The document provides information from the Canadian Sugar Institute about the Canadian sugar industry and sugar consumption in Canada. It discusses sugar production, threats to sugar consumption like obesity concerns and substitute sweeteners, consumer attitudes toward sugar, and the institute's strategy and tactics to advocate for the sugar industry and educate consumers. The strategy includes establishing credibility, partnering with others, conducting research, influencing government policies, and communicating with opinion leaders, media, and the food industry.

1. Canadian Sugar Institute
Canadian Sugar Institute
WSRO Member Briefing
June 2009
Canadian Sugar Institute

2. About the Canadian Sugar Industry
Cane sugar refining
Sugar beet processing
Blending and packaging
Bl di d k i
Canadian Sugar Institute

3. Canadian Sugar Production/Consumption
Metric Tonnes 1,600
Thousands
1,400
,
1,200
Domestic Disappearance
1,000
1 000
800
600
400
200
0
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
198
198
198
198
198
198
198
199
199
199
199
199
199
199
199
199
199
200
200
200
200
200
200
200
200
200
Canadian Sugar Institute

4. Canadian Sugar Production/Consumption
Metric Tonnes 1,600
Thousands
1,400
,
Domestic Disappearance
D i Di
1,200
Adjusted for Trade with US
1,000
1 000 in Sugar‐Containing
i S C t i i
Products
800
600
400
200
0
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
198
198
198
198
198
198
198
199
199
199
199
199
199
199
199
199
199
200
200
200
200
200
200
200
200
200
Canadian Sugar Institute

5. Threats to Consumption
• International Trade ... Another presentation
p
• Consumer Opinion – Tracking Study
• Obesity global and national pressures
Obesity – global and national pressures
• Substitute sweeteners
• Government policy – food guides, school
Government policy food guides school
policies, restricted sale and promotion of
“unhealthy” foods (sugar, fat, salt)
unhealthy foods (sugar, fat, salt)
• Food labelling and advertising – negative sugar
claims
Canadian Sugar Institute

6. Classification of Eating Patterns
60
Somewhat concerned
about my weight but
b i h b
50 not on weight reducing
diet
Watch what I eat for
40
nutritional reasons but
not concerned about
my weight
30
Eat whatever I want
Eat whatever I want
and enjoy
20
On a diet and trying to
O di t d t i t
10
lose weight
0
Canadian Sugar Institute

7. Importance of limiting food ingredients
5.5
5
Fat
Salt
4.5
Sugar
4 Sugar substitutes
Carbohydrates
3.5
3
1985 1987 1989 1991 1994 1996 1998 2000 2002 2004 2006 2007
Q.
Q …For each one, I would like you to tell me how important you feel it is to limit the amount of that ingredient that
f f
you eat in order to maintain health…What number would you say indicates how important or unimportant it is for
good health to limit…? (6 = very important to limit; 1 = not at all important)
Canadian Sugar Institute

8. Fat versus sugar
5.5
1996 /98 Low
carbohydrate
Diets (The
( Fat
5 1985 – 1996 Low fat focus in Zone, Sugar
dietary Busters)
guidelines, diets, media, low
4.5 fat products
Sugar
4
3.5
3
1985 1987 1989 1991 1994 1996 1998 2000 2002 2004 2006 2007
Q.
Q …For each one, I would like you to tell me how important you feel it is to limit the amount of that ingredient that
f f
you eat in order to maintain health…What number would you say indicates how important or unimportant it is for
good health to limit…? (6 = very important to limit; 1 = not at all important)
Canadian Sugar Institute

9. Overall attitudes to sugar
60
50 Not good for
you but no harm
in moderation
40
Good in
30 moderation
20
Bad for you and
should avoid
should avoid
10
0
Canadian Sugar Institute

10. Obesity, calories and weight
80
Canadians eat too much
70 sugar
60
Sugar provides empty
calories
50
40 Too much sugar can
cause diabetes
30
Sugar causes obesity
20
10
I am concerned about
0 sugar causing my
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 children to put on too
children to put on too
much weight
Canadian Sugar Institute

11. Sugar, fat, calories and labelling
45
40
Foods labelled ‘no added
35 sugar’ are better for you
30
25 It’s more important to
look for labels about fat
20 than labels about sugar
g
15
Sugar has half the
10
calories of fat
calories of fat
5
0
1987
7
1988
8
1989
9
1990
0
1991
1
1992
2
1993
3
1994
4
1995
5
1996
6
1997
7
1998
8
1999
9
2000
0
2001
1
2002
2
2003
3
2004
4
2005
5
2006
6
2007
7
Canadian Sugar Institute

12. Sugar knowledge
60
50
Sugar is an natural
product
40
30 Sugar is a
carbohydrate
20
Sugar is a good
10
source of energy
0
Canadian Sugar Institute

13. Canadian Sugar Institute Strategy
MISSION
Advocate for a healthy sugar industry
Advocate for a healthy sugar industry
International Trade
Advocacy Nutrition Advocacy and Communications
Influence Government and other
Inform and Educate Consumers
Stakeholders
Informed Opinion
Proactive Advocacy
Leaders
Canadian Sugar Institute

14. Nutrition Communications Objectives
Government Opinion Leaders and Media
Opinion Leaders and Media
• Limited use and strict criteria • Target widely held myths
to control use of negative about sugar as education
sugar claims goals and position in the
goals and position in the
context of healthy eating and
• Federal and provincial general health/ lifestyle
g
guidelines and materials do issues
not advocate reduced sugar • Develop target group specific
consumption messages that are
• Federal guidelines permit use
Federal guidelines permit use positive, unbranded and
positive unbranded and
of "natural” to promote reinforce moderation
sugar • Develop target group specific
programs and materials
programs and materials
Canadian Sugar Institute

15. Nutrition Communications Strategy
#1 CREDIBILITY
Position and increase awareness of CSI as a credible
information leader on sugar and health.
information leader on sugar and health.
• Staff credentials
• Scientific Information
Scientific Information
• Sugar in context of all “sugars” and carbohydrate
• Academic Advisors
Academic Advisors
Canadian Sugar Institute

16. Nutrition Communications Strategy
• Position and increase awareness of CSI as a
credible information leader on sugar and health
• Maximize use of partnerships and build
Maximize use of partnerships and build
strategic alliances
• Maximize use of third party support and
Maximize use of third party support and
spokespersons
Canadian Sugar Institute

17. Key Tactics
• Scientific Advisory Committee
• Professional memberships and committees
p
• Research projects
• Students
• Website, email broadcast, button ads
bi il b d b d
• Conferences
• Publications mass mailings
Publications mass mailings
• Media monitoring and outreach
• Food industry liaison and collaboration
• Monitor and influence government policy/regulations:
– guidelines, claims, labelling
– collaborate with scientific advisors opinion leaders
collaborate with scientific advisors, opinion leaders
Canadian Sugar Institute

18. Key Tactics
• Scientific Advisory Committee
• Professional memberships and committees
f l b h d
• Research projects
– Sugar consumption – Statistics Canada
– Sugar cubes and hypoglycemia treatment
g yp g y
– In‐depth analysis of Sugar Tracking Study
• Students
Canadian Sugar Institute

19. Website, button ads for professionals
Canadian Sugar Institute

20. Email broadcast
Canadian Sugar Institute

21. Conferences/sponsorship
Canadian Sugar Institute

22. Publications/mass mailings
Canadian Sugar Institute

23. Key Tactics
• Media monitoring and outreach
• Food industry liaison and collaboration
d d l d ll b
• Monitor and influence government policy/
regulations:
– guidelines, claims, labelling
– collaborate with scientific advisors, opinion leaders
Canadian Sugar Institute

24. Monitor and influence government policy
2003: New Criteria for the Nutrient Content Claim "No Added Sugars“
1. the food contains no added sugars and no ingredients containing added sugars or
On January 1 2003 Healthcontain sugars that functionally substitute for added sugars;
ingredients that contain sugars that functionally substitute for added sugars;
ingredients that Canada published amendments to the Food and Drug Regulations regarding nutrition
On January 1, 2003, Health Canada published amendments to the Food and Drug Regulations regarding nutrition
labelling, nutrient content claims and diet‐related health claims. Manufacturers, importers and other responsible
2. parties had until December 12, 2005 (or for small manufacturers until December 12, 2007) to comply with the new
the sugars content is not increased through some other means except if the
regulations. The Food and Drugs Act and Regulations apply to all foods sold in Canada, as well as to food advertising.
functional effect is not to increase the sugars content of the food; and
The amended regulations include specific compositional and labelling criteria for a restricted list of permitted
nutrient content and health claims, including the “no added sugars” claim.
3. The the similar criteria a food must meet in order addedthe "no added sugars" claim are:
the similar reference food contains added sugars.
compositional reference food contains to carry sugars.
The compositional criteria a food must meet in order to carry the no added sugars claim are:
1) the food contains no added sugars1 and no ingredients containing added sugars or ingredients that contain sugars
As stated in the Regulatory Impact Analysis Statement that accompanied the
that functionally substitute for added sugars2;
amendments to the Food and Drug Regulations published in January 2003 in Canada
2) the sugars content is not increased through some other means except if the functional effect is not to increase the
sugars content of the food; and
Gazette Part II, one objective of the amendments is to ensure that nutrient content
) g
3) the similar reference food contains added sugars.
claims are not deceptive. The “no added sugar” claim was frequently identified by
As stated in the Regulatory Impact Analysis Statement that accompanied the amendments to the Food and Drug
consumers as deceptive prior to these amendments. The purpose of this claim is not to
Regulations published in January 2003 in Canada Gazette Part II, one objective of the amendments is to ensure that
distinguish between “natural” and “refined” sugars since, from a nutritional point of
nutrient content claims are not deceptive. The “no added sugar” claim was frequently identified by consumers as
deceptive prior to these amendments. The purpose of this claim is not to distinguish between “natural” and
view, sugars include allnutritionaland disaccharidesinclude all mono and disaccharides whether
view, “sugars” include all mono and disaccharides whether or not they have been or not
refined sugars since from a mono point of view sugars whether or not they have been
“refined” sugars since, from a nutritional point of view, “sugars” include all mono and disaccharides whether or not
they have been extracted from cane or provided by fruit juices. The regulation is specifically worded to address cases
extracted from cane or provided by fruit juices. The regulation is specifically worded to
such as those where cane sugar is replaced by concentrated fruit juice. This claim is of particular interest to people
with diabetes who have to monitor sugar intake. A deceptive claim could have health implications.
address cases such as those where cane sugar is replaced by concentrated fruit juice.
This claim is of particular interest to people with diabetes who have to monitor sugar
intake. A deceptive claim could have health implications.
i k Ad i l i ld h h l h i li i
Canadian Sugar Institute

25. Monitor and influence government policy
Sugar Claims Pre - 2005 2005 onwards
sugar-free < 0.25% available carbohydrate < 0.5 g sugars per reference amount
free of energy free of energy
(< 1cal/100 g). (< 5 cal per reference amount).
reduced in sugar > 25% less sugars and > 25% less sugars and
> 5 g less sugars/serving > 5 g less sugars/reference amount.
no increase in energy.
no added sugar no added sucrose, but may contain
sucrose no added sugars, no ingredients
sugars
other sugars (honey, molasses, fruit containing added sugars or ingredients
juice, fructose, glucose). If other sugars, that contain sugars that substitute for
must state “sweetened with...” added sugars.
unsweetened Contains no added sucrose or other Meets requirements for “no added sugar”
sugars. and contains no sweeteners.
d t i t
light < 2 g sugars/serving; < 10% sugars on a Not permitted
low in sugar dry basis.
low carbohydrate < 2 g available carbohydrate/serving; < Not permitted
10% available carbohydrate.
carbohydrate
carbohydrate-reduced Only for foods for special dietary use; < Not permitted
50% available carbohydrate normally in
that food when not carbohydrate-
reduced. No increase in energy.
source of complex > 10 g starch/serving. Not permitted
carbohydrate
Canadian Sugar Institute

26. Discretionary Fortification CANADA
Review of Canadian policy started in 1998 …
2002 Consultation ‐ Options
• Excludes foods containing defined amount of nutrients or substances
with known risk to health. i.e. excludes foods containing >2 g
saturated and trans fat; sodium >480 mg; alcohol>0.5%
• Excludes foods that are not consistent with healthy eating
recommendations (excludes sugary foods such as candies and
cookie). i.e. excludes foods above and those with <10%
cookie) i e excludes foods above and those with <10%
recommended nutrient intake for at least one nutrient
• Excludes certain standardized staple foods. i.e.
flours, breads, pastas, rice, milk, margarine, and may stand alone or
, ,p , , , g , y
applied in combination with the above two options
• Excludes water and zero calorie beverages and may be applied in
combination with all above options
Canadian Sugar Institute

27. Discretionary Fortification CANADA
Proposed new policy 2005
Certain standardized and staple foods which are pervasive in the food supply
would be excluded from regulated discretionary fortification to guard against
ld b l d df l d di i f ifi i d i
excessive nutrient intakes. Examples include
flour, bread, pasta, rice, milk, butter, sugar, and salt. (Note, some of the foods
are already fortified under specific regulatory requirements.) Fresh fruits and
are already fortified under specific regulatory requirements ) Fresh fruits and
vegetables, eggs, nuts, fresh meat, fish, and poultry, would also be excluded
from regulated discretionary fortification because these foods already are
good sources of one or more nutrients naturally occurring. Research also
shows that consumers want a choice of unfortified foods, including those that
are already healthy.
Canadian Sugar Institute

28. Protecting What We’ve Earned ‐ NATURAL
Canadian Sugar Institute

29. How do we measure success?
• Information service monitoring/measurement
• Government policy – moderate through
Government policy moderate through
collaboration/education/crisis prevention
• Labelling claims – fewer negative claims and more
restrictions on claims
l
• Media requests/interviews
• H lth
Health professional and voluntary organization
f i l d l t i ti
policies and programs neutral (or less negative) to
g
sugar
• CSI consulted more frequently as the information
leader on sugar and health
Canadian Sugar Institute

30. How do we measure success?
• Information service monitoring/measurement
• Government policy – moderate through
Government policy moderate through
collaboration/education/crisis prevention
• Labelling claims – fewer negative claims and more
restrictions on claims
l
• Media requests/interviews
• H lth
Health professional and voluntary organization
f i l d l t i ti
policies and programs neutral (or less negative) to
g
sugar
• CSI consulted more frequently as the information
leader on sugar and health
Canadian Sugar Institute