Progressive Grocer - April 2010 - (Page 12)

Consumer Insight The Lempert Report Know Your Food Following are five ways to improve the Nutrition Facts label. By Phil Lempert S hoppers are more concerned about, and interested in, the food they eat than ever before. Part of it is simply learning about new and exciting tastes, and the other is all about the “fountain of youth.”We’ve figured out, especially those aging baby boomers who this year start turning 65, that the healthier we eat, the better we live. The Food and Drug Administration (FDA) is currently in the process of revamping Nutrition Facts labeling, and has been cracking down consistently on food product claims as well as front-of-package labeling. into consideration both how people eat and the packaging, is the way to go. Sugar: Added vs. Natural fats, or other fats, or a whole host of other nutrients per serving, are legally allowed to report that the product contains zero. The industry claims that “free” and “zero” claims are allowed when a food is free of a nutrient, or if the amount is so small that it’s considered “dietetically trivial or physiologically insignificant,” even if several servings are eaten. Either reformulate or let consumers know what they’re really eating. Want Some Caffeine With That? With the majority of shoppers reading labels, and an increase in reported confusion, there are five key items that, if included in future nutritional labeling, will help consumers better understand the facts. Realistic Serving Sizes A lot of people try to avoid the jolting effects of caffeinecontaining items, but these products are almost impossible for consumers to identify. Caffeine labeling should be mandatory for all foods and beverages. Interactions With Ingredients Have any of us actually stopped at a suggested serving size (or noticed it in the first place), and why would a manufacturer pack two servings into an “individually” portioned microwave lunch? Well, imagine what the calorie, sodium, fat and sugar content would be if all of the numbers on the Nutrition Facts panel were doubled. Further, most people don’t fully understand portion size, and would feel cheated if their microwavable lunch were half the size. Posting realistic serving sizes, which take More ONLINE Nutrition Facts labeling provides the amount of total sugars per serving, but doesn’t indicate whether the sugars are added, occur naturally or are a combination of the two. The effect of consuming foods with naturally occurring sugars, is quite different from that of added sugars because sugars in their natural state come with the added benefits of the vitamins, minerals, fiber, antioxidants and phytochemicals that whole foods offer. To help consumers make more informed choices, the Nutrition Facts panel should distinguish between naturally occurring and added sugars. Zero Plus Zero Should Equal Zero Many popular pharmaceutical drugs have side effects or can interfere with nutrient absorption, or vice versa. Foods with high levels of these nutrients should include the interaction information on the label. With proper labeling, an at-risk shopper can determine at a glance whether a product is suitable for him or her. Phil Lempert is one of the nation’s leading trend analysts and consumerologists, and is a contributor to NBC’s “Today” show and ABC news. He is also editor of The Lempert Report and SupermarketGuru.com, host of weekly videos on Progressivegrocer.com,and a columnist for AARP, iVillage and Everyday with Rachael Ray magazine.Contact him at Phil@SupermarketGuru.com. www.progressivegrocer.com For additional consumer insights, visit www.progressivegrocer.com. Products with under 0.5 grams of trans A H E A D O F W H AT ’ S N E X T 12 • Progressive Grocer • April 2010 http://www.SupermarketGuru.com http://www.Progressivegrocer.com http://www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - April 2010

Progressive Grocer - April 2010
Table of Contents
Nielsen’s Shelf Stoppers/Spotlight: Baby Needs/Baby Powder
The Lempert Report: Ways to Improve the Nutrition Facts Panel
Best Practices: The Employee Satisfaction, Productivity and Profit Connection
State of the Industry Report: Looking Up, Cautiously
Store of the Month: Standing Ovation
GMA President’s Note: Tackling Obesity: A New Blueprint for Success
Natural Meat: Where Was the Beef?
Produce: Swinging Springtime Sales
Beverage Alcohol: The Case for Beer
Breakfast Foods: The Start of Something Big
Dairy: Probiotics in Dairy and Frozen: A Healthy Pursuit
Baby Care: The Dry Season
Pet Care and Supplies: Where the Margin Is
Case Study: King of the Jungle
Tech Toolbox: A Look at the Latest Solutions
Foodservice: No Strain, No Pain
Sustainability: Green Energy is Blooming
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - April 2010