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Nutrition and Fortification Claims - Impacts on Consumer Behaviour FSANZ_2015


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Presentation from the 9th Regional Seminar on Nutrition Labelling by the International Life Sciences Institute, August 2015

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Nutrition and Fortification Claims - Impacts on Consumer Behaviour FSANZ_2015

  1. 1. 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
  2. 2. Findings of two FSANZ studies: • Both relate to consumers and their use of labels • Examine different label elements OVERVIEW
  3. 3. 20/08/2015 1 First study: Consumers and Nutrition Content Claims. A study of responses to vitamin, mineral and other claims Reanalysis available from: ts/P293_SD3.pdf Original report available from: ts/P293_SD2%20Roy%20Morgan%20study.pdf OVERVIEW
  4. 4. Second study: Consumers' awareness, attitudes and behaviours towards food fortification in Australia and New Zealand – survey Available from: umers-awareness-attitudes.aspx
  5. 5. • 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 CLAIMSS -NUTRITION CONT BACKGROUND
  6. 6. • 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
  7. 7. PRODUCTS
  8. 8. PRODUCTS
  9. 9. Control Treatment
  10. 10. CLAIMS TESTED Product Claims Ice 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
  11. 11. 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
  12. 12. 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
  13. 13. EFFECT OF CLAIMS ON PURCHASESEFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE 1 2 3 4 5 6 7 Purchase intention Nutrition attitude Meanresponse No claim Claim
  14. 14. WAS THE PRESENCE OF A CLAIM AWAS THE PRESENCE OF A C SIGNIFICANT PREDICTOR? Measure Significant predictor? Purchase intention ˚ Nutrition attitude ˚ Perceived level of overall benefit to people ˚ Perceived level of overall health benefit ˚
  15. 15. • Research questions • What do consumers know about voluntary fortification? • What are consumers’ attitudes towards voluntary fortification? • How do consumers use fortified foods? FORTIFICATION RESEARCHH -FORTIFICATION R BACKGROUND
  16. 16. DESIGN • CATI • Cognitive and pilot testing • Australia (n=800), New Zealand (n=802) • 16 years and over • Weighted • Qualitative research
  17. 17. 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 Percentofrespondents
  19. 19. • 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 ONADDED VI LABELS
  20. 20. FOODS BOUGHT FOR ADDED VITAMINSFOODS BOUGHT AND MINERALS 0 5 10 15 20 25 30 35 40 45 50 Percentofrespondents
  21. 21. 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”
  22. 22. Nutrition content claims Presence of claim did not affect: • Purchase intention • Nutrition attitude • Perceived level of overall benefit to people • Perceived level of overall health benefit CONCLUSIONS
  23. 23. Fortification • Consumers are aware • Seek out some fortified foods • Reasons vary by food type • May have difficulty identifying fortified foods CONCLUSIONS
  24. 24. Food Standards Australia New Zealand (FSANZ) supports and encourages the dissemination and exchange of information. Information in this presentation is provided under a Creative Commons Attribution 3.0 Australia (CC BY 3.0) Licence, except for the Food Standards Australia New Zealand logo. 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: © Food Standards Australia New Zealand. This attribution must not, in anyway, suggest that FSANZ endorses you or your use of the work. For more information email Third party material: To the extent that information published in this presentation contains material in which copyright is owned by a third party, the CC BY 3.0 licence would not apply to such third party material and, if you wish to re-use third party material, you may have to seek permission from the copyright owner.
  25. 25. Asian Food Regulation Information Service is the largest database of Asian food regulations in the world – and it’s FREE to use. We publish AFRIS Communiqués, our breaking news service, which keeps our subscribers up-to-date on all the latest regulatory changes across Asia. Are you a global exporter requiring services more international? Check out our AFRIS International Exporter Edition, a magazine style publication covering Australia / New Zealand, Canada, EU and USA.