PHILADELPHIA SODA TAX EVALUATION HEALTHY IN-STORE MARKETING. SUMR Scholar: Kehinde Oyekanmi Mentor: Karen Glanz, PhD, MPH

Transcription

1 PHILADELPHIA SODA TAX EVALUATION & HEALTHY IN-STORE MARKETING SUMR Scholar: Kehinde Oyekanmi Mentor: Karen Glanz, PhD, MPH

2 AGENDA I. My Objectives II. Philadelphia Soda Tax Evaluation III. Healthy In-Store Marketing Project IV. Learning and Experience V. Acknowledgements 2

3 MY LEARNING OBJECTIVES Gain knowledge and experience in health research involving diverse ethnic populations, including Data collection and fieldwork Data coding and analysis 3

4 PHILADELPHIA SODA TAX EVALUATION 4

5 BACKGROUND: PHILADELPHIA SODA TAX Philadelphia: First major city to enact a soda tax 1.5 per ounce on sugar sweetened beverages and artificially sweetened beverages Applies to beverages sold anywhere in Philadelphia includes stores, restaurants, vending machines Includes bottled and fountain beverages, single-serving and multi-serving beverages Tax is on the distributor; not on consumer 5

6 SODA TAX EVALUATION Question: How will the tax affect the retail price that consumers will have to pay? Mission: To gather beverage pricing data in Philadelphia, Montgomery, and Delaware counties before taxing is scheduled to begin in January 2017 Plan: Assess availability and pricing of single-serve, non-single serve and fountain beverages in supermarkets, corner stores, drug and dollar stores, fastfood restaurants, and vending machines 6

7 MY ROLE: SODA TAX EVALUATION Participated in fieldwork assessments Went to 30 stores, restaurants, and vending machines Data entry and cleaning My Observations: More promotions geared towards sweetened beverages in comparison to water and lowcalorie beverages Kids beverages Soda/Energy drinks 7

8 HEALTHY IN-STORE MARKETING PROJECT 8

9 I. Background II. Significance III.Aims IV.Methods V. Findings: Intercept Surveys VI.Intervention Strategies 9

10 BACKGROUND- OBESITY Obesity is the second leading cause of preventable death in the US 18% of deaths are obesity-related Obesity can lead to a number of serious health problems Type II Diabetes Hypertension Heart disease (leading cause of death in the US) Principal Causes of Obesity: Inactivity Unhealthy diet and eating habits 10

11 RACIAL DISPARITIES IN OBESITY 11

12 SIGNIFICANCE REDUCING OBESITY DECREASING THE RISK OF OVERCONSUMPTION AND OBESITY REQUIRES CHANGING THE ENVIRONMENT... Retail grocery stores are the primary locations for food purchases and are therefore an opportune setting to help influence food choices Targeting supermarkets in low-income, ethnically diverse neighborhoods provides an opportunity to: Evaluate various strategies that promote the purchase of healthier products Positively influence the diet quality of those at greatest risk for obesity 12 Kerr J, Frank L, Sallis JF, et al. Predictors of trips to food destinations. Int J Behav Nutr Phys Act. 2012;9:58

13 PROJECT OVERVIEW Implementing healthy marketing strategies of key products in 32 supermarkets in low-income, ethnically diverse neighborhoods in the mid-atlantic region Goal: To test whether the promotion of healthy, lower calorie foods and beverages will increase the sales of these items 13

14 AIMS Aim 1: Evaluate the effect of in-store healthy food marketing strategies on sales and purchases of specific healthier items in six product categories: Milk Cheese Salty Snacks Sliced Bread Frozen entrees Beverage check-out coolers Aim 2: Evaluate changes in food marketing environments with changes in sales and purchase of specific healthier items in the same six categories Aim 3: Examine the relationship between neighborhoods and whether changes in sales and purchase of healthier items vary across different types of neighborhoods 14

15 RESEARCH DESIGN Cluster randomized control trial 32 supermarkets in low income, high minority neighborhoods will be randomly assigned to a 2 year intervention (n=16) versus control (n=16) Intervention stores will implement placement and promotion strategies 15

16 STUDY PROCEDURES Measures Sample Timing OUTCOME DATA Sales Data 32 stores Weekly, 1 yr pre-intervention, & 2 yrs during intervention Grocery Marketing Environment Assessment 32 stores Baseline & every 3 months PROCESS DATA Focus Groups 4 groups, n=60 customers Once, pre-intervention Milk Taste Tests Intercept surveys (cohort w/receipts also provide outcome data) intervention stores n=50/ store in all 32 stores (cohort=20/store w/receipt) Monthly Months 0, 6, 12, 18, 24 Intervention Implementation & Compliance 16 intervention stores 2x/month for 6 months, then monthly ECOLOGICAL DATA Neighborhood Characteristics 32 stores Year 2, rechecked in Year 3

17 SHOPPER INTERCEPT SURVEYS Surveys are completed by 50 shoppers at each enrolled store at baseline and at 6, 12, 18 and 24 months Surveys provide shoppers demographic information, shopping and buying habits and whether they notice targeted placement and promotion, and at follow-up, changes in these strategies in the stores My Role Data processing, including cleaning and preliminary data analysis 17

18 PRELIMINARY FINDINGS FROM INTERCEPT SURVEYS 960 participants in 22 stores in Pennsylvania, New Jersey, and Delaware 18

19 Intercept Survey Participants' Demographic Characteristics Characteristic Number (n) Percent (%) Gender Male % Female % Racial Ethnic Group African American % Caucasian % Hispanic/Latino 32 3 % Other 75 8 % Education 8th grade or less 14 1 % Some High School 44 5 % High School Graduate % Some College or Technical School % College Graduate or More % Not Reported 6 1 % Self-Reported Weight Status Overweight % Underweight 40 4 % Right Weight % I Don't Know/ No Response 53 6 % Supplement Nutrition Participation % Receiving Snap Benefits % % Receiving WIC Benefits 63 7 % 19

20 SHOPPING HABITS 45% Shopping Trips Per Month 40% 35% 30% 25% 20% 15% 10% 5% 0% More than once per week Once a week Once every 1-2 weeks Once a month Less than once a month 20

21 SHOPPING HABITS 30% Use of a Shopping List 25% 20% 15% 10% 5% 0% Never Rarely Sometimes Usually Always Those Buying Items Not on Shopping List 35% 30% 25% 20% 15% 10% 5% 21 0% Never Really Sometimes Usually Always Not Applicable

22 LIKELIHOOD OF PURCHASING DIFFERENT Bread TYPE OF FOOD 45% 40% 40% Cheese 35% 35% 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% Zero Some Moderate Good Very high 0% Zero Some Moderate Good Very high 22

23 LIKELIHOOD OF PURCHASING DIFFERENT TYPE OF FOOD 45% Salty Snacks Frozen Dinners 40% 40% 35% 35% 30% 25% 20% 30% 25% 15% 20% 10% 15% 5% 0% Zero Chance Some Chance Moderate Chance Good Chance Very High Chance 10% 5% 0% Zero Some Moderate Good Very high 23

24 LIKELIHOOD OF PURCHASING DIFFERENT TYPE OF FOOD Milk 40% 35% 30% 25% 20% 15% 10% 40% 35% 30% 25% 20% Soda 5% 15% 0% Zero Some Moderate Good Very high 10% 5% 0% Zero Some Moderate Good Very high 24

25 INTERVENTION 25

26 TARGETED PRODUCTS Category Milk Cheese Beverage check-out coolers Salty snacks Frozen dinners Sliced Bread Recommended products 2%, 1%, skim Low-fat cheese Unsweetened and Diet Beverages Pretzels Lower calorie options 100% Whole Wheat Bread 26

27 THE 4P S OF MARKETING Primarily focused on placement& promotion of healthier items 27

28 PLACEMENT AND PROMOTION STRATEGIES 1) Multiple Facings 2) Prime Placement 3) Signage 4) Taste-Testing 28

29 MULTIPLE FACINGS Increase the number of facings of the targeted products 29

30 PRIME PLACEMENT Placing recommended products at arm/eye level and in the middle of the category aisle 30

31 SIGNAGE Call-out signs with the targeted product s name and price 31

32 TASTE-TESTING Shoppers are invited to participate in a blinded milk taste test and asked to distinguish between whole, 2%, 1%, and skim milk 32

33 MY ROLE: ASSIST WITH INTERVENTION DEVELOPMENT Participated in product selection scouting fieldwork at intervention stores Assessed availability of targeted product options in each product category Confirmed targeted products availability, size, and if not available, other products in the store that might be alternatives Processed data gathered in scouting fieldwork and compared what items are in the stores to store sales data in order to narrow down products to include in the intervention 33

34 LOOKING FORWARD So far: Baseline sales data and intercept surveys have been completed in 22 of the 32 stores Immediate project next steps are: Recruitment of remaining 10 stores Intervention implementation in 11 enrolled intervention stores Lots of data coding, entry, processing 34

35 LEARNING AND EXPERIENCE Introduction to behavioral research by participating in two research projects Experience in completing fieldwork by collecting data for beverage tax evaluations and product scouting visits Introduction into data processing and preliminary data analysis using newly learned database and statistical computer programs 35

36 ACKNOWLEDGEMENTS Karen Glanz, PhD, MPH Donna Paulhamus Giordano, MS, RDN Sarah Green, MPH Matthew Phillips, MPH Joanne Levy, Safa Browne, Leonard Davis Institute, and SUMR Funding for Healthy In-Store Marketing Study (5R01DK101629)--National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) 36