Post on 05-Jan-2016
SNAP Participants, Shopping at Farmers Markets, and the Role of Financial Incentives: Findings from Focus Groups
APHA Annual Conference, New Orleans, November 17, 2014
Keith MacAllum, Cynthia Robins, and Mustafa Karakus, Westat
Eric Sean Williams, Food and Nutrition Service, USDA
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Presenter Disclosure
Keith MacAllum
The following personal financial relationships with commercial interests relevant to this presentation that existed during the past 12 months:
No relationships to disclose
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Research Questions
What are SNAP participants’ shopping patterns: – for groceries in general– for fruits and vegetables– at farmers markets in general– at specific farmers markets
What are the reasons for shopping or not shopping at farmers markets (FM)?
What role do financial incentives play?
Methodology
12 focus groups (N = 106 adults)
4 each in Atlanta, San Diego, and San Francisco 2 Frequent Shopper and 2 Non-Frequent Shopper
groups in each city All 4 groups in San Diego conducted in Spanish Recruited from SNAP lists, community outreach, and
Craig’s List within targeted zipcodes Screened for frequency of shopping at target market $60 cash incentive Audio taped and transcribed
Focus Group Participant Characteristics
70% female 38% African American 36% Hispanic (incl. all 31 San
Diego participants) 85% over 30 years old (range 21 to 79) 22% had college degree; 25% had some college 79% frequent shoppers shopped at local target market
four or more times within past 12 months Half of the non-frequent shoppers had done so
General Grocery Shopping Patterns
FMs rarely mentioned as primary general shopping venue by SNAP participants
FM occasionally mentioned as the venue for shopping for fruits and vegetables, specifically
Shopped most often at large supermarkets Shopped infrequently at convenience stores EBT card usage highest at primary store (supermarkets) EBT card acceptance among top reasons for shopping
at a primary store
Shopping at Farmers Markets
Reported higher levels of freshness and quality at FMs versus traditional supermarket
Reported that wider variety of fruits and vegetables influenced their purchases at FMs
Ability to sample food also influenced purchases Proportion of SNAP benefits spent at FMs varied widely,
10 to 80% with majority estimating ~ 30% Substantial numbers expressed lack of awareness that
EBT was accepted at FMs Learned that SNAP was accepted mainly through word-
of-mouth, followed by mailed flyers
Shopping at Target Farmers Market
Well-established in community Non-frequent shoppers also aware of market Few participants cited signs or advertisement Frequent shoppers shopped at target market for at least
2-3 years, with many over 5 years Wide variation in shopping frequency, resulting in overlap
in frequency between Freq and Non-Freq Private car cited most often, followed by public
transportation and walking The 30 minute barrier Opportunistic shopping: market was not always primary
destination, but participant was “in the area”
Shopping at Target Farmers Market (con’t)
Effect of seasonality on shopping patterns Purchases tended to vary: what is available; interest in
new item; needs of family; and price Price alone is not the driving factor
– Good deals– Seasonality– Value
Reasons for Shopping at Farmers Markets
Participants cited a wide array of reasons:• High-quality produce• Diverse and unique products• Organic / Healthier• Helpful staff and sellers• Preference to buy locally grown produce• Opportunity to support local growers• Prices at FM more transparent than supermarket
Price vs Value• Community-related nature of shopping experience
The Social Experience
Shopping at FM described as a “social event” “for family” with opportunities for “fun” and “learning”• “Enjoyable” activity vs. a routine chore• “Homey” atmosphere vs. corporate environment• “Personal” vs anonymous • “Interactive” vs. static• “Family friendly” with connection to “kinfolk”• “A learning experience” and positive influence
Embedded in the community
Price Versus Value
Perceived cost serves either as a benefit or barrier Non-freq shoppers tended to view prices to be higher,
Freq shoppers perceived them to be lower Most common response: “It depends” Respondents referenced calculated budgeting and
comparison shopping to maximize their benefits Distinction between unit price and overall value
– Quality– Freshness– Longer lasting– Healthier
Reasons for Not Shopping at Farmers Market
Inconvenience– Location / proximity– Day and Hours of operation– Preference for one-stop shopping
Lack of awareness that EBT card is accepted
Sense of feeling “unwelcome”
Role of Financial Incentives
Frequent shoppers more aware of incentives – SF shoppers most aware of incentives
Reliance on word-of-mouth rather than advertisements Incentives play an important but qualified role
– Non-Freq shoppers expressed greater interest in shopping at FM after learning about incentive
– However, incentive did not always overcome inconvenience
– And, many Freq shoppers who use incentives report they would continue shopping at FM without it
Unclear if increased shopping at FM would result in greater consumption of F&V or simply be a cost saver
Recommendations
Policy and Programming Changes Offer financial incentives and ease their use Provide better and expanded advertising Offer educational and nutritional information Leverage the social experience dimension of FMs
Structural Market Changes Make shopping at Farmers Markets more convenient Expand offerings of available products
For Additional Information
Karakus, M., MacAllum, K., Milfort, R., and Hao, H. (Forthcoming,2014). Nutrition Assistance in Farmers Markets:
Understanding the Shopping Patterns of SNAP Participants. Prepared by Westat for the U.S. Department of Agriculture,
Food and Nutrition Service, Office of Research and Analysis.
Conducted under Contract #AG-3198-B-10-0029
with the Food And Nutrition Service
Mustafa Karakus, Westat Project Director mkarakus@wesat.com
Eric Sean Williams, FNS Project Officer eric.williams@fns.usda.gov