Research Study - Calorie Labelling in Retail Retail Services - PowerPoint PPT Presentation

Research Study - Calorie Labelling in Retail Retail Services Abigail Cork Catherine Hankey and Lisa Hutchison NSS University of Glasgow

Research study on the impact of calorie labelling on customer decisions

Strategic Context Healthy Living Programme • “every healthcare contact is a health improvement opportunity” • healthyliving award • Healthcare Retail Standard Health Promoting Health Service

Strategic Context Supporting Healthier Choices • “…enabling consumers to make more informed decisions about food and drink…” • Provision of healthier options • Nutritional information for consumers Health Promoting Health Service

Aroma – the brand

Aroma principles

Obesity in Scotland • 65% of Scotland’s population is overweight or obese. This is a particular problem in Greater Glasgow & Clyde • Linked to many illnesses such as Type 2 Diabetes, cardiovascular disease, cancer • Costs NHS Scotland around £600 million per year • We need a multidisciplinary approach to try to tackle the obesity epidemic

What are the facts…?

What are the facts…?

Calorie labelling as a tool for obesity prevention • Introduced in restaurants in America and Australia to tackle rising obesity rates • Previous studies by University of Glasgow found labelling to have mixed results • Calorie labelling has been introduced to some UK high street shops, cafés and restaurants

Other campaigns

Pilot Study in Aroma, Royal Infirmary Glasgow May - June 2015

Pilot Study in Aroma, Royal Infirmary Glasgow May - June 2015 Total sales 26000 No. of items sold 25500 25000 24500 24000 23500 23000 22500 Study period

Pilot Study in Aroma, Royal Infirmary Glasgow May - June 2015 Limitations: Short study durations (1 month 18 th May to 26 th June) • • Limited items offered (due to space limitations) • Researchers present every day • Holiday period started at the end of the study Pilot the labelling scheme: • Longer study • Calories listed on original labels and menu board • Gather more information on sales and customer response

Research Study in Aroma, Stobhill, Glasgow - 2016

Study Design 2016 Phases: Control (No calorie labels) 13 th June to 8 th July 2016 • Intervention 11 th July to 5 th August 2016 • Follow-up (labels removed for 1 month) 17 th August to • 15 th September 2016 Questionnaire: • Customer demographic and opinions on calorie labelling Sales: • Comparison of sales data across the 3 phases

Intervention

Intervention

Intervention

Intervention

Total Sales Total Sales * ↑ 16.3% 20000 19000 No. of items sold Pre-labelling 18000 Labelling ↓0.5% Post Labelling 17000 16000 • no significant difference between June & July, 15000 p>0.05. 2016 study periods • Significant increase in sales post labelling , p<0.01

Sales of Hot Beverages June July August 2015 11.2 ° C 12.6 ° C 13.2 ° C 2016 13.3 ° C 13.5 ° C 13.9 ° C Hot drink sales 10000 9000 8000 No. of items sold 7000 6000 hot drinks 2015 5000 hot drinks 2016 4000 3000 Healthy option 2015 2000 Healthy option 1000 2016 0 Month

Sales of Cold Beverages June July August 2015 11.2 ° C 12.6 ° C 13.2 ° C 2016 13.3 ° C 13.5 ° C 13.9 ° C

Sales of Food Items June July August 2015 11.2 ° C 12.6 ° C 13.2 ° C 2016 13.3 ° C 13.5 ° C 13.9 ° C

Customer Demographics Age of respondents (Avg. 51 yrs) 26-40 22% 18-25 41-60 3% 56% 60+ 19%

Customer Demographics SIMD Rank (Level of Deprivation) 40% 38% 35% 30% 25% 20% 19% 19% 15% 12% 10% 7% 5% 5% 0% 0-1% 1-2% 2-3% 3-4% 4-5% 5-6% deprived deprived deprived deprived deprived deprived

Customer Response 27% staff 25% visitors 52% of customers noticed the calorie 23% 1 labelling 8% 2 6% 3 4% 4 3% 5 6% 6 20% male 32% female AGE 3% 18-25 9% 26-40 Normal weight 33% 41-60* 16% 7% 60+ Overweight 22%* Obese 13%

Customer Response 7% staff 10% visitors 17% of customers used the calorie 6% 1 labelling 2% 2 1% 3 3% 4 2% 5 3% 6 3% male 14% female* AGE 2% 18-25 0% 26-40 Normal weight 5% 14% 41-60* Overweight 5% 1% 60+ Obese 7%

“ I found it useful.”

“ I’m on dialysis and need to count my calories, so it was helpful to have them displayed in the café.”

“ I’m not interested in knowing the calories.”

“ Young people are under enough pressure as it is without being exposed to this.”

Staff Opinion on Labelling • 50% Agree/50% disagree calorie labelling • No negative responses from customers • Some café staff used the labelling themselves • Customers told the staff they were surprised by the calorie content of some food.

Future Steps…. Recommendations from the research: • Introduce calorie labelling nationally across Aroma cafés • Analyse sales data for 6 months after introducing labelling • Promote Aroma’s ‘Under 500kcal’ limit on products • Continue with food reformulation

Aroma – using the learning… Agreed next steps… • Roll out calorie labelling nationally across the Aroma brand: • Products, menu boards, website • Continue to develop new healthier products

Aroma – new bakery products New muffins and tray bakes: • Roll out in November 2016 • Lower fat, sugar and salt • Healthy living compliant

Aroma – using the learning… For consideration… • Share the learning from Aroma in other non-patient catering settings • Consider impact of existing labelling design

Label Preference

Questions?