THE FAMILIES AND FOOD SURVEY Food Marketing and Communication Summary Report

Transcription

1 THE FAMILIES AND FOOD SURVEY 2014 Food Marketing and Communication Summary Report

2 BACKGROUND and METHODOLOGY TERISITCS OF THE SAMPLE During December 2013 and January 2014, a detailed online survey (the Families and Food Survey) was conducted among approximately 800 household food providers in each of Indonesia, Melbourne, Shanghai, Singapore and Vietnam, by Global Market Insights, a leading online market research company The broad aims of the study were to: 1 To describe household food providers food and health behaviours and habits with respect to the nutrition transition, with reference to main food groups and EDNP products 2 To describe their views and opinions about the food supply, especially marketing, retailing and consumption 3 To describe their views of the future and policies which need to be enacted to enable them to behave in ways which sustain their health and well-being 1

3 BACKGROUND CHARACTERISITICS TERISITCS OF THE SAMPLE These samples appear to be highly educated Melbourne n=769 Shanghai n=807 Indonesia n=788 Gender % Singapore n=771 Vietnam n=810 Total % n=3945 We aimed for the samples to be composed of 40-50% men on the expectation that in highly educated samples men would undertake household food provision. This proved to be so Fewer Melbournians claimed to be university educated There were more pregnant women in households in Indonesia and Vietnam than in Melbourne and Shanghai. This may reflect higher birth rates and younger population profiles in these countries More people over 60 were reported to live in the Asian households than in Melbourne. this may reflect cultural preferences Female Male Age (range: 18-64) Mean Marital status Married/defacto Single & separated, divorced, widowed Education Bachelor degree/ Postgraduate degree Residential accommodation House (detached, terraced or semi-detached) Flat or apartment Unit (one of a group of small ground floor houses) Own or rent accommodation Fully own no mortgage/loan Own have a mortgage (buying with a loan) Rent private accommodation Rent public or government housing How many people reside in the accommodation Number of adults (including respondent) Number of children between 0 and 5 years Number of children between 6 and Number of children between 13 and Pregnant or lactating women in the household Yes People in the household 60 years and over Yes How many people 60 years and over (mean)

4 PENETRATION OF FOOD MARKETING INTO THE HOUSEHOLD Reported exposure to food marketing was widespread, especially in the Asian countries There were major differences in frequent exposures to marketing between the countries. Respondents in Vietnam and Shanghai reported more examples of food marketing than those in Indonesia and Singapore. Melbournians reporting the lowest numbers During the past three months how often did someone in your immediate household see a special offer, competition or giveaway for a food or drink product? 10.7 % 11.8 % 13.5 % 15.3 % 15.3 % 17.7 % 20.8 % 22.8 % 25.7 % 27.1 % Enter a competition you saw on food or drink packaging Play a game or enter a competition on the Internet that was related to a food or drink product? Receive a free sample of a food or drink product at a train station, shopping centre, supermarket, etc.? Buy food or drinks from a vending machine? Received via sms At school (e.g. canteen, sports event)? Buy an extra food or drink product on display at the supermarket checkout Received via In a magazine On public transport (e.g. bus, train, tram)? 3

5 CREDIBILITY OF MANUFACTURERS FOOD CLAIMS How likely are these claims food manufacturers may make about their products to be true? A company claims this product will help reduce your body weight A company claims this product will help reduce your chances of getting heart disease A company says that a product will help reduce cholesterol A company labels its product as healthy A company says this product is good for bone health A company says a product has less salt, sugar or fat A company says that a product contains a vitamin % 26.6 % 29.1 % 30.2 % 37.3 % 37.8 % 45.4 % The majority of consumers do not view manufacturers claims as truthful Vietnamese and Indonesian respondents and to a lesser extent those in Shanghai, appeared to accept the truthfulness of manufacturers claims more than respondents in Melbourne and Singapore Claims about vitamin content, lower salt, sugar and fat content and bone health promoting properties were seen to be more truthful than claims about healthiness, cholesterol reduction, and body weight reduction 4

6 APPROVAL OF FOOD INDUSTRY FOOD FORTIFICATION PRACTICES There were major country differences for the support of food fortification Generally, higher approval was reported in Vietnam, Shanghai and Indonesia, than in Melbourne and Singapore for food fortification There was high support (over 50% of total respondents) for adding fish oil extracts to food products, and vitamins and minerals to bread or rice, or as replacements for those lost in processing Melbourne Shanghai Indonesia Singapore Vietnam A D D I N G F I S H O I L E X T R A C T S T O F O O D P R O D U C T S ( E. G. S O Y M I L K F O R T I F I E D W I T H O M E G A - 3) Lowest support was for adding vitamins to breakfast cereals high in fats, sugars or salt (41%), or to sugar sweetened fizzy drinks (31%) Melbourne Shanghai Indonesia Singapore Vietnam A D D I N G V I T A M I N S A N D M I N E R A L S T O P L A I N B R E A D O R R I C E 5

7 APPROVAL OF FOOD INDUSTRY FOOD MARKETING PRACTICES APPROVAL OF THE FOLLOWING INDUSTRY PRACTICES Cigarette advertising on TV Cigarette advertising in newspapers and magazines The advertising of foods and drinks that contain a lot of sugar on TV/ radio Alcohol advertising on TV Alcohol advertising in newspapers and magazines Alcohol/tobacco companies sponsorship of sports events & teams Soft drink advertising aimed at children Positioning of fast food outlets (e.g. McDonald, KFC) near schools Vending machines (with sweetened beverages or confectionery) in schools Fast food companies sponsorship of children s websites Two for one pricing or upsizing of fast foods and drinks Fast food company sponsorship of children s sports or educational programs Promotion of confectionery and soft drinks in supermarkets The marketing and promotion of infant formula (including follow on milk) Nutrition education in schools/ TV provided by soft drink/fast food companies The marketing of fresh meat The promotion of water to children The marketing of milk and dairy products The marketing of fruit and vegetables The most approved practices (70-80%) were the marketing of fruit and vegetables, milk and dairy products, fresh meat and the promotion of water to children The promotion of infant formula was widely approved (53%), especially in Vietnam (64%) and Indonesia (59%) Across all regions, there was low support (9-17%) for alcohol or tobacco companies sponsorship of sports events and sports teams, alcohol advertising in newspapers, magazines or TV; advertising of foods and drinks that contain a lot of sugar on TV/ radio, cigarette advertising in newspapers and magazines or TV Advertising of alcohol on TV had the highest approval in Australia (21%) and Shanghai (25%) 6

8 TRUST IN SOURCES OF NUTRITIONAL INFORMATION The G.P. is the most trusted source of nutritional information Dieting Websites 28% Food manufacturers 21% Soft drink manufacturers 16% Food retailers 16% Food advertising and promotion 15% Medical doctors (general practitioners) 75% Health/organisations (e.g. Heart Foundation) 74% Dietitians/nutritionists 73% Adult family members 66% Government health departments 64% 7

9 SUPPORT FOR POSSIBLE GOVERNMENT POLICY INITATIVES SUPPORT FOR POSSIBLE What can governments do to help consumers choose healthier foods and drinks? Conduct media campaigns to encourage people to eat healthier foods, like fruit and 88% vegetables Make food labels carry clearer information about the content of foods 86% Enforce the regulations on food safety in shops, markets and restaurants 86% Subsidise the sales of fruits & vegetables, making them cheaper. 85% Strictly enforce food safety regulations 85% Provide incentives to encourage consumers to make healthier choices 81% Ensure that children learn how to purchase and cook foods at school 81% Ban all advertising of fizzy sugar sweetened beverages (e.g. Coca Cola) 34% Ban the advertising of any food products to children 34% There is little governments should do about the availability of foods and beverages 37% Put a 20% tax on fizzy sugar sweetened beverages (e.g. Coca Cola) 52% Ban vending machines selling unhealthy food or drinks in schools 59% Conduct media campaigns; make food labels carry clearer information about the content of foods; and enforce the regulations on food safety in shops, markets and restaurants received higher support in Shanghai Indonesia Vietnam than in Melbourne Singapore 8