Fruits & Veggies -- More Matters 2012 Post Campaign Research Report

Transcription

1 Arizona Department of Health Services (ADHS) / Arizona Nutrition Network (AzNN) Fruits & Veggies -- More Matters 2012 Post Campaign Research Report Report Prepared for: Arizona Department of Health Services / AzNN April North 44 th Street, Suite 150 Phoenix, AZ Phone:

2 Table of Contents I. Background & Methodology...4 A. Respondent Profile...6 II. Executive Summary...7 III. Advertising A. Advertising Awareness - FVMM B. Main Message C. Overall Effectiveness of FVMM Advertising IV. Current Eating Habits & Attitudes A. Fruits and Vegetables Stage of Readiness FVMM Statement Agreement Consumption of Fruits & Veggies B. Milk Stage of Readiness Milk Statement Agreement Consumption of Milk C. Whole Grains Stage of Readiness Whole Grain Statement Agreement V. Information Sources A. Health & Nutrition Information Sources B. Preferred Health & Nutrition Information Sources C. Favorite Websites D. Websites Visited for Recipe and Health Information VI. Household Behaviors

3 Appendices: A. Questionnaire B. Data Tables 3

4 I. Background & Methodology The Arizona Nutrition Network (AzNN), a public and private partnership led by the Arizona Department of Health Services (ADHS) Bureau of Nutrition and Physical Activity was developed to educate all Arizonans, especially lower income residents, on the importance of nutrition and physical activity. The Nutrition Network s mission is to shape food consumption in a positive way, promote health and reduce disease among specific target groups in this case, Supplemental Nutrition Assistance Program (SNAP) applicants and participants living in Arizona. AzNN accomplishes this by promoting 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 healthy protein. 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 2012 Fruits & Veggies -- More Matters campaign, which focuses on eating more fruits and vegetables. The campaign, which ran from September through December 2012, was statewide and included the following media and projects: Television (Primarily December) Website ( and 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 803 women between the ages of 18 and 49 who have children ages 2 to 11. The study was conducted at Food City locations in Phoenix, Tucson, Cottonwood, and Yuma, and at the Flagstaff Farmers Market and Safeway in Flagstaff. All interviews were completed between January 22 and February 16, 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. Participants at the Flagstaff Farmers Market were given Arizona Department of Health Services vegetable steamers. The following table 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.) 4

5 City Location/Address Sample Size Interview Dates Phoenix Area Food City: Tucson Yuma Northern Arizona 6544 W. Thomas 6020 N. 59 th Avenue 845 W. Southern Avenue 1338 E. Apache Food City: 3923 N. Flowing Wells 2950 S. 6 th Avenue 2000 E. Irvington 719 E. Ft. Lowell Food City: 1240 W. 8th Street 2600 W. 16 th Street Flagstaff Farmers Market Flagstaff Safeway 4910 N US Highway 89 Cottonwood Food City All survey participants met the following screening criteria: 301 Have children between the ages of 2 and 11 Are between 18 and 49 years of age Have incomes equal to 130% of Federal Poverty Level January 23 February January February February 8-9 S4. What is your household income? You can give that to me as a weekly income, every 2 weeks, monthly, or yearly income. (Participants must have incomes under those listed in the chart to qualify for the study.) # in Weekly Income 2 Week Monthly Yearly Income Household Income Income 2 $ 539 $1,077 $2,333 $27,991 3 $ 680 $1,359 $2,944 $35,317 4 $ 821 $1,641 $3,554 $42,643 5 $ 961 $1,922 $4,165 $49,969 6 $1,102 $2,204 $4,775 $57,295 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). 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. 5

6 Age Race/Ethnicity Caucasian/White 3 Native American African American Multi-Racial/Other Total n=803 17% 47% 29% 7% 83% 6% 2% 8% Respondent Profile Phoenix n=301 (A) 16% 46% 3 7% 85% D 5% 4% BD 6% B Tucson n=301 (B) 16% 47% 3 7% 86% D 4% 8% Yuma n=100 (C) 20% 48% 23% 9% 80% 6% - 13% N. Arizona n=101 (D) 19% 52% 23% 6% 74% 19% ABC 6% Hispanic Non-Hispanic Refused Education 8 th Grade or less Some High School GED/HS Grad Some College+ # in Household: or more Primary language: English Spanish Both Other Food Assistance 1 Yes No SNAP² WIC Other Family participates in ACCCHS 83% 16% 14% 2 33% 32% 4% 14% 25% 26% 32% 33% 44% 22% 87% D 13% - 2 BD 2 33% 26% 4% 14% 18% 29% 35% 27% 5 CD 19% 89% %D 10% 10% 22% 38% 30% 4% 13% 30% A 24% 29% 28% 46% D 26% A 87% D 12% 13% 22% 26% 39% 2% 16% 26% 22% 34% 33% 39% D 28% - 50% 50% ABC - 9% 15% 30% 46% AB 6% 13% 28% A 25% 28% 6 ABC 20% 19% - 63% 37% 64% D 36% 64% D 36% 67% D 33% 50% 68% 70% C 74% CD 55% 56% 54% 56% 52% 5 58% 54% 65% BD 36% 78% BD 48% 68% 75% CD 73% CD 50% 52% 50% ABC ABCD Significantly higher than other group 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 add to more than 100% due to rounding 6

7 II. Executive Summary Advertising Awareness & Recall FVMM FVMM advertising awareness reaches a high. After being shown a DVD of the :30 TV ad as well as a picture of the poster, more than one-half of moms (56% ) said they had seen the 2012 Fruits & Veggies -- More Matters campaign. This is more than double the recall for the FVMM campaign in 2011 (26% recalled) and significantly higher than the most recent Whole Grains and Healthy Proteins campaigns (30% to 40%). In fact, this is the highest level of campaign awareness measured since Advertising awareness measured in 2008, 2009 and 2010 for various campaigns ranged between 29% and 46%. (Refer to p ) Media recall is strong for all campaign elements. Virtually all moms (99%) recalled seeing TV ads with nearly all reporting awareness on an unaided basis (97% unaided + 2% aided). This measure typically runs between 85% and 95%. Government offices continue to be the second most frequently mentioned source of awareness 49% recalled having seen the FVMM advertising in these locations. After school programs, radio, and community centers are the next most frequently mentioned mediums (2 to 27% unaided + aided recall). (Refer to p.15) Six in ten aware of the campaign tried new recipes. When those who recalled the ads were asked if they had done anything as a result of the advertising, six in ten (60%) moms said they had tried a new way to prepare fruits or veggies, 14% reported visiting the eatwellbewell.org/ comesanovivemejor.org website, and one in ten (1) say they sought information on fruits and veggies from another website. Conversely, 37% of moms said they had not done anything as a result of the advertising. (Refer to p.18) Eat more fresh fruits and veggies was the main message received from the 2012 FVMM campaign. More than three in five (62%) moms agreed this advertising was suggesting they eat more fresh fruits and veggies. In addition, almost half (47%) said the advertising suggested making healthy choices, with 15% saying the message was to give kids fresh fruits and veggies for snacks. (Refer to p.20) Implications: The heavier than usual end-of-the-year TV schedule, the fact that this is the same campaign that ran previously, and a message that resonated with the target audience resulted in very high advertising awareness scores. 7

8 Message recall remains very high. Interestingly, moms clearly noticed the emphasis on fresh fruits and veggies in the messaging. And, many found the colors and look of the fresh produce very appealing. Effectiveness of FVMM Advertising Reaction to the FVMM advertising was highly favorable. A vast majority of participants strongly agreed/agreed the FVMM advertising was believable (96%), a good way to get people to eat more fruits and veggies (94%), memorable (93%), entertaining (9), applies to me (90%), and makes me want to eat more fruits and vegetables (87%). Nearly two-thirds (65%) agreed with the remaining statement - taught me something new. (Refer to pp ) Notably higher agreement with FVMM effectiveness statements. When compared to the Healthy Proteins campaign, agreement was higher for all statements. Agreement was higher on five of the seven statements compared to the Whole Grains campaign. This is likely the result of the high ad awareness and the connection this campaign has made with the target audience. (Refer to p.23) Two in five moms are motivated (by the advertising) to eat more fruits and veggies. When asked if there was anything in this advertising that got them thinking about eating more fruits and vegetables, 43% of moms said yes, though the remaining majority said no (57%). (Refer to p.22) Among those who said the ad made them think about eating more fruits and vegetables, the variety of fruits and vegetables shown was the most engaging feature, with 44% mentioning this. In addition, one in four (23%) moms said something about eating fruits and vegetables being healthy and important. Implications: As suggested previously, the continuity of the FVMM campaign and the connectivity to moms has resulted in a very effective campaign. The fact that two in five moms (43%) said the campaign motivated them to at least think about eating more fruits and vegetables is noteworthy. By way of comparison, just one in seven moms (14%) were motivated by the Whole Grains campaign, maintaining there was something in the ad that got them to think about eating more whole grains. 8

9 Current Eating Habits & Attitudes: Fruits and Vegetables More than four in ten moms (43%) said they already eat five or more fruits and veggies each day, with almost the same percentage (44%) saying they are trying to eat more fruits and veggies now. (Refer to p.25) All moms agreed with the statements: It s important to eat BOTH fruits and vegetables and Eating a variety of fruits & vegetables is an important part of eating healthy (100% agree/strongly agree). This represents an increase over the pre campaign measurements for both statements. (Refer to p.27) Agreement with the statements eating any form of fruit or vegetable is good for you, whole fruits have more fiber than fruit juices, and I buy 100% fruit juice had the same or virtually the same pre and post-campaign agreement levels. (Refer to p.27) In spite of the overall positive results, strong agreement is down slightly for four of the five positive statements (Refer to p.27) Just over one in four moms agree it is too expensive to eat fruits and vegetables. Agreement with this belief decreased between the pre and post tests (down from 43% to 27%). (Refer to p.27) On average, moms report they personally consume 1.9 cups of vegetables per day (including pure vegetable juice) and 2.1 cups of fruit per day (including pure fruit juice). (Refer to p.28) Implications: Interestingly, there was a significant decrease in the percentage of moms who believe it is too expensive to eat fruits and vegetables. Current Eating Habits &Attitudes: Milk Nearly four in ten moms (38%) said they already switched to fat free or low fat milk, with an additional 14% saying they are trying to switch now. (Refer to p.29) A strong majority of moms agree with the four statements related to the importance and healthiness of fat free or low fat milk (80% to 92%). Despite this agreement, a markedly lower percentage (66%) agree that Fat free and low fat milk have the same amount of vitamins and minerals as whole milk. (Refer to p.30) 9

10 Agreement is lower for the three statements related to switching and liking the taste of nonfat or low fat milk 70% agree switching is easy, 64% agree they like the taste of low fat milk, and just over half (52%) like the taste of fat free milk. (Refer to p.30) On average, moms report that they personally drink 1.5 servings of milk per day. This average is higher for kids at 2.3 servings per day. While 53% of mothers report their children typically drink 3 or more servings of milk a day, only 16% claim drinking this much themselves. (Refer to p.31) When asked to identify the type of milk they usually drink as well as the kind their child(ren) typically drinks, the percentages are essentially the same for moms and kids (with the exception of whole milk). Moms and kids are most likely to drink 2% reduced fat milk (38% kids and 39% moms). low fat milk comes in second for moms and third for kids (27% for both). As for whole milk, 29% identify it as the milk of choice for their children and 20% say it is the kind they personally drink. Three percent (3%) report fat free milk as the milk typically consumed by moms and kids. (Refer to p.32) Current Eating Habits &Attitudes: Whole Grains Just over one-half of moms (52%) say at least half of the grains they eat are already whole grains. An additional 3 say they are trying to eat more whole grains right now. (Refer to p.35) An overwhelming majority of moms strongly agree or agree with four of the five positive statements about whole grains (9 to 98%). Only I like brown rice received less support at 67%. (Refer to p.36) Three in five (59%) agree with the concern that buying whole grains is more expensive. One in four moms (25%) admits she is confused about what whole grain really is. (Refer to p.36) Information Sources Government offices (32%), the Health Department (2), the Internet (19%), TV (15%) and doctors or nurses (12%) are the top five sources for health and nutrition information. (Refer to p.37) When asked if there was somewhere else they would prefer to get health and nutrition information, the Internet and government offices were the most frequently mentioned desired sources (18% and 10%). (Refer to p.38) 10

11 Facebook (26%), Google (16%), and YouTube (7%) are the three most popular websites for information on any topic. Notably, 3 were unable to name a favorite. When asked to name the websites they visit for recipe and health information, moms most often mentioned Google (24%). 11

12 III. Advertising A. Advertising Awareness Fruits & Veggies -- More Matters 1. Aided Advertising Awareness Respondents were shown two elements from the 2012 Fruits & Veggies -- More Matters advertising campaign: a :30 TV spot and a poster. They were then asked if they recalled seeing any of these advertisements. (English version below.) 12

13 More than one-half (56%) recalled seeing the advertising. This is more than double the recall for the FVMM campaign in 2011 (26% recalled) and significantly higher than the most recent Whole Grains and Healthy Proteins campaigns (30% to 40%). In fact, this is the highest level of campaign awareness measured since Advertising awareness measured in 2008, 2009 and 2010 for various campaigns ranged between 29% and 46%. Awareness of FVMM Advertising Do you recall seeing any of these advertisements? No recall 44% Yes 56% n=803 Table 1: Awareness of Recent Campaigns Answer 2012 Healthy Proteins 2012 Whole Grains 2011 Fruits & Veggies -- More Matters 2011 Healthy Proteins Yes 38% 40% 26% 30% No 62% 60% 74% 70% 13

14 Demographic Differences Approximately two-thirds of Phoenix (66%) and Tucson (64%) residents report having seen the 2012 FVMM advertising. Significantly fewer Northern Arizona and Yuma residents recall seeing this campaign. Hispanic moms were significantly more likely than Non-Hispanic moms to say they recall or recognize fruits and veggies advertising (60% vs. 38%). Aided Awareness of FVMM Campaign By City/Ethnicity Total (n=803 ) 56% Residence Phoenix (n=301) (A) Tucson (n=301) (B) 66% CD 64% CD Yuma (n=100) (C) N. Arizona (n=101) (D) 27% 37% Ethnicity Hispanic (n=668) (E) 60% F Non-Hispanic (n=132) (F) 38% ABC Significantly higher than other group 0% 20% 40% 60% 80% 100% 14

15 2. Source of Advertising Respondents were first asked on an unaided basis where they had seen or heard the Fruits & Veggies -- More Matters advertising. They were then read a list of media options for those they hadn t mentioned, and asked if they recalled seeing or hearing the ads on those options. TV was mentioned by virtually all respondents (99%), with nearly all of them (97%) mentioning it on an unaided basis. This is slightly higher than previous studies in which TV was between 85% and 95%. TV was followed by government offices one-half (49%) report seeing FVMM materials in these offices (unaided and aided combined). Onequarter indicate they saw or heard an element of the campaign at an after school program (27%) or on the radio (25%). Slightly fewer recalled seeing something at a community center (2), in a newsletter (19%), or online (18%). The remaining sources of advertising mail and website were mentioned by 14% and 13%, respectively. (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.) Source of FVMM Advertising Among those who had seen/heard advertising (aided or unaided) TV 97% 2% 99% Government office 6% 43% 49% After school program Radio Community Centers Newsletter 26% 24% 2 19% 27% 25% 2 19% Online advertising Mail Website 3% 15% 18% 14% 14% 12% 13% Unaided Aided n=453 0% 20% 40% 60% 80% 100% 15

16 Demographic Differences Moms of Hispanic origin are significantly more likely than non-hispanic moms to report the following sources of advertising: after school programs, radio, family or community centers, newsletters, direct mail and website. The percentages of Hispanic moms reporting awareness of these is at least twice that of non-hispanics. Advertising Source by Hispanic Origin Hispanic Non-Hispanic TV Government office After school programs Radio Family/community centers Newsletter/Fun Food News Online ads Direct mail Website 8% 6% 6% 12% 10% 14% 40% 99% 98% 20% * *Indicates a significantly higher percentage. Hispanic n=401 17% Non-Hispanic n=50 24% 15% * 14% * 27% * 22% * 28% * 49% 0% 20% 40% 60% 80% 100% 16

17 The percentage of moms saying they saw the advertising on each medium was similar across Phoenix, Yuma and Northern AZ. Interestingly, moms in Tucson are more likely than moms in the other three communities to report all mediums except TV as the source of advertising. The statistically significant differences are that Tucson moms are more likely than those in Phoenix and Yuma to name government offices, after school programs, radio and direct mail ads as sources. Tucson moms also mention radio significantly more often than do moms in Northern Arizona. Tucson moms are significantly more likely than those in the Phoenix market to indicate they saw advertising at community centers and/or online. Moms in the Tucson area are significantly more likely than those in Yuma to report awareness of advertising in newsletters and on websites. Source of Advertising Table 2: Advertising Sources by Region Total n=453 Phoenix n=198 (A) Tucson n=191 (B) Yuma n=27 (C) N. Arizona n=37 (D) TV 99% 98% 98% 100% A 100% A Government office 49% 40% 60% AC 33% 43% After school programs 27% 19% 36% AC 15% 32% Radio 25% 20% 36% ACD -- 19% Family/community centers 2 13% 30% A 19% 22% Newsletter/Fun Food News 19% 16% 23% C 7% 19% Online advertising 18% 13% 24% A 1 22% Received something in the mail 14% 9% 19% AC 7% 22% Website 13% 1 17% C 4% 14% ABCD Significantly higher than other group 17

18 3. Action Taken All moms were asked if they have done any of the following in the past few months. More than one-half (54%) stated they tried a new way to prepare fruits and veggies. This percentage was significantly higher among moms who were aware of the advertising (60% vs. 47% who had not seen the advertising). Of interest, this is significantly higher than seen in the 2011 FVMM post test in which just 3 of moms said they had tried a new way to prepare fruits and veggies. The percentage claiming they looked for information on fruits or veggies on another website was the same for those with and without ad recall (1). One in ten moms overall (10%) said they have visited the eatwellbewell.org website. This is up significantly from the previous two campaigns (Whole Grains 6%; Healthy Proteins 4%), and consistent with the 2011 FVMM campaign (1). Moms aware of the FVMM campaign are significantly more likely to have visited the website (14% vs. 5% not aware). Mothers who had seen the advertising were significantly more likely to indicate they had taken one of these actions than were those without ad recall (63% vs. 50%). Again, this is higher than the previous Fruits & Veggies post test, in which 39% of moms said they had taken one of these actions. Actions Taken in Past Few Months In the past few months, which of the following have you done? Tried a new way to prepare f&v 47% 54% 60%* Looked for information on f&v on another site Visited the website % 14%* 5% Total Ad Recall No Ad Recall Total n= 803 Ad Recall n=453 No Ad Recall n=346 None of these 37% 43% 50%* *Indicates a significantly higher percentage than the comparative group. 0% 50% 100% 18

19 Demographic Differences Among mothers aware of the advertising, Tucson moms are significantly more likely than mothers in Northern Arizona to report trying to prepare fruits and veggies in a new way. In addition Phoenix respondents with advertising awareness are significantly more likely than those in the other three communities to say they have visited the website. Northern Arizona moms are the most likely to report having done none of these three things in the past few months. Action Taken in Past Few Months By City Try a new way to prepare F&V 44% 6 67% D 55% Looked for info. on another website 1 16% 1 18% Phoenix (A) Tucson (B) Visited website 3% 0% 9% C 17% BCD Yuma (C) N. AZ (D) None of these 32% 29% 45% 50%* Those who recall the advertising n=344 0% 10% 20% 30% 40% 50% 60% 70% 80% 19

20 B. Main Message of Advertising 1. Advertising Intent In an effort to get more specific feedback regarding the intent of the advertising, respondents were asked the following question: What does this advertising want you to do? This question replaced the more general question What would you say is the main message of this advertising? For the majority of moms, the main idea was to eat more fresh fruits & veggies, with 62% answering this way. In addition, nearly half (47%) of those interviewed said the advertising is suggesting people make healthy choices, with 15% agreeing the main message is to give kids fresh fruits and veggies for snacks. Main Message What does this advertising want you to do? Eat more fresh fruits & veggies 62% Make healthy choices 47% Give kids fresh fruits & veggies for snacks 15% Eat healthier/better nutrition for kids 4% Go to Farmers' Markets 2% Other 6% n=803 0% 20% 40% 60% 80% 20

21 Geographic Differences The table below lists the suggested actions communicated to moms in the four regions of Arizona evaluated. Yuma moms were more likely than those living elsewhere to say one of the suggested actions is to eat more fresh fruits and veggies. Tucson and Phoenix moms were significantly more likely than those living in Yuma to feel the advertising is trying to get people to make healthy choices. In fact, Tucson moms are also more likely than those in Phoenix to feel this way. Moms living in the Tucson area are significantly more likely than those in the other three communities to believe the advertising is suggesting they give kids fresh fruits and veggies for snacks. Eat more fresh fruits and veggies Table 3: Advertising Intent By Geographic Region Total n=453 Phoenix n=198 (A) Tucson n=191 (B) Yuma n=27 (C) N. Arizona n=37 (D) 62% 60% 59% 80% ABD 56% Make healthy choices 47% 45% C 55% AC 24% 52% Give kids fresh fruits and veggies for snacks Eat healthier/better nutrition for kids 15% 10% 24% ACD 8% 8% 4% 5% 2% 4% 3% Go to Farmer s markets 2% 2% 4% 2% Other 6% 8% B 4% 6% ABCDE Significantly higher than other group Note: Responses add to more than 100% due to multiple responses Demographic Differences The message that you should give kids fresh fruits and vegetables for snacks was significantly more likely to be mentioned as a suggested action by mothers of Hispanic descent (38% vs. 8% of non-hispanics) and by those who speak equal amounts of Spanish and English in the home (24% vs. 10% in English dominant homes and 12% in Spanish dominant homes). This was the only significant demographic difference. 21

22 2. Advertising Triggers for Behavior Changes Respondents were asked if there was anything in the advertising that got them to think about eating more fruits and vegetables. More than four in ten (43%) indicated there was. Answer % Yes 43% No 57% Total 100% When asked what it was in the advertising that triggered thoughts of eating more fruits and vegetables, the top two most engaging aspects were: 1) the variety of fruits and vegetables shown (44%) and, 2) the message to eat fruits and veggies because they are healthy and important (23%). One in ten moms (1) said the fruits and vegetables looked fresh, colorful and appetizing (1). What Triggers Thoughts Variety of fruits & veggies shown 44% n=344 Eat F&V, healthy & important Fruits and veggies look fresh, colorful, appetizing Encourage kids to eat healthy Family at store Farmer's market Fun for kids/happy kids 23% 1 7% 6% 3% 3% 0% 20% 40% 22

23 C. Overall Effectiveness of Advertising Study participants responded to a series of agree/disagree statements regarding their perceptions of the advertising and its effectiveness. As seen in the following chart, the vast majority of mothers strongly agreed or agreed with all but one of the statements. The strongest agreement was with the idea that the FVMM advertising was believable (96%), a good way to get people to eat more fruits and veggies (94%), memorable (93%), entertaining (9), and applies to me (90%). Nearly nine in ten (87%) also agreed that it makes me want to eat more fruits and vegetables. Although the statement the advertising taught me something new had the least support, nearly two-thirds did express agreement with it (65% strongly + agree). A comparison of the agreement statements for the FVMM -- More Matters campaign and the Healthy Proteins and Whole Grains campaigns show primarily higher ratings for the 2012 FVMM campaign as indicated by the percentages boxed in red. Agreement with Advertising Related Statements Is believable 6% 90% 96% Healthy Protein Whole Grains 86% 90% Is a good way to get people to eat more fruits and vegetables 1 83% 94% 83% 87% Is memorable 4% 89% 93% 82% 84% Is entertaining 5% 86% 9 80% 9 Applies to me 5% 85% 90% 78% 8 Makes me want to eat more fruits and vegetables 7% 80% 87% 77% 80% Taught me something new 3% 62% 65% 62% 73% 0% 20% 40% 60% 80% 100% n=803 Base sizes vary by statement due to DKs being removed from the base Strongly Agree Agree 23

24 Demographic Differences The table below lists the level of agreement with advertising-related statements for the different ethnic and language preference groups. Bilingual moms are significantly more likely than English-only moms to agree with four of the statements. Hispanic moms are significantly more likely than non-hispanic moms to agree with all of the statements about the advertising. Spanish-only speaking mothers have a significantly higher level of agreement with all seven statements than English-only speaking moms. Spanish-only speaking moms are also more likely than those who speak both English and Spanish to agree with four of the statements. Table 4: Agreement with Advertising-Related Statements By Ethnicity & Language Preference % Strongly Agree/Agree Hispanic n=668 (A) Non-Hispanic n=132 (B) English n=268 (C) Spanish n=350 (D) Both n=180 (E) Is believable 97% B 9 94% 99% CE 96% Is a good way to get people to eat more fruits & veggies 96% B 86% 90% 98% C 96% C Is memorable 94% B 86% 90% 97% CE 9 Is entertaining 93% B 83% 85% 94% C 94% C Applies to me 92% B 8 85% 94% C 90% Makes me want to eat more fruits & veggies 89% B 76% 78% 93% CE 87% C Taught me something new. 69% B 44% 48% 8 CE 58% C ABCDE Significantly higher than other group Base sizes vary by statement due to DKs being removed from the base Of interest, moms who recalled the advertising were significantly more likely than those who did not recognize them to agree with all seven statements. 24

25 IV. Current Eating Habits & Attitudes A. Fruits and Vegetables 1. Stage of Readiness Respondents were asked the following question to help determine their Stage of Readiness with regard to eating more fruits & veggies. 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. More than four in ten moms (43%) said they already eat five or more fruits and veggies each day, with almost the same percentage (44%) saying they are trying to eat more fruits and veggies now. While 7% said they definitely plan to eat more fruits and veggies in the next month, 5% said they are thinking about eating more fruits and veggies and plan to start in the next six months. Just of moms interviewed say they are not thinking about eating more fruits and veggies. Stage of Readiness - Fruits & Veggies Which one of the following statements best represents you? n=803 Definitely planning in next month 7% Trying to eat more f&v now 44% Thinking about eating more 5% Not thinking about eating more f&v Already eat 5+ f&v each day 43% 25

26 2. FVMM Statements Pre / Post Campaign Virtually all moms (99% to 100%) strongly agree or agree with the statements: It s important to eat BOTH fruits and vegetables (23% strongly + 77% agree), Eating a variety of fruits & vegetables is an important part of eating healthy (19% strongly + 8 agree), and Fruits and vegetables make good snacks (2 strongly + 78% agree). Agreement is strong for the other statements as well (8 to 90%). Just over one in four moms (27%) agree with the statement: It is too expensive to eat fruits and vegetables. Agreement with Fruit and Veggie Related Statements It s important to eat BOTH fruits and veggies. 23% 77% 100% Eating a variety of fruits & vegetables is an important part of eating healthy. 19% 8 100% Fruits and vegetables make good snacks. 2 78% 99% Eating any form of fruit or vegetable is good for you. 15% 75% 90% Whole fruits have more fiber than fruit juice. 14% 75% 89% I buy 100% fruit juice instead of juice with sugar added. 13% 68% 8 It is too expensive to eat fruits and vegetables. n=803 3% 24% 27% 0% 20% 40% 60% 80% 100% Strongly Agree Agree There were no statistically significant differences in the level of agreement among the various ethnic and language preference groups. 26

27 The percentage of overall agreement with statements is similar for the pre and post campaign tests with the exception of a drop in agreement with the statement It is too expensive to eat fruits and vegetables. In the post-test, only 27% agreed it is too expensive to eat fruits and vegetables, which represents a notable positive drop from the pre-test measurement of 43%. It is important to note that the strength of agreement, that is, those who said they strongly agree with the statement actually declined between pre and post tests on four of the five positive measures. The most notable declines in strong agreement were for the statements: eating a variety of fruits and vegetables is an important part of a healthy diet (19% strongly agree down from 28%), eating any form of fruit or vegetable is good for you (15% strongly vs. 23%), and whole fruits have more fiber than fruit juices (14% vs. 25%). Table 5: FVMM Statements Pre / Post Campaign Strongly Agree Strongly + Agree Statements Agree It s important to eat BOTH fruits and veggies. Pre-Test 27% 67% 94% Post-Test 23% 77% 100% Eating a variety of fruits and vegetables is an important part of eating healthy. Pre-Test 28% 67% 95% Post-Test 19% 8 100% Eating any form of fruit or vegetable is good for you. That includes fresh, frozen, dried, canned and 100% juice. Pre-Test 23% 67% 90% Post-Test 15% 75% 90% Whole fruits have more fiber than fruit juices. Pre-Test 25% 64% 89% Post-Test 14% 75% 89% I buy 100% fruit juice instead of juice with sugar added. Pre-Test 13% 69% 82% Post-Test 13% 68% 8 It is too expensive to eat fruits and vegetables. Pre-Test 9% 34% 43% Post-Test 3% 24% 27% 27

28 3. Consumption Moms were asked to report on the frequency with which they consume fruits and vegetables. On average, moms report they personally consume 1.9 cups of vegetables per day (including pure vegetable juice) and 2.1 cups of fruit per day (including pure fruit juice). Fruit & Veggie Consumption Average Cups of veggies eat or drink per day (Mom) 5% 7% 3 28% 28% 1.9 cups/day Cups of fruit eat or drink per day (Mom) 5% 5% 23% 30% 35% 2.1 cups /day 0% 20% 40% 60% 80% 100% None <1 cup/serving 1 cup/serving 2 cups/servings 3+ cups/servings Demographic Differences: Northern Arizona moms consume the most fruit daily (2.4 servings), significantly more than moms in Phoenix (2.1) and Yuma (1.9). Tucson moms eat or drink significantly more cups of fruit per day than those in Yuma (2.2 vs. 1.9). Moms in Northern Arizona also consume the most vegetables per day (2.1 cups) significantly higher than those in Yuma (1.7 cups) and slightly higher than those in Phoenix and Tucson (both at an average of 1.9 cups per day). The only other significant demographic finding is that English-only speaking moms eat or drink more cups of vegetables than moms who only speak Spanish (2.0 vs. 1.8 cups per day). 28

29 B. Milk 1. Stage of Readiness Respondents were asked the following question to help determine their Stage of Readiness with regard to switching to fat-free or low fat milk. Which of the following statements best represents you? I am not thinking about switching to fat free or low fat milk. I am thinking about switching to fat free or low fat milk... planning to start within 6 months. I am definitely planning to switch to fat free or low fat milk in the next month. I am trying to switch to fat free or low fat milk now. I have already switched to fat free or low fat milk. Nearly four in ten moms (38%) said they already switched to fat free or low fat milk, with an additional 14% saying they are trying to switch now. While one in ten (10%) said they definitely plan to switch to fat free or low fat milk in the next month, 6% said they are thinking about switching and plan to start in the next six months. One-third (33%) of moms interviewed say they are not thinking about switching to fat free or low fat milk. Stage of Readiness - Switching to non-fat/ Milk Which one of the following statements best represents you? Not thinking about switching 33% Already switched to fat free or 38% n=803 Thinking about switching in next six mos. Definitely 6% planning to switch in next month 10% Trying to switch now 14% 29

30 2. Milk Statement Agreement A strong majority of moms agree with the four statements related to the importance and healthiness of fat free or low fat milk (80% to 92%). Despite this agreement, a markedly lower percentage (66%) agree that Fat free and low fat milk have the same amount of vitamins and minerals as whole milk. Agreement is lower for the three statements related to switching and liking the taste of nonfat or low fat milk 70% agree switching is easy, 64% agree they like the taste of low fat milk, and just over half (52%) like the taste of fat free milk. Agreement with Milk Related Statements Drinking fat-free or low fat milk is an important part of a healthy diet. 13% 79% 92% Switching to fat free or low fat milk is healthy for my family to do. 1 75% 86% low fat milk is healthy for most children 2 and older. 9% 72% 8 Fat free, non-fat or skim milk is healthy for most children 2 and older. Switching to fat free or low fat milk is easy for my family to do. 6% 10% 74% 60% 80% 70% Strongly Agree Agree Fat free and low fat milk have the same amount of vitamins and minerals as whole milk. 8% 58% 66% I like the taste of low fat milk. 8% 56% 64% I like the taste off fat free, nonfat, or skim milk. 5% 47% 52% 0% 20% 40% 60% 80% 100% 30

31 3. Milk Consumption On average, moms report that they personally drink 1.5 servings of milk per day. This average is higher for kids at 2.3 servings per day. While 53% of mothers report their children typically drink 3 or more servings of milk a day, only 16% claim drinking this much themselves. Daily Milk Consumption Average Per Day Servings of milk per day (Kids) 2% 14% 30% 53% 2.3 servings Servings of milk per day (Moms) 3% 13% 37% 3 16% 1.5 servings 0% 20% 40% 60% 80% 100% None <1 serving 1 serving 2 servings 3+ servings Mothers were asked to identify the type of milk they usually drink as well as the kind their child(ren) typically drinks. With the exception of whole milk, the percentages are essentially the same for moms and their kids. Moms and kids are most likely to drink 2% reduced fat milk, with about two in five moms identifying it as the usual kind of milk consumed (38% kids and 39% moms). Just over one in four moms and kids usually drink low fat milk (27% for both kids and moms). As for whole milk, 29% identify it as the milk of choice for their children and 20% say it is the kind they personally drink. Three percent (3%) report fat free milk as the milk typically consumed by moms and kids. 31

32 Kind of Milk Usually Drink 2% reduced fat low fat Whole milk Fat free, nonfat, or skim Soy Other 3% 3% 2% 2% 2% 20% Kids Moms 27% 27% 29% 38% 39% Do not drink milk 8% 0% 10% 20% 30% 40% 50% 60% The tables on the following two pages show a breakdown of the percentage of the various types of milk moms and kids drink by the type of milk they report usually drinking (as demonstrated in the graph above). This analysis demonstrates that both kids and moms are essentially loyal to the type of milk they report usually drinking. The average percentage of time they drink their preferred milk type falls between 83% and 94%. This pattern also holds true for their children with the average percentage of time they drink their usual or preferred milk falling between 83% and 94%. Table 6: Average % of Time Consume Preferred Milk Type Usual Kind Moms Kids Whole milk 93% 9 2% milk 94% 94% Nonfat/ milk 92% 94% Soy milk 93% 83% 32

33 Table 7a: Percentage of Type of Milk Consumed By Kind Usually Consumed - Moms Whole (n=154) 2% (n=303) Low fat + Fat Free (n=240) Soy (n=12) Whole Milk None 92% 97% 100% 1-25% 2% -- 26%-50% 10% 5% % 2% %-100% 87% Average Percentage 93% 3% 0% 2% Milk None 90% 92% 96% 1-25% 2% %-50% 7% 9% 5% 4% 5-75% -- 2% %-100% 88% -- Average Percentage 5% 94% 4% 2% Fat free/skim or low fat None 97% 95% 4% 83% 1-25% % 26%-50% 2% 4% 7% 8% 5-75% % -- 76%-100% % -- Average Percentage 2% 92% 6% Soy Milk None 99% 99% 98% % % 26%-50% -- 17% 5-75% %-100% % Average Percentage.3%.4% 83% 33

34 Table 7b: Percentage of Type of Milk Consumed By Kind Usually Consumed - Kids Whole (n=230) 2% (n=304) Low fat + Fat Free (n=235) Soy (n=6) Whole Milk None 3% 9 97% 100% 1-25% -- 2% 2% -- 26%-50% 1 7% % %-100% 85% Average Percentage 9 4% 0% 2% Milk None 90% 92% 67% 1-25% %-50% 6% 8% 5% 33% 5-75% -- 2% %-100% 2% 89% -- Average Percentage 6% 94% 4% 17% Fat free/skim or low fat None 94% 96% 2% 100% 1-25% %-50% 4% 3% 6% % %-100% -- 90% -- Average Percentage 3% 2% 94% 0% Soy Milk None 100% 100% 99% % %-50% % 5-75% %-100% % Average Percentage 0% 0% 83% 34

35 C. Whole Grains 1. Stage of Readiness Respondents were asked the following question to help determine their Stage of Readiness with regard to eating more whole grains. Which of the following statements best represents you? I am not thinking about eating more whole grains. I am thinking eating more whole grains... planning to start within 6 months. I am definitely planning to eat more whole grains in the next month. I am trying to eat more whole grains now. At least half of my grains are already whole. Just over one-half of moms (53%) say at least half of the grains they eat are already whole grains. An additional 3 say they are trying to eat more whole grains right now. The remaining moms were split evenly among the remaining categories 6% are definitely planning to eat more whole grains in the next month, 5% are thinking about it and planning to start in the next six months, and 6% are not thinking about eating more whole grains. Stage of Readiness - Whole Grains Which one of the following statements best represents you? Thinking about eating more 5% Definitely planning in next month 6% Not thinking about eating more 6% Trying to eat more whole grains now 3 At least half of grains are already whole 52% n=803 35

36 2. Whole Grains Statement Agreement An overwhelming majority of moms strongly agree or agree with four of the seven statements about whole grains (9 to 98%). Virtually all (98%) feel that eating whole grains is an important part of eating healthy and that whole grains are good sources of fiber (16% strongly agree + 82% agree for both.) More than nine in ten agree with the statements: I can include more whole grains in my eating habits (94%) and I like whole grain bread (9). A two-thirds majority indicate they like brown rice. Three in five (59%) agree with the concern that buying whole grains is more expensive. One in four moms (25%) admits she is confused about what whole grain really is. Agreement with Whole Grain Related Statements Eating whole grains is an important part of eating healthy. 16% 82% 98% Whole grains are good sources of fiber. 16% 82% 98% I can include more whole grains in my eating habits. 8% 86% 94% I like whole grain bread. 13% 78% 9 I like brown rice. 8% 60% 67% Buying whole grains is more expensive than what I usually buy. 6% 53% 59% Strongly Agree I m confused on what whole grain really is. 2% 23% 25% Agree 0% 20% 40% 60% 80% 100% 36

37 V. Information Sources A. Health & Nutrition Information Sources When respondents were asked to name their current sources of information for health and nutrition, government offices (32%) topped the list. The Health Department (2), the Internet (19%), TV (15%) and doctors or nurses (12%) complete the top five sources. Family and schools were each mentioned by 8% while an additional 6% get information from newspapers or magazines. A few (3%) rely on their friends for health and nutrition information. No other responses were given by more than of respondents. Health & Nutrition Information Sources Where do you get your health and nutrition information now? Government offices 32% Health Dept. Internet TV Doctors/nurses Family School/kid's school Newspaper/magazines Friends Health fair Child care provider Community health worker Other 2 19% 15% 12% 8% 8% 6% 3% 20% n=803 0% 20% 40% 60% 37

38 B. Preferred Health & Nutrition Information Sources Respondents were then asked if there was somewhere else they would prefer to get health and nutrition information. The Internet was the most desired additional source with 18% mentioning it. One in ten (10%) would prefer to get this information from a government office. Other preferred sources include reading something received in the mail, doctors/nurses, TV and schools (7% to 5%). Two in five (4) were unable to think of any additional preferred sources. Preferred Health & Nutrition Information Sources Is there somewhere else you would prefer to get your health and nutrition information? Internet Government offices Read something sent by mail Doctors/nurses TV School/kid's school Store Newspaper/magazines Family Friends Health fair Community health worker Other 18% 10% 7% 6% 5% 5% 3% 2% 3% Don't know 4 n=803 0% 20% 40% 60% 38

39 C. Favorite Websites Respondents were asked to name their three favorite websites on any topic. Facebook topped the list with one in four moms (26%) naming it as a favorite. Google (16%), YouTube (7%) and Yahoo (3%) followed. Nearly one-third of moms were unable to provide an answer (3 said they don t know). It is important to note that 16% of mothers included in the study reported they do not have access to the Internet and thus may not have favorite websites. Favorite Websites What are your 3 favorite websites (on any topic)? Facebook 26% Google 16% YouTube 7% Yahoo 3% Craigslist MSN.com Univision Pinterest Don't know 3 n=803 0% 20% 40% 60% 39

40 D. 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 frontrunner by far with 24% of mothers naming it as a source. YouTube, Foodnetwork.com, WebMD and Univision were the next most frequently mentioned at 3% to 4% of mentions. Only six mothers (or.7%) named the ADHS websites as sites they visit for recipe and health information --.6% or 5 moms mentioned comesanovivemejor.org and only one mom (.) mentioned eatwellbewell.org recipe and health information. Nearly one-half of participants (48%) were unable to name any website they visit for recipe and health information. Recipe/Health Information Websites What websites do you visit for recipe and health information? Google 24% Youtube Foodnetwork.com WebMD Univision Allrecipes.com Pinterest Kraft Foods Yahoo Recipes.com 4% 3% 3% 3% 2% 2% 2%.6%. Don't know/no answer 48% 0% 10% 20% 30% 40% 50% 60% n=803 40

41 VI. Household Behaviors Nearly two-thirds of moms report they access the Internet from home (63%). One in five (19%) are able to access the Internet from their smart phones. Others go online at the library (7%) or work (6%). Sixteen percent (16%) of moms do not have Internet access. Those who access the Internet via their cell phone were asked how often they do so. While a portion (18%) use their phone to go online hourly, most report accessing the Internet daily (7). Four in five moms (8) say their families eat dinner together 5-7 times a week. Table 8: Household Behaviors Source of Internet Access Home 63% Cell phone/smart phone 19% Work 7% Public Library 6% No internet access 16% Frequency of using phone to go online Hourly 18% Daily times/week 8% Once a month 3% Other # times/week eat dinner together None 1-2 7% n=803 41