Methodology: How the GAIA Study Was Conducted
Ipsos, on behalf of The Virsa Foundation conducted a comprehensive survey between September 29 – November 29, 2021 to understand the relationship between Americans' dietary habits and how they fared during the COVID-19 pandemic in 2021.
Study Design & Sample
For this survey, a sample of 7,816 adults aged 18+ from the continental U.S., Alaska, and Hawaii, was interviewed online in English using the Ipsos KnowledgePanel©. An additional sample of 6,810 adults aged 18+ from the continental U.S., Alaska, and Hawaii, was interviewed online in English using survey links distributed by select partners to their networks, which was conducted between October 15—November 28, 2021. In total, 14,626 adults were surveyed.
This survey was conducted using the Ipsos KnowledgePanel, the largest and most well-established online probability-based panel that is representative of the adult US population.
Ipsos's recruitment and sampling methodologies from KnowledgePanel cover all households regardless of their phone or internet status. Findings can be reported with a margin of sampling error and projected to the general population.
Each respondent entering the survey was screened for having had, or suspected to have had, COVID-19 between January 2020 and October 2021. Regardless of COVID-19 response, all respondents provided demographic data, diet type followed, food consumed regularly, and a checklist of medical conditions.
Target Audience & Data Collection
The survey focused on individuals exposed to COVID-19, including both confirmed cases and those who suspected infection.
Data was collected on multiple key factors, including:
Demographics (age, gender, income, education, race, region).
Dietary habits (Standard American Diet, Whole Food Plant-Based, Vegan, etc.).
COVID-19 experiences (severity of symptoms, medical interventions, mental health impact).
Overall health and well-being, including stress levels, resilience, and burnout.
2,375 U.S. adults had or suspected they had COVID-19.
Sampling Error & Weighting
The margin of sampling error is plus or minus 1.3 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.35.
Consumer Segmentation
To better understand Americans' relationships with food, health, and stress, Ipsos categorized respondents into five distinct consumer segments: Health-Conscious, At a Crossroad, Resilient, Unhealthy with Comorbidity, Healthy & Affluent.
These segments provide key insights into how different groups experience and approach diet, health, and wellness.
Definitions
The Standard American Diet (SAD) is defined as a diet that is typically heavy with meat, dairy, and highly processed foods. It is also described as a diet with "no specialized diet. People who consume a Standard American Diet are more likely to consume animal-based products like meat, dairy, poultry and fish, soda processed foods, fast food, and refined grains.
A Whole Food Plant-Based (WFPB) approach is defined as someone who does not eat any food derived from animals and avoids packaged or processed food. This exclusions include dairy, eggs, and honey.
Veganism, on the other hand, is defined as someone who does not consume any food or non-food product derived from animals but may consume processed foods. More generally, for some, being vegan can also be an ethical or philosophical identity, while a WFPB approach can be a lifestyle or approach to nutrition.
Vegetarian: A vegetarian diet is a plant-based diet that may include dairy products and/or eggs, but excludes meat
Pescatarian: A dietary pattern that includes fish and seafood, but excludes meat and poultry.
Flexitarian: A dietary pattern that is primarily vegetarian but occasionally includes meat, poultry, or fish.
Learn More About the GAIA Study Findings
Explore how different dietary patterns affect physical and mental health outcomes during global health crises.