HEALTH PROFESSIONALS

Consumer Research

Various consumer research studies on carbohydrates and health have been conducted. Results from these studies provide insight into consumer awareness and attitudes.

• Knowledge and Attitudes about Carbohydrates
• Awareness and Attitudes about Popular Low-Carbohydrate Diets
• References

Knowledge and Attitudes about Carbohydrates

Scientists and health professionals are in general agreement that a variety of carbohydrates should make up the greatest proportion of a healthy diet (Institute of Medicine, 2005). This is in sharp contrast to the messages consumers frequently hear, such as those touting the benefits of low carbohydrate diets. Not surprisingly, consumer research demonstrates that the majority of Canadians have a poor understanding of carbohydrates and their relation to health.

Canada’s National Population Health Survey (Statistics Canada, 1994-95) found that 59% of Canadians were trying to decrease their consumption of fat, whereas only 26% were attempting to increase their starch and fibre intake. In another study (National Institute of Nutrition, 1999), more than half of the people surveyed wanted to reduce their intake of fat (73%), cholesterol (62%), saturated fat (60%), sugars (56%) and calories (55%), while only 16% were trying to increase their carbohydrate intake and 22% were trying to decrease carbohydrate intake.

Results from a biennial national tracking survey conducted for the Canadian Sugar Institute (Ipsos-ASI, 2004) show that Canadians generally have a poor understanding of sugar in relation to nutrition and health. In 2004, less than half of respondents agreed completely with the statements that sugar is a carbohydrate (42%), and many fewer agreed completely that sugar is part of healthy eating (19%) and that sugar has half the calories of fat (7%). The proportion of people who agree with these statements has declined since 1998 (47%, 26% and 15% respectively). Furthermore, contrary to scientific evidence, a large proportion of consumers agree completely that sugar causes hyperactivity (43%), diabetes (43%) and obesity (31%). See figures below for more detail.

The lack of understanding of the link between carbohydrates and health is also reflected in the information that consumers seek on food labels. Despite the importance of high total carbohydrate and fibre to a healthy diet, only 3% wanted label information on total carbohydrate and 2% on fibre compared to 46% for fat, 16% for calories and 11% for sugar (National Institute of Nutrition, 1999). Among those with diabetes, a much more pronounced focus on sugar is evident. Even though diabetes guidelines emphasize control of body weight and total carbohydrate, rather than sugar intake, 29% of people with diabetes wanted to know the sugar content in foods, while only 12% wanted information about calories, 2% about carbohydrate and 0% about fibre.

One reason why Canadians poorly understand carbohydrates may be related to the sources from which they obtain nutrition information. The top sources of nutrition information are food labels, friends/relatives/colleagues, and multimedia (magazines, radio/television and books) (National Institute of Nutrition, 2004). Of 17 categories, physicians rank eighth and dietitians/nutritionists rank last, despite the fact that dietitians/nutritionists were identified as the most credible source of nutrition information. Thus, consumer awareness and interpretation of nutrition messages about carbohydrates may not be consistent with current science and dietary guidance. There is clearly a significant challenge ahead in finding simple, understandable nutrition messages about carbohydrates that can reach consumers and lead to healthier diets.

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Awareness and Attitudes about Popular Low-Carbohydrate Diets

Consumer awareness, trial and attitudes towards low carbohydrate diets were investigated by Ipsos-ASI as part of the national Sugar Tracking Study 2000, conducted on behalf of the Canadian Sugar Institute. A representative sample of adult consumers was interviewed in English in major cities in Ontario and Western Canada and in French in Quebec. Highlights of the study findings follow.

General awareness of diets: Less than half (46%) of consumers indicated that they were aware of any weight-loss diets that are based on the principle of reducing carbohydrate intake. Awareness of these diets was stronger in English Canada (50%) than in French Quebec (37%), and was stronger in respondents older than 35, in women, and among those with higher incomes.

Awareness of specific diets: When prompted with a list of 8 specific low carbohydrate diets, awareness was dramatically higher (82%) amongst the general population. A surprising 96% of French Quebec respondents indicated awareness of at least one of the diets versus 76% in English Canada. The substantially higher levels of reported awareness of the specific diets versus the lower levels of general awareness suggests that consumers do not fully understand the fundamental basis of the diets – that they are designed on the principle of reducing carbohydrate intake.

Most popular diets: Among the specific diets, consumer awareness of “Eat Yourself Slim” by Michel Montignac stands out for having achieved almost ubiquitous awareness in the French Quebec market. At 92% reported awareness, it was the leader amongst carbohydrate-reduced diets in French Quebec. Within English Canada, “Dr. Atkins’ New Diet Revolution” (45%), “Protein Power” (39%) and Suzanne Somers’ “Get Skinny on Fabulous Foods” (35%) received the greatest awareness.

Users of diets: Despite the high levels of awareness of the low carbohydrate diets, limited experience with these diets was reported. In French Quebec, the “Montignac Diet” achieved a trial rate of 13% - essentially the only low carbohydrate experience for dieters in this region. In English Canada, trial rates were low across all of the specific diets, with 7% having tried any of the diets. The “Carbohydrate Addicts Diet”, with a 3% trial rate, was the most popular in this region.

Characteristics of users of diets: Those who had tried the low carbohydrate diets tended to be women, were within the age range of 35-44 years, and generally had higher levels of education and annual household incomes. These consumers indicated a greater likelihood to watch what they eat because they are concerned about their weight, rather than about their general health.

These findings indicate that although most consumers are aware of popular low carbohydrate diets by name, they generally do not recognize them as low carbohydrate diets. It is likely that the popularity and media attention around these diets have served to impact consumers’ perceptions of healthy eating and the role of carbohydrates in a balanced diet and lifestyle.

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References

Dietary reference intakes for Macronutrients, Institute of Medicine, 2005.

National Population Health Survey, Supplementary Nutrition Questions, Statistics Canada, 1994-95.

Nutrition Labelling: Perceptions and Preferences of Canadians, National Institute of Nutrition, 1999.

Tracking Nutrition Trends, National Institute of Nutrition, 2004.

Sugar Tracking Study, Ipsos-ASI, 2004.

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