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

Retail Services

Abigail Cork

NSS

Research Study

• Calorie

Labelling in Retail

Catherine Hankey and Lisa Hutchison

University of Glasgow

Research study

• n the impact
• f calorie

labelling on customer decisions

Healthy Living Programme

• “every healthcare contact is

a health improvement

• pportunity”
• healthyliving award
• Healthcare Retail Standard

Strategic Context

Health Promoting Health Service

Supporting Healthier Choices

• “…enabling consumers to

make more informed decisions about food and drink…”

• Provision of healthier
• ptions
• Nutritional information for

consumers

Strategic Context

Health Promoting Health Service

Aroma – the brand

Aroma principles

• 65% of Scotland’s population is overweight or
• bese. 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

Obesity in Scotland

What are the facts…?

What are the facts…?

• 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

Calorie labelling as a tool for obesity prevention

Other campaigns

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

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

22500 23000 23500 24000 24500 25000 25500 26000

• No. of items sold

Study period

Total sales

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

Limitations:

• Short study durations (1 month 18th May to 26th 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) 13th June to 8th July 2016
• Intervention 11th July to 5th August 2016
• Follow-up (labels removed for 1 month) 17th August to

15th 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

15000 16000 17000 18000 19000 20000

• No. of items sold

2016 study periods

Total Sales

Pre-labelling Labelling Post Labelling

• no significant difference between June & July,

p>0.05.

• Significant increase in sales post labelling, p<0.01

↓0.5% ↑16.3%

*

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

1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

• No. of items sold

Month

Hot drink sales

hot drinks 2015 hot drinks 2016 Healthy option 2015 Healthy option 2016

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

26-40 22% 18-25 3% 60+ 19% 41-60 56%

Age of respondents (Avg. 51 yrs)

Customer Demographics

38% 19% 12% 7% 5% 19%

0% 5% 10% 15% 20% 25% 30% 35% 40%

0-1% deprived 1-2% deprived 2-3% deprived 3-4% deprived 4-5% deprived 5-6% deprived

SIMD Rank (Level of Deprivation)

20% male 32% female

AGE 3% 18-25 9% 26-40 33% 41-60* 7% 60+ Normal weight 16% Overweight 22%* Obese 13%

52% of customers noticed the calorie labelling

27% staff 25% visitors

23% 1 8% 2 6% 3 4% 4 3% 5 6% 6

Customer Response

3% male 14% female*

AGE 2% 18-25 0% 26-40 14% 41-60* 1% 60+ Normal weight 5% Overweight 5% Obese 7%

17% of customers used the calorie labelling

7% staff 10% visitors

6% 1 2% 2 1% 3 3% 4 2% 5 3% 6

Customer Response

“

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?