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It is a widely recognised characteristic of self reported diary surveys such as Family Food that survey respondents tend to
under report their purchases (and any derived nutrient intakes based on purchased quantities are also likely to be
underestimates). Empirical comparisons of sales and duty data for alcohol in particular suggest that reported alcohol
consumption could be 40-60 per cent lower than the reality. For other food and drink, reporting is likely to be closer to
actual purchases, but underreporting is likely to feature and some food types may be underreported to a greater extent
than others.
Although such surveys are completely confidential, respondents may under report for a range of reasons, from self
consciousness to simply forgetting to record purchases. 'Top up' and eating out purchases are probably more likely to be
missed than the main household shop. There is no evidence to say whether levels of underreporting have changed over
time but it is plausible that changes in household shopping and eating patterns may have contributed to increased
underreporting.
Users should bear this issue in mind, when considering trends in estimated intakes and the values for individual years. For
example the downward trend in energy intake estimates can appear counter-intuitive at face value given other evidence on
the prevalence of obesity. Factors affecting obesity and other health issues are complex. Family Food trends are broadly
consistent with other sources, such as
the National Diet and Nutrition Survey
which also show reported energy intake in decline, although NDNS intakes are also known to be underreported.
Items of food and drink are defined as either household or eating out.