[Change of awareness level of the Japanese Food Guide Spinning Top and relation with sociodemographic and health-related characteristics].

Objectives: The purpose of this study was to examine the sociodemographic and health-related characteristics of those who are unaware of the Japanese Food Guide Spinning Top (Food Guide).

Methods: A longitudinal study was conducted using an Internet-based questionnaire with 1,012 Japanese adults (40.2 +/- 10.0 years, mean +/- SD) recruited from registrants of a Japanese social research company. Conducted between November 2007 (T1) and December 2008 (T2), the survey included items on awareness level ("I know the contents." "I have heard of this Guide." or "I have not heard of this Guide.") of the Food Guide as the dependent variable, and demographics factors (e.g., age, education status, marital status, household income, and employment status) and health-related characteristics (obesity, abdominal obesity, and insufficient physical activity) as the independent variables. Multivariate logistic regression analysis was used to analyze the relation between awareness level and each variable. The relation between change of awareness level (T1-T2) and each variable was analyzed using a chi-square test. All the analyses were stratified by gender.

Results: In the multivariate logistic regression analysis adjusted for all variables, men with a household income of 5,000,000-10,000,000 yen (OR=1.78; 95% CI=1.10-2.88) were positively associated with awareness level ("I have heard of this Guide."). In contrast, unmarried women were negatively associated with awareness level in T1 ("I know the contents"; OR=0.35; 95% CI=0.17-0.70. "I have heard of this Guide"; OR=0.50; 95% CI=0.27-0.92). In men, the awareness level of the Food Guide increased from T1 to T2, change of awareness level (T1; "I have not heard of this Guide") and education status being related (P=0.023). In women, the awareness levels overall did not improve from T1 to T2, but change of awareness level (T1; "I have heard of this Guide") was associated with household income (P<0.001). In both men and women, change of awareness level was not associated with health-related characteristics.

Conclusion: The results of this study suggest that awareness of the Food Guide has increased among those with health risk factors, such as obesity and low levels of physical activity. The promotion strategy of the Food Guide might need to target males with low-level education, unmarried women, and women with a high household income.