Retail Services

Abigail Cork NSS

Research Study - Calorie Labelling in Retail

Catherine Hankey and Lisa Hutchison University of Glasgow

Research study on the impact of calorie labelling on customer decisions

Healthy Living Programme • “every healthcare contact is

a health improvement opportunity”

• 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 options

• Nutritional information for consumers

Strategic Context

Health Promoting Health Service

Aroma – the brand

Aroma principles

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

f ite

ms s

old

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

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No.

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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

0

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No.

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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?