IFIC Foundation Preliminary NFP Survey Report - July 29, 2014

Trang 2

Section Slide # Background and Methodology 3 Key Findings / Identifying Sugars Content 12 Product Purchasing 20

Understanding of “Added Sugars” 26

Trang 3

(Consuimer lnvestiqation lnto Nutrition Facfs Panels and 5uqgars Labeling

mm ò INTERNATIONA YTERNATIONAL FOOD INFORMATION

Trang 4

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 potential new line in the Total Carbohydrates section called "Added Sugars."

Specifically, IFIC 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 relationship between Total Carbohydrates, Sugars, and “Added Sugars."

¢ Understand how consumers use the NFP 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

*You can view the open access article based on this consumer research online in the Journal of the Academy of Nutrition —

and Dietetics me

Trang 5

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 NFP format with a Sugars designation, as is shown in the current NFP

Version $+-A — proposed NFP format with a Sugars designation + Added Sugars as a subgroup designation

Version TS+-A — proposed NFP format with a Total Sugars designation + Added Sugars as a subgroup designation Each test cell saw and evaluated one of the panel formats in the first position prior to being exposed to the other two options Also, within each cell, NFPs for three different products were rotated, so a similar number of consumers in each cell were exposed to the panels sequence for Cereal, Flavored Yogurt and an individual Frozen Meal The NFP information

presented in this study (FDA Cereal 3, FDA Yogurt 3, Frozen Meal 2) is identical to that being tested by the US FDA in their separate consumer study

Trang 6

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 in the Appendix The sample sizes by cell and product seen are as follows: CELL CELL2 Te Sample Size 1088 Product type seen Cereal Yogurt Frozen Meal TOTAL Sample Size 364 367 357 1088

“Statistical note: Throughout the report, capital letters A, B, Cindicate significant differences at the 95%

confidence interval to data in the referenced data column aon

Trang 7

Trang 8

Consumers misinterpret the amount of sugars in products when the “Added Sugars” line is present

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 Sugars version gave the correct answer

¢ Just over half (55%) seeing the Sugars + Added Sugars version gave the correct answer

¢ The word "Total" helps to clarify the issue, but not entirely Only two-thirds (66%) seeing

the Total Sugars + Added Sugars version gave the correct answer

Trang 9

Purchasing behavior is influenced based on the way sugars are labeled on the NFP among nutritionally identical products

When asked which of the three labels versions they would purchase first, more than 3 in 4 consumers

select the NFP version without "Added Sugars" information presented

° 60% see a difference in sugars content among three nutritionally identical NFP versions ¢ About one-third (34%) see all three NFP versions as having the same amount of total sugars

Trang 10

There is not a clear understanding of the "Added Sugars” declaration

Consumers interpret the meaning of the "Added Sugars’ line differently

On an open-end basis:

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

¢ 28% think the "Added Sugars" line distinguishes between added sugars and sugars that are naturally occurring in the other product ingredients

¢ About one in five (19%) don’t know what it means

Trang 11

There is not a clear understanding of the "Added Sugars” definition

Ambiguity exists in consumer interpretation of what constitutes "Added Sugars” on the NFP

¢ More than 33% indicate these low-calorie sweeteners would be considered "Added Sugars”

VY Sweetfn Low/Saccharin (39%), Splenda/Sucralose (38%), Aspartame (35%) and Stevia (34%)

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 low-calorie sweetener types or brands ¢ 30% say they do not know what an added sugar is

¢ Others define "Added Sugars" by the purpose of adding sugars to the product

Trang 12

Trang 13

Nutrition Facts Panels — Cereal (FDA Cereal 3) Nutrition Facts

About 12 servings per container

Serving size 3/4 cup (28g)

Cereal with 1/2 cup skim milk Calories 230 2/0 ee % DV* % DV* Total Fat 6% | 4g 6% | 4g Saturated Fat 5% | 1g 5% | 1g Trans Fat 0q Og Cholesterol 0% | Omg 1% | <5mg Sodium 5% | 120mg 7% | 185mg Total Carbs 15% | 44g 17% | 50g Dietary Fiber 8% | 2g 8% | 2g Sugars 12g 18g Protein 4g 8g es | es | 6e Vitamin A 5% | 75mcg 9% | 135mcg Vitamin C 0% | Omg 0% | Omg Calcium 2% | 20mg 17% | 170mg Iron 25% | 5mg 25% | 5mg * Percent Daily Values are based on a 2,000 calorie diet Nutrition Facts About 12 servings per container

Serving size 3/4 cup (28g) Cereal with 1/2 cup skim milk Calories 230 270 % DV* % DV* Total Fat 6% | 4g 6% | 4g Saturated Fat 5% | 1g 5% | 1g Trans Fat 0g 0g Cholesterol 0% | Omg 1% | <5mg Sodium 5% | 120mg 7% | 185mg Total Carbs 15% | 44g 17% | 50g Dietary Fiber 8% | 2g 8% | 2g Sugars 12g 18g Added Sugars 10g 10g Protein 4g 8g ee | ee cổ Vitamin A 5% | 75mcg 9% | 135mcg Vitamin C 0% | 0mg 0% | 0mg Calcium 2% | 20mg 17% | 170mg Iron 25% | 5mg 25% | 5mg * Percent Daily Values are based on a 2.000 calorie diet Version S (Cereal) Version S+A (Cereal) Nutrition Facts About 12 servings per container

Serving size 3/4 cup (28g)

Trang 14

Nutrition Facts Panels — Flavored Yogurt (FDA Yogurt 3) Nutrition Facts % DV*

1 serving per container

Trang 15

Nutrition Facts

1 serving per package

1 serving per package

Trang 16

When the Sugars NFP version is shown, 92% report the correct number of grams of sugars as shown on the NFP In the Sugars + Added Sugars NFP version, only about half (55%) give the correct answer More

people get it right in the Total Sugars + Added Sugars NFP version (66%), but one third are still incorrect 20% 2 _ B,C i) Ñ,C iY 0%

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

Base: Saw Particular Label in First Position

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?

@ Correct amount of total sugars

Incorrect amount of total sugars

Trang 17

Correct identification for each NFP version is similar between those who say they look at NFPs and those who do not

% Correct Amount by Those who say they look at NFPs

Trang 18

Are there regional differences in correctly identifying NFP sugars content?

Correct identification is higher among consumers in the Midwest and South compared to the Northeast and West There are no differences based on gender, age, ethnic background or education level (data not shown)

Trang 19

Are "Added Sugars’ included or in addition to “| Total] Sugars"?

When consumers see Version $+A, 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 included in the sugars amount 100% 80% 3/770 5M 0) Included in Sugars / Total Sugars line >) 2 60% Ín addition to 40% amount in Sugars / Total Sugars line 20% Dont know

0% Version S+A (B) Version TS+A (Q

Trang 20

Trang 21

Which product would be purchased first?

Regardless of the NFP version seen first, more than 3 in 4 consumers would first purchase the product without "Added Sugars" information 100% 0 0 0 16% 19% 76% 74% 60% 40% 0 0% 12% 99 10% = = i

Total Saw Version Saw Version Saw Version

Trang 22

Why would you buy the product with this label?

The Sugars NFP version is selected because consumers believe it shows the product has no added sugars or is lowest in sugars content NFP

versions with the "Added Sugars" line are selected because consumers believe they identify the amount of added sugars in the product

Reasons buy product with this NFP label first Wersion 5 (A) Version S+A (B) Version IS+A (0)

Base: Selected product with that NFP label first (n=829) (n=106) (n=153)

Less Sugar (Net) 49% B,C 8% 7%

* No added sugar 25% B,C - - * Lowest in sugars / less sugar 21% B,C - - ¢ don't need to know has added sugars 2% - 3%

No Difference (Net) 30% B,C 14% 11%

* 3 identical panels / all the same 28% B,C 11% 11% ¢ Other 2 are exactly the same 1% 3%C -

Information (Net) 8% 47% A 61% A,B

* It broke out the sugar - 20% A 24% A ¢ Easy to read 2% 9% A 8% A

* Simple 3% 2% 6% A

* Right amount of info | want 1% 6% A 9% A

¢ More info - 7%A 9% A

* Drew distinction between sugars 1% 3% 7%A qe

Trang 23

ls there a difference in sugars content among NFPs?

Regardless of the NFP version seen first, 6 in 10 believe there is a difference in sugars content between

the three NFP versions About a third see no difference in sugars content There are no differences in Opinions between those who say they look at NFPs and those who don't 100% 1, 60% — 31% —- vi An 40% e/a 3/% 20% 32% 8% ow 0%

Total Saw Version Saw Version Saw Version

S First (A) S+4A First (B) TS+A First (C)

Trang 24

ls there a difference in sugars content among NFPs?

Those who correctly identified the total amount of sugars either choose the NFP version without “Added Sugars” or say they see no difference in the labels Those who incorrectly identified the total amount of sugars are more likely to choose the NFP without an "Added Sugars” line

100%

80% Label S has least

61 J0 Label S-+A has leasf 60% a) Label TS+A has least s\n 40% ‘ ——— m See no difference 20% 34% @ Don't know 0 Total Correctly Identified Number of Sugars Incorrectly Identified Number of Sugars (A) (B) ND tk]

Base: Correct vs Incorrect identification of sugars amount

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

Trang 25

When the “Total Sugars” line is seen as the second NFP, after seeing just a “Sugars” line, consumers think there is more sugar in the product

Mean Perceived Amount of Sugars in Product 1 = None or very little; 5 =A lot

Mean hs Version S .- Version S+A an C1 Version IS+A cian TCL

2 pf scale)

7 Second Third 7 Second Third 7 Second Third 1“ Position Position Se Position Position Se Position Position A B C D E F G H | Perceived Amount of Sugars in 3.78 3.71 3.69 3.86 3.89 F 3.73 3.76 3.87 Product

04 On a scale of 1 to 5 where 1 is “None or very little” and 5 is “A lot”, how much of each of the following things would you say this product has?

Trang 26

Trang 27

One-third (34%) of these consumers believe the “Added Sugars” line means that more or extra sugar was added to the product

Another 28% think the products contain sugars other than those that are naturally occurring Nearly one in five (19%) don't know

'dtded SU0rsˆ tmeais Total Sample | “Added Sugars” means Jotal SaInple

Added (Net) 34% Sugar Types (Net) ¢ Added / more / extra sugar 23% ° Other sugars

¢ Sugar added during processing 5% ¢ High fructose corn syrup * Added to Total line 4% Artificial (Net)

Other Than Natural (Net) 28% ¢ More artificial sugar

* Sugars other than naturally occurring 20% * Some other form of sugar or sweetener * Combination of natural & processed sugars 7% Sugar amount included in Total line

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

¢ Additional flavor / taste 4% Unhealthy / fat / not good for you ¢ Make product sweeter / add sweetness 3% don't know/ no answer

Other mentions less than 2%

Q11 In the “Total Carbs” section of these labels is the line “Added Sugars” What does the “Added Sugars” line mean to you? (open-end)

Trang 28

Selected Comments (open-end)

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

/ 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

Trang 29

What are the “Added Sugars” in this product?

About one-third (37%) mention specific types of sugars that are the "Added Sugars" in these products and 12% think "Added Sugars"

are types of “artificial” sweeteners Almost one-third don’t know what "Added Sugars" are

'dded 5ugars“ In this pr0dUcf are Total Sample | “Added Sugars” in this product are lotal 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% nom

Foo TNFORM, ATION

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? (open-end)

Trang 30

What are the “Added Sugars” in this product? | Il we T2 = w [| favoring am Se = fruit laste _—] : “Ndi Ma calle * fe cin

5 “in i swale ngretiens idea a

a t — ts I ht png ating King LỆ High product ike |

Trang 31

¢ 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

e 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 ¢ — |haveno idea High fructose corn syrup???

e — /t 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 ¢ fable sugar or corn syrup

e Processed cane or beet sugar ¢ — (eating 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

Trang 32

Areˆ Added Sugars’ different from other sugars?

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

Are Added Sugars different from How do calories in Added Sugars

Sugars / Total Sugars? compare to those in other sugars? Fewer A% Both about the same 43% More calories 2300 don't know don't know w 30%

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”

Trang 33

Areˆ Added Sugars’ different from other sugars?

More of those who did not correctly identify the number of total sugars in the products think that "Added Sugars” are different from the sugars in the "Sugars’ line of the label

100% 80%

a) 040 ° » 70 iferont fon Sugar

“ A = No, not different

40%

@ Don't know

20% 0%

Total Correct Number of Sugars (A) Incorrect Number of Sugars (B)

Trang 34

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

Base: Consider Added Sugars different Added (Net) * Additional sugars Added by producer Added to (literal)

* Not part of other ingredients

¢ From other constituents

Not Natural (not from milk or fruit, not organic) Different Types (Net)

° Different kinds of sugars ¢ Listed separately (literal) ° Processed / more highly refined

Base: Correct vs Incorrect identification of sugars amount

014 How are the sugars in the “Added Sugars” line different? (open-end) 31% 15% 5% 5% 4% 3% 5% 4% 3% (n=613)

Reason / Purpose (Net)

¢ Added to improve flavor * Added to make sweeter * Added for longer life Artificial

Sugars naturally in the food / natural fruit / juice Confusing / unclear / difficult to understand Not needed

Not healthy / bad for us

don't know / no answer

Trang 35

! consider Added Sugars something added to a product by the manufacturer, and not naturally occurring within an ingredient such as fruit

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

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

Added sugars are artificial sweeteners

! 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 maae 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 | presume they are hidden in some other source

Trang 36

Ingredients: “Total Sugars’ AND “Added Sugars”

About half believe HFCS, corn syrup, white sugar, raw sugar, and fructose would be included in both the "Total Sugars" and "Added Sugars"

lines in the NFP About a fourth think low-calorie sweeteners like Splenda (Sucralose), Sweet‘n Low (Saccharin), Stevia and Aspartame count

as both More of those who correctly identified the total amount of sugars from the NFP think most all of these ingredients count in both lines

High fructose corn syrup Corn syrup White, granulated sugar Raw sugar Fructose Molasses Honey Evaporated cane juice Sucrose Agave syrup Fruit juice concentrate Fruit juice ee 54% Brown rice syrup ee 53 Dextrose ee 52% Splenda ee 50° ° Sweet 'n Low ; a 46% Dried fruit oe Ta Stevia re 41% Aspartame a 40% Lactose TW 40% — 39% Maltodextrin 36° Sorbitol max Inulin 0% 20% 40% 60% 80% 100% Q16/17 Which of these ingredients would be included in the Sugars or Total Sugars line / Added Sugars line in the Nutrition Facts panel? 0% 20% max: max: Mi mMWM<‹ ma 25 _ bề _ bề na a 20% a 19% ae 13% 40%

Trang 37

Ingredients: Total Sugars vs Added Sugars

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." White, granulated sugar Raw sugar Corn syrup High fructose corn syrup Fructose Honey Molasses Sucrose Fruit juice Fruit juice concentrate Evaporated cane juice Agave syrup Q16/17 Which of these ingredients would be included in the Sugars or Total Sugars line / Added Sugars line in the Nutrition Facts panel? 0% 20% re 7 ()% 38% rr 9°, 36% nn 66% 62% re 65° 63% 65 22/0 ïnaaaaLLLLLLLLLaLLaaaaLLaaAaAa.a.aa aakaW//// 48% 6(), 50% rn 56° 31%

m@ Would be included in Sugars / Total Sugars

Trang 38

Ingredients: Total Sugars vs Added Sugars (continued

Dried fruit is considered "Sugars" but less so as "Added Sugars" Low-calorie sweeteners like Splenda (Sucralose), Sweet‘n Low

(Saccharin), Stevia and Aspartame are less likely to be considered "Sugars" but equally likely to be considered "Added Sugars’ a _ 49% Dried (rit a 31% |] CÓ GGU- : —— Brownriesup a 45% — Splenda (Sucral0s¢) 35% , —— ÁX—.-s= Sweet 'n Low (Saccharil) | O7.,., — ao a——€3!9 es 31° StCVid NN 34% ee 30%

Aspartame NN 35% m Would be included in Sugars / Total Sugars

Trang 39

Agreement with statements about Added Sugars

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 0⁄ - 56% 7504 20% 3 † 10% 15%

Added Sugars contain Added Sugars contribute

the same number of calories to weight gain and obesity as other types of sugars the same as other types of sugars

m Don'tknow ‘i Disagree strongly Disagree somewhat mm Agree somewhat Agree strongly

018 Now thinking about the information you've seen on these Nutrition Facts panels, how much do you agree or disagree with these statements? Foon IXFoRM ATION

Trang 40

Agreement with statements about Added Sugars

Agreement with these statements about added sugars is higher among those who pay attention to sugars information on NFPs More of those who don't look at the sugars information don't know if these statements are accurate or not

Agree Strongly / Somewhat 81% B,C Pay attention to 73% Sugars 0 59% ( 550% 63% m All the time (A) Don't Know 0 50% m Sometimes (B) Never (C 0 35% A,B 0 26% A 24% A,B 1 7 16% A 11% a

Added Sugars contain Added Sugars Added Sugars contain Added Sugars

the same number contribute to weight the same number contribute to weight

of calories as other gain and obesity the same as other of calories as other gain and obesity the same as other

types of sugars types of sugars types of sugars types of sugars

Base: Pay attention to sugars

Q18 Now thinking about the information you've seen on these Nutrition Facts panels, how much do you agree or disagree with these statements?