Arizona Department of Health Services (ADHS) / Arizona ... · Post Campaign Report Report Prepared...
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Arizona Department of Health Services (ADHS) / Arizona Nutrition Network (AzNN) 2013 Low-Fat Dairy Post Campaign Report Report Prepared for: Arizona Department of Health Services / AzNN November 2013 3033 N. 44 th Street, Suite 150 Phoenix, AZ 85018 Phone: 602.707.\0050
Transcript of Arizona Department of Health Services (ADHS) / Arizona ... · Post Campaign Report Report Prepared...
Arizona Department of Health Services (ADHS) /
Arizona Nutrition Network (AzNN)
2013 Low-Fat Dairy Post Campaign Report
Report Prepared for: Arizona Department of Health Services / AzNN
November 2013
3033 N. 44th
Street, Suite 150
Phoenix, AZ 85018
Phone: 602.707.\0050
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Table of Contents I. Background & Methodology ......................................................................3 II. Executive Summary ....................................................................................6
III. 2013 Low-Fat Dairy Campaign ...................................................................8
A. Advertising Awareness .........................................................................8
B. Main Message .................................................................................... 12
C. Overall Effectiveness ......................................................................... 14
IV. Current Eating Habits & Attitudes ........................................................... 22
A. Low-Fat Dairy Consumption ............................................................... 22
B. Whole Grains Consumption ............................................................... 23
B. Fruits & Veggies Consumption ........................................................... 24
V. “Stage of Readiness” ............................................................................... 25
A. Milk .................................................................................................. 25
B. Whole Grain Foods ............................................................................ 26
C. Fruits & Veggies ................................................................................. 27
VII. Information Sources ................................................................................. 28
A. Internet Use ....................................................................................... 28
B. Favorite Websites .............................................................................. 29
C. Websites Visited for Recipe and Health Information .......................... 30 VIII. Family Dinners .......................................................................................... 31
Appendix
Survey Instrument
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I. Background & Methodology
The Arizona Nutrition Network (AzNN) promotes the 2010 Dietary Guidelines for Americans recommendations to follow eating and physical activity patterns that promote health and well-being.1 These recommendations focus on a need to increase specific foods, such as fruits and vegetables, fat-free or low-fat milk, and whole grains, as well as physical activity. Each of these has been shown to aid in the maintenance of a healthy body weight, reduce the risk of many chronic diseases such as heart disease, type two diabetes and certain types of cancer, and promote overall health. Their focus is on low- income residents who are eligible or potentially eligible for the Supplemental Nutrition Assistance Program (SNAP). AzNN promotes basic, consistent messages that help the target audience choose diets rich in nutrients, which include increased consumption of fruits and vegetables, whole grain foods, and low-fat dairy. Social marketing campaigns have been developed around these messages. These campaigns were designed to inform and educate the target market about the importance and benefits of living a healthier lifestyle with a goal to influence their nutrition choices. Campaign materials are created in both English and Spanish. The subject of this research report is the 2013 Low-Fat Dairy campaign. The campaign, which ran from June through August, was statewide and included the following media and projects:
Website (www.eatwellbewell.org and www.comesanovivemejor.org) Online (Flash Banner, Mobile, Pandora) Facebook Educational reinforcements (e.g., Arizona Department of Health Services Pocket
Calculators) Collateral items (e.g., recipe cards, Fun Food News Newsletter) Posters in government offices, community centers, and schools
Intercept interviews were conducted with 800 women between the ages of 18 and 49, with children ages 2 through 11, who have household incomes equal to or less than 130% of federal poverty level. Intercept sites included Food City locations in Phoenix, Tucson, Yuma, and Cottonwood, and Safeway stores in Flagstaff. All interviews were completed between September 12 and September 29, 2013. Participants had the option of completing the interview in English or Spanish and were given a $5 Food City/Bashas/Safeway gift certificate as a “thank you.” The table on the following page lists the specific locations of the intercepts and the number of completed interviews at each location. (These locations were selected based on the demographics of the zip codes in which they reside.)
1 US Department of Agriculture and US Department of Health and Human Services. (2010, December). Dietary
Guidelines for Americans, 2010. 7th
Edition, Washington, DC: US Government Printing Office.
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City Location/Address Sample
Size Interview Dates
Phoenix Area Food City:
6020 N. 59th Avenue 7227 S. Central 4727 E. Southern 4239 W. McDowell
300
September 12-29
Tucson Food City:
3923 N. Flowing Wells
2950 S. 6th Avenue
719 E. Ft. Lowell 2000 E. Irvington
300
September 19-22, 25
Yuma Food City:
1240 W. 8th Street
2600 W. 16th Street
100
September 26-28
Northern
Arizona
Flagstaff Safeway Stores
Cottonwood Food City 100 September 13-15
All survey participants met the following screening criteria:
Have children ages 2 through 11
Are between 18 and 49 years of age
Have incomes equal to less than 130% of Federal Poverty Level
S4. What is your household income? You can give that to me as a weekly income,
every 2 weeks, monthly, or yearly income. (Must be under these to qualify.)
# in
Household
Weekly
Income
2 Week
Income
Monthly
Income
Yearly
Income
2 $ 552 $1,104 $2,392 $28,694
3 $ 695 $1,390 $3,011 $36,131
4 $ 838 $1,676 $3,631 $43,568
5 $ 981 $1,962 $4,251 $51,005
6 $1,124 $2,248 $4,871 $58,442
Note: It is important to note that although this information is quantitative, it is not necessarily representative of all low-income women between 18 and 49 years old in Arizona. To be representative of that population, respondents would have to have been selected using a probability sample in which each person in the population would have had a known non-zero chance of being included in the sample. These intercepts were conducted using a convenience sample (e.g., those who shop at Food City or Safeway). Though this sampling technique is appropriate to meet the study objectives (within the budget guidelines), it does introduce a sampling bias and should be considered when interpreting the findings.
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Respondent Profile
Total n=800
Phoenix n=300
(A)
Tucson n=300
(B)
N. Arizona n=100
(C)
Yuma n=100
(D)
Age 18 – 25 16% 12% 19%
A 16% 23%
A
26 – 35 43% 43% 45%D 41% 34%
36 – 45 30% 32% 26% 33% 29% 46 – 49 11% 13% 10% 10% 14%
Race/Ethnicity
Caucasian/White3 83% 80%
C 87%
AC 73% 89%
AC
Native American 3% 3% 2% 8%AB
5%
African American 6% 12%CD
4% 0% 1%
Multi-Racial/Other 8% 4% 7% 18% ABD
5% Refused * 1% * 1% *
Hispanic 78% 74% 85%AC
69% 82% C
Non-Hispanic Refused
22% *
26%BD
0% 15%
* 31%
BD
0% 17% 1%
Education
8th Grade or less 13% 20%BD
7% 11% 12%
Some High School 23% 29%BCD
21% 17% 16%
GED/HS Grad 39% 32% 46%AD
42% 34% Some College+ 25% 19% 26% 30% 38%
# in HH:
2 2% 3% 3% 0% 2%
3 12% 10% 13% 15% 12%
4 28% 23% 31% 38%AD
25%
5 30% 32% 29% 27% 24%
6+ 28% 32%BC
24% 20% 37%BC
Primary HH language: English 36% 43%
B 26% 41%
B 40%
B
Spanish 44% 40% 49% 40% 41% Both 20% 17% 23% 19% 17% Other * 0% 2% 0% 2%
Food Assistance1
Yes 54% 48% 59%A 57% 58%
No 45% 51%B 41% 42% 41%
DK/Refused 1% 1% * 1% 1% SNAP² 69% 74%
C 69%
C 53% 76%
C
WIC 52% 43% 54% 68%AB
52% Other 36% 18% 49%
AD 49%
AD 29%
ACCCHS 59% 53% 65%A 61% 56%
* Less than .5% ABCD
Significantly higher than others in category. 1
Do you or anyone in your family participate in food assistance programs? 2 If yes, which ones? Summer Food Service Program, SNAP, School Lunch/School Breakfast, WIC, CSFP, Other
3 Hispanic participants who answered “don’t know” and those who refused to answer the question regarding race were included in the “Caucasian/White” segment. *Percentages may be more than 100% due to rounding
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II. Executive Summary
Advertising Awareness & Message Recall
One-quarter (24%) report having seen the 2013 Low-Fat Dairy advertising. Respondents were shown pictures of the campaign poster as well as several screen shots of the online advertising and asked if they had seen it. Twenty-four percent (24%) said they had. While down from previous Nutrition Network campaigns in which TV was used, this is similar to the 2013 Whole Grains campaign (27%), in which TV was not used. (Note: this is the first Low-Fat Dairy campaign. The most recent “Go Low” milk campaign ran in 2010.) (Refer to p.9)
Women were most likely to have seen the advertising in government offices (e.g., WIC, DES). Two-thirds (66%) recalled having seen the poster and / or other campaign elements in government offices, with 38% naming this without being prompted. While one in four (24%) saw something at an after-school program, one in five (20%) said they saw an ad online. Interestingly, 17% mentioned they saw the Low-Fat Dairy advertising via social media, significantly higher than the portion who mentioned they had seen the 2013 Whole Grains ads via social media (6%). (Refer to p.11)
Nearly one-half (48%) of study participants said the advertising said something about “low-fat.” One-third (34%) made a comment referencing switching to low-fat dairy, with an additional 9% mentioning the fact that low-fat dairy has the same nutrients as whole, 5% saying something about looking for recipes that use fat-free or low-fat dairy, and 3% referencing low-fat products in general. (Refer to p.12)
Advertising Effectiveness
Over four in ten (43%) said there was something in the advertising that got them to think about eating fat-free or low-fat (1%) dairy. Interestingly, one-third (33%) of moms said the yogurt triggered their thoughts, with slightly fewer saying the pictures looked good/tasty (28%). One in ten (9%) maintains it was the words “low-fat dairy” that triggered their thoughts about eating more. (Refer to p.14)
One-half (51%) said they had tried to eat more low-fat dairy in the past few months. And, although just 6% of all respondents said they went to the website, 9% of those who recalled the campaign visited the site compared to 5% of those who did not recall the Low-Fat Dairy ads. This is a statistically significant difference. (Refer to p.15-16)
The overwhelming majority agree the Low-Fat Dairy ads are believable (89%
strongly agree/agree) and a good way to get people to eat more low-fat dairy (87% strongly agree/agree). Similarly, eight in 10 (79%) feel the ads apply to them and that they are memorable (78%). Approximately three-quarters found this campaign entertaining (76% strongly agree/agree) and that it makes them want to eat more low-fat dairy (74%). (Refer to p.17)
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Low-Fat Dairy Attitudes
Eight in ten women interviewed agree: 1% low-fat milk is healthy for most children 2 and older; Switching to fat-free or 1% low fat milk is healthy for my family to do; Fat-free, non-fat or skim milk is healthy for most children 2 and older and Drinking fat-free or 1% low fat milk is an important part of a healthy diet.
Importantly, women between 26 and 35 are significantly more likely than women in other age groups to strongly agree with several of low-fat milk statements (bolded above). In addition, they are more likely than their younger counterparts to strongly agree that switching to fat-free or 1% low-fat milk is easy for their family to do. (Refer to p.19-20)
Over one-third (36%) of women maintain they have already switched to low-fat milk. An additional 17% said they are trying to switch. (Refer to p.25)
Food and Beverages Consumed
Study participants reported consuming 1.1 glasses of milk per day, on average. Consumption of cheese and yogurt is less - .79 and .47 servings per day, respectively. Women stated that 46% of the yogurt they eat is low fat, while just 23% of the cheese they eat is low fat. Approximately one-quarter (26%) maintain they drink low-fat (1%) or non-fat milk. (Note: this is an average of an estimate made by participants, and therefore should not be compared directly to the portion saying they have switched to low-fat milk – 36%, as reported above.) (Refer to p.22)
Among the whole grain foods tested, women are most likely to eat tortillas and bread on a daily basis – 1.74 and .94 servings per day, respectively. Women report that just over 60% of the tortillas and bread they eat are whole grain. (Refer to p.23)
On average, moms report they personally consume 2.2 cups of vegetables per day and 2.3 cups of fruit per day. (Refer to p.24)
Internet Use
Seven in ten moms have Internet access – most from home. Fifteen percent (15%) can access the Internet from work, with 12% accessing the Internet from the library or other location. (Refer to p.28)
Two-thirds (67%) of those with Internet access use their laptop or desktop computers to go online, while slightly fewer – 64% - use their Smart Phones. Nearly one-quarter (24%) access the Internet via their tablet computers. (Refer to p.28)
Sources for Health and Nutrition Information
Facebook and Google are the preferred websites among those interviewed. Google is the clear leader when asked where these women go for recipes and health information. (Refer to pp.29-30)
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III. 2013 Low-Fat Dairy Campaign A. Advertising Awareness
1. Aided Advertising Awareness
Respondents were shown pictures of the campaign poster as well as several screen shots of the online advertising, in either English or Spanish, depending on their language preference. (English version shown below.)
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They were then asked, “Do you recall seeing any of these advertisements?” One-quarter (24%) report having seen at least one of the campaign elements, while three-quarters (76%) said they had not. Awareness is consistent with the 2013 Whole Grains campaign, in which 27% recalled having seen the ads. However, it is down significantly from previous campaigns, including the 2012 Fruits & Veggies – More Matters campaign, in which 56% recalled the advertising as well as the 2012 Healthy Proteins campaign, in which 38% recalled the ads. As with the most recent Whole Grains campaign, the absence of television advertising is most likely the reason for the decline in awareness.
Table 1: Awareness of Recent Campaigns
Answer 2013 Low-Fat
Dairy
2013 Whole Grains
2012 FVMM
2012 Healthy Proteins
2012 Whole Grains
2011 FVMM
2011 Healthy Proteins
Yes 24% 27% 56%* 38%* 40%* 26% 30%
No 76% 73% 44% 62% 60% 74% 70%
* Significantly higher than 2013 Low-Fat Dairy campaign.
Yes 24%
No recall 76%
Aided Awareness of Low-Fat Dairy Advertising Do you recall seeing any of these advertisements?
n=800
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Demographic Differences Hispanic women reported higher awareness than non-Hispanics – 26% and 15%, respectively.
15%
26%F
18%
23%
22%
27%
24%
0% 20% 40% 60%
Non-Hispanic (n=172) (F)
Hispanic (n=626) (E)
Ethnicity
Yuma (n=100) (D)
N. Arizona (n=100) (C)
Tucson (n=300) (B)
Phoenix (n=300) (A)
Residence
Total (n=800)
Aided Awareness of Whole Grains Campaign By City/Ethnicity
ABCD/EF Significantly higher than others in category
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2. Source of Advertising Respondents were first asked on an unaided basis where they had seen or heard the Low-Fat Dairy advertising. They were then read a list of media options for those they did not mention and asked if they recalled seeing or hearing the ads on those options. Women were most likely to say they had seen the advertising in government offices such as WIC or DES, with 38% mentioning this source unaided and 28% aided. While the percentage mentioning TV on an unaided basis was the same (38%), just 18% said they had seen the advertising on TV after being prompted. A total of 17% said they had seen the Low-Fat Dairy advertising on social media: Facebook – 15%; Twitter – 6% and Pinterest – 4%. This is up from 6% who said they saw the Whole Grains advertising via social media. (Note: It is important to keep in mind that respondents of all ages tend to default to TV when they are unsure of where they have seen or heard advertising.)
1%
1%
3%
4%
8%
4%
5%
6%
4%
10%
9%
10%
13%
38%
38%
3%
5%
7%
8%
7%
11%
12%
11%
14%
9%
10%
10%
11%
18%
28%
4%
6%
10%
12%
15%
15%
17%
17%
18%
19%
19%
20%
24%
56%
66%
0% 20% 40% 60% 80% 100%
Radio
Website
Door hangers
"Net" Social Media
Newsletter
Billboard
Community Centers
Online advertising
After school program
TV
Government office
Source of Low-Fat Dairy Advertising Among those who had seen/heard advertising (aided or unaided)
Unaided Aided n=188
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B. Main Message
1. Suggested Action
After viewing various elements of the 2013 Low-Fat Dairy campaign, all respondents were asked: What is this advertising suggesting you do? Nearly half (48%) of women in the study felt the advertising suggested something about eating low-fat dairy. One-third (34%) of those interviewed said the advertising suggests people switch to fat- free or low-fat dairy, with the same number saying the ads encourage people to eat a healthy breakfast. One in ten said the ads want people to understand that fat-free and low-fat dairy have the same nutrients as whole milk (9%), to get new recipes that include fat-free and low-fat (1%) dairy (5%) or go to the www.eatwell/ comesanovivemenjor.org) website (5%).
6%
2%
2%
3%
3%
5%
5%
6%
9%
34%
34%
48%
0% 20% 40% 60% 80%
Other
Eat yogurt
Make healthy choices
Eat more low-fat products
Eat more whole grains
Go to www.eatwell/comesanovivemejor.org
Get new recipes for including fat free and low-fat …
Eat more fruits
Learn low-fat dairy has same nutrients as whole
Eat healthier/ eat a healthy breakfast
Switch to fat free or low-fat (1%) dairy
"NET" low-fat dairy
Suggested Action What is this advertising suggesting you do?
n=800
1
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Demographic Differences
Women who speak English were significantly more likely than Spanish-speakers to identify specific actions relating to low-fat dairy, while Spanish-speaking (only) women heard a more general message. For example, 36% of English-speakers (and 40% of those who speak both languages) mentioned switching to fat-free or low-fat (1%) dairy, compared to 28% of those who speak Spanish only. In addition, 12% of English-speakers agreed the ad was intended to teach people that fat-free and low-fat (1%) dairy have the same nutrients as whole milk/dairy, compared to 7% of Spanish-only speakers. The main take-away for Spanish-speaking women was a broader and/or more literal message – eat healthier / eat a healthy breakfast.
Table 2: Suggested Action – Low-Fat Dairy By Ethnicity & Language Preference
Hispanic
N=626
(A)
Non-Hispanic
N=172
(B)
English
N=288
(C)
Spanish
N=349
(D)
Both
N=156
(E)
“NET” low-fat dairy (1%) 45% 60%A 50% 44% 54%
D
Switch to fat-free or low-fat (1%)
dairy¹ 31% 42%
A 36%D 28% 40%
D
Eat healthier / eat a healthy
breakfast 39%
B 17% 27% 40%C 33%
Learn that fat-free and low-fat (1%)
dairy have the same nutrients as
whole milk¹
7% 16%A 12%
D 7% 8%
Get new recipes for including more
fat-free or low-fat (1%) dairy in your
diet¹
5% 4% 4% 6% 5%
Go to www.eatwellbewell.org /
www.comesanovivemejor.org 5% 8% 6% 5% 4%
Eat low-fat products / lower your fat
intake¹ 3%
B 1% 1% 4%
CE 1%
ABCDE Significantly higher than others in category
¹ Included in “NET” low-fat dairy
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C. Overall Effectiveness
1. Advertising Trigger Respondents were asked if there was anything in the advertising that got them to think about eating more low-fat dairy. Over four in ten (43%) said there was.
One-third (33%) agreed the yogurt in the ad looks good / healthy, with slightly fewer (28%) saying the picture looks healthy in general. Interestingly, approximately one in five (18%) who said the advertising got them to thinking about eating more low-fat dairy said it was the pictures of the fruit that triggered the thought. One-in-ten (9%) of those for whom the ad triggered the thought of eating more low-fat dairy specifically pointed to the words “low-fat dairy.”
Yes 43%
No 57%
Whether Advertising Triggers Thoughts About
Eating More Low-Fat Dairy
n=800
2%
2%
3%
3%
4%
4%
9%
14%
18%
28%
33%
0% 10% 20% 30% 40% 50%
Simple / easy to fix
Eat whole grains
Variety of foods
Good message
Dairy / milk
Granola looks good
Words "low-fat dairy"
Looks good/tasty/pictures
The fruit
Looks healthy
Yogurt looks good/yogurt is healthy
What Triggers Thoughts
n=346
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Demographic Differences
While non-Hispanic moms were more likely than Hispanic women to mention that the advertising looks healthy in general, Hispanics were significantly more likely than non-Hispanics to specify that the yogurt in the pictures looked good, thus triggering their thought to eat more low-fat dairy.
Table 3: Thought Triggers By Ethnicity
Hispanic
N=285
(A)
Non-Hispanic
N=61
(B)
Yogurt looks good / yogurt looks healthy 35%B 21%
Looks healthy 26% 39%A
The fruit 18% 18%
Looks good / tasty / pictures 15% 8%
Words “low-fat dairy” 8% 11%
Granola looks good 4% 5%
Dairy / milk 5% 2%
Good message 3% 3%
Variety of foods 3% 2%
Eat whole grains 2% 5%
Easy / simple to fix 2% 2%
2. Action Taken
All moms were asked if they had taken any of three actions related to low-fat dairy in the past few months. Fully, one half (51%) said they had tried to eat more fat-free / low-fat dairy. Just 6% report having gone to the www.eatwellbewell.org / www.comesanovivemejor.org website, with 2% saying they looked for information on fat-free or low-fat (1%) dairy on another website. Those who recalled the Low-Fat Dairy advertising were significantly more likely than those who did not to have visited the Nutrition Network website(s).
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ABCDE
Significantly higher than others in category
44%
2%
5%
51%
40%
2%
9%B
51%
42%
2%
6%
51%
0% 50% 100%
None of these
Looked for information on fat-free or low-fat dairy on another site
Visited the website
Tried to eat more fat-free/low-fat dairy
Actions Taken in Past Few Months
Total
Ad Recall (A)
No Ad Recall (B)
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3. Perceptions of Advertising Study participants responded to a series of agree/disagree statements regarding their perceptions of the advertising. As seen in the following graph, the strong majority of respondents strongly agree/agree the low-fat advertising is believable (89%), closely followed by a good way to get people to eat more low-fat dairy (87%). In addition, eight in ten (79%) strongly agreed/agreed the advertising applies to them, and is memorable (78%). Similar to the 2013 Whole Grains post-test results, study participants were least likely to agree the advertising taught them something new.
Demographic Differences
Hispanic women are significantly more likely to agree with several of the statements than are non-Hispanics, as seen in the table below. Also of interest, those who recalled having seen the advertising prior to the interview were significantly more likely to feel the advertising was believable and to feel it applies to them.
6%
11%
12%
12%
14%
13%
18%
12%
62%
61%
62%
64%
64%
66%
69%
77%
68%
72%
74%
76%
78%
79%
87%
89%
0% 20% 40% 60% 80% 100%
Taught me something new
Low-fat dairy is affordable
Makes me want to eat more low-fat dairy
Is entertaining
Is memorable
Applies to me
A good way to get people to eat more low-fat dairy
Is believable
Agreement with Advertising Related Statements
Strongly agree Agree
n=800
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Table 4: Agreement with Advertising Related Statements By Ethnicity & Advertising Recall
% Strongly Agree/Agree
Hispanic
N=626
(A)
Non-Hispanic
N=172
(B)
Recall
Advertising
N=188
(C)
Do Not Recall
Advertising
N=591
(D)
Is believable 91%B 80% 93%
D 88%
A good way to get people to eat more low-fat dairy 88%
B 81% 90% 85%
Applies to me 81% 74% 86%D 78%
Is memorable 81%B 68% 80% 77%
Is entertaining 79%B 67% 80% 75%
Makes me want to eat more low-fat dairy
75% 72% 78% 72%
Low-fat dairy is affordable 72% 71% 71% 72%
Taught me something new 68% 70% 70% 68% ABCDE
Significantly higher than others in category.
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4. Low-Fat Dairy Statements – Pre / Post Campaign
There was a high level of agreement with the low-fat dairy-related statements, with eight in ten respondents agreeing that 1% low-fat milk is healthy for most children 2 and older, switching to fat-free or 1% low fat milk is healthy for my family to do, fat-free, non-fat or skim milk is healthy for most children 2 and older, and drinking fat-free or 1% low fat milk is an important part of a healthy diet.
As illustrated in the table below, agreement with the low-fat dairy-related statements actually decreased between the pre and post tests. There were no statistically significant differences in the agreement statements between those who recalled the advertising and those who did not.
11%
15%
16%
18%
18%
17%
20%
18%
44%
48%
48%
54%
62%
63%
60%
63%
7%
9%
8%
8%
9%
7%
7%
7%
36%
27%
21%
19%
10%
11%
11%
11%
2%
1%
7%
1%
1%
2%
2%
1%
0% 20% 40% 60% 80% 100%
I like the taste of fat free or nonfat or skim milk
I like the taste of 1% low fat milk
Fat-free/1% low-fat milk-same vitamins/minerals as …
Switching to fat free or 1% low-fat milk is easy for my …
Drinking fat free/1% low fat milk-important
Fat free, non-fat/skim milk-healthy for children 2 and …
Switching to fat free or 1% low fat milk-healthy for …
1% low-fat milk-healthy for children 2 and older
Agreement with Low-Fat Dairy Related Statements
Strongly agree Agree Neutral Disagree / Strongly Disagree Don't know
n=800
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Table 5: Agreement with Advertising Related Statements
Pre / Post Advertising
Strongly Agree + Agree
Pre
(2013 Whole Grains)
N=800
(A)
Post
2013 Low-Fat Dairy
N=800
(B)
Recall
Advertising
(C)
N=188
Do Not Recall Advertising
(D)
N=591
1% low-fat milk is healthy for most children 2 and older.
88%B 81% 83% 81%
Switching to fat-free or 1% low fat milk is healthy for my family to do.
92%B 80% 84% 79%
Fat-free, non-fat or skim milk is healthy for most children 2 and older.
86%B 80% 85% 79%
Drinking fat-free or 1% low fat milk is an important part of a healthy diet.
90%B 80% 83% 79%
Switching to fat-free or 1% low fat milk is easy for my family to do.
78%B 72% 74% 71%
Fat-free and 1% low fat milk have the same amount of vitamins and minerals as whole milk.
64% 64% 63% 65%
I like the taste of 1% low fat milk 67% 63% 62% 63%
I like the taste of fat-free or nonfat or skim milk.
60%B 55% 53% 55%
ABCDE Significantly difference from than others in category
Demographic Differences
Women between 26 and 35 are significantly more likely than women in other age groups to strongly agree with several of low-fat milk statements, including:
Switching to fat-free or 1% low fat milk is healthy for my family to do.
Fat-free, non-fat or skim milk is healthy for most children 2 and older.
Drinking fat-free or 1% low fat milk is an important part of a healthy diet.
Switching to fat-free or 1% low fat milk is easy for my family to do.
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Table 6: Low-Fat Dairy Statements Strongly Agree with Statement
By Age
18-25
N=132
(A)
26-35
N=355
(B)
36-45
N=313
(C)
46+
N=92
(D)
1% low-fat milk is healthy for most children 2 and older.
15% 19% 19% 17%
Switching to fat-free or 1% low fat milk is healthy for my family to do.
23% 23%C 15% 17%
Fat-free, non-fat or skim milk is healthy for most children 2 and older.
12% 21%AD 17% 11%
Drinking fat-free or 1% low fat milk is an important part of a healthy diet. 18% 21%
C 14% 14%
Switching to fat-free or 1% low fat milk is easy for my family to do. 21%
D 19%
D 18% 11%
Fat-free and 1% low fat milk have the same amount of vitamins and minerals as whole milk.
17% 16% 17% 14%
I like the taste of 1% low fat milk 16% 17% 13% 13%
I like the taste of fat-free or nonfat or skim milk. 12% 13% 11% 8%
ABCDE Significantly higher than others in category.
22
IV. Current Eating Habits & Attitudes
A. Low-fat Dairy Consumption Study participants reported consuming 1.1 glasses of milk per day, on average. Consumption of cheese and yogurt is less - .79 and .47 servings per day, respectively. In terms of what percentage of each item was low fat, women stated that 46% of the yogurt they eat is low fat, while just 23% of the cheese they eat is low fat. Approximately one-quarter (26%) maintain they drink low-fat (1%) or non-fat milk. There were no statistically significant differences between those who recall the Low-Fat Dairy advertising and those who did not.
Table 7: Servings / Day % Low-Fat
Servings Average / Day
% Low-fat (Mean)
Low-fat Dairy
Total Recall
Advertising (A)
Do Not Recall
Advertising (B)
Total Recall
Advertising (C)
Do Not Recall
Advertising (D)
Cheese .79 .72 .81 23% 21% 24%
Yogurt .47 .54 .45 46% 45% 47%
Milk
1.10 1.17 1.09
Whole: 27% 2%: 44%
Low-fat/Non-fat: 26%
Soy: 3%
27% 41% 29% 3%
27% 45% 26% 2%
Table 8: Low-Fat Dairy Consumption % of Servings
0% >0% - <50% >50% - <100% 100%
Total
Ad Recall Total
Ad Recall
Total
Ad Recall
Total
Ad Recall
Yes (A)
No (B)
Yes (C)
No (D)
Yes (E)
No (F)
Yes (G)
No (H)
Cheese 69% 71% 69% 4% 5% 4% 9% 7% 10% 17% 17% 17%
Yogurt 47% 48% 46% 3% 4% 2% 11% 11% 11% 40% 38% 40%
23
B. Whole Grains Consumption Women are most likely to eat tortillas and bread on a daily basis – an average of 1.74 and .94 servings, respectively. Conversely, they are least likely to eat pasta each day – average of .31 / day. Interestingly, when comparing the percentage of each item that is whole grain, cereal comes out on top. Women say that 70% of the cereal they consumed in the prior week was whole grain. Tortillas and bread (62%) follow.
Table 9: Grains Consumed
Grains Servings
Average / day % Whole Grain
(Mean)
Tortillas 1.74 62%
Bread .94 62%
Cereal .60 70%
Rice .43 13%
Pasta .31 19%
Table 10: Whole Grain Consumption
% of Servings
Grains 0% >0% - <50%
>50% - <100%
100%
Bread 29% 4% 14% 53%
Cereal 21% 3% 16% 60%
Rice 81% 3% 6% 10%
Tortillas 22% 4% 30% 43%
Pasta 75% 3% 7% 15%
24
C. Fruits & Veggies Consumption
Respondents were asked to report on the frequency with which they consume fruits and vegetables. On average, moms report they personally consume 2.2 cups of vegetables per day (including pure vegetable juice) and 2.3 cups of fruit per day (including pure fruit juice).
3%
3%
6%
7%
22%
26%
29%
26%
40%
38%
0% 20% 40% 60% 80% 100%
Cups of fruit eat or drink per day (Mom)
Cups of veggies eat or drink per day (Mom)
Fruit & Veggie Consumption
None <1 cup/serving 1 cup/serving
2 cups/servings 3+ cups/servings
Average
2.2 cups/day
2.3 cups /day
25
V. “Stage of Readiness”
A. Milk Respondents were asked the following question to help determine their Stage of Readiness with regard to switching to fat-free or 1% low fat milk.
Over one-third of moms (36%) maintain they already switched to fat-free or 1% low-fat milk, with an additional 17% saying they are trying to switch now. While 8% said they definitely plan to switch to fat-free or 1% low-fat milk in the next month, 7% said they are thinking about switching and plan to start in the next six months. Over one-quarter of the moms interviewed (27%) said they are not thinking about switching to fat-free or 1% low-fat milk.
Already switched to fat
free or 1% 36%
Trying to switch now 17%
Definitely planning to
switch in next month
8%
Thinking about switching in next
six mos. 7%
Not thinking about switching
27%
DK/Refused 5%
Stage of Readiness - Switching to Non-fat/1% Milk Which one of the following statements best represents you?
n=755
Which of the following statements best represents you? I am not thinking about switching to fat free or 1% low fat milk. I am thinking about switching to fat free or 1% low fat milk. . . planning to start within
6 months. I am definitely planning to switch to fat free or 1% low fat milk in the next month. I am trying to switch to fat free or 1% low fat milk now. I have already switched to fat free or 1% low fat milk.
26
B. Whole Grain Foods
Respondents were asked the following question to help determine their Stage of Readiness with regard to eating more whole grains. Four in ten moms (40%) said at least ½ of my grains are already whole, with nearly as many (37%) claiming they are trying to eat more whole grain foods now. Over one in ten (12%) said they definitely plan to eat more whole grain foods in the next month, while 5% said they are thinking about eating more whole grain foods and plan to start in the next six months. A similar portion (6%) said I am not thinking about eating more whole grain foods.
1/2 My grains are whole
40%
Trying to eat more now
37%
Definitely planning in next month
12%
Thinking about eating
more 5%
Not thinking about eating
more 6%
n=800
Stage of Readiness - Whole Grain Foods Which one of the following statements best describes you?
Which of the following statements best represents you? I am not thinking about eating more whole grain foods. I am thinking about eating more whole grain foods . . . planning to start within six
months. I am definitely planning to eat more whole grain foods in the next month. I am trying to eat more whole grain foods now. At least ½ of my grains are already whole grains.
27
C. Fruits & Veggies
Respondents were asked the following question to help determine their Stage of Readiness with regard to eating more fruits & veggies.
Three in ten moms (30%) said they already eat five or more fruits and veggies each day, with half of those interviewed (51%) saying they are trying to eat more fruits and veggies now. While 12% said they definitely plan to eat more fruits and veggies in the next month, 3% said they are thinking about eating more fruits and veggies and plan to start in the next six months. Just 4% of moms interviewed said they are not thinking about eating more fruits and veggies.
Already eat 5+ f&v each
day 30%
Trying to eat more f&v
now 51%
Definitely planning in next month
12%
Thinking about eating
more 3%
Not thinking about eating
more f&v 4%
n=800
Stage of Readiness - Fruits & Veggies Which one of the following statements best represents you?
Which of the following statements best represents you? I am not thinking about eating more fruits and veggies. I am thinking about eating more fruits and veggies . . . planning to start within 6
months. I am definitely planning to eat more fruits and veggies in the next month. I am trying to eat more fruits and veggies now. I am already eating five or more servings of fruits and veggies a day.
28
VII. Information Sources
A. Internet Use Approximately seven in ten (71%) of those interviewed have Internet access. Over six in ten (63%) reported accessing the Internet from home, while 15% are able to access the Internet from work. Approximately one in ten (9%) have access to the Internet a place “other” than home or work, with 3% saying they go to the library to go online. As stated previously, nearly three in ten (29%) respondents do not have access to the Internet, with moms over 35 significantly more likely to report no Internet access than those 35 or younger.
Table 11: Source of Internet Access By Ethnicity & Age
Total
N=785
Hispanic
N=626
(A)
Non-
Hispanic
N=172
(B)
18-25
N=129
(C)
26-35
N=336
(D)
36-45
N=230
(E)
46-49
N=90
(F)
Home 63% 64%B 54% 70%EF 67%EF 58% 50%
Work 15% 14% 17% 23% 16% 12% 10%
Public Library 3% 2% 5% 4% 3% 2% 2%
Other 9% 9% 8% 16% 8% 7% 6%
No Internet access 29% 28% 31% 20% 24% 36%CD 46% CD
Women with Internet access are most likely to go online using their laptop or desk top computers, with two-thirds using these devices. Just slightly fewer (64%) of those with Internet access use their Smart Phones to go online, while 24% said they use a tablet. Those 25 or younger are significantly more likely to use their Smart Phones to go online, while those 36 or older prefer to use their computers.
Table 12: Devices used to access Internet By Ethnicity & Age
With
Internet Access
Hispanic
(A)
Non-
Hispanic
(B)
18-25
(C)
26-35
(D)
36-45
(E)
46-49
(F)
Computer 67% 67% 67% 52% 67%C 73%C 86%CDE
Smart Phone 64% 65% 60% 75%EF 65% 57% 55%
Tablet 24% 22% 32%A 24% 28%E 17% 22%
Other 1% 1% 2% 1% 2% 0% 0%
29
B. Favorite Websites
Respondents were asked to name their three favorite websites on any topic. Facebook topped the list with nearly three-quarters of the women interviewed (72%) naming it as a favorite. Google (64%), YouTube (38%) and Yahoo (14%) followed. It is important to note that nearly three in ten (29%) mothers included in the study reported they do not have access to the Internet.
1%
2%
3%
3%
5%
6%
8%
9%
14%
38%
64%
72%
0% 20% 40% 60% 80%
Hotmail
Amazon
Univsion
MSN.com
Craigslist
Yahoo
YouTube
Favorite Websites What are your 3 favorite websites (on any topic)?
n=555 Those with Internet access
30
C. Websites Visited for Recipe and Health Information
When respondents were asked to name the websites they visit for recipe and health information, Google was the clear leader with over half (51%) of mothers naming it as a source. YouTube and Foodnetwork.com followed, although at a much smaller percentage. Only two mothers named the ADHS websites as sites they visit for recipe and health information – one named www.eatwellbewell.org and one mentioned www.comesanovivemejor.org. One-third of participants (33%) were unable to name any website they visit for recipe and health information.
23%
1%
1%
3%
3%
3%
3%
4%
7%
9%
51%
0% 10% 20% 30% 40% 50% 60%
Don't know/No answer
Yahoo
Recipes.com
Univision
Kraft Foods
Allrecipes.com
Foodnetwork.com
Youtube
Recipe/Health Information Websites What websites do you visit for recipe and health information?
n=555 Those with Internet access
31
VIII. Family Dinners Nearly two-thirds of moms (64%) report their families eat dinner together 5-7 times a week.
Table 13: Family Dinners
# times/week eat dinner together
None 3%
1-2 9%
3-4 24%
5-7 64%
32
Appendix
33
ADHS – Nutrition Network
2013 Low-Fat Dairy Post Campaign Research
Intercept Interviews Final Date: September 9, 2013
Hello. My name is ___________________ with WestGroup Research. We are conducting a survey with women regarding grocery shopping, eating habits, and advertising they have seen or heard over the past few months. It should only take about 10 minutes or so. Do you have a few minutes to complete our survey? S1. Do you have any children ages 2 through 11?
_____ Yes
_____ No (THANK & TERMINATE)
S2. Which of the following categories best describes your age?
18 to 25
26 to 35
36 to 45 46 to 49
over 49 (THANK & TERMINATE)
S3. How many people are there currently living in your household?
2
3
4
5
6 or more
S4. What is your total household income before taxes? You can give that to me as a weekly income,
every two-week income, monthly or yearly income.
# in
Household
Weekly Income 2 Week Income Monthly Income Yearly Income
2 $ 552 $1,104 $2,392 $28,694
3 $ 695 $1,390 $3,011 $36,131
4 $ 838 $1,676 $3,631 $43,568
5 $ 981 $1,962 $4,251 $51,005
6 $1,124 $2,248 $4,871 $58,442
34
Current Eating Habits & Attitudes
To begin, we’re going to talk about the kinds of foods and beverages that you eat and drink.
1. About how many cups of fruit, including 100% pure fruit juice, do you eat or drink each day? a. 0 b. Some, but less than one c. 1 d. 2 e. 3 f. 4 g. 5 h. Other (specify)
2. About how many cups of vegetables, including 100% pure vegetable juice, do you eat or drink each day? a. 0 b. Some, but less than one c. 1 d. 2 e. 3 f. 4 g. 5 h. Other (specify)
3. Now I’d like to ask you about dairy, such as cheese, yogurt, and milk. Thinking about the amount of
dairy that you ate or drank in the past week, how many servings did you eat of . . .
a. Cheese – a serving is 1.5 ounces, or the size of your thumb: __ / day or ___ / week If > 0, . . . Approximately what percent of that was low fat? _____%
b. Yogurt – a serving is one cup: ___ / day or ___ / week If > 0, . . . Approximately what percent of it was low fat? _____%
c. Milk – a serving is one cup: ___ / day or ___ / week If > 0, How much of it was whole milk? ____%
How much of it was 2% (reduced fat) milk? ____%
How much of it was skim, no fat, or 1% (low fat)? ____%
How much of it was soy milk? ____%
Should total 100%
4. Now I’d like to ask you about the grains that you ate in the past week, like bread, cereal, tortillas,
rice, and pasta. How many servings did you eat of . . .
a. Bread – a serving is 1 slice: ___ / day or ___ / week If > 0, . . . Approximately what percent of that was whole grain? _______%
35
b. Cereal – a serving is ½ cup: ___ / day or ___ / week If > 0, . . . Approximately what percent of that was whole grain, such as Cheerios, Rice Crispies or
Rice Chex, Corn Flakes or Corn Chex, Wheat Chex, Mini Wheats, All Bran, Kix, Honey Bunches of
Oats, Grape Nuts, Life, Quaker Oats, Cream of Wheat: _____%
c. Rice – a serving is ½ cup: ___ / day or ___ / week If > 0, . . . Approximately what percent of that was brown rice? _______%
d. Tortillas – a serving is one six-inch tortilla or half of a large, 12-inch tortilla ___ / day or ___ / week
If > 0, . . . Approximately what percent of that was whole grain or corn? ________%
e. Pasta – a serving is ½ cup of cooked pasta: ___ / day or ___ / week If > 0, . . . Approximately what percent of that was whole grain? _________%
Please tell me if you agree or disagree with each of these statements. (If agree/disagree, “Would that be strongly (dis) agree or (dis) agree?”
SA A N D SD NA
8. Eating whole grains is an important part of eating healthy.
9. Switching to fat free or 1% low fat milk is easy for my family to do.
10. I like whole grain bread.
11. Buying whole grains is more expensive than what I usually buy.
12. Eating a variety of fruits and vegetables is an important part of eating healthy.
13. Eating any form of fruit or vegetable is good for you. That includes fresh, frozen, dried, canned and 100% juice.
14. I can include more whole grains in my eating habits.
15. Fat free, non-fat or skim milk is healthy for most children 2 and older.
16. I like brown rice.
17. It is too expensive to eat fruits and vegetables.
18. I’m confused on what whole grain really is.
19. Fat free and 1% low fat milk have the same amount of vitamins and minerals as whole milk.
20. Fruits and vegetables make good snacks.
21. 1% low fat milk is healthy for most children 2 and older.
22. Whole grains are good sources of fiber.
23. Switching to fat free or 1% low fat milk is healthy for my family to do.
24. I like the taste of fat free or nonfat or skim milk.
25. I like the taste of 1% low fat milk
26. Drinking fat free or 1% low fat milk is an important part of a healthy diet.
27. Whole fruits have more fiber than fruit juices.
36
28. I buy 100% fruit juice instead of juice with sugar added.
29. It’s important to eat BOTH fruits and veggies.
Advertising Awareness & Media Recall
30. (Show ads – poster and online) Do you recall seeing any of these advertisements? 1. Yes 2. No (Skip to Q34) 3. DK/Refused (Skip to Q34)
31. Where do you recall seeing or hearing these advertisements? (Record in unaided)
32. Do you recall seeing or hearing these advertisements on . . . (Ask for each of the media listed. Record in aided)
31. Unaided 32. Aided
1. TV Yes Yes No 2. Radio Yes Yes No 3. Outdoor billboard Yes Yes No 4. Website (www.eatwellbewell.org
or www.comesanovivemejor.org) Yes Yes No
5. Newsletter/Fun Food News Yes Yes No 6. Government office (WIC, DES offices, clinic) Yes Yes No 7. Door hangers Yes Yes No 8. Received something in the mail Yes Yes No 9. After school programs Yes Yes No 10. Family centers/community centers Yes Yes No 11. Online advertising Yes Yes No 12. Social media Yes Yes No
(If “yes” unaided or aided)
12a. Facebook Yes Yes No
12b. Pinterest Yes Yes No
12c. Twitter Yes Yes No
Main Message & Advertising Effectiveness – ASK EVERYONE
34. What does this advertising want you to do? (Precode / Do Not Read)
1. Switch to fat-free or low-fat (1%) dairy. 2. Learn that fat-free and low-fat (1%) dairy have the same nutrients as whole milk. 3. Go to www.eatwellbewell.org / www.comesanovivemejor.org. 4. Get new recipes for including more fat-free or low-fat (1%) dairy in your diet. 5. Other (specify) __________________________________
34. Is there anything in this advertising that gets you to think about eating more fat-free or low-fat (1%) dairy?
1. Yes 2. No
37
35. (If yes) What? _______________________________________________________________
36. In the past few months, which of the following have you done? (yes/no)
1. Tried to eat more fat-free or low-fat (1%) dairy? 2. Gone to the eatwellbewell.org or comesanovivemejor.org website? 3. Looked for information on fat-free or low-fat (1%) dairy on another web site? If yes, which web site? ________________________________________________
4. NONE OF THESE
Now, I’m going to read you several statements that may or may not describe this advertising. Please tell
me if you agree or disagree with each of these statements. Would that be strongly (dis) agree or (dis)
agree?
This advertising . . . SA A N D SD NA
37 . . . taught me something new.
38 . . . is believable.
39 . . . applies to me.
40. . . makes me want to eat more low-fat (1%) dairy.
41. . . . is entertaining.
42. . . . is memorable.
43. . . . is a good way to get people to eat more low-fat (1%)
dairy.
44 . . . makes me think that low-fat (1%) dairy can be affordable.
Behavioral Questions
45. Which one of the following statements best represents you?
1. I am not thinking about eating more fruits and veggies. 2. I am thinking about eating more fruits and veggies, planning to start within 6 months. 3. I am definitely planning to eat more fruits and veggies in the next month. 4. I am trying to eat more fruits and veggies now. 5. I am already eating 5 or more servings of fruits and veggies a day.
46. Which one of the following statements best represents you?
1. I am not thinking about eating more whole grains. 2. I am thinking about eating more whole grains, planning to start within 6 months. 3. I am definitely planning to eat more whole grains in the next month. 4. I am trying to eat more whole grains now. 5. At least half of my grains are already whole.
47. Which one of the following statements best represents you?
1. I am not thinking about switching to fat-free or 1% low-fat milk. 2. I am thinking about switching to fat-free or 1% low-fat milk, planning to start within 6 months. 3. I am definitely planning to switch to fat-free or 1% low-fat milk in the next month. 4. I am trying to switch to fat-free or 1% low-fat milk now. 5. I have already switched to fat-free or 1% low-fat milk.
38
48. How many times a week does your family eat dinner together? (READ LIST 1-2 times 5-7 times Refused 3-4 times Do not eat together
49. Where do you have access to the Internet? (READ LIST - CHECK ALL THAT APPLY) Home Work DO NOT HAVE Internet access Public library Other 50. (If Internet access) Which of the following devices do you use to access the Internet? (Check all that apply.)
1. Computer (desktop or laptop) 2. Tablet (iPad, Android tablet, Kindle, Nook) 3. Smart Phone 4. Other device 5. DK
51. How often do you go online? 1. Hourly 2. Daily 3. 2-3 times / week 4. Once a month 5. Other
52. What are your 3 favorite websites (on any topic) (DO NOT READ; precode)
YouTube
Yahoo
Univision
Craigslist
MSN
Tumblr
All others
Don’t know/No answer
53. What websites do you visit for recipe and health information? (DO NOT READ; precode)
YouTube
Foodnetwork.com
Univision
Allrecipes.com
Kraft
Recipe.com
Yahoo
All others
Don’t know/No answer
39
Demographics
D1a. Do you consider yourself to be: 1. Hispanic 2. Non-Hispanic 3. Refused
D1b. And, do you consider yourself:
1. American Indian/Alaskan Native/Native American 2. Asian 3. Black or African American 4. Native Hawaiian or Other Pacific Islander 5. White 6. American Indian/Alaskan Native/Native American AND White 7. Asian AND White 8. Black or African American AND White 9. American Indian or Alaskan Native AND Black or African American 10. All Others Reporting More than One Race 11. DK/Refused
D2. What is the highest level of education you have had the opportunity to complete? 1. Less than 8th grade 5. High school graduate 2. 8th grade 6. Some college 3. Some high school 7. College graduate 4. GED completed 8. Masters Degree D3. Do you or anyone in your family currently participate in food assistance programs? 1. Yes 2. No 3. Refused D4. If Yes, which ones? 1. CSFP 4. Summer Food Program –1% 2. Food Stamps/SNAP 5. School Lunch/School Breakfast—51% 3. WIC 6. FDPIR (Food Distribution Program on Indian Reservation) 7. Other D5. Do you or anyone in your family currently participate in ACCCHS? (pronounced ‘access’) 1. Yes 2. No 3. Refused D6. What is the primary language spoken in your household? 1 English 3 Both 2 Spanish 4 Other D7. How many people live in your household who are . . .
1. Ages 0-2 3. 6 to 11 years 2. 3-5 years 4. 12-17 years
40
To show my supervisor that I talked with you, may I have your name and phone number?
NAME______________________________ PHONE NUMBER____________________
Interview Location
1. Phoenix 2. Tucson 3. Yuma 4. Northern Arizona (Flagstaff or Cottonwood)
