Communicating science-based food and nutrition information.

Science evolves. Ongoing research, review and debate generate novel ideas and provide new insights to current scientific understanding. However, science is frequently reported to the public without context, which creates confusion. One study seemingly contradicts another, leaving consumers to doubt both scientific experts and science. This paper highlights quantitative and qualitative data to illustrate consumer confusion, frustration and apathy toward nutrition science and health information. Further, this paper shows how science communications and health advice can be tailored for specific audiences and, importantly, how scientists themselves can help the media understand and position research to minimize consumer confusion.