Consumer implications of the WCRF's permanent update on colorectal cancer

The last update published by the World Cancer Research Fund on colorectal cancer shows that there is convincing evidence that physical activity could contribute to the prevention of this type of cancers, while highlighting red meat and meat products consumption and alcohol among the factors that increase the disease's risk. The main message of this document is that the best prevention of colorectal cancer is the combination of higher physical activity with a fibre-rich and meat products poor diet. This information is useful the consumer who should make his food choices according to the scientific evidence. This contribution highlights challenges in communication and possible effects from the consumer perspective.