Owning our influence: Global data on dietitians and consumer trust

Introduction: As experts in the translation of nutrition science into consumer language, dietitians are all too familiar with the many sources of information their patients and clients turn to. But how trusted are credentialled experts and how much influence do they have on consumer decision making? Eat Well Global set out to determine just that in the recent survey: The Consumer Voice: Global Insights on Food, Nutrition, Trust and Influence. Methods: In late 2020, more than 8,000 consumers in 13 countries were surveyed to better understand the relationship between consumers in various countries and their access to information about nutrition and healthy eating, including which sources they find to be the most credible and influential. The survey also studied current perceptions of foods, specifically as they relate to sustainability. Results: Although there is no such thing as a 'global consumer' the survey findings illustrated that nutrition experts, such as dietitians and nutritionists, play a critical role for consumers around the world. They are the most trusted and frequently consulted health professionals for information on nutrition and healthy eating. Dietitians and nutritionists have the highest impact on food purchasing decisions, with 77% of participants declaring that their advice impacts which foods to buy. General practitioners and medical specialists were also rated as highly credible, with their level of influence varying according to health or nutrition topics. Conclusion: With a rise in interest and concern with nutrition and health, especially resulting from the global COVID-19 pandemic, consumers are increasingly seeking trusted sources of information. This evidence can be used by the public and private sectors to illustrate the importance of investing in dietitians to drive positive consumer behavior in health and nutrition.