News Corp Australia’s taste.com.au has released the findings from Recipe For Health, a multi-disciplinary landmark study exploring the relationship Australians have with food and health, and announced a content pledge to support Australians eating more healthily.
Commissioned by News Corp Australia and conducted by market research agency Direction First, the study examines what healthy eating means to Australians today and the impact eating habits are having on consumers’ health.
News Corp Australia’s director of lifestyle Fiona Nilsson said: “We have never needed more help with healthy eating. Fundamentally consumers are not meeting the nutritional requirements on a day-to-day basis, and Australians are confused about what we should be eating and what a healthy diet looks like.
“As a result, obesity and associated chronic illnesses are on the rise. The consumer need for education and help around healthy eating has never been as important as it is today.
“Hence why we have undertaken this crucial new study, it was designed to not only help us ascertain what’s important to our audiences and content, but also to help our commercial partners create solutions for, and to connect with consumers.”
• When it comes to defining healthy eating, it is considered a top priority by most Australians, however, there is a lack of understanding of how it can be achieved on a day-to-day level.
• Perception vs. Reality – With respondents overestimating the health of their diet by almost a third, there is a clear disconnect between what consumers think encapsulates healthy eating versus what a nutritionist views as healthy. Consumer awareness and behaviour is not aligned with the science of healthy eating.
• What’s stopping us? – The study identifies the psychological biases that exist deep within a consumer’s psyche as well as the practical barriers preventing them from eating healthily.
• Behavioural science is the key to understanding how to overcome the barriers and drive lifetime habits. The study reveals the formula to drive behavioural change – and how brands can employ this to help their consumers. Fundamental basics were identified to put consumers on the road to healthy eating, including 78% of respondents stating that the first step in getting healthy is cooking at home.
• The impact of media. Media is a catalyst for trial and influencing change amongst consumers and the study looks at the media consumers turn to. Ultimately trust is the key in helping people navigate through the health media landscape and furthermore consumers are calling for a more positive and supportive healthy eating narrative.
Taste.com.au editor-in-chief Brodee Myers said: “Healthy eating is one of the biggest trends we’ve seen over the last few years, however despite unprecedented interest and engagement in healthy content, the results of this study provide a reality check on Australians’ eating habits.
“It’s time to get real about healthy eating. We have a strong and genuine intent to help Australians achieve the healthy change they want to make and to demonstrate the depth of our commitment taste.com.au is making a pledge.
“In supporting the health of all Australians, taste.com.au is pledging today that no less than 50% of all content created by taste.com.au will fit within the Eat Real paradigm of real healthy eating for real people.
“We are passionate about seeing healthy eating embraced and want to get there without banning foods or compromising the joy of food. We feel confident that we will achieve this.”
Taste.com.au’s Eat Real launched in early 2018, designed to bust food myths, change perceptions, and prove once and for all, that healthy eating can be easy, low budget and your family’s favourite dinner. One year on and Eat Real has exceeded all expectations. It’s now an entire ecosystem that includes its own podcast, range of cookbooks and a dedicated taste.tv series. It is also driving traffic of 10 million page views a month.
News Corp Australia is presenting taste.com.au’s Recipe For Health research to market in February and March. For more information on the study, advertisers can contact their News Corp Australia account manager.