By: Kris Sollid, RD Date: 9/27/11
Numbers can be a polarizing topic. Some people love ‘em, some people hate ‘em, but we all have to deal with them at some point. Such is the case with sodium consumption, or is it? In light of the increased media attention due to the numerous studies and official reports that have recently been released regarding sodium, most notably the 2010 Dietary Guidelines for Americans, 2011 is the perfect point in time to check in with consumers. Here is a sneak peak of the latest findings from our 2011 IFIC Consumer Sodium Research.
Sodium: Not a concern for me, but it should be for others
There is a low level of concern regarding sodium intake as the majority of Americans reported not being concerned (59%) with their sodium intake—this level of concern is consistent with our 2009 data (60%). However, while most Americans are not highly concerned with their own intake, a strong majority (83%) feel that certain other people should be, namely those with or concerned about high blood pressure and those with weight issues.
Assaulted with numbers, consumers may choose to remember few
Awareness about sodium guidelines is low. We asked consumers how much sodium is recommended to consume per day, almost half (46%) responded that they didn’t know. Moreover, only 30% identified either of the sodium values established in 2010 DGA recommendations (1,500 or 2,300 mg). During this past year that the 2010 DGA’s were released, almost 2 in 3 Americans (62%) remain unaware of any government recommendations regarding sodium.
As you might imagine, awareness of personal intake is also low. Over half (57%) of all consumers surveyed don’t know how much sodium they consume per day and almost 6 in 10 (59%) of those with high blood pressure also reported not knowing.
Where does sodium stand?
There are an abundance of factors that consumers believe contribute to a healthy diet. Increasing fruits and vegetables (70%) is far and away the consumers’ top choice when rating the three most important elements of a healthful diet. However, only 38% rated limiting sodium as one of the most important factors.
Does taste trump health?
Taste is the primary driver of all food purchasing decisions and is clearly also a factor in attempts to reduce sodium consumption. Nearly 4 in 10 (39%) Americans believe low or reduced sodium products don’t taste as good. Currently, 58% of consumers are not trying to limit sodium in their diet and the top three reasons cited for those not limiting sodium are being in good overall health (44%), taste (36%), and not being convinced of the need to (31%).
Moving beyond numbers
Consumers are hearing messages about lowering their sodium, but specific numbers and thresholds do not appear to be sticking. However, Americans do understand positive messages that involve foods versus just nutrients – like “eat more fruits and vegetables”—as a good way to lower sodium and increase potassium intakes. Perhaps it’s time for our messages about sodium to focus more on behaviors and evolve to move beyond the numbers.