Healthy Retail Solutions Summer Undergraduate Minority Research Program Mentor: Karen Glanz PhD MPH Robert Hsu

Transcription

1 Healthy Retail Solutions 2012 Summer Undergraduate Minority Research Program Mentor: Karen Glanz PhD MPH Robert Hsu

2 Roadmap Overview Background information Purpose Learning objectives Significance Methods Data Description of interventions Surveys Findings Limitations Intercept survey results Reflection

3 Background Price Product Marketing Promotion Placement

4 The Question Effectiveness of marketing interventions on the following: Increasing purchases of healthy food? Collaborators: Decreasing purchases of unhealthy food? Maintaining profitneutral/profitpositive effect on supermarkets?

5 My Learning Objectives To gain knowledge and experience in the following areas of public health research: Data collection and fieldwork Data coding, management, and analysis General understanding of research study design General knowledge of health behavior theory

6 Significance People make majority of food purchases in supermarkets potential for widespread effect Limited research in real-life settings and minority/low-income populations Follow-up surveys from grocers showed intervention was realistic and sustainable Purpose Significance Methods Findings Reflection

7 Methods Preparation for study Pre- Intervention 3 months Intervention 6 months Post- Intervention 3 months Choosing stores Choosing intervention products Collected baseline data Implemented placement and promotion interventions Collected follow-up data Began data analysis Conducted intercept & stakeholder surveys

8 Choosing and Randomizing Stores: Selected 4 control stores, 4 intervention stores Intervention stores had placement and promotion changes Randomization based upon the following: 1. Store chain Shoprite, Fresh Grocer 2. % of WIC/SNAP purchases 3. Store square footage

9 Choosing intervention product categories: Healthy alternatives = lower in calorie Alternatives at same or lower cost Top seller based upon 12 months of sales data Staple food item in households National brand available

10 Product Category Cereal Milk Frozen Dinner Water Products General Mills Cheerios (8.9oz, 14oz, 18oz) Post Honeycomb (12.5oz) Lehigh Valley skim, 1%, 2%, and whole (all sizes) Banquet Chicken Nugget Dinner Banquet Salisbury Steak Dinner Banquet Turkey Dinner Aquafina water (16.9oz, 24 pack) Soda Diet Pepsi (20oz, 12 pack, 2L) Pepsi (20oz, 12 pack, 2L)

11 Collecting the data Sources of data from grocers: 1. Weekly sales data 2. Consecutive shopper receipts 3. Loyalty card data 4. Weekly ads

12 My roles: Receipt coding Weekly ad coding Identified target and competing products on receipts Recorded results in spreadsheet Identified on-sale target and competing products Performed so effect of price can be factored into analysis

13

14 Cereal Before Sugary cereals at eye-level Healthier cereals on bottom shelf After Cheerios & Honeycomb moved to eye level Proportion of facings increased

15 Milk Before Low proportion of facings is devoted to skim or 1% milk After Reduced whole milk and increased proportion of skim, 1%, 2% Skim

16 Frozen Dinners Before Arranged lying down so spine of box is showing After Arranged so picture can be seen Moved to eye level 2 facings instead of 1

17 Promotion of products: Call out signs on the shelf or door Increasing proportion of healthy products in endcaps, islands, and entrance displays Diet

18 Surveys 1. Customer intercept surveys 1. Stakeholder surveys Purpose of intercept surveys: 25 surveys/store x 4 stores = 100 surveys Customers shopping habits and decisions In-store advertising and its effect on customers Background information health status, income, education, gender $10 gift card for 20 question survey

19 Purpose of stakeholder surveys: Feasibility and sustainability of interventions Likelihood of continuing interventions Effect of interventions on job satisfaction Likes and dislikes of supermarkets with the intervention Suggestions for the future My role: Fieldwork Interviewed customers Compiled intercept survey data for analysis

20 Preliminary Findings Statistically significant differences Milk Frozen dinners Water

21 Limitations Difficult to conduct studies in a real-world setting Study is time and labor-intensive Process of implementation in supermarkets can be difficult

22 Findings from Intercept Surveys Demographics Self-Reported Weight Status No response 2% Other/Multi-racial 4% Latino/Hispanic 1% Race White/Caucasian 6% Gender: Male 40% Female 60% Right weight 39% Overweight 53% Black/African American 89% Underweight 6% The typical respondent is overweight, African-American, & female

23 Shopping Habits 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Self-Reported Use of a Shopping List 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Self-Reported Lack of Adherence to Shopping List The typical respondent uses a shopping list at least on some occasions and will most likely buy something not on his or her list

24 Likelihood of Changing Food Purchasing Likelihood of Changing Cereal Purchases Likelihood of Changing Milk Type Purchased 50.0% 50.0% 45.0% 45.0% 40.0% 40.0% 35.0% 35.0% 30.0% 30.0% 25.0% 25.0% 20.0% 20.0% 15.0% 15.0% 10.0% 10.0% 5.0% 5.0% 0.0% Zero Some Moderate Good Very High 0.0% Zero Some Moderate Good Very High The typical respondent would most likely try a new cereal but would not be likely to try a new type of milk

25 Likelihood of Changing Food Purchasing Likelihood of Changing Frozen Dinner Purchases Likelihood of Changing Soda Purchases 30.0% 30.0% 25.0% 25.0% 20.0% 20.0% 15.0% 15.0% 10.0% 10.0% 5.0% 5.0% 0.0% Zero Some Moderate Good Very High 0.0% Zero Some Moderate Good Very High The typical respondent would be likely to try a new soda or frozen dinner product

26 Percentage of People Who Noticed Layout Change Product Noticed Change in Layout (%) Cereal 28% Milk 27% Checkout coolers 24% Soda 21% Frozen Dinners 16% Most people noticed changes in layout in the cereal and milk sections

27 Lessons Learned from SUMR Personal I love research and public health! Increased confidence Understanding of research study design Research Sustainability and size of impact of research General concepts in health behavior theory

28 Acknowledgements Outside Collaborators Temple: Gary Foster, PhD; Alexis Wojtanowski The Food Trust: Allison Karpyn, PhD; Stephanie Weiss, MPH Fresh Grocer Shoprite Funders: USDA Robert Wood Johnson Foundation

29 Acknowledgements SUMR: Joanne Levy, MBA MCP Lissy Madden Mentors: Karen Glanz, PhD MPH Erica Davis Karyn Tappe, PhD

30 Questions or Comments?