) Version S+A (B) Version TS+A (C)

Correct

amount of

total sugars

Incorrect

amount of

total sugars

When the current Sugars version of the NFP is shown, 92% report the correct number of

grams of sugars as shown on the NFP.

The Added Sugars line is misleading to many. In the Sugars + Added Sugars version, only

about half (55%) give the correct answer. More people get it right in the Total Sugars + Added

Sugars version (66%), but one third are still incorrect.

Can people correctly identify the total amount of

sugars shown in the NFP?

Q5. Based on what you see on THIS label, what is the total amount of sugars in grams (g) in one serving of this product?

B,C

B

A, C A

Base: Saw Particular Label in First Position

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66%

54%

89%

67%

55%

93%

Version TS+A (C)

Version S+A (B)

Version S (A)

Look at NFPs

Don't look at NFPs

Correct identification for each NFP version is similar between those who say they look at NFPs

and those who do not.

Can people correctly identify the total amount

of sugars shown in the NFP?

Q5. Based on what you see on THIS label, what is the total amount of sugars in grams (g) in one serving of this product?

Base: Saw Label in First Position and Say They Look vs. Don’t Look at NFPs

% Correct Amount by Those who say they look at

NFPs (78% of sample) vs. Those who don’t (22% of sample)

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11% 15%

52%33%

37%52%

Version S (A) Version S+A (B) Version TS+A (C)

Included in Sugars

/ Total Sugars line

In addition to

amount in Sugars

/ Total Sugars line

Don't know

When consumers see Version S+A with the ‘Sugars’ line, half think the added sugars are in

addition to the sugars line. When the word ‘Total’ is used in the Version TS+A, more think the

added sugars are already included in the amount.

Added Sugars:

Are they included or in addition to [Total] Sugars line?

Q7. Is the number of grams of Added Sugars in this product included in the grams of sugars shown in the Sugars / Total Sugars line,

or is it in addition to the amount of sugars shown in the Sugars / Total Sugars line?

C

B

Base: Saw Particular Label in First Position

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14% 12% 14% 16%

10% 9% 10% 10%

76% 79% 76% 74%

Total Saw Version

S First (A)

Saw Version

S+A First (B)

Saw Version

TS+A First (C)

Ranked label S

first

Ranked label

S+A first

Ranked label

TS+A first

Regardless of the version seen first, 8 in 10 consumers would choose the product with NFP

version S as their first choice purchase based on the panel information.

Q8. If you wanted to buy one of these products based on the label, which of these products would you select first / second / third?

Product Would Buy Based On NFP – Version Ranked First

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6% 4% 6% 8%

34% 32% 33% 37%

5%4%

7%4%3%

3%3% 3%

52% 57% 51% 48%

Total Saw Version

S First (A)

Saw Version

S+A First (B)

Saw Version

TS+A First (C)

Label S has

least

Label S+A has

least

Label TS+A has

least

See no

difference

Don't know

Regardless of the NFP seen first, about half or more believe the product with version S has the

least amount of sugars. About a third see no difference in sugars across the three NFPs.

There are no differences in opinions between those who say they look at NFPs and those who

don’t.

Q10. If you wanted to buy the product that has the least amount of sugars based on this label, which one would you select?

Product with Least Amount of Sugars Based on NFP

C

A

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Understanding of “Added Sugars”

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One-third (34%) of these consumers believe the “Added Sugars” line means more or extra

sugar was added to the product. Another 28% think the products contain sugars other than

those that are naturally occurring. One in five (19%) don’t know.

What does the “Added Sugars” line mean? (open-end)

Q11. In the “Total Carbs” section of these labels is the line “Added Sugars”. What does the “Added Sugars” line mean to you?

“Added Sugars” means…Total

Sample“Added Sugars” means…

Total

Sample

Added (Net) 34% Sugar Types (Net) 4%

• Added / more / extra sugar 23% • Other sugars 2%

• Sugar added during processing 5% • High fructose corn syrup 2%

• Added to Total line 4% Artificial (Net) 3%

Other Than Natural (Net) 28% • More artificial sugar 3%

• Sugars other than naturally occurring 20% • Some other form of sugar or sweetener 3%

• Combination of natural & processed sugars 7% Sugar amount included in Total line 3%

Reason / Purpose (Net) 7% Sugars that are not necessary 2%

• Additional flavor / taste 4% Unhealthy / fat / not good for you 2%

• Make product sweeter / add sweetness 3% Don’t know / no answer 19%

Other mentions less than 2%

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• White sugar or High-Fructose Corn Syrup that is added in manufacturing, and not naturally occurring.

• More processed sugar above what is natural in the ingredients.

• Sugars that are not found naturally within the ingredients have been added to the cereal for

sweetening.

• Sugars added as an ingredient as opposed to sugars already present in other ingredients. They added

sugar probably to enhance taste.

• Unnatural added sugar like fructose or something.

• It means that they add Extra sugar during the ingredients to either increase the sweet of the product to

cover up any chemicals that are used to preserve the food a little longer.

• That 8 grams of sugar has been added. In other words the product is not natural. Natural to me means

that nothing has been added.

• That they put something in the yogurt that will add more sugars to it. It simply could be the fruit that

was added because some fruits already contain sugar in them when they are grown on the farms.

• I assume it means sugars added to the natural content of the other ingredients.

• Sugars added - not necessary - not needed - not wanted.

• There is added imitation sugars added.

• Sugars occur naturally in foods. Added sugars would indicate additional sweeteners to increase flavor

but are not needed.

• There is not enough information on the labels to decide. One can really only assume that of all sugars

in the product, that only 2gs were artificial and the rest were from natural sources. Does it mean

that there are really 18gs total? Or that of the 16gs total, 2gs were from artificial sweeteners?

• I have no idea what it means. More things to confuse the consumer with.

What does the “Added Sugars” line mean? (open-end)Selected Comments

Q11. In the “Total Carbs” section of these labels is the line “Added Sugars”. What does the “Added Sugars” line mean to you?

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About one third (37%) mention specific sugar types are the Added Sugars in these products.

12% think they are types of artificial sweeteners. Almost a third don’t know what they are.

What are the “Added Sugars” in this product? (open-end)

Q12. Even though you don’t get to see the ingredient list for this product, please describe what you think the “Added Sugars” are in this product?

“Added Sugars” in this product are…Total

Sample“Added Sugars” in this product are…

Total

Sample

Sugar Types (Net) 37% Food Examples (Net) 9%

• Extra refined / white sugar added 16% • Fruit 4%

• High fructose corn syrup 10% • Sugar coating 3%

• Corn syrup 9% • Condiment / dessert that comes with a meal 2%

• Fructose 4% Reason / Purpose (Net) 8%

• Sucrose 3% • Refined sugar for flavoring 4%

• Processed cane or beet sugar 3% • Flavoring 3%

Not Sugar Types (Net) 12% Not Necessary (Net) 6%

• Non-natural / artificial sweetener 6% • Not from necessary ingredients 3%

• Specific names of artificial sweeteners 3% • Shouldn’t be there 2%

• Artificial sugars 2% Some other type of sweetener 5%

Don’t know / no answer 30%

Other mentions less than 2%

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• Refined sugar for flavoring.

• Corn Syrup or High Fructose corn syrup.

• Sucralose? Splenda? Aspartame?

• White sugar, artificial sweetener, or High-Fructose Corn Syrup.

• Sugar substitute, sugar, fructose, maybe natural sweetener from fruit.

• Added sugars are any man-made artificial sweeteners.

• Added sugars are the syrups used or the type of sweetener used to make the product sugary.

• I have no idea. High fructose corn syrup???

• It might contain fake sugars - like maltodextrin. I'm not sure.

• Sucralose or anything with –ose.

• White sugar, brown sugar, HFCS, honey, maple syrup.

• Probably the flavoring - like chocolate cereal as an example.

• What was added versus what sugars were already in the other ingredients.

• Table sugar or corn syrup.

• Processed cane or beet sugar.

• Coating on product.

• My guess is its some back door sneaky way of adding more sugars but not having to add it to the 21

total, making it look better.

• High fructose corn syrup, sugar, fruit juice, etc.

• Sugars that are man-made, perhaps, or just anything other than white sugar.

What are the “Added Sugars” in this product? (open-end)Selected Comments

Q12. Even though you don’t get to see the ingredient list for this product, please describe what you think the “Added Sugars” are in this product?

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Over half (56%) believe added sugars are different from sugars or total sugars on the label,

with more who say they look at NFPs holding this view (60%). About 4 in 10 (43%) think the

caloric content is the same between added sugars and sugars, 23% say Added Sugars hold

more calories, and almost a third (30%) just don’t know.

Q13. Do you consider the sugars in the “Added Sugars” line on these labels to be different from sugars in the “Sugars” line or

“Total Sugars” line on these labels?

Q15. Would you say that “Added Sugars”…

Comparison of “Added Sugars” to other sugars

YES

56%

NO

24%

Don’t know

20%

Are Added Sugars different from

Sugars / Total Sugars?

How do calories in Added Sugars

compare to those in other sugars?

More calories

23%

Fewer

4% Both about

the same

43%

Don’t know

30%

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Base: Consider Added Sugars different (n=613) Base: Consider Added Sugars different (n=613)

Added (Net) 31% Reason / Purpose (Net) 7%

• Additional sugars 15% • Added to improve flavor 4%

• Added by producer 5% • Added to make sweeter 2%

• Added to (literal) 5% • Added for longer life 1%

• Not part of other ingredients 4% Artificial 3%

• From other constituents 3% Sugars naturally in the food / natural fruit / juice 3%

Not Natural (not from milk or fruit, not organic) 15% Confusing / unclear / difficult to understand 2%

Different Types (Net) 13% Not needed 2%

• Different kinds of sugars 5% Not healthy / bad for us 2%

• Listed separately (literal) 4% Don’t know / no answer 19%

• Processed / more highly refined 3%

Those who believe ‘added sugars’ are different from ‘sugars’ think they are just that – added

beyond the natural ingredients in the product, not natural, or different kinds of sugars added for

some purpose.

How are the “Added Sugars” different?(open-end)

Q14. How are the sugars in the “Added Sugars” line different?

Other mentions less than 2%

Base: Consider Added Sugars different from Sugars

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• I consider Added Sugars something added to a product by the manufacturer, and not naturally

occurring within an ingredient such as fruit.

• Added sugars are artificial sweeteners.

• I really do not know. If they were regular sugars they would be listed in the Total Sugars.

• They are not naturally present in the list of ingredients.

• Processed instead of natural.

• It is probably just a different type of sugar.

• They are already in there, as in baked in, and the added sugars are additional.

• This may indicate a sweetener that isn't as healthy but the manufacturer includes it to make it taste

better.

• Not part of the usual ingredients in yogurt.

• Added sugars are calculated separately since they are added into the mixture in the form of a syrup, so

they really don't need to be present.

• They could be man made and not naturally occurring.

• Added Sugars sound as if they are completely artificially added to enhance flavor, rather than being a

natural byproduct of the grains in the cereal.

• Sugar is natural sugar like beet sugar or cane sugar naturally found. Added sugars are processed

sugars.

• Not sure. However, they are included in the label and I presume they are hidden in some

other source.

How are the “Added Sugars” different sugars? (open-end)Selected Comments

Q14. How are the sugars in the “Added Sugars” line different?

Base: Consider Added Sugars different from Sugars (n=613)

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We showed a list of 23 ingredients and asked which would be in the Total Sugars line and which

would be in the Added Sugars line. Most consumers believe that white sugar, raw sugar, corn

syrup, HFCS and fructose are both total sugars and added sugars. Ingredients like honey,

molasses and fruit juice are viewed as total sugars but fewer see these as added sugars.

Ingredients: Total Sugars vs. Added Sugars? (page 1 of 2)

Q16/17. Which of these ingredients would be included in the Sugars or Total Sugars line / Added Sugars line in the Nutrition Facts panel?

47%

49%

44%

42%

51%

50%

48%

55%

63%

62%

56%

58%

52%

54%

55%

56%

56%

60%

60%

65%

65%

66%

69%

70%

Agave syrup

Evaporated cane juice

Fruit juice concentrate

Fruit juice

Sucrose

Molasses

Honey

Fructose

High fructose corn syrup

Corn syrup

Raw sugar

White, granulated sugar

Would be

included in

Sugars / Total

Sugars

Would be

included in

Added Sugars

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Dried fruit is considered a ‘sugar’ but less so an ‘added sugar’. Sweeteners like Splenda,

Sweet ‘n Low and Stevia are less likely to be considered sugars but equally likely to be

considered ‘added sugars’.

Ingredients: Total Sugars vs. Added Sugars? (page 2 of 2)

Q16/17. Which of these ingredients would be included in the Sugars or Total Sugars line / Added Sugars line in the Nutrition Facts panel?

22%

30%

30%

35%

34%

31%

39%

38%

45%

43%

31%

19%

27%

28%

30%

31%

34%

34%

37%

47%

49%

49%

Inulin

Maltodextrin

Sorbitol

Aspartame

Stevia

Lactose

Sweet 'n Low (Saccharin)

Splenda (Sucralose)

Brown rice syrup

Dextrose

Dried fruit

Would be

included in

Sugars / Total

Sugars

Would be

included in

Added Sugars

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24%15%

7%

3%

13%

7%

27%

27%

29%

48%

Added Sugars contain

the same number of calories

as other types of sugars

Added Sugars contribute

to weight gain and obesity

the same as other types of sugars

Agree strongly

Agree somewhat

Disagree somewhat

Disagree strongly

Don't know

Almost half ‘agree strongly’ that added sugars contribute to weight the same as other types of

sugars, while there is more uncertainty about the caloric content of added vs. other sugars.

Agreement with both statements is higher among those who say they look at NFPs.

Q18. Now thinking about the information you’ve seen on these Nutrition Facts panels, how much do you agree or disagree

with these statements?

Agreement with Statements About Added Sugars

75%

10%

20%

56%

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Relationship between Sugars and Carbs

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The Relationship between Sugars and Carbohydrates

There is a general lack of knowledge about the relationship between sugars and

carbohydrates. Only one-third believe all sugars are carbohydrates. 25% don’t know about

any of these statements.

Agreement with all of these options is higher among those who say they look at NFPs, while

half of those who don’t look at labels don’t know for sure.

Q19. What do you think the relationship is between Sugars and Carbohydrates in foods and beverages?

28%

12%

21%

23%

32%

Don't know for sure

All Carbohydrates are Sugars

Sugars and Carbohydrates are

different from each other

Some Sugars are Carbohydrates,

but some Sugars are not

All Sugars are Carbohydrates

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30

27%37%

5%

9%11%

15%27%

22%

30%17%

5 grams of added sugars

have the same amount of calories

as 5 grams of sugars

5 grams of added sugars

have the same amount of calories

as 5 grams of carbs

Agree strongly

Agree somewhat

Disagree somewhat

Disagree strongly

Don't know

More than half (57%) agree that 5 grams of ‘added sugars’ have the same amount of calories

as 5 grams of ‘sugars’. Fewer (39%) agree with that statement for 5 grams of added sugars

vs. 5 grams of carbs. Both agreement and disagreement with both statements is higher

among those who say they look at NFPs. About half of those who don’t look at NFPs simply

don’t know.

Q18. Now thinking about the information you’ve seen on these Nutrition Facts panels, how much do you agree or disagree

with these statements?

Agreement with Statements About Added Sugars / Carbs

39%

24%

57%

16%

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Nine of 10 people (90%) believe that ‘total carbs’ and ‘total carbohydrates’ means the same

thing on the Nutrition Facts panel. More of those (21%) who say they don’t look at NFPs don’t

think they are the same.

Q20. Does the term “Total Carbs” have the same meaning as “Total Carbohydrates” when seen on a Nutrition Facts label?

Do “Total Carbs” and “Total Carbohydrates” mean the same?

YES

90%

NO

10%

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Usage of Nutrition Facts Panels / Information

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33

What information is looked at on food / beverage packages?

More than three-fourths (78%) say they look at the Nutrition Facts panel on food or beverage

packages. Two-thirds or more say they look at the ingredients, calorie and other nutrition

information or serving size. The fewest say they look at statements about health benefits.

Q1. What information do you look at on the food or beverage packages when deciding to purchase or eat a food or beverage?

52%

65% E

66% E

69% D,E

78% B,C,D,E

Statements about nutrition or

health benefits (E)

Serving size & number of

servings / container (D)

Calorie & other nutrition info on

front of package (icon / graphic)

(C)

Ingredients list (B)

Nutrition Facts Panel (A)

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The NFP content most consumers pay attention to all the time are calories, sugars, fat, and

sodium. More don’t ever look at vitamins and minerals. Those who say they look at NFPs

are more likely to always look at everything on the labels than those who don’t.

What do they pay attention to on NFPs?

Q3. In general how much do you pay attention to the different types of information on the labels?

44%

47%

49%

47%

40%

29%

21%

27%

28%

29%

23%

23%

19%

18%

15%

42%

39%

36%

38%

43%

44%

52%

43%

41%

40%

44%

39%

41%

40%

43%

14%

14%

15%

15%

17%

27%

27%

30%

31%

31%

33%

38%

40%

42%

42%

Vitamin C

Vitamin A

Potassium

Iron

Calcium

Dietary Fiber

Serving Size

Protein

Carbohydrates

Cholesterol

Calories from Fat

Sodium

Fat

Sugars

Calories

Not at all Some of the time All the time

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How do they use NFPs when buying food and beverages?

NFPs are used most to decide if a product is ‘healthy’, to compare products and decide

whether they should eat it. More of those who say they look at NFPs use the panels for all of

these things.

Q22. In what ways do you use Nutrition Facts panels when buying food and beverage products?

11%

2%

24%

33%

44%

52%

56%

63%

Don't use panels at all

None of these

To get enough of specific nutrients

To avoid too much of specific nutrients

For general informational purposes

To decide whether I should be eating a

product

To compare between products

To decide if a product is a "healthy" choice

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When do they look at NFPs?

By far, the predominant time people look at NFPs is while grocery shopping. Those who say

they look at NFPs regularly are also more likely to look at the panels just before consuming a

food or beverage or while preparing food than those who don’t look at NFPs.

Q23. When do you most often look at Nutrition Facts panels on packaged foods or beverages?

10%

6%

13%

18%

23%

80%

Don't look at panels

After consuming a food or beverage item

While consuming a food or beverage item

While preparing food

Just before consuming a food or beverage

item

While grocery shopping

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Respondent Profile

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38

Almost two-thirds make the decisions themselves on what brands or variety of foods and

beverages to buy at the grocery store.

Q24. Who decides what brands or variety of food and beverage items you buy at the grocery store?

Decision Maker for Grocery Purchases

You make

the decision

yourself

63%

Someone else

decides

2%

You share

decisions

with someone

else in HH

35%

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About half consider themselves the right weight and half think they are overweight. Half have

been told by a doctor that they have a health condition – more of those who say they look at

NFPs have been diagnosed with a health condition vs. those who don’t.

Q25. Do you consider yourself to be overweight, underweight, or about the right weight?

Q28. Have you ever been told by a doctor or other healthcare professional that you have any of the following health conditions –

high blood pressure, diabetes, high cholesterol, heart disease, obesity, overweight, osteoporosis or cancer?

Your Weight and Health Conditions

Right weight

48%

Overweight

47%

Prefer not to answer

2%

Do you consider yourself…? Ever been told by doctor you have health condition?

Yes

48% No

50%

Prefer not to answer

2%

Underweight

3%

[PRELIMINARY DATA]

40

Calories / Day to Maintain Your Weight

About 6 in 10 think a person their age, gender and physical activity level needs to consume

between 1500 and 2500 calories a day to maintain their current weight. More people who

say they don’t look at NFPs simply don’t know (21% vs. 8% who look at NFPs).

Q26. About how many calories do you think a person of your age, gender and physical activity needs to consume in a day to maintain

your weight?

5%

18%

37%

21%

6%2%

11%

Less than 1000 1001 to 1500 1501 to 2000 2001 to 2500 2501 to 3000 More than 3000 Don't know

Average = 1,825 calories

58%

[PRELIMINARY DATA]

41

Days per Week for Moderate or Vigorous Physical Activities

These consumers say they do moderate to vigorous physical activities an average of 3.3 days

per week. Twelve percent do not do physical activities at all in a typical week.

Q27. In a typical week during the past 30 days, about how many days per week did you do moderate or vigorous physical activities

such as brisk walking, jogging, biking, aerobics or yard work for at least 30 minutes? Include if part of your job.

12%8%

13%

21%16% 17%

6% 7%

None One Two Three Four Five Six Seven

Average = 3.3 days per week

[PRELIMINARY DATA]

42

Demographic Profile

The US Census region, gender, age, race and Hispanic origin are balanced based on the US

Census profile.

Total Total

Northeast 17% White 73%

Midwest 22% African-American 13%

South 37% Other / Multi-racial 14%

West 24% Hispanic or Latino origin 16%

Male 49% Less than 9th grade **

Female 51% 9th – 12th grade, no diploma 1%

High school graduate – diploma or GED 12%

Age 18 to 44 48% Some college / Associate degree 30%

Age 45 to 64 35% Bachelor’s degree 35%

Age 65+ 17% Graduate / professional degree 22%

** Less than 0.5%

[PRELIMINARY DATA]

Appendix

[PRELIMINARY DATA]

Version S

(Cereal)

Version S+A

(Cereal)

Version TS+A

(Cereal)

Nutrition Facts Panels – Cereal (FDA Cereal #3)

[PRELIMINARY DATA]

Version S

(Yogurt)

Version S+A

(Yogurt)

Version TS+A

(Yogurt)

Nutrition Facts Panels – Flavored Yogurt (FDA Yogurt #3)

[PRELIMINARY DATA]

Version S

(Frozen Meal)

Version S+A

(Frozen Meal)

Version TS+A

(Frozen Meal)

Nutrition Facts Panels – Frozen Meal (FDA Frozen Meal #2)

[PRELIMINARY DATA]