How has awareness, comprehension and usage of GDA labelling evolved?

Transcription

1 How has awareness, comprehension and usage of GDA labelling evolved? Date: 18 th September 2008 Client Service Team: Kim Malcolm, Dan Murray, Laura Mackay

2 Background and objectives This study has been commissioned in order to track awareness, understanding, usage and influence of GDA labelling in the UK The research is taking place during 5 separate time periods or dips in order to evaluate how awareness of, and attitudes towards the Guideline Daily Amount labelling system are changing over time Following the initial research two further dips are being carried out to see how the labelling is continuing to develop in 2008 The key objectives are to monitor: Whether awareness and understanding of GDA labelling has increased as a result of on-pack visuals, above-the-line advertising and recent advertorial activity Whether consumers increasingly use labels to help them with decision making Provide answers to criticisms currently being directed at GDA labelling [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 2 ]

3 Research methodology Who? 500 adults aged 18+ Plus a booster of 75 D/Es (to have 200 in total) per dip Minimum 70 chief shoppers Sex, SEG and age all to national proportions How? Computer Aided Self-completion Interviewing (CASI) When? Where? Dip 1: 23 rd October - 19 th November 2006 Dip 2: 5 th March 1 st April 2007 Dip 3: 3 rd September 1 st Oct 2007 Dip 4: 17 th March 8 th April 2008 Dip 5: 18 th August 18 th September Nationally representative based on TV regions [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 3 ]

4 GDA activity Pre-dip Post-dip 1 Post-dip 2 Post-dip 3 Post-dip 4 (23/10 19/11/06) (5/3 1/4/07) (3/9 1/10/07) (17/3 8/4/07) (18/8 18/8/08) TV 500 GRPs Advertorial and press media partnership Press activity 6 core weekly titles Advertorial and press media partnership Advertorial and press media partnership with the mirror and other titles Core questionnaire only October November December January February March April May June July August September October November December January February March April May June July August September 2008 October [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 4 ]

5 Executive summary Awareness Awareness of the GDA labels is still stable at the high levels we have seen in the last 2 Dips on packs and in-store remain the main contributors to awareness C2DE s awareness remains lower than that of total population, but they continue to show a gradual build over time. This movement in the right direction has meant we have now seen a significant increase since Oct 06. Comprehension Comprehension of the labels amongst the general population remains stable, showing a gradual (nonsignificant) build over the longer term Comprehension amongst C2DE s has fallen back to levels seen in 2006/7 following the uplifts we saw in April 08 The majority of consumers continue to claim they find the tables easy to understand and contain the information they desire Usage Claimed usage of the labels remains stable in the most recent period but significantly higher than in 2006 Traffic Light Labelling Awareness of Traffic Lights remains high, and whilst many consumers claim to understand the info on the labelling their actual comprehension shows a different picture. The majority take out incorrect info from the labels Usefulness Current users continue to find the labels useful and use them for many different purposes. The majority use the labels for checking the nutrient levels of a product, primarily the fat content [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 5 ]

6 Has awareness of GDA labelling been sustained amongst the broad population?

7 Despite lack of communication positively awareness of GDA labels remains stable and significantly higher than a year ago Awareness Have you heard of the term Guideline Daily Amount? Total Oct/Nov 06 March 07 Sept '07 Apr '08 ABC1 C2DE Males Females Yes Again it is amongst the males and the C2DE groups where we see a sig lower level of awareness Sept '08 Yes Thinking about the labelling we have just shown you. Have you seen, heard or read anything about this particular food labelling before today? Yes Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sep 08 (500) Awareness of the labelling remains at the highest levels we have seen across the study [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 7 ]

8 Sources of awareness remain stable with on packs and in-store labels continuing to drive awareness of the labelling Awareness In which of these places have you seen, heard or read anything about this particular type of food labelling? Total On packs On display in Supermarkets or Shops TV Supermarket leaflets/flyer Magazine Newspaper Talk to someone else Poster Talking to/received leaflets from health professional Somewhere else Through the Post Oct/Nov 06 Internet Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) March Sept ' Apr Sept [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 8 ]

9 Overtime we continue to see a slow build in awareness amongst the C2DE group specifically Awareness Have you heard of the term Guideline Daily Amount? C2DEs Yes Oct/Nov March Sept '07 65 Apr 08 Sept Thinking about the labelling we have just shown you. Have you seen, heard or read anything about this particular food labelling before today? Yes Prompted awareness of the GDA labels amongst C2DE s has significantly improved since the launch of the labels in 2006 by Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept 07 C2DE (208), Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 9 ]

10 Source of awareness of labels continues to come largely from on packs and in shops amongst C2DE s Awareness In which of these places have you seen, heard or read anything about this particular type of food labelling? C2DEs Oct/Nov 06 March 07 Sept '07 Apr 08 Sept 08 On packs On display in supermarkets or Shops TV Supermarket leaflets/flyer Magazine Newspaper Talk to someone else Poster Talking to/received leaflets from health professional Somewhere else Through the Post Internet Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (200), March 07 C2DE (204), Sept 07 C2DE (208) Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 10 ]

11 Has understanding of how to use GDA labels improved?

12 Little movement in terms of consumer knowledge of GDA being a nutrient guide with consistently two thirds of consumers correctly understanding Comprehension Which of the following phrases best describes what you understand the term Guideline Daily Amount (GDA) to actually mean? Total Oct/Nov 06 March 07 Sep 07 Apr 08 Sept 08 A guide to the amount of nutrients a person should be eating a day A minimum daily requirement The amount of nutrients a person should eat to lose weight None of these/don t know Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) Fewer people having no idea what the GDA term actually means [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 12 ]

13 In terms of claimed comprehension, again we have seen a build with the majority of consumers claiming the labels are easy to understand Comprehension How easy is it to understand what this labelling tells you? Total Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 Very easy Quite easy Quite hard Very hard Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 13 ]

14 Comprehension of the fat content information amongst the total population has continued to remain stable in the latest time period Comprehension Looking at the example of food labelling on your screen, which of the following statements applies best to what this food labelling tells you? It tells me Total Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 ABC1 C2DE Contains 5 of my guideline daily amount of fat Product contains 3.2g of fat Around 20 servings would contain my total guideline daily amount of fat for the day 5 of the product is fat The guideline daily amount of fat is 3.2g None of these/don t know Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 14 ]

15 Actual comprehension of the labels has been sustained with no significant movements Comprehension Fully comprehend Total Partially comprehend Don t comprehend 57 gave only correct answers 58 in Apr 08) (55 in Sep 07) (55 in Mar 07) (54 in Oct/Nov 06) 21 gave correct and incorrect answers (20 in Apr 08) (21 in Sep 07) (22 in Mar 07) (20 in Oct/ Nov 06) Though we have not seen any significant increases in comprehension, the fact that levels have remained stable is good following a period of lack of communications support Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), April 08 (500), Sept (500) 22 gave only incorrect answers and don t know (22 in Apr 08) (24 in Sep 07) (23 in Mar 07) (26 in Oct/Nov 06) Figures taken from comprehension question on previous chart [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 15 ]

16 Similarly, comprehension of the sugar content amongst the total sample has also remained stable with the correct figures being taken from the labelling Comprehension And from what labelling tells you, how much of the guideline daily amount of sugars does this product contain for an average adult? It tells me Total Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 7 of the guideline daily amount of sugars 6.3g of the guideline daily amount of sugars g of the guideline daily amount of sugars 5 of the guideline daily amount of sugars None of these/don t know Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 16 ]

17 Amongst C2DE s there is still some way to go in order to improve their understanding with levels falling behind that of total sample Comprehension Which of the following phrases best describes what you understand the term Guideline Daily Amount (GDA) to actually mean? C2DEs Still further support required for C2DE s Total Sept 08 Sept 08 vs. Apr 08 +/- C2DEs Sept 08 vs. Apr 08 +/- A guide to the amount of nutrients a person should be eating a day A minimum daily requirement The amount of nutrients a person should eat to lose weight None of these/don t know Base: Total sample (500), C2DEs (213) Please note this is total, therefore C2DEs are a sub-set of this group. [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 17 ]

18 The C2DE group are still claiming to find the labelling easy to understand (recovering from a blip seen in April 2008) Comprehension How easy is it to understand what this labelling tells you? C2DEs Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 The C2DE group are still claiming to find the labels easy to understand (recovering from a blip seen in April) Very easy Quite easy Quite hard Very hard Mean score: (+4 to +1) Significantly different against April 08 Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept '07 C2DE (208), Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 18 ]

19 Following the improved comprehension in reading the fat content from the labels, this has fallen back to levels seen in 2006/7 Comprehension Looking at the example of food labelling on your screen, which of the following statements applies best to what this food labelling tells you? it tells me C2DEs Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 Product contains 3.2g of fat Contains 5 of my guideline daily amount of fat The guideline daily amount of fat is 3.2g 5 of the product is fat Incorrect answers 20 servings of product would contain my total GDA of fat for the day None of these/don t know Does this suggest the need for a little more support in the short term in order for consumers to become more Significantly different against April 08 comfortable with the labels? Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept '07 C2DE (208), Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 19 ]

20 The improvement we had seen in actual comprehension has declined in the recent period amongst C2DE s C2DEs Fully comprehend Partially comprehend Don t comprehend This may suggest that C2DE s really were benefitting with the extra support from the media partnership 46 gave only correct answers (51 in Apr 08) (44 in Sep 07) (46 in Mar 07) (44 in Oct/Nov 06) 24 gave incorrect and correct answers (25 in Apr 08) (24 in Sep 07) (20 in Mar 07) (22 in Oct/ Nov 06) 30 gave only incorrect answers and don t know (24 in Apr 08) (32 in Sep 07) (34 in Mar 07) (34 in Oct/Nov 06) Significantly different against Mar 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept '07 C2DE (208), April 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 20 ]

21 ¾ of consumers still claiming to take the correct information regarding the sugar content from the labels Comprehension And from what labelling tells you, how much of the guideline daily amount of sugars does this product contain for an average adult? it tells me C2DEs Oct/Nov 06 March 07 Sept '07 Apr 08 Sept 08 7 of guideline daily amount of sugars 6.3g of the guideline daily amount of sugars g of the guideline daily amount of sugars 5 of the guideline daily amount of sugars None of these/don t know Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept '07 C2DE (208), Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 21 ]

22 Are consumers more aware of what they can use the labels for?

23 Little change over time with nutrient levels remaining the primary reason for using the labels Usage How often do you think you would use the labelling to do each of the following? Always/Sometimes Total Pick the product with the lowest amount of a particular nutrient Users 87 Sept 08 vs. Apr 08 +/- 3 Non-users 60 Sept 08 vs. Apr 08 +/- -1 Ensure the product contains no more than a certain amount of a particular nutrient Choose between different types of the same kind of product Help decide if a product I m planning to eat will make me go above the GDA for a particular nutrient/nutrients Choose between different types of product Add up the total amount of any given nutrient Significantly different against Sep 07 Base: Used labels Sept 07 (283), March 07 (269), Apr 08 (315), Sept 08 (315) No difference for C2DEs [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 23 ]

24 Current users continue to use the labels to check for fat, calorie and salt content What would you/do you use the labelling for? Mainly looking at calories and what percentage I'd be eating for each meal. I also look at the fat content and compare to similar products avoiding items high in fat. To check on the amount of fat, sugar and salt in the food that I'm buying. To try and lose weight by following a calorie controlled diet. Also to regulate the amount of salt I consume. Current vs. Non vs. users Dip 4 users Dip 4 -/+ -/+ Fat content Calorie content Salt content Sugar content Ascertaining the amount of fat and salt in a product. To see how much salt is in something. Significantly different current users vs. non-users Base: Used labels (315), not used labelling (185) To check calories, and then depending on who I am buying for, maybe salt or fat also. We have seen an increase amongst non-users in those claiming they would use the labels for checking the salt and sugar content of a product. Given these are non-users they are not actually using the labelling for this, rather they are more aware that they should be conscious of these nutrients [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 24 ]

25 Non-users still feeling the content on the labels is less useful Opinion How useful is the information the labelling gives you? Current users Non users Very useful Quite useful Not very useful Not at all useful Mean score: Base: (315) (185) Significantly different current users vs. non-users Base: Used labels (315), not used labelling (185) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 25 ]

26 Users of GDA labels continue to have a specific reason for using the labelling Current users I have to watch the amount of saturated fat I eat. I have also been involved with the weight watchers program I try to buy products that are less then 2.5g of saturated fat and also check the sugar content is less than 10g or thereabouts To check calorific values and also sugar and salt content. For fat content I read the more detailed label on the back. When buying food products I have a look at the information such as it appears on the packaging and choose the products accordingly. I don't count calories so this doesn't interest me, I look mainly at the fat and especially the saturates (because the remaining are good fats) and the salt and sugar content, especially when buying these products for my daughter. Mainly looking at calories and what percentage I'd be eating for each meal. Also look at fat content to compare similar products and avoid items high in fat. As a diabetic, I try to monitor the sugar and fat content of what I eat. To make sure I'm not having too much of the 'bad' things in my diet. I read them to ascertain saturated fat, salt and sugar content in particular Calorie count mainly. Also to judge sugar and fat content. [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 26 ]

27 Are more consumers using GDA labelling?

28 Following significant increases in levels of usage of the labels, this higher level has now been sustained Total Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 Have used GDA labels Haven t used GDA labels Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 (500), March 07 (498), Sept 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 28 ]

29 Claimed usage is also stable amongst C2DE s C2DEs Sept 08 Total Sample 63 ABC1 66 Oct/Nov 06 March 07 Sept '07 Apr '08 Sept '08 Have used GDA labels Haven t used GDA labels Work is needed to continue to give C2DEs a reason for why they should use GDA labelling Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Oct/Nov 06 C2DE (201), March 07 C2DE (193), Sept '07 C2DE (208), Apr 08 C2DE (194), Sept 08 C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 29 ]

30 How does the Traffic Light System compare in terms of awareness, usage and comprehension?

31 Versus same period YAGO there has been no significant movement in Changes are likely to be due to a change in prompt Awareness Thinking about the labelling we have just shown you. Have you seen, heard or read anything about this particular food labelling before today? Oct/Nov 06 Mar 07 Sept 07 Change in Prompt Apr 08 Sept 08 Seen, heard or read about traffic light system Usage Have you ever used these labels? The Traffic Light data is not comparable to the GDA labelling data as the questions were asked at the end of the interview having spent 20 minutes looking at the GDA labelling system in great detail. Used traffic light system Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Total sample - Oct/Nov 06 (500), Mar 07 (498), Sep 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 31 ]

32 Consumers continue to claim they can take the information from the Traffic Light labelling quickly Quickness How quickly can you get the information you need? Oct/Nov 06 Mar 07 Sep 07 Apr 08 Change in Prompt Sept 08 Very quickly Quite quickly Quite a long time A very long time The Traffic Light data is not comparable to the GDA labelling data as the questions were asked at the end of the interview having spent 20 minutes looking at the GDA labelling Significantly different against Sep 07 system in great detail. Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Total sample - Oct/Nov 06 (500), Mar 07 (498), Sep 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 32 ]

33 There has been a significant increase in consumers claiming the Traffic Light labels are quite easy to understand Comprehension How easy is it to understand what the labelling tells you? Oct/Nov 06 Mar 07 Sep 07 Change in Prompt Apr 08 Sept 08 Very easy Quite easy Quite hard Very hard Don t know The Traffic Light data is not comparable to the GDA labelling data as the questions were Significantly different against April 08 asked at the end of the interview having spent Significantly different against Sep minutes looking at the GDA labelling Significantly different against March 07 system in great detail. Significantly different against Oct/Nov 06 Base: Total sample - Oct/Nov 06 (500), Mar 07 (498), Sep 07 (500), Apr 08 (500), Sept 08 (500) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 33 ]

34 However, when asked to recall the specific correct information from the labelling, most are unable to do so Comprehension Looking at the example of food labelling on your screen, which of the following statements applies best to what this food labelling tells you? It tells you that... Dip 5 ABC1 C2DE The product is high in salt per serving The product is high in salt per pack The product is high in salt per 100g Don t Know (500) (287) (213) Significantly different against ABC1 Base: Total sample - Sept 08 (500), ABC1 (287), C2DE (213) [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 34 ]

35 No change over time in 2008, with the Traffic Light labelling continuing to be perceived as containing all the information people want Response Did the label contain all the information you want? Change in Prompt Oct/Nov 06 Mar 07 Sept 07 Apr 08 Sept 08 Yes Significantly different against Sep 07 Significantly different against March 07 Significantly different against Oct/Nov 06 Base: Total sample - Oct/Nov 06 (500), Mar 07 (498), Sep 07 (500), Apr 08 (500), Sept 08 (500) The Traffic Light data is not comparable to the GDA labelling data as the questions were asked at the end of the interview having spent 20 minutes looking at the GDA labelling system in great detail. [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 35 ]

36 Appendix

37 Slight signs that consumers are using labelling less frequently in the recent period... though still using them Thinking about labels that you see on food or drink that let you know what is in the product and its nutritional contents. How often do you read these labels on foods or drinks? General food labelling and not GDA labelling Dip 1 Dip 2 Dip 3 Dip 4 Dip 5 Always Sometimes Not very often Not at all As there s been less noise around labelling has this resulted in it being less top of mind for people to use? Significantly different from previous Dip [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 37 ]

38 It is the content of the product that is the main driver for consumers in using the labelling with the fat content in particular. There has been an increase in those who claim they use the labelling to aid in their 5 a day Which of the following things do you look for? CONTENT LEVELS (NET) Fat content Sugar content Salt content Calorie content Saturated fat content Vitamin content Fibre content Protein content Carbohydrate content Wholegrain content Mineral content ADDITIVES (NET) Ingredient list E Numbers Artificial sweeteners Colourings Counts towards your 5 a day Preservatives Organic logo Allergy information Vegetarian logo Significantly different from Dip 1 Significantly different from previous Dip Dip 1 na na Dip Dip Base: (462) (460) (462) (463) Dip Dip (500) 84 [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 38 ]

39 Convenience foods remain the most popular food types consumers use the labelling for For which of these kinds of products do you read the labels? Dip 1 Dip 2 Dip 3 Dip 4 Dip 4 Ready meals Crisps/savoury snacks Cereals (e.g. cornflakes etc.) Butter/Margarine/spreads Desserts Dairy products (e.g. cheese etc.) Biscuits Cooking sauces Chocolate/sweets Fizzy soft drinks Soups Bread Other drinks Savoury crackers Hot beverages Base: (462) (460) (462) (463) (500) Significantly different from previous Dip [I:401159\ \Pres\GDA Labelling Review Oct 2007.ppt 39 ]

40 How has awareness, comprehension and usage of GDA labelling evolved? Date: 18 th September 2008 Client Service Team: Kim Malcolm, Dan Murray, Laura Mackay