Educating consumers about how to achieve their wellness goals through proper nutrition has been a complicated endeavor for product marketers and health advocates. Food science is an evolving discipline, trust is hard to develop and retain, and too often facts get trumped by feelings. 
 
Almost all consumers are interested in getting specific health benefits from food and nutrients, according to the 13th Annual Food and Health Survey from the International Food Information Council (IFIC) Foundation. The top two desired health benefits in 2018 actually changed places from 2017. This year, 20% of survey respondents ranked cardiovascular health as their top desired benefit, followed by weight loss/weight management at 18%, and energy at 13%. In 2017, those numbers were 16%, 32%, and 14%, respectively.
 
However, there’s a sizable gap in understanding. Consumers remain confused about how to achieve their desired health outcomes; only 38% were able to name a food they would seek out to help with their top health concern, according to the IFIC survey. Protein was most frequently identified (10%), followed by vegetables (7%), vitamins and minerals (5%), and fruits (4%).
 
“This dietary disconnect—the inability to connect specific foods and nutrients to desired health outcomes—illustrates the need for stronger, clearer, nutrition education based on the best available evidence,” said Joseph Clayton, CEO of the IFIC Foundation. Eight in 10 (80%) consumers said there is a lot of conflicting information about what foods to eat or avoid, a number similar to 2017. Of those people, 59% said conflicting information makes them doubt their food choices—but data showed a troubling disparity among ethnicities, with those who doubt their choices as a result of conflicting information rising to 78% among Hispanic consumers.
 
According to 2017 data from the Natural Marketing Institute’s (NMI) SORD study, 60% of consumers feel they don’t get all the nutrients they need from foods and beverages in their diet. This spells opportunity for dietary supplements. 
 
So where do consumers go when looking for information about their decision to purchase supplements? Most said their physician/doctor (89%) or pharmacist (76%), according to NMI. Interestingly, the next most popular source was the product label (76%), so don’t underestimate the value of statements you make on packaging. Additionally, social media influence has increased almost 500% since 2009.
 
I’ve had many conversations about the challenges of building awareness for the health benefits of specific nutrients and supplements. We have a long way to go. But in the end, educating consumers can improve their health, and your bottom line.