Since 1991, the American Dietetic Association has conducted nation-wide consumer nutrition trend surveys (1991, 1995, 1997, 2000, 2002, and 2008). Results from the 2008 survey were presented at the association's 2008 annual meeting, the Food & Nutrition Conference and Expo, in October 2008 in Chicago. Each of the six surveys conducted to date was designed to “measure people's attitudes, knowledge, beliefs, and behaviors regarding food and nutrition; and to identify trends and understand how consumers' attitudes and behavior have evolved over time.”1 From 25 February through 7 March 2008, the telephone survey, ∼ 18 minutes in length, was carried out in a representative sample of the U.S. adult population ( n = 783).1 The assumed standard deviation for each question is ± 3%, and results were projected to the 90% confidence interval.1 Public information releases and a PowerPoint presentation with details regarding the 2008 survey can be found at the association's website (www.eatright.org/trends2008). When asked about the importance of diet, nutrition, and physical activity, approximately three out of five consumer respondents answered that diet, nutrition, and physical activity are “very important” to them personally; women and people with college or post-graduate degrees were more likely to say that nutrition and diet are “very important.” Less variation was observed in exercise and physical activity importance among sex, age-groups, and education levels. The majority of respondents in all groups considered exercise and physical activity “very important.” In each survey since 1991, the American Dietetic Association has segmented participants into three consumer groups representative of their overall attitudes toward maintaining a healthy diet and getting regular exercise. The groups are labeled “I'm already doing it”(describing consumers who are concerned about nutrition and overall fitness who feel they are doing all they can to eat a healthy diet), “I know I …