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20/08/2015 1
NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER
BEHAVIOR
Hazel Fowler, Food Standards Australia New Zealand
ILSI SEA Region
9th Seminar and Workshop on
Nutrition Labeling, Claims and Communication Strategies
August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines
Findings of two FSANZ studies:
• Both relate to consumers and their use of labels
• Examine different label elements
OVERVIEW
First study:
Consumers and Nutrition
Content Claims. A study of
responses to vitamin, mineral
and other claims
Reanalysis available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD3.pdf
Original report available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD2%20Roy%20Morgan%20study.pdf
OVERVIEW
Second study:
Consumers' awareness,
attitudes and behaviours towards
food fortification in Australia and
New Zealand – survey
Available from:
http://www.foodstandards.gov.au/publications/Pages/Cons
umers-awareness-attitudes.aspx
20/08/2015 1
NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER
BEHAVIOR
Hazel Fowler, Food Standards Australia New Zealand
ILSI SEA Region
9th Seminar and Workshop on
Nutrition Labeling, Claims and Communication Strategies
August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines
Findings of two FSANZ studies:
• Both relate to consumers and their use of labels
• Examine different label elements
OVERVIEW
First study:
Consumers and Nutrition
Content Claims. A study of
responses to vitamin, mineral
and other claims
Reanalysis available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD3.pdf
Original report available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD2%20Roy%20Morgan%20study.pdf
OVERVIEW
Second study:
Consumers' awareness,
attitudes and behaviours towards
food fortification in Australia and
New Zealand – survey
Available from:
http://www.foodstandards.gov.au/publications/Pages/Cons
umers-awareness-attitudes.aspx
20/08/2015 1
NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER
BEHAVIOR
Hazel Fowler, Food Standards Australia New Zealand
ILSI SEA Region
9th Seminar and Workshop on
Nutrition Labeling, Claims and Communication Strategies
August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines
Findings of two FSANZ studies:
• Both relate to consumers and their use of labels
• Examine different label elements
OVERVIEW
First study:
Consumers and Nutrition
Content Claims. A study of
responses to vitamin, mineral
and other claims
Reanalysis available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD3.pdf
Original report available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD2%20Roy%20Morgan%20study.pdf
OVERVIEW
Second study:
Consumers' awareness,
attitudes and behaviours towards
food fortification in Australia and
New Zealand – survey
Available from:
http://www.foodstandards.gov.au/publications/Pages/Cons
umers-awareness-attitudes.aspx
20/08/2015 1
NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER
BEHAVIOR
Hazel Fowler, Food Standards Australia New Zealand
ILSI SEA Region
9th Seminar and Workshop on
Nutrition Labeling, Claims and Communication Strategies
August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines
Findings of two FSANZ studies:
• Both relate to consumers and their use of labels
• Examine different label elements
OVERVIEW
First study:
Consumers and Nutrition
Content Claims. A study of
responses to vitamin, mineral
and other claims
Reanalysis available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD3.pdf
Original report available from:
http://www.foodstandards.gov.au/code/proposals/documen
ts/P293_SD2%20Roy%20Morgan%20study.pdf
OVERVIEW
Second study:
Consumers' awareness,
attitudes and behaviours towards
food fortification in Australia and
New Zealand – survey
Available from:
http://www.foodstandards.gov.au/publications/Pages/Cons
umers-awareness-attitudes.aspx
• Proposal P293 – Nutrition, Health and Related Claims
• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?
• Previous research – macronutrients
NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND
• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active
substances• Products: ice cream, frozen lasagne, fruit drink,
potato chips
DESIGN
PRODUCTS PRODUCTS
• Proposal P293 – Nutrition, Health and Related Claims
• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?
• Previous research – macronutrients
NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND
• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active
substances• Products: ice cream, frozen lasagne, fruit drink,
potato chips
DESIGN
PRODUCTS PRODUCTS
• Proposal P293 – Nutrition, Health and Related Claims
• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?
• Previous research – macronutrients
NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND
• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active
substances• Products: ice cream, frozen lasagne, fruit drink,
potato chips
DESIGN
PRODUCTS PRODUCTS
• Proposal P293 – Nutrition, Health and Related Claims
• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?
• Previous research – macronutrients
NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND
• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active
substances• Products: ice cream, frozen lasagne, fruit drink,
potato chips
DESIGN
PRODUCTS PRODUCTS
Control Treatment
CLAIMS TESTED
Product ClaimsIce cream Source of calcium
Source of phosphorous
Frozen lasagne Source of iron
Source of selenium
Fruit drink Contains antioxidants-flavanoids
Contains beta-cryptoxanthins
Potato chips Good source of niacin
Good source of vitamin C
Purchase intention:
• How likely is it that you would purchase this [product] ?
• Assuming this [product] has a cost that is similar to
others on the market, how likely is it that you would
purchase this [product] ?
Nutrition attitude
• How would you rate the nutritiousness of this [product] ?
• What is your overall attitude towards the nutrition
content of this [product]?
OUTCOME MEASURES
Control Treatment
CLAIMS TESTED
Product ClaimsIce cream Source of calcium
Source of phosphorous
Frozen lasagne Source of iron
Source of selenium
Fruit drink Contains antioxidants-flavanoids
Contains beta-cryptoxanthins
Potato chips Good source of niacin
Good source of vitamin C
Purchase intention:
• How likely is it that you would purchase this [product] ?
• Assuming this [product] has a cost that is similar to
others on the market, how likely is it that you would
purchase this [product] ?
Nutrition attitude
• How would you rate the nutritiousness of this [product] ?
• What is your overall attitude towards the nutrition
content of this [product]?
OUTCOME MEASURES
Control Treatment
CLAIMS TESTED
Product ClaimsIce cream Source of calcium
Source of phosphorous
Frozen lasagne Source of iron
Source of selenium
Fruit drink Contains antioxidants-flavanoids
Contains beta-cryptoxanthins
Potato chips Good source of niacin
Good source of vitamin C
Purchase intention:
• How likely is it that you would purchase this [product] ?
• Assuming this [product] has a cost that is similar to
others on the market, how likely is it that you would
purchase this [product] ?
Nutrition attitude
• How would you rate the nutritiousness of this [product] ?
• What is your overall attitude towards the nutrition
content of this [product]?
OUTCOME MEASURES
Control Treatment
CLAIMS TESTED
Product ClaimsIce cream Source of calcium
Source of phosphorous
Frozen lasagne Source of iron
Source of selenium
Fruit drink Contains antioxidants-flavanoids
Contains beta-cryptoxanthins
Potato chips Good source of niacin
Good source of vitamin C
Purchase intention:
• How likely is it that you would purchase this [product] ?
• Assuming this [product] has a cost that is similar to
others on the market, how likely is it that you would
purchase this [product] ?
Nutrition attitude
• How would you rate the nutritiousness of this [product] ?
• What is your overall attitude towards the nutrition
content of this [product]?
OUTCOME MEASURES
Perception of level of overall benefit to people• Below is a list of some types of people. For each one,
do you think they would or would not benefit from eating this [product] as a regular part of the diet?
Perception of level of overall health benefit• Do you think the following types of health benefits would
result from eating this [product] as a regular part of the diet?”
OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE
1
2
3
4
5
6
7
Purchase intention Nutrition attitude
Mea
n re
spon
se
No claimClaim
WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?
Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚
• Research questions• What do consumers know about voluntary
fortification?• What are consumers’ attitudes towards
voluntary fortification?• How do consumers use fortified foods?
FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND
Perception of level of overall benefit to people• Below is a list of some types of people. For each one,
do you think they would or would not benefit from eating this [product] as a regular part of the diet?
Perception of level of overall health benefit• Do you think the following types of health benefits would
result from eating this [product] as a regular part of the diet?”
OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE
1
2
3
4
5
6
7
Purchase intention Nutrition attitude
Mea
n re
spon
se
No claimClaim
WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?
Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚
• Research questions• What do consumers know about voluntary
fortification?• What are consumers’ attitudes towards
voluntary fortification?• How do consumers use fortified foods?
FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND
Perception of level of overall benefit to people• Below is a list of some types of people. For each one,
do you think they would or would not benefit from eating this [product] as a regular part of the diet?
Perception of level of overall health benefit• Do you think the following types of health benefits would
result from eating this [product] as a regular part of the diet?”
OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE
1
2
3
4
5
6
7
Purchase intention Nutrition attitude
Mea
n re
spon
se
No claimClaim
WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?
Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚
• Research questions• What do consumers know about voluntary
fortification?• What are consumers’ attitudes towards
voluntary fortification?• How do consumers use fortified foods?
FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND
Perception of level of overall benefit to people• Below is a list of some types of people. For each one,
do you think they would or would not benefit from eating this [product] as a regular part of the diet?
Perception of level of overall health benefit• Do you think the following types of health benefits would
result from eating this [product] as a regular part of the diet?”
OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE
1
2
3
4
5
6
7
Purchase intention Nutrition attitude
Mea
n re
spon
se
No claimClaim
WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?
Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚
• Research questions• What do consumers know about voluntary
fortification?• What are consumers’ attitudes towards
voluntary fortification?• How do consumers use fortified foods?
FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND
DESIGN
• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research
AWARENESS OF FORTIFICATION
Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?
0
10
20
30
40
50
60
70
80
90
100
True False Unsure
Per c
ent o
f res
pond
ents
WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS
• When discussing a product bought for added vits and mins• Found info on package, generally claims
• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel
ADDED VITAMINS AND MINERALS ON ADDED VILABELS
DESIGN
• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research
AWARENESS OF FORTIFICATION
Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?
0
10
20
30
40
50
60
70
80
90
100
True False Unsure
Per c
ent o
f res
pond
ents
WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS
• When discussing a product bought for added vits and mins• Found info on package, generally claims
• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel
ADDED VITAMINS AND MINERALS ON ADDED VILABELS
DESIGN
• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research
AWARENESS OF FORTIFICATION
Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?
0
10
20
30
40
50
60
70
80
90
100
True False Unsure
Per c
ent o
f res
pond
ents
WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS
• When discussing a product bought for added vits and mins• Found info on package, generally claims
• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel
ADDED VITAMINS AND MINERALS ON ADDED VILABELS
DESIGN
• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research
AWARENESS OF FORTIFICATION
Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?
0
10
20
30
40
50
60
70
80
90
100
True False Unsure
Per c
ent o
f res
pond
ents
WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS
• When discussing a product bought for added vits and mins• Found info on package, generally claims
• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel
ADDED VITAMINS AND MINERALS ON ADDED VILABELS
FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS
0
5
10
15
20
25
30
35
40
45
50
Per c
ent o
f res
pond
ents
REASONS FOR CHOOSING
“If you got extra calcium it must be better for your bones”
“Need a good start / most important meal of the day”
“Get vitamins and minerals I might be lacking”
“I buy soy milk and rice milk because I'm lactose intolerant”
Nutrition content claimsPresence of claim did not affect:
• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit
CONCLUSIONS
Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods
CONCLUSIONS
FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS
0
5
10
15
20
25
30
35
40
45
50
Per c
ent o
f res
pond
ents
REASONS FOR CHOOSING
“If you got extra calcium it must be better for your bones”
“Need a good start / most important meal of the day”
“Get vitamins and minerals I might be lacking”
“I buy soy milk and rice milk because I'm lactose intolerant”
Nutrition content claimsPresence of claim did not affect:
• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit
CONCLUSIONS
Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods
CONCLUSIONS
FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS
0
5
10
15
20
25
30
35
40
45
50
Per c
ent o
f res
pond
ents
REASONS FOR CHOOSING
“If you got extra calcium it must be better for your bones”
“Need a good start / most important meal of the day”
“Get vitamins and minerals I might be lacking”
“I buy soy milk and rice milk because I'm lactose intolerant”
Nutrition content claimsPresence of claim did not affect:
• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit
CONCLUSIONS
Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods
CONCLUSIONS
FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS
0
5
10
15
20
25
30
35
40
45
50
Per c
ent o
f res
pond
ents
REASONS FOR CHOOSING
“If you got extra calcium it must be better for your bones”
“Need a good start / most important meal of the day”
“Get vitamins and minerals I might be lacking”
“I buy soy milk and rice milk because I'm lactose intolerant”
Nutrition content claimsPresence of claim did not affect:
• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit
CONCLUSIONS
Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods
CONCLUSIONS
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Attribution:You may copy, distribute, transmit and adapt the material in this publication by the CC BY 3.0 licence for commercial and non-commercial purposes; but you must attribute the work in the following manner:
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