Marketing the Mediterranean Diet: Some Comments on Issues and Opportunities

"The Mediterranean Diet" is a commonly used term in the U.S. denoting healthful eating and a healthy lifestyle. It appears to be inspired by the traditional diets of two Mediterranean countries based on post-World War II studies conducted in Naples, Italy and Crete. Popularization of the Mediterranean diet is associated with increased demand for red wine and olive oil in the United States. As noted in the American Heart Association (AHA) website, there is no one "Mediterranean" diet. The Mediterranean diet, as typically presented, appears to be inspired by traditional diets in Southern Italy, Greece, and Spain. The AHA outlines the common characteristics of the Mediterranean dietary pattern. At least two non-profit organizations promote their version of a Mediterranean diet pyramid, and hundreds of books present their version of the Mediterranean diet. There appears to be an outstanding opportunity for a well-funded and motivated organization to effectively market a Mediterranean diet plan, based on accepted marketing models. Research on market segments, product definition and product positioning will be required. Questions to be considered relate to the effectiveness of diet pyramids, diet benefits sought by various consumer segments, and the medical and health benefits of individual food products as documented by medical and nutrition research. Examples of the health and nutrition research and promotion programs for four California commodity groups provide information on an alternative approach to presenting information on diet and health.Food Consumption/Nutrition/Food Safety,

Food consumption and civil society: Mediterranean diet as a sustainable resource for the Mediterranean area

Objective: To define the Mediterranean diet model inside a Mediterranean social and cultural food framework and from the perspective of a local model of consumption. Design: Reflexion and review of literature available in relation to the Mediterranean diet, locality and proximity. Setting and subjects: Mediterranean region and its populations. Results: The Mediterranean local food system under the term Mediterranean diet encourages local production and local consumption. From this perspective, this model takes part of every local Mediterranean lifestyles and encourages sustainability. Conclusions: From a local Mediterranean point of view and as a proximity model of consumption, Mediterranean food and diet can be a sustainable resource for the Mediterranean area

Definitions and potential health benefits of the Mediterranean diet: views from experts around the world

The Mediterranean diet has been linked to a number of health benefits, including reduced mortality risk and lower incidence of cardiovascular disease. Definitions of the Mediterranean diet vary across some settings, and scores are increasingly being employed to define Mediterranean diet adherence in epidemiological studies. Some components of the Mediterranean diet overlap with other healthy dietary patterns, whereas other aspects are unique to the Mediterranean diet. In this forum article, we asked clinicians and researchers with an interest in the effect of diet on health to describe what constitutes a Mediterranean diet in different geographical settings, and how we can study the health benefits of this dietary pattern

Fighting Frailty with the Mediterranean Diet

It’s appropriate for each of us to examine our eating habits, not just our nutrition intake. The various aspects of the Mediterranean Diet hold potential benefits beyond the important feature of helping to reduce frailty

Healthy lifestyles and body mass index as correlates of body image in primary schoolchildren

Background: Body image is a representation of the self that develops from an early age. Such representations are likely to be associated with lifestyle choices.Objective: The purpose of this study was to explore the relationships between health behaviours (i.e., physical activity, screen time and adherence to the Mediterranean diet), body mass index (BMI) and body image dissatisfaction among primary schoolchildren.Methods: A total of 782 pupils (age 7.92 ± 1.36 years), 405 boys (age 8.01 ± 1.38 years) and 377 girls (age 7.95 ± 1.33 years) from the Southeast region of Portugal, answered a survey containing the Mediterranean Diet Quality Index (KIDMED) to measure eating patterns and gender congruent Figure Rating Scales to measure body image dissatisfaction. Children also had their weight and height measured to calculate BMI. Based on the Krece Plus quick test, parents reported on children's physical activity and screen time.Results: Girls reported being less active, t(619) = 2.29, p = .022, d = 0.19; adhering more to the Mediterranean diet, t(775) = -3.92, p < .001, d = -0.29; and having higher body image dissatisfaction than boys, t(773) = -2.53, p = .012, d = -0.19. There was a significant association between BMI and body image dissatisfaction, χ2(4) = 79.34, p < .001. Moreover, 22.5% of the children with normal BMI perceived being overweight/obese. Gender (β = 0.085, p = .036) and BMI (β = 0.40, p < .001), but not lifestyle variables, predicted body image dissatisfaction (R2 = .173).Conclusions: Physical activity, screen time, and adherence to a Mediterranean diet were not associated with body image dissatisfaction. However, BMI was positively associated with body image dissatisfaction. Children are not accurate in estimating their body size which can lead to body image dissatisfaction and attempts to control body weight

Metabolic and vascular effect of the mediterranean diet

Several studies indicated how dietary patterns that were obtained from nutritional cluster analysis can predict disease risk or mortality. Low-grade chronic inflammation represents a background pathogenetic mechanism linking metabolic risk factors to increased risk of chronic degenerative diseases. A Mediterranean diet (MeDi) style has been reported as associated with a lower degree of inflammation biomarkers and with a protective role on cardiovascular and cerebrovascular events. There is heterogeneity in defining the MedDiet, and it can, owing to its complexity, be considered as an exposome with thousands of nutrients and phytochemicals. Recently, it has been reported a novel positive association between baseline plasma ceramide concentrations and cardiovascular events and how adherence to a Mediterranean Diet-style may influence the potential negative relationship between elevated plasma ceramide concentrations and cardiovascular diseases (CVD). Several randomized controlled trials (RCTs) showed the positive effects of the MeDi diet style on several cardiovascular risk factors, such as body mass index, waist circumference, blood lipids, blood pressure, inflammatory markers and adhesion molecules, and diabetes and how these advantages of the MeDi are maintained in comparison of a low-fat diet. Some studies reported a positive effect of adherence to a Mediterranean Diet and heart failure incidence, whereas some recent studies, such as the PREDIMED study, showed that the incidence of major cardiovascular events was lower among those assigned to MeDi supplemented with extra-virgin olive oil or nuts than among those assigned to a reduced-fat diet. New studies are needed to better understand the molecular mechanisms, whereby the MedDiet may exercise its effects. Here, we present recent advances in understanding the molecular basis of MedDiet effects, mainly focusing on cardiovascular diseases, but also discussing other related diseases. We review MedDiet composition and assessment as well as the latest advances in the genomic, epigenomic (DNA methylation, histone modifications, microRNAs, and other emerging regulators), transcriptomic (selected genes and whole transcriptome), and metabolomic and metagenomic aspects of the MedDiet effects (as a whole and for its most typical food components). We also present a review of the clinical effects of this dietary style underlying the biochemical and molecular effects of the Mediterranean diet. Our purpose is to review the main features of the Mediterranean diet in particular its benefits on human health, underling the anti-inflammatory, anti-oxidant and anti-atherosclerotic effects to which new knowledge about epigenetic and gut-microbiota relationship is recently added

Extra virgin olive oil use is associated with improved post-prandial blood glucose and LDL cholesterol in healthy subjects

Extra virgin olive oil (EVOO) is a key component of the Mediterranean diet and seems to account for the protective effect against cardiovascular disease. However, the underlying mechanism is still elusive

Adherence to the Mediterranean diet among employees in South West England: formative research to inform a web-based, work-place nutrition intervention

Objective: The aim of this study is to assess internet usage patterns and adherence to the Mediterranean diet among employees in South West England, UK and their differences by personal characteristics. Method: A cross-sectional survey was conducted in 2014 among 590 adults (428 women, 162 men, mean age 43.8 years), employees of four work-place settings. Mediterranean diet adherence was assessed using a validated food frequency questionnaire. Adherence differences were assessed by gender, marital status, education, number of children and food shopping and preparation responsibility. Results: On average, participants reported moderate adherence to the Mediterranean diet. Higher adherence was reported for alcohol, vegetables, cereals and fruit. Few participants achieved high adherence to the Mediterranean diet recommendations for legumes (5.3%), fish (3.2%), dairy products (4.8%), red meat (11.9%), poultry (11.1%) and olive oil (18.2%). A higher Mediterranean diet score was reported among participants who were married/cohabiting, those with higher education attainment and shared responsibility for food preparation. Conclusion: Improvement in the consumption of several Mediterranean diet components is needed to increase adherence in this sample of adults. The findings have the potential to inform the development of a web-based intervention that will focus on these foods to promote the Mediterranean diet in work-place settings in South West England

Association between polyphenol intake and adherence to the Mediterranean diet in Sicily, southern Italy

Abstract Background Mediterranean diet has been demonstrated to exert beneficial effects toward various health outcomes. Among the compounds that may be responsible for such benefits, polyphenols have been proposed as potential candidates. The aim of this study was to evaluate whether dietary polyphenols were associated with adherence to the Mediterranean diet in a Sicilian cohort. Methods A total of 1937 adults were recruited in the urban area of Catania, southern Italy. Background characteristics and dietary habits were collected through validated questionnaires. Adherence to the Mediterranean diet was evaluated through application of a validated score (MEDI-LITE score). Dietary intake of polyphenols was estimated through the Phenol-explorer database. Differences in mean intake between quartiles of the MEDI-LITE score and association between quartiles of polyphenol intake and high adherence to the Mediterranean diet (highest quartile of the score) were calculated though logistic regression analyses. Results Mean intake of most polyphenols was significantly different between quartiles of the MEDI-LITE score, being generally higher in individuals more adherent to the Mediterranean diet. Only few compounds, such as lignans, anthocyanins, and flavanones, showed a linear positive association with high adherence to the Mediterranean diet, while other polyphenol classes were associated in a non-linear manner. Among individual polyphenols, apigenin, hesperetin, naringenin, lariciresinol, matairesinol, pinoresinol, secoisolariciresinol, and ferulic acid were associated with high adherence to Mediterranean diet in a linear manner, while all the others (except for myricetin) were associated in a non-linear way. Conclusions Mean polyphenol intake was higher in individuals more adherent to the Mediterranean diet compared to less adherent. However, dietary sources of polyphenols not included in the traditional foods comprised in the Mediterranean diet may contribute to total and specific classes of polyphenols irrespectively of their inclusion within the context of the Mediterranean diet