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IGD’s Industry Nutrition Strategy Group identified saturated fat communication as an area for focus given the emphasis on reduction of dietary saturated fat as a public health priority for the Government.
Quantitative and qualitative research was carried out by IGD to examine consumer understanding of the terminology, consistency of messages and types of messages used to communicate about saturated fat. The results highlight the need for simple, clear and consistent communication to consumers about saturated fat.
This new report Saturated Fat Communication: Enabling Consumers to Make Informed Choices is the output from this research, and will be useful to anyone in a nutrition, technical, communications or marketing role looking to communicate to consumers about saturated fat.
This report contains information on:
- Levels of saturated fat in the diet and current approaches to achieving a reduction.
- Current approaches to achieving a reduction in dietary intake of saturated fat.
- Quantitative research carried out by IGD on consumer understanding of saturated fat labelling.
- Consumer recognition of existing messages about saturated fat.
- Consumer targeted messages and tools for use by the grocery industry and other stakeholders.
For more information on this item, please contact rachel.hackett@igd.com
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