Selected target audience profiles for promoting the dietary guidelines for Americans

28 Pages·1997·1.3 MB·English

by  Loughrey, Kay

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not content reflects current
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.
1997
Selected Target Audience Profiles
for Promoting the
Dietary Guidelines for Americans
Kay Loughrey, M.P.H, R.D.
Claire Zizza, M.S., R.D.
Peter Basiotis, Ph.D.
Center for Nutrition Policy and Promotion
U.S. Department of Agriculture
October 997
1
Acknowledgments
Conception, analysis, and authorship of this project were by a working group in the USDA Center for
Nutrition Policy and Promotion consisting ofKay Loughrey, M.P.H, R.D., Team Leaderfor Social Marketing;
Clarie Zizza, M.S., R.D., Nutritionist; and Peter Basiotis, Ph.D., Senior Economist.
The U.S. Departmentof Agriculture(USDA) prohibitsdiscrimination in its programs on thebasis of race, color, national
origin, sex, religion, age, disability, political beliefs, and marital orfamilial status. (Not ail prohibited bases applyto all
programs.) Personswith disabilitieswho require alternative meansforcommunication ofprogram information (Braille,
large print, audiotape, etc.) shouldcontact USDA's TARGET Centerat [phone] (voice and TDD).
To file a complaint,writethe SecretaryofAgriculture, U.S. DepartmentofAgriculture,Washington, DC 20250, orcall
[phone] (voice) or [phone] (TDD). USDA is an equal employment opportunityemployer.
Foreword
am pleased that the USDA Center for Nutrition Policy and Promotion (CNPP) was able to conduct the
I
analysis of these selected audience profiles for promoting the Dietary Guidelines for Americans. Further,
we are pleased to be working in liaison with the Dietary Guidelines Alliance to promote the Guidelines.
The message of the Alliance is consistent with that of the USDA/DHHS Dietary Guidelines for Americans
that with balance, variety, and moderation, all foods can fit into a healthful diet, and that nutrition and
physical activity are inseparable for achieving a healthy, active lifestyle.
The mission ofthe Alliance, a nonprofit organization whose membership is made up of health and food industry
organizations, is to promote the Dietary Guidelines for Americans, not to interpret them. Interpretation of
nutrition, medical, and scientific information is the responsibility ofthe Dietary Guidelines Advisory Committee,
an independent group of widely respected nutrition and medical experts.
Today, as never before, the Federal Government is examining improved ways to promote nutrition and
nutrition education for a healthy America. If you would like additional information about the Dietary
Guidelines for Americans, the Food Guide Pyramid, or the Dietary Guidelines Alliance, please call our
office at [phone].
Again, we are pleased to make this information available.
Eileen Kennedy, D.Sc, R.D.
Executive Director
Center for Nutrition Policy and Promotion

Selected Target Audience Profiles
for Promoting the
Dietary Guidelines for Americans
Kay Loughrey, M.P.H, R.D.
Claire Zizza, M.S., R.D.
Peter Basiotis, Ph.D.
Center for Nutrition Policy and Promotion
U.S. Department of Agriculture
October 997
1

408
Table of Contents
Page
Foreword
i
Background 2
Methods 5
Results 6
Demographic and Health Status Characteristics 6
Values, Benefits, and Barriers to Healthful Eating
1
Nutrition, Food Preparation, and Shopping Habits
I I
Media 2
1
Discussion and Conclusions 2
1
Program Implications
1
References
1
Background
The Dietary Guidelines Alliance consists of health The mission of the Center for Nutrition Policy and
and food industry organizations working in liaison Promotion (CNPP) is to improve the nutritional
with government and private organizations that status of Americans by linking research to the
are interested in promoting healthy lifestyles consumer. As a recognized authority in the field,
through positive, simple, and consistent messages CNPP provides food and nutrition guidance based
to the American consumer. The Alliance was on current scientific research to the American public,
formed in 995 to cooperatively develop nutrition policymakers, and professional and media multipliers
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messages based on the Dietary Guidelines for in furtherance of the ultimate goal of improving
Americans issued by the United States Department the diet and health of all Americans.
of Agriculture (USDA) and the Department of
Health and Human Services (DHHS) ( ). Working The Alliance bases its partnership activities on
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cooperativelywith the USDA Centerfor Nutrition sound science and consumer research. It has made
Policy and Promotion and other Federal agencies, a commitment to research-based decisionmaking
the Alliance targets its messages to healthy adults, and to listening to and acting upon consumer
particularlyfocusing on women becausethey often wants and needs. This direction is consistent with
act as gatekeepersto shapetheirfamilies' nutrition USDA/DHHS research efforts to promote the
and health. Dietary Guidelines that indicates that nutrition
promotion should focus on behavior change; have
a strong consumer orientation; segment and target
consumers; use multiple, reinforcing, interactive
channels; and continuously refine consumer
messages
(2).
ABOUT
YALOL U
IT'S
Logo ofthe Dietary Guidelines Alliance