• Consumers are Critical Ingredient
• More At Stake Than Just The Nation’s Health
• Wellness Affecting Company Strategies Throughout Food Industry
• Taste - Number One Unifying Factor

Chapter 2 The New Dietary Guidelines and Food Pyramid

• New Dietary Guidelines Introduced in 2005
• The New Pyramid - Part of a Comprehensive Food Guidance System
• Mixed Reactions to the Pyramid
• Will The New Pyramid Work?
• Getting The Word Out
• Because Consumers Still Don’t Know About Them
• Whole Grains - The Great Winner
• Table 2-1 Fiber Intake Low Around the World
• Table 2-2 How Americans Consume Their Grains
• Table 2-3 Key Recommendations from the 2005
• Dietary Recommendations
• Manufactures Stepping Up to the Plate
• New Products Blend White Flour Flavor with Whole Grain Nutrients
• Other Winners: Fruits and Vegetables, “Good” Fats, and Low-Fat Dairy Products
• Guidelines Suggest Increasing Dairy Consumption 33 Percent
• Sunny Growth Ahead for Fruits and Vegetables
• Nuts for “Good” Fats

Chapter 3 Nutrition Facts Panel - Consumer Attitudes and Upcoming Changes

• Trans Fats, Calories, and Serving Size in the Spotlight
• Consumers Use Nutrition Facts Panel to Make Purchasing Decisions
• Older Consumers More Likely to Check Nutritional Label
• Panel Helps Sway Decision Between Similar Products
• Table 3-1 Main Reason Shoppers Check Nutritional Facts Panel
• Focus on Just One Ingredient
• Label Changing Purchasing Behavior - Grains Win; Sugar,
• Fat, Salt Lose
• Coming Soon - Trans Fat Label Information
• Table 3-2 The 10 Largest No Trans Fat Categories
• More Education May Be Needed
• Table 3-3 Steps Consumers are Taking to Reduce the Amount of Trans Fats they Consume
• The Race Is On To Eliminate Trans Fats
• Next Up - Possible Changes in Calorie Prominence, Serving Size Definitions
• Smaller Servings, Low Calorie Count - Big Appeal

Chapter 4 Health and Label Claims - What’s Next?

• Consumers Confused, But Majority Believe Government
• Checks Labels
• Four Kinds of Government-Regulated Food Label Claims
• Table 4-1 Health Claims that Meet Significant Scientific Agreement (SSA)
• Government Allows Qualified Health Claims
• Reactions Mixed, But Awareness Growing
• The Battle for Whole-Grains Labeling
• Figure 4-1 Share of U.S. Retail Sales of Whole Grain and High Fiber Foods By Product Category, 2004
• “Free-From” Growing Strong
• New Labeling Opportunities for Carbs and Calories
• Table 4-2 Organic, No/Low-Sugar Steadiest “Good for You” Products
• Low Sugar -- Labels and Lawsuits
• Organic in the Weeds
• Don’t Take It with a Grain of Salt
• Glycemic Index - The Next Big Label?
• Nutrient-Density - Another Up-and-Coming Term

Chapter 5 Reaching Consumers - The Million Dollar Issue

• Too Much Information?
• Awareness/Behavior Gap
• Table 5-1 Proportion of Food Shoppers Who Have Purchased a Product Based on a Specified Health-Related Claim on Product Package
• Low-fat and Whole Grain Health Claims Draw Most Attention
• Nutrition Awareness and Priorities Vary Among Ethnic Groups
• Table 5-2 Propensity for Agreeing with Nutrition-oriented Issues, Expressed by Ethnic Group
• Women Far More Health Conscious Than Men
• Children and Teens - A Critical Market
• Improving Nutritional Information Sources for Kids
• Table 5-3 Propensity for Agreeing with Nutrition-oriented Issues, Expressed by Teenagers
• Teenage Girls, Hispanics, and Asians Most Interested in
• Healthy Eating
• Table 5-4 Propensity for Gathering Nutrition Information, Expressed by Age
• Unpredictable Behavior or Short Attention Span?
• Health Major Motivation for Losing Weight
• Whose Responsibility Is It Anyway?
• Table 5-5 Who is Responsible for Ensuring Foods are Nutritious
• Different Generations Look for Health Information in Different Places
• Health Messages That Resonate
• Taste Is Still Key

Chapter 6 Manufacturers’ Rollercoaster Ride

• Manufacturers’ Role Growing
• Healthy Sales Over Healthy Consumers?
• Commodity Labeling Programs Catching On
• Companies Developing Specific Proprietary Labels
• Clearer Serving Size Labeling
• Study Points to Competitive Costs of Labeling
• California Labeling Controversy Changing Food Standards - A Question of Identity
  
  • No/Low Fat Health Claims Post Healthiest Sales
  • Table 6-1 Sales of UPC-coded Packaged Food and Beverage Products with Health Claims on their Label
  • Health Focus Leads Product Development
  • Table 6-2 New Product Development Focus
  • Antioxidants and Fiber - Up-and-Coming Ingredients
  • Table 6-3 Top 15 Ingredients Manufacturers Expect to Become More Important in Functional Foods in the Next Two Years
  • Is It Worth It?

Chapter 7 Supermarket Strategies

• Nutrition Is Big Business For Retailers
• Table 7-1 Merchandising Trends Index
• Wellness Is Key Marketing Strategy
• Education Offers Opportunities
• PMA Survey Confirms Opportunities
• Highest Demand for Nutritional Prepared Foods and Trans-Fat-Free Products
• Table 7-2 Proportion of Shoppers Who Stores To Offer More:
• Natural Grocers Growing Strong
• Table 7-3 Wild Oats Superfoods
• Merchandise Together or Apart?
• Retailer Strategies Include Focus on Children
• The Challenge of Getting The Message Out

Chapter 8 Restaurants - Labels and Lawsuits

• Government Studying Food Away From Home Segment
• Table 8-1 Percent of Calories From Food Away From Home
• Big Mac Under Attack
• More Fat in the Fire
• More Healthy Fare
• Restaurants Eliminating Trans Fats
• Consumers Want To Indulge When Eating Out
• Is Supersizing Beating Back Downsizing?
• Taste is critical
• Table 8-2 Enormous, Colossal and Monster - Is Indulgence Back? A Sampling of Recently Introduced Indulgent Foodservice Products

Chapter 9 What’s Ahead

• Sugar and Salt - Next “Demonized” Ingredients?
• Partially Hydrogenated Oils - Another Area of Concern
• Lawsuits May Increasingly Focus on Deceptive
• Advertising or Labeling
• Jaded Consumers?
• International Influence Will Increase
• More Emphasis on Children’s Health
• More Convenient, On-The-Go, Healthy Choices
• New Science To Help Squelch Hunger
• More Meals That Heal
• Flexitarian - Next Healthy Group?
• More Targeted Supermarket Nutritional Information
• More Outlandish Claims