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OCR for page 63
4
Consumer Consents and
Animal Product Options
The combined sales of food and food
products in stores and eating establishments
in the United States totaled more than $389
billion in 198~nearly 11 percent of the
U. S. gross national product. (The U. S. gross
national product in 1985 was $3.573 trillion
in 1982 dollars. ~ Consumers spent more
than $203.5 billion on food in grocery stores
and supermarkets and another $185.6 billion
in restaurants, school dining halls, and work
cafeterias (National Restaurant Association,
1986; Supermarket Business, 1986a). In re-
cent years, nutrition and health concerns
have had an increasingly significant influ-
ence on the consumer's food choices, in
both the at-home and away-from-home mar-
ketplaces. In response, food service estab-
lishments and grocery stores and super-
markets have begun to offer a wider variety
offoods and food products that reflect chang-
ing consumer tastes and preferences.
CHANGING CONSUMER ATTITUDES
AND INDUSTRY RESPONSES
General Trends
Several recent surveys have indicated that
consumer behavior regarding food choices
63
is changing. From 1979 to 1980, the Eco-
nomics and Statistics Service of the U.S.
Department of Agriculture conducted a na-
tionwide survey to obtain data linking con-
sumer health and nutrition concerns with
stated food use practices. The purpose of
the survey was to provide information upon
which to base future nutrition education
programs (Iones and Weimer, 1981~. About
28 percent of households making a change
in food use for health or nutrition reasons
cited a concern about fat intake; 23 percent
were concerned about cholesterol; another
23 percent were trying to reduce salt intake
or to control high blood pressure; and 43
percent wanted to lose weight.
More recent surveys confirm this contin-
uing interest in the nutritional composition
of foods and the diet as a whole. The 1986
consumer attitude and behavior survey con-
ducted by the National Restaurant Associ-
ation found that at least half of the respond-
ents indicated that they were making a
conscious decision to restrict the use of
certain food components such as salt, sugar,
fat, and cholesterol. About two-thirds in-
dicated that they were including other types
of nutritious foods in their diet, including
OCR for page 64
64
those high in fiber, calcium, and starch.
More than one-thircI either were on a special
diet or had been on one during the previous
year.
The 1986 edition of the Food Marketing
Institute's Trends: Consun?er Attitudes ~ Thin
Supermarket reported that 93 percent of
shoppers stated that they were concerned
about the nutritional content of the food they
ate, and 83 percent stated that the vitamin/
mineral, salt, fat, cholesterol, or calorie con-
tent concerned them most (Food Marketing
Institute, 1986~. More than 4 out of 10 re-
spondents considered cholesterol, fats, or salt
in foods to be a serious health Howard.
Consumer Behavior Away from Home
The Foot] Marketing Institute report also
indicated that nearly three-fourths of the
survey population was concerned! about food
ingredients when eating out. Two Gallup
surveys, conducted for the National Restau-
rant Association in 1983 and 1986, con-
cluded that consumers are changing their
eating habits "by increasing their consump-
tion of fruits, vegetables, or whole grains or
by decreasing their consumption of refined
sugar, animal fats, or salt." They revealed
that 6 out of 10 consumers reportect altering
their at-home eating habits en c! 4 out of 10
were changing their away-from-home choices.
The responses were very similar cluring both
survey years, indicating that concern about
nutrition has remained a strong influence
and is not merely a passing fad.
The consumers surveyed for the National
Restaurant Association stated that when
dining in restaurants they were using less
salt or no salt (23 percent), using less fat (20
percent), and avoiding fried foods (15 per-
cent). Respondents were asked which of a
list of various foods they were likely to try
at a restaurant; the responses included lean
meats (64 percent), broiled/baked fish or
seafood (63 percent), poultry without skin
(47 percent), and food cooked without salt
(36 percent).
DESIGNING FOODS
What consumers say they are doing and
what they actually are doing clo not always
coincide, but in this instance the Gallup
surveys confirmed consumer practice. The
CREST (Consumer Reports on Eating Share
Trends) Household Report, which evaluated
menu changes from 1982 to 1985, indicated
that the largest increases were in nonfried
fish, main dish sala:ls, rice, fruit, chicken,
anc! Asian foods (CREST, 1986~. The 1986
Gallup Organization's Survey of Restaurant
Managers indicated that about one-third of
the respondents mentioned more requests
for lean meat, foods prepared without sauces
and butter, and foods cooked without salt
(Restaurants USA, 1986~. New Restaurant
Concepts, another National Restaurant As-
sociation survey conducted in 1985 and
again in 1986, provides further evidence for
this changing consumer behavior. It found
that in 1986, 3 out of 10 consumers had
patronized restaurants specializing in diet
or light menu items, as compared to one-
fourth in 1985.
Response by Restaurateurs
In response to increasing concern about
health and nutrition among consumers, many
food service establishments have made
changes in their menus or in their methods
of Preparation. In 1983 a report fended
by the American Express Foundation de-
scribed a series of innovative programs by
restaurants geared toward preparing and
promoting healthier foods (Public Voice for
Food and Health Policy, 1983~. It noted
that restaurants emphasizing nutritious of-
ferings almost always included a focus on
freshness, simpler and lighter preparation,
innovative use of menus, and varied pro-
motional techniques, including publicized
affiliation with health organizations and con-
sumer groups.
The 1986 Gallup Survey of Restaurant
Managers reported that 38 percent stated
that they either featured a health or nutri-
tion promotion or they planned to do so in
OCR for page 65
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
the future. About one-third said they would
honor requests for reduced-calorie salad
dressings, low-fat or skim milk, or salt
substitutes. Nearly three-fourths reported
that they would alter preparation methods
upon request. Nine out of 10 would serve
sauce or salad dressing on the side, cook
without salt, or substitute unsaturated for
saturated fats upon request. Among those
who would honor requests to alter cooking
methods, 8 out of 10 would bake or broil a
food rather than fry it and 6 out of 10 would
remove the skin from poultry before cook-
ing.
Consumer Behavior in Grocery Stores
and Supermarkets
According to the Food Marketing Insti-
tute's findings, consumers are concerned
about the nutritional content of the food
they buy, specifically its fat and cholesterol
(30 percent), vitamin/mineral (22 percent),
salt (20 percent), and calorie (11 percent)
contents. Nearly half of all respondents
indicated that they frequently checked food
labels for protein and fat content, and more
than a third avoided buying products that
had no nutritional information. A Nielson
report on consumer behavior cited three
top motivators in the purchase offood items:
taste, price, and healthfulness, with the
order dependent on the circumstances
(Carlson, 1983~. It also estimated that about
three-fourths of consumers were consider-
ing nutrition in their food purchasing de-
cisions but that they would not buy a product
more than once if the taste was not accept-
able, even if it was cheaper and more
healthful. Others have suggested that con-
venient preparation is the dominant theme
among toclay's new products, with nutrition
replacing price as the key consideration in
many food purchase decisions (PF New
Products Annual, 1986a).
In line with this attitude, sales of calorie-
and portion-controlled frozen dinners hit an
all-time high of $232 million in 1985, ac
65
counting for more than a third of all frozen
food sales (PF New Products Annual, 1986b;
Progressive Grocer, 1986a). In addition,
1985 sales of dietetic and low-calorie sauces
and dressings increased nearly 10.5 percent,
artificial sweeteners and sugar substitutes
by 10.8 percent, and salt substitutes and
low-sodium salt by almost 9 percent. Con-
sumers are, in large part, putting into prac-
tice what they consider to be healthier
eating habits. For example, the categories
with the largest volume increases in dollar
sales in 1985 included fresh and frozen
poultry, fresh fruits and vegetables, fresh
fish and seafood, and yogurt and fresh milk
(Supermarket Business, 1986b). Yogurt sales
alone increased 18.6 percent, bringing in
nearly $1.6 billion. The categories experi-
encing the largest volume decreases in dol-
lar sales further reflected consumer health
perceptions: fresh and frozen beef, sugar,
natural cheese, fresh and cured ham and
pork, and bacon.
However, items like alcoholic coolers,
frozen French toast and pancakes, and potato
chips also enjoyed large increases in
sales. Indeed, high-calorie, high-fat, pre-
mium foods were selling as well as some of
the newer low-calorie, low-fat products.
Langer (1985) has termed this phenomenon
the "work out/pig out" paradox. Superprem-
ium ice cream, such as Haagen-Dazs~, Fru-
sen Glade, and DoveBars~, contains 15
to 20 percent butterfat, as compared with
10 to 16 percent for traditional ice cream.
Yet, sales of superpremium ice cream in-
creased 20 percent in 1985 (Progressive
Grocer, 1986b). Perhaps what we are seeing
is actually an emerging new philosophy of
nutrition: that a balanced diet can be achieved
from a variety of foods high-fat as well as
low-fat-consumed over several days or even
a week, compared with the more traditional
thinking of three square meals a day.
The National Consumer Retail Beef Study,
conducted jointly by Texas A&M Univer-
sity, the National Live Stock & Meat Board,
and the National Cattlemen's Association,
OCR for page 66
66
was an industry-wide program aimed at
identifying consumer preferences for beef
(Cross et al., 19864. It found that consumers
considered price, fatness, ant] cholesterol
as the three most important factors in the
purchase of beef. Consumers perceived the
closer or completely trimmed retail cuts of
beef as being more appetizing, better tast-
ing, and more nutritious (lower in choles-
terol). Some consumers shower] a clear
purchase preference for the Goocl/Select
grade (called Select in that study), even
when it was pricer] higher than the Choice
grade. A major recommendation of this
study was to merchandise both gracles of
beef, each for its own strengths: Choice for
its taste appeal ant] Good/Select for its
leanness.
Another national survey of consumer
opinions on issues regarding beef was the
Farm Journal (1987) Beef Extra Survey of
consumers, concluctec! in November 1986.
A nationally representative sample of con-
sumers was asked to identify which grade
of beef had the least amount of fat; 56
percent said Prime, 16 percent said Choice,
3 percent said Good, 11 percent said Stand-
ard, and 14 percent inclicate~l that they slid
not know. Fifty-eight percent of those sur-
veyed states] that U. S. gracles were helpful
in making purchasing decisions. About one-
thirc] indicated that they had eaten less beef
in 1986 than in 1985, and, of this group, 71
percent states] that they had done so for
health reasons. Seventy-eight percent in-
(licated that they would pay more for lower
fat beef if it were available.
The American Meat Institute (1987) pub-
lishec] the results of a survey conclucted for
Giant Food Inc. on consumer awareness,
usage, an(l purchase patterns of a No-Roll
(ungraded) beef equivalent to the Good/
Select grade (Giant Lean=) versus beef of
the Choice gracle. Consumers purchasing
Giant Lean_ ranked taste, healthfulness,
value, nutrition, and leanness among the
most important reasons for choosing this
type of beef. Those who purchased Giant
DESIGNING FOODS
Lean_ also bought more beef, pork, lamb,
veal, and fish than those who die] not buy
Giant Lean-. When asked which of four
gracles Giant Lean was, consumers an-
swerecl Prime (34 percent), Choice (38 per-
cent), Good (14 percent), and Stan(lard (4
percent), with 9 percent answering that they
clid not know. This confirms previous re-
search indicating that consumers are con-
fused about gracles.
Response by Supermarkets
A number of supermarkets, grocery stores,
and commodity organizations have devel-
oped consumer information programs to
help the shopper identify the nutritional
attributes of different food products. For
example, Xtra Super Foot] Centers (Pom-
pano, Florida), Giant Food Inc. (Washing-
ton, D. C. ), and A&P Stores (Montvale, New
lersey) all have shelf-labeling programs that
alert the consumer to foocis that are low in
calories, sodium, cholesterol, or fat. The
National Dairy Board has a calcium ecluca-
tion program that includes booklets keyec]
to different age groups and information
about specific dairy products. Nutri-Facts _,
a joint program of the Food Marketing
Institute, the American Meat Institute, and
the National Live Stock & Meat Board,
provides point-of-purchase information about
various cuts of meat.
Giant Food Inc. ant] Safeway Stores, Inc.
have comprehensive nutrition education
programs for their consumers, with printed
recipes; brochures for special groups, such
as the elderly, infants and toddlers, and
pregnant women, and on different aspects
of nutrition; point-of-purchase materials; acI-
vertising messages; and seasonal programs.
Other food stores have developed unique
consumer information programs; one ex-
ample is Red Owl Stores (Hopkins, Min-
nesota). As a result of the university-basec3
Minnesota Heart Health Project, Red Owl
Stores instituted their Better Health with
Lean Meat Program, which includes] iden
OCR for page 67
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
tifying leaner cuts of meat with stickers
bearing a red heart-shaped logo, printed
recipes and brochures, cooking demonstra-
tions, and a nutrition hotline.
As a direct result of the National Con-
sumer Retail Beef Study's findings (Cross
et. al., 1986), which were released in .lan-
uary 1986, several national and regional
retail supermarket chains, including Kroger
and Safeway, began closely trimming (0.25
inch) or completely trimming (no external
fat) their retail cuts of beef. Meat packers,
such as EXCEL Corporation, have reduced
the level of external fat on their wholesale
and subprimal cuts of beef. In addition,
several organizations, including Public Voice
for Food and Health Policy, the American
Cancer Society, and the American Heart
Association, petitioned the U. S. Depart-
ment of Agriculture (USDA) to change the
name of the Good grade to Select to improve
its connotation for consumers. The Ameri-
can Meat Institute and the National Cattle-
men's Association encouraged the USDA to
make this change, and the department of-
ficially changed the name of the Good grade
to Select, eEective November 23, 1987.
One of the most visible responses by food
retailers has been the growth of the service
delicatessen, in-store bakery, fresh fish and
seafood department, and salad bar, as well
as the expansion in size and variety of the
produce department. More than half of the
nation's supermarkets have both a service
delicatessen and an in-store bakery (Pro-
gressive Grocer, 1986d). In 1985, both these
departments had increased sales by more
than 12.5 percent over 1984, followed by
fresh fish and seafood (10.8 percent) and
produce (2.9 percent for vegetables, 5.8
percent for fruits) (Supermarket Business,
1986c).
Consumer Behavior at Home
Several national surveys commissioned
by the American Meat Institute and the
67
National Live Stock & Meat Board indicate
changing consumption patterns of meat and
other animal products (Yankelovich, Skelly
and White, Inc., 1985~. These surveys found
that households reported serving red meat
less often and in smaller portions than in
previous years. In addition, more house-
holds were serving poultry. Of the 30 per-
cent of respondents who reported that their
families had reduced red meat consumption,
40 percent reported that they had done so
for health reasons. An additional 26 percent
indicated that their rec] meat consumption
had declined because there had been house-
hold changes affecting family meals, includ-
ing fewer individuals eating or living at
home, smaller meals, and eating out more
often.
Several trends in food purchases reflect
what consumers eat at home, how often
they eat, how they prepare meals, and their
changing food preferences. One-fourth of
shoppers in the Food Marketing Institute's
Trends report indicated that they frequently
purchased delicatessen or carry-out food
items; one-fifth often purchased items from
the salad bar; 18 percent regularly bought
food products designed especially for mi-
crowave cooking; and 14 percent consist-
ently used fresh, partially prepared foods
that required less at-home preparation time.
Similar trends were observed in grocery
sales; for example, the service delicatessen
ranked number one in 1985 as having the
largest volume increase in dollar sales (Su-
permarket Business, 1986b). More than 40
percent of U.S. households already own
microwave ovens, and this figure is expected
to increase to 70 percent by the end of the
decade (PF New Products Annual, 1986c).
Ethnic foods, particularly Mexican, Italian,
and Oriental, are becoming increasingly
popular, as indicated by rising sales of
burritos, chips, tortillas, salsas, and clips, as
well as sauces and ethnic entrees. Among
the best-selling frozen food items in 1985
were Italian dishes (sales up more than $96
million since 1984) and Oriental (fishes (sales
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68
up more than $36 million since 1984) (AcI-
vertising Age, 1985~.
Data from the 1985 Continuing Survey
of Food Intake by Individuals (CSFII) in-
dicate that individuals are eating more fre-
quently throughout the day than they were
at the time of the 1977-1978 National Foot]
Consumption Survey (NFCS); these trends
are presented in Table (1. For example,
in 1977, about half of the adult respondents
ages 19 to 50 reported eating three or fewer
times per day ant! half reported eating four
or more times per day. In 1985, this had
changed to only about one-third reporting
eating three or fewer times per (lay and
t`vo-thircis eating four or more times per
clay. The trend with young children ages 4
and 5 is even more dramatic; about 40
percent ate three or fewer times per day in
1977, comparer] to about 20 percent in 1985.
Less than 60 percent of these children ate
four or more times per clay in 1977, com-
pared to nearly 80 percent in 1985.
Food sales and surveys confirm data from
the 1985 CSFII in that they reflect the trend
toward "grazing" snacking throughout the
day rather than eating the traclitional three
full meals. A recent national survey com-
missioned by the Conde Nast Package of
Women reported that about one-third of
women in the United States have abandoned
regular eating habits in favor of snacking
whenever they are hungry (Mark Clements
TABLE 4-1 Eating Occasions per Day (in percent)
DESIGNING FOODS
Research/National Family Opinion Survey,
19851.
As states] earlier, trends in food choices
are somewhat contradictory. Snack food
sales increased more than 8 percent in 1985,
totaling nearly $7.5 billion (Supermarket
Business, 19866~. Within this category, fruit
rolls and bars showed the largest percentage
increase since 1984, up nearly 23 percent.
Potato chip sales increased by more than 9
percent over 1984 figures, with more than
twice the dollar sales (over $1.8 billion) of
any other snack item. Sales of popcorn
(packaged, unpoppecl), which is perceived
as a healthy snack because of its Tow-calorie,
high-fiber content, increased by more than
18.5 percent in 1985 for a total of nearly
$400 million. The 17 brands of microwave
popcorn and the 3 brands in the frozen food
case are an interesting example of the com-
bination of"healthful" food, the trend to-
ward snacking as a meal, and microwave
cooking (Progressive Grocer, 1986e).
Another irony of the grazing and health
trends is the rise in candy and gum sales,
up 3.7 percent for a total of nearly $9 billion
in 1985 (Supermarket Business, 1986e). Of
this figure, about $61 million (0.68 percent)
was diet, low-calorie, or sugarless candy and
gum. Chocolate bar sales, up 2.8 percent,
accounted for over $2.6 billion in 1985. The
largest percent increase was in the sale of
chocolate-covered nuts, up more than 14
Children Females Males
E.
Ding 1-3 Years 4-5 Years 19-34 Years 35-50 Years 19-34 Years 35-50 Years
Occasions
Per Day 1977 1985 1977 1985 1977 1985 1977 1985 1977 1985 1977 1985
s3 33 15.3 40.7 20.4 52.4 33.3 47.5 31.8 51.3 39.0 47.1 30.7
24 67 84.7 59.3 79.6 47.6 66.7 52.5 68.2 48.7 61.0 52.9 69.3
.
SOURCES: Adapted from U.S. Department of Agriculture. 1985. P. 50 in Women 19-50 Years and Their
Children 1-5 Years, 1 Day. Nationwide Food Consumption Survey, Continuing Survey of Food Intakes by
Individuals. Report 85-1, Human Nutrition Information Service. Hyattsville, Md.: U.S. Department of Agriculture.
U. S. Department of Agriculture.1986. P.48 in Men 19-50 Years, 1 Day. Nationwide Food Consumption Survey,
Continuing Survey of Food Intakes by Individuals. Report 85-3, Human Nutrition Information Service. Hyattsville,
Md.: U. S. Department of Agriculture.
OCR for page 69
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
percent since 1984. Per capita candy con-
sumption has risen by 1 pound per year
since 1982, to a total of 20 pounds per year
in 1985 (Progressive Grocer, 1986fl.
Sales of other foods also reflect the con-
sumer's desire for smaller meals requiring
less preparation, but consumers may not
fully realize the quality of nutrition they
may be trading for convenience. In-store
bakeries ranked fourth in volume increases
in dollar sales in 1985, with a 12.6 percent
increase over 1984 figures (Supermarket
Business, 1986b). Like the service delica-
tessen, the in-store bakery provides ready-
to-eat products, convenience, and service.
The interest in premium products is strong
here, too: croissants have become a super-
market staple and account for $700 million
in sales a year (Progressive Grocer, 1986g).
Frozen prepared (precooked) foods fit the
consumer s preference for convenience, taste,
and healthfulness, but often at a premium
price. This category is the largest dollar
segment in the frozen food section, and it
is growing; sales increased by 8.3 percent
in 1985, to a total of over $3.6 billion
(Supermarket Business, 1986f). Frozen din-
ners had the largest increase in this cate-
gory 10.3 percent over 1984 figures gen-
erating more than $1.5 billion. Frozen pizza
was second up 4 percent, for a total ex-
ceeding $1 billion.
OPTIONS IN THE MARKETPLACE
A key focus of the committee's work is to
encourage the availability of animal products
in the marketplace that could make it easier
for consumers to comply with target levels
of specific nutrients in their diets. These
animal product options should be made
available for consumers who have been
advised to alter their diets by health profes-
sionals as well as for those who wish to
change their eating habits on their own. To
develop a sense of unmet needs, the com-
mittee surveyed products currently avail-
able. The committee sent written requests
69
for product information and nutritional com-
position to companies introducing new an-
imal products between October 1985 and
October 1986 that were lower in calories,
fat, cholesterol, or saturated fatty acids or
higher in calcium or iron. Between October
and December 1986, the committee con-
tacted 65 companies; 13 provided data on
their new products. This information is
presented in Tables (3 and (12. For many
animal products, new or modified versions
appear weekly that offer varying degrees of
reduced calories, fat, sodium, or cholesterol
at comparable prices.
The nutritional characteristics of both
traditional and modified animal products
are discussed in this section. Information is
included on how well the nutritional com-
position of individual products matches the
defined target levels of nutrients in the diet
as a whole. The traditional and modified
versions are compared in terms of differ-
ences in total caloric content; total fat,
cholesterol, saturated fatty acids, and so-
dium contents; and vitamin and mineral
composition. By comparing the nutritional
content of individual foods in the diet, more
flexibility can be gained in food selection
and preparation. At the end of this chapter,
these modified animal products are used in
example diets for adult men and women.
Milk and Milk Products
The dairy industry has been particularly
responsive to consumer health needs and
preferences. Table (2 gives the nutrient
composition of many traditional dairy prod-
ucts, as well as some of the modified versions
of these products. Milk and milk products
are the main sources of calcium in the food
supply and provide substantial amounts of
high-quality protein, zinc, riboflavin, mag-
nesium, and fortified vitamin D (Table ~1~.
However, milk and milk products are also
a major source of saturated fatty acids and
cholesterol, nutrients identified as detri-
mental to the health of certain segments of
OCR for page 70
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OCR for page 72
72
the population. In addition. milk and milk
~ . ,
1 . . 1 . .1 . ~ . . .1
products uniquely contribute lactose to the
diet, which some adults are unable to digest.
Table 4-3 provides information on some of
the most recently formulates] milk and milk
products, reduced in one or more of these
components, and compares them to their
traditional counterparts.
Traditional Versus Modifed Products
The change in the way fluic! milk is sold
today versus a few years ago provides a
classic example of a successful industry re-
sponse to changing consumer preferences.
In 1975, Tow-fat and skim milk constituted
66.8 pounds of per capita sales; by 1985,
this figure hac! risen to 98 pouncis (Table
2~201. Yogurt is another example of a grow-
ing variety of products developed to meet
consumer demand. Sales of yogurt in 1985
were nearly $1.6 billion, up more than 18
percent over the 1984 figure (Supermarket
Business, 1986g).
As shown in Table 4-2, all the reduced-
fat (modified) products offer more nutrients
per 100 grams and, if comparably priced,
offer more nutrients per dollar than do their
traditional counterparts. A comparison of
regular and low-fat fluid milks illustrates
this difference. A change from 3.7 percent
fat (whole) milk to 2 percent fat (Iow-fat)
milk (which may represent a more accept-
able alternative than skim milk for many
people) offers a number of significant nu-
tritional advantages: There is a 22 percent
decrease in caloric content; a 48 percent
decrease in both total fat and saturated fatty
acid contents; a decrease of 43 percent in
cholesterol content; increases in protein,
vitamin A, the B vitamins, and calcium; ant!
no significant change in all other minerals.
The most dramatic nutritional differences
are seen in a change from fluid whole milk
to skim milk. There is a 45 percent reduction
in calories and a 9S percent reduction in
both total fat ant! saturated fatty acid con-
tents; cholesterol content drops 86 percent;
the protein and vitamin A contents increase;
DESIGNING FOODS
and all other nutrients remain about the
same.
Mollified versions of mozzarella and ri-
cotta cheese are also available. A change
from whole-milk to part-skim-milk mozza-
relIa represents a 10 percent reduction in
calories and a 25 percent decrease in total
fat, saturated fatty acid, and cholesterol
contents. All the B vitamins, as well as
protein, iron, magnesium, phosphorus, vi-
tamin A, potassium, and zinc, increase about
25 percent. In addition, the calcium content
is increased around 25 percent in the part-
skim-milk mozzarella; the product supplies
646 mg of calcium per 100 grams of cheese.
Changing from whole-milk to part-skim-
milk ricotta has even more dramatic nutri-
tional benefits for individuals seeking Tow-
calorie and low-fat alternatives. The total
caloric content is reduced 21 percent, and
the total fat, saturated fatty acid, and cho-
lesterol contents are decreased about 40
percent each. In addition, the sodium con-
tent is reduced by nearly half. Calcium
content increases about 31 percent, with
part-skim-milk ricotta providing 272 mg of
calcium per 100 grams of cheese.
Ice cream is another dairy product for
which industry has provided several op-
tions. The nutritional composition of ice
creams with 16 or 10 percent fat and of ice
milk with 4 percent fat are presented in
Table 4-2. A change in ice cream from 16
percent fat to 10 percent fat results in a 14
percent decrease in calories, a 33 percent
decrease in both total fat and saturated fatty
acid contents, and a 21 percent decrease in
cholesterol. A change from ice cream with
16 percent fat to ice milk with 4 percent fat
represents much larger decreases in calories
(41 percent) and total fat, saturated fatty
acid, and cholesterol (73 to 76 percent each).
Trablitional Versus the Newest
Formulations
The dairy industry has responded to the
varied health needs of Americans and pro-
duced an array of new products to meet the
OCR for page 73
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
nutritional and health requirements of dif-
ferent groups. For example, during 1986,
at least 10 new milks appeared on the
market, including milk extra-fortified with
calcium (Vital 15', by the California Milk
Advisory Board, with 40 percent of the
Recommended Dietary Allowance f RDA]
per 8 ounces), promoted to meet the needs
of the postmenopausal woman, and low-
lactose/low-fat milk (LactAid~, with 70 per-
cent less lactose and 1 percent fat), aimed
at the adult segment of the population.
In 1985, a variety of nondairy, calcium-
fortified products were introduced, includ-
ing Tabs with Calcium by the Coca-Cola
Company and calcium-fortified baking flours
by Pillsbury and General Mills. During the
past 12 months, at least four new kinds of
sour cream have appeared, all with reduced
calorie or fat content or both, and at least
eight new types of ice cream or frozen dairy-
based desserts have been introduced that
are lower in fat and cholesterol than tradi-
tional versions.
Dozens of new cheeses have been mar-
keted with modified proportions of fat, cho-
lesterol, calcium, and sodium (see Tables
t2 and (34. In nearly every case, the
amount of fat and the cholesterol content
have been reduced. Many of the newest
products contain less sodium than their
traditional counterparts, but may also have
a lower calcium content. Nevertheless, the
vast majority of these products still get 50
percent or more of their calories from
fat. Many consumers assume that part skim
means low fat, which it does not. However,
these foods need not be eliminated from
the diet, just used sparingly; other food
selections lower in fat should be used more
frequently to compensate.
Fresh Beef
Beef is a nutrient-dense food especially
rich in protein, the B vitamins, iron, and
zinc. The nutrient composition of fresh,
cooked beef differs by cut and grade and,
to a lesser degree, by method of preparation,
73
since most fresh beef is cooked by broiling
and roasting (dry heat) or braising (moist
heat). The greatest variation occurs because
of differing amounts of external arid seam
fat left on or in the cut during its retail
preparation. In the home? the nutrient con-
tent of fresh beef depends directly on how
much of the external and seam fat the
consumer actually eats.
Most U.S. supermarkets carry the U.S.
Choice grade of beef, a large number sell
ungraded (No-Roll) beef, and a few carry
U.S. Prime (almost always as an alternative
gourmet item). A few supermarkets are
selling Prime, Choice, and ungraded beef
(largely Good/Select grade but actually a
composite of Good/Select, Standard, Com-
mercial, and Utility grades, plus Choice
grade carcasses that are fatter than yield
grade 3, plus occasional bullock and heifer-
ette carcasses). Nutrient composition data
for several cuts from each of three quality
grades are presented in Table (4, along
with data for ground beef of three fatness
levels.
The following discussion describes the
nutritional differences between cuts and
grades of beef and how consideration of both
factors can optimize selection of cuts to fit
dietary and palatability needs of consumers.
Options Between Grades
Chuck Blade. Even with a relatively fat
cut of beef, such as chuck blade, grades
differ substantially in the content of total fat
and saturated fatty acids. For example, a
cut of chuck blade from the Good/Select
grade, braised, would have 13 percent less
total fat and saturated fatty acids and 7
percent fewer calories than a cut of chuck
blade from the Choice grade, also braised.
The differences between the Prime and
Good/Select grades are even greater. Prime
is not universally available to the consumer
at the retail level but is a frequent option
in restaurants. The Good/Select grade is
19.5 percent lower in calories and has only
two-thirds the fat and saturated fatty acids.
OCR for page 87
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88
Mixtures
One of the largest increases from the
1977-1978 NFCS to the 1985 CSFII was in
the mixtures category: meat, fish, or poultry
combined with sauces, grains, or other com-
ponents of the diet. As discussed earlier in
this report, animal products are being used
more frequently as an ingredient in meals
rather than as a separate entree. Table
12 (pages 90-91) gives the nutritional com-
position of selected frozen entrees. In 1985,
frozen foods accounted for almost $14 billion
in supermarket sales (Progressive Grocer,
1986c). This category ranked among the
largest volume increases in dollar sales in
1985, rising 10.3 percent (Supermarket
Business, 1986b). Sales of diet dinners rose
3 percent in 1985, hitting a new high of
$232 million (Progressive Grocer, 1986a).
These products are aimed at meeting a
variety of consumer needs; not only are they
portion and calorie controlled, they are also
convenient and easy to prepare. For these
advantages, the consumer is often willing
to pay the higher price charged for this type
of product ant] to accept any tracle-offs in
nutritional quality. Although the calorie,
fat, and cholesterol contents of the entrees
listed in Table (12 are all well within the
target levels defined previously, the sodium
contents range from 1,700 to 5,200 mgl
1,000 calories, depending on the entree
chosen.
USING ANIMAL PRODUCT OPTIONS
TO MEET TARGET LEVELS OF
NUTRIENTS IN TlIE DIET
There are numerous modifier! versions of
traditional animal products in the market-
place that are readily available ant! compar-
atively priced. How these options can fit
into the diet to meet target levels of nu-
trients is the topic of this section. Example
menus for adult women, ages 23-50, and
for adult men, ages 51 and older, illustrate
the use of animal product options to replace
DESIGNING FOODS
traditional versions in the diet. These diets
were calculated with Michael lacobson's
Nutrition Wizard_ software (copyright ~
1986 by the Center for Science in the Public
Interest); nutrient data from USDA's Home
and Garden Bulletin Nutritive Value of
Foods (U.S. Department of Agriculture,
1985) and USDA's Agriculture Handbooks
Dairy and Egg Products (U. S. Department
of Agriculture, 1976), Poultry Products (U. S.
Department of Agriculture, 1979), Pork
Products (U. S. Department of Agriculture,
1983), and Beef Products (U. S. Department
of Agriculture, 1986~.
Adult Women, Ages 2~50
In this diet, lower fat, lower cholesterol
milk and milk products are substitutes! for
traditional high-fat versions. As shown in
Tables ~13 (pages 92-93) ant! (14 (page
93), low-fat (2 percent fat) milk was substi-
tuted for whole milk, low-fat yogurt for
whole-milk yogurt, ice milk for ice cream,
evaporates! skim milk for light cream, imi-
tation sour dressing for sour cream, and
imitation mayonnaise for mayonnaise.
Lower fat meats are also used in the
modified diet. Extra lean (5 percent fat)
ham is substituted for regular ham (11 per-
cent fat). A leaner cut of pork tenderloin
is used in place of a higher fat version,
Boston blacle.
To make the calorie content of both fliers
comparable, an additional 0.5 ounce of
breakfast cereal ant] an aciclitional slice each
of raisin bread and whole wheat toast was
added to the mollified cliet.
These substitutions result in decreases in
total fat (from 86 to 51 grams) anal the
percentage of calories from fat (from 38 to
23 percent). The percentage of calories from
saturated fatty acids is also reclucec] (from
17 to 10 percent), and the percentage of
calories from monounsaturated fatty acids
and polyunsaturated fatty acids is lowered
to within target levels. The cholesterol con-
tent is reduced to below the 300-mg target
OCR for page 89
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
level. The calcium and iron contents are
increased, and both exceed the RDA.
Adult Men, Ages 51 or Older
Lower fat, lower cholesterol animal prod-
ucts are substituted in the modified diet for
the adult male. As shown in Tables (15
(pages 9~95) and (16 (page 95), nonfat
yogurt was substituted for whole-milk yo-
gurt, reduced-calorie American cheese for
regular American cheese, evaporated skim
milk for light cream, and imitation whipped
topping for whipped cream topping. Leaner
ham and beef was used in the modified diet,
as well as a lower fat cooking method for
poultry. A lower fat dessert angel food
cake was substituted for a high-fat ver-
sion pound cake.
89
The serving of oatmeal was increased from
1 cup to 1.5 cups, and graham crackers
were added to the afternoon snack to bring
the calorie content of the modified diet
more in line with that of the traditional diet.
These changes resulted in decreases in
total fat (from 102 to 55 grams) and the
percentage of calories from fat (from 41 to
21 percent). The percentage of calories from
saturated, monounsaturated, and polyun-
saturated fatty acids were all lowered to
within target levels, and the cholesterol
content was reduced to below the 300-mg
target level. Calcium and iron levels ex-
ceeded the targets in both traditional and
modified diets for adult men.
These example diets demonstrate that it
is possible to meet the target levels of
nutrients using options currently available
in the marketplace.
OCR for page 90
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OCR for page 92
92
DESIGNING FOODS
TABLE 4-13 Application of Animal Product Options to Meet Target Levels of Nutrients
for Women, Ages 2~50
Eating
Occasion
Traditional
Modified
Breakfast Bran cereal Bran cereal
Whole milk (3.3% fat)* Low-fat milk (2% fat)*
Banana Banana
Raisin bread with butter Raisin bread with butter
Decaffeinated coffee with Decaffeinated coffee with evaporated
light cream* skim milk*
Lunch Sandwich with Sandwich with
Ham (11% fat)* Ham (5% fat, extra lean)*
Swiss cheese Swiss cheese
Tomato and mayonnaise* Tomato and imitation
mayonnaise*
Whole wheat toast Whole wheat toast
Fresh pear Fresh pear
Club soda Club soda
Snack Yogurt (whole milk)* Yogurt (low-fat milk)*
Bran muffin Bran muffin
Jam Jam
Dinner Pork, Boston, blade, Pork, tenderloin, roasted*
roasted*
Baked potato with skin and Baked potato with skin and imitation
sour cream* sour dressing*
Steamed asparagus Steamed asparagus
Cantaloupe with ice cream Cantaloupe with ice milk
(10% fat)* (4% fat)*
Decaffeinated coffee with Decaffeinated coffee with evaporated
light cream* skim milk*
Nutritional Composition
Nutrients and Selected Target Levels Traditional Modified
Calories, 1,600-2,400 kcal 2,033 2,013
Protein, g 82 100
Carbohydrate, g 255 320
Fat, g (' 30% kcal) 86 (38% kcal) 51 (23% kcal)
SFAa (' 10% kcal) 39 (17% kcal) 23 (10% kcal)
MFAb (c 15% kcal) 27 (12% kcal) 14 (6% kcal)
PUFAC (' 10% kcal) 13 (6% kcal) 7 (3% kcal)
Cholesterol, less than 300 mg 308 216
Fiber, g 30 36
Calcium, 800 mg (100% RDAd) 1,202 (150% RDA) 1,503 (188% RDA)
Iron, 18 mg (100% RDA) 15.4 (86% RDA) 19.5 (108% RDA)
Sodium, mg 2,384 2,693
NOTE: Animal product options are marked with an asterisk. This diet was calculated with Michael Jacobson's
Nutrition Wizard_ software (copyright @) 1986 by the Center for Science in the Public Interest).
a Saturated fatty acids.
bMonounsaturated fatty acids.
CPolyunsaturated fatty acids.
dRecommended dietary allowance.
OCR for page 93
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
TABLE 4-13 (Continuecl)
93
SOURCES: U.S. Department of Agriculture. 1976. Composition of Foods: Dairy and Egg Products. Agriculture
Handbook No. 8-1. Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1979. Comnosition of Foods: Poultry Products. A~ric~lt~re IIan`1h`~,k Nil. 8-.~.
~ ~ 1
Washington, D.C.: U.S. Government Printing Office.
O
U.S. Department of Agriculture. 19&1. Nutritive \7al~e of F<'od.s. Hone and Gardens Bulletin No. 79, Human
Nutrition Information Service. Washington, I).C.: U.S. Government Prilltil~g Office.
U.S. Department of Agriculture. 1983. Con~positiol~ of Foods: Pork Products. Agric~lt~rc FIaIldbook No. S-1().
Washington, D.C.: U.S. Government Printings Office.
U.S. Department of Agriculture. 1986. Composition of Foods: Beef Prods. Agric~lt~re Handbook No. S-13.
Washington, D.C.: U.S. Government Printing Office.
TABLE 4-14 Portion Changes in Traditional and Modified Diets for Women?
Ages 23-50
Eating
Occasion Traditional Portion Modified Portion
Breakfast Bran cereal 1 oz Brall cereal 1.5 oz
Whole milk (3.3% fat) 8 07. Low-fat milk (2% fat) 8 oz
Banana 1 Banana 1
Raisin bread with 1 slice Raisin bread with 2 slices
butter 1 pat flutter 1 pat
Decaffeinated coffee with 6 oz Decaffeinated coffee with 6 oz
light cream 1 tsp evaporated skim milk 1 tsp
Lunch Sandwich with Sandwich with
Ham (11% fat) 1.75 o% Ham (5% fat) 1.75 oz
Swiss cheese 1 oz Swiss cheese 1 oz
Tomato 1/2 Tomato 1/2
Mayonnaise 1 tbsp Imitation ma~vonnaise 1 tbsp
Whole wheat toast 1 slice Whole wheat toast 2 slices
Fresh pear 1 Fresh pear 1
Club soda 12 oz Club soda 12 oz
Snack Yogurt (whole milk) 8 oz Yogurt (low-fat milk) 8 oz
Bran muffin 1 Bran muffin 1
Jam 1 tbsp Jam 1 tbsp
Dinner Pork, Boston, blade 3 oz Pork, tenderloin 3 on
Baked potato with skin and 1 Baked potato with skin and 1
sour cream 2 tbsp imitation sour dressing 2 tbsp
Steamed asparagus 4 spears Steamed asparagus 4 spears
Cantaloupe with 1/2 Cantaloupe with 1/2
ice cream (10% fat) 1/2 cup ice milk (4% fat) 1/2 cup
Decaffeinated coffee with 6 oz Decaffeinated coffee with 6 oz
light cream 1 tsp evaporated skim milk 1 tsp
NOTE: This diet was calculated with Michael Jacobson's Nutrition Wizard_ software (copyright ~ 1986 by the
Center for Science in the Public Interest).
SOURCES: U. S. Department of Agriculture. 1976. Composition of Foods: Dairv and Egg Products. Agriculture
~O
Handbook No. 8-1. Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1979. Composition of Foods: Poultry Products. Agriculture Handbook No. 8-5.
Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1981. Nutritive Value of Foods. Home and Garden Bulletin No. 72, Human
Nutrition Information Service. Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1983. Composition of Foods: Pork Products. Agriculture Handbook No. 8-10.
W:~chin~stc~n n ~ IT ~ (~.ov`~rnm~nt Printing Affirm
·-,0
O ~ . , .
U.S. Department of Agriculture. 1986. Composition of Foods: Beef Products. Agriculture Handbook No. 8-13.
Washington, D.C.: U.S. Government Printing Office.
OCR for page 94
94
DESIGNING FOODS
TABLE 4-15 Application of Animal Product Options to Meet Target Levels of Nutrients
for Men, Ages 51 and Older
Eating
Occasion
Traditional
Modified
Breakfast
Lunch
Snack
Dinner
2,216
130
204
102 (41% kcal)
41 (17% kcal)
36 (15% kcal)
13 (5% kcal)
418
20
Calcium, 800 mg (100% RDAd)
Iron, 10 mg (100% RDA)
Sodium, mg
NOTE: Animal product options are marked with an asterisk. This diet was calculated with Michael Jacobson's
Nutrition Wizard_ software (copyright @) 1986 by the Center for Science in the Public Interest).
aSaturated fatty acids.
bMonounsaturated fatty acids.
CPolyunsaturated fatty acids.
Recommended dietary allowance.
SOURCES: U. S. Department of Agriculture. 1976. Composition of Foods: Dairy and Egg Products. Agriculture
Handbook No. 8-1. Washington, D.C.: U.S. Government Printing Office.
Oatmeal
Grapefruit juice
Cured ham (11% fat)*
Decaffeinated coffee with
light cream*
Chicken leg, batter-fried*
Baking powder biscuits with
butter
Sliced tomatoes
Fresh peach
Club soda
Yogurt (whole milk)*
Fresh strawberries
Beef, chuck, blade (Choice)*
Macaroni
American cheese*
Steamed broccoli
Pound cake* with whipped
cream topping*
Decaffeinated coffee with
light cream*
Oatmeal
Grapefruit juice
Cured ham (5% fat)*
Decaffeinated coffee with evaporated
skim milk*
Chicken breast, roasted*
Baking powder biscuits with
butter
Sliced tomatoes
Fresh peach
Club soda
Yogurt (nonfat milk)*
Fresh strawberries
Graham crackers
Beef, chuck, arm (Good/Select)*
Macaroni
American cheese (reduced calorie)*
Steamed broccoli
Angel food cake* with imitation
whipped topping*
Decaffeinated coffee with evaporated
skim milk*
Nutritional Composition
Nutrients and Selected Target Levels
Calories, 2,000-2,800 kcal
Protein, g
Carbohydrate, g
Fat, g (s30% kcal)
SFAa ('10% kcal)
MFAb ('15% kcal)
PUFAC ('10% kcal)
Cholesterol, '300 mg
Fiber, g
Traditional
Modified
2,316
162
306
55 (21% kcal)
17.5 (7% kcal)
18 (7% kcal)
9 (3% kcal)
269
24
1,314 (164% RDA)
18.5 (185% RDA)
3,681
1,952 (244% RDA)
21 (210% RDA)
3,379
OCR for page 95
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
TABLE 4-15 (Continued)
95
U. S. Department of Agriculture. 1979. Composition of Foods: Poultry Products. Agriculture Handbook No. 8-5.
Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1981. Nutritive Value of Foods. Home and Garden Bulletin No. 72, Human
Nutrition Information Service. Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1983. Composition of Foods Pork Products. Agriculture Handbook No. 8-10.
Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1986. Composition of Foods: Beef Products. Agriculture Handbook No. 8-13.
Washington, D.C. U.S. Government Printing Office.
TABLE 4-16 Portion Changes in Traditional and Modified Diets for Men, Ages 51 and
Older
Eating
Occasion Traditional Portion Modified Portion
Breakfast Oatmeal 1 cup Oatmeal 1~/~ cups
Grapefruit juice 8 oz Grapefruit juice 8 o%
Cured ham (Lloyd fat) 3.5 oz Cured ham (5% fat) 3.5 oz
Decaffeinated coffee with 6 oz Decaffeinated coffee with 6 oz
light cream 1 tbsp evaporated skim milk 1 tbsp
Lunch Chicken leg, batter-fried 3.5 oz Chicken breast, roasted 3.5 oz
Baking powder biscuits with 2 Baking powder biscuits with 2
butter 1 pat butter 1 pat
Sliced tomatoes 1 Sliced tomatoes 1
Fresh peach 1 Fresh peach 1
Club soda 12 oz Club soda 12 oz
Snack Yogurt (whole milk) 8 oz Yogurt (nonfat milk) 8 oz
Fresh strawberries 1 cup Fresh strawberries 1 cup
Graham crackers 2 squares
Dinner Beef, chuck, blade (Choice) 3.5 oz Beef, chuck, arm (Good/Select) 3.5 oz
Macaroni 1 cup Macaroni 1 cup
American cheese 2 oz American cheese (reduced calorie) 2 oz
Steamed broccoli 2 spears Steamed broccoli 2 spears
Pound cake with 1 slice Angel food cake with 1 slice
whipped cream topping 2 tbsp imitation whipped topping 1 tbsp
Decaffeinated coffee with 6 oz Decaffeinated coffee with 6 oz
light cream 2 tbsp evaporated skim milk 2 tbsp
NOTE: This diet was calculated with Michael Jacobson's Nutrition Wizard_ software (copyright ~ 1986 by the
Center for Science in the Public Interest).
SOURCES: U.S. Department of Agriculture. 1976. Composition of Foods: Dairy and Egg Products. Agriculture
Handbook No. 8-1. Washington, D.C.: U.S. Government Printing Office.
U. S. Department of Agriculture. 1979. Composition of Foods Poultry Products. Agriculture Handbook No. 8-5.
Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1981. Nutritive Value of Foods. Home and Garden Bulletin No. 72, Human
Nutrition Information Service. Washington, D.C.: U.S. Government Printing Office.
U.S. Department of Agriculture. 1983. Composition of Foods: Pork Products. Agriculture Handbook No. 8-10.
Washington, D.C. U.S. Government Printing Office.
U.S. Department of Agriculture. 1986. Composition of Foods: Beef Products. Agriculture Handbook No. 8-13.
Washington, D.C.: U.S. Government Printing Office.
OCR for page 96
96
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OCR for page 97
CONSUMER CONCERNS AND ANIMAL PRODUCT OPTIONS
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Representative terms from entire chapter:
fat content
