Health 349 Food Marketing Presentation

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The Marketing of Food Products…and how they get you.

Presenting to: Dr. Mock

Course: Health 349

Presentation Date: June 14 2010

Group #9: Margot Andrus, Nicole Courchesne, Janet Heng, Vibhuti Jethava, Meena Lakshmanan, Shatabdi Nandi, Deepak Perhar, Catherine Sim and Joanna Sinn

Agenda

• Introduction • Importance• Findings & Reflections

Fieldwork Observations• Critical Analysis

Literature review• Afterthoughts

What we learned Relations to Health 349

• Conclusion

Introduction

• Assumption of customer responsibility • Nutrition facts?

• “… one in four shoppers actually looks for nutrition information on food packages…most consumers read nutrition information when exposed to it accidentally rather than seeking for it deliberately” (Borgmeier)

• Front-of-package benchmarks to aid consumers in judging the healthiness of a product

Introduction continued…• companies use health claims to attract consumers…but

health claims are not strictly regulated in Canada!• “Significant main effect of nutrition information on attitude

toward the product” and “purchase intentions” (Kozup)• Retail environment is designed to maximize revenue for

companies and the store

Why is this topic important?

• High obesity rates• Making “smart choices” • Saving money • Gaining the ability to read between the

linesHealth claims versus marketing

strategies • Improve overall health and awareness • Teach others

FindingsVisited:

3 Grocery Stores: •Sobeys• Food Basics• Zehrs

2 Convenient Stores: • Federation Xpress • Lucky Super Convenient Store

Fieldwork Observations

• How are products arranged in the store?

• What types of products are arranged at the point-of-sale (i.e. displays around the counter/cash register)?

• Is there anything else in the store environment that might alter purchasing behaviour?

• Comparing 3 products:Look at the colour and design of

packages. What types of health information

are displayed on the package?

When entering a grocery, what’s the first thing you see?

…and the last thing you see?

So what happens?

…..last minute “food” purchases

What else alters purchasing behaviour?

• “Grab n’ go!” displays may appeal to those with little time for food preparation

• These products are usually products high in sugar or salt (eg. candies)

When entering a convenience store, what’s the first thing you see?

At a convenience store, what’s the last thing you see?

What is found at the front of the aisles in grocery stores?

…and what is found at the back of the grocery stores?

But WHY!?

•Essential items (i.e. dairy, meat, bakery proudcts) are allocated at the back of grocery stores

•Consumers are forced to pass through aisles full of non-essential items to access the essential items

Let’s look at some products….

Product #1: Tostitos Chips

Let’s get the facts straight!

Product #2: Cereal

Let’s get the facts straight!

Product #3: Yogurt

Let’s get the facts straight!

The effects of packaging

Packaging Analysis Colour

Bright colours vs. Bland colours

Packaging Analysis Words

Packaging Analysis Shape/size/portion

Packaging Analysis Promotions

Packaging Analysis “Healthy” Claims

Packaging Analysis Advertisement/poster

Packaging Analysis Brand Names

Critical Analysis

How is packaging designed to shape purchasing of food products? What are some of the specific design elements

commonly used?

Question # 1

• Aesthetic shape and colour

• Functional health checks“ready made” “pre cooked” vacuum packaging

• Structuralplacement of health claimsnutrition information

Critical Analysis

What are the nutrition labelling requirements in Canada? What, if any, health claims can be made on packages? How effective are the labels in informing consumers?

Question # 2

Labelling Requirements in Canada• Not misleading or false • Labels

SizePanels

• Nutrition factsCalories13 specific nutrients

• Ingredient list • Language

Critical AnalysisQuestion # 2 continued…

• “Health claim” DefinitionTypesRegulations

• Do consumers understand health information?The right label (?)Too little or too much?

Types of Food Labels:

Critical Analysis

To what extent does the general store environment alter purchasing behaviour?

Question # 3

• Lower self-control/ increase excitement of consumer by:loud musicWarm, summery colours

• food staples (such as egg and milk) at the very back must walk past many

attractive, unhealthy, high profit margin products

Critical AnalysisQuestion # 4

Critical Analysis

To what extent do point-of-purchase displays in particular influence purchasing behaviour?

Question # 4

Pawtucket Heart Health Program

Examined the influence of point-of-purchase displays on purchasing behaviours

• Four Heart Labels“Low Fat”“Low Sodium”“Fat Ratios OK”

• Findings24% recognized the labels13% encouraged to purchase labelled products

• ConclusionPOP nutrition education in supermarkets is feasible and effective

in increasing consumer awareness

After thoughts…

• Surprises• What we learned• Relation to what has been discussed in class

Conclusion / “Take Home Messages”

• 59.3% of Canadians are overweight or obese

• Food marketing greatly influences consumer purchases, contributing to poor population health

• Greater restrictions needs to be put on the marketing of food products by the government of Canada

Questions?