Post on 07-Oct-2020
PHILADELPHIA SODA TAX EVALUATION
&
HEALTHY IN-STORE MARKETING
SUMR Scholar: Kehinde OyekanmiMentor: Karen Glanz, PhD, MPH
AGENDA
I. My Objectives
II. Philadelphia Soda Tax Evaluation
III. Healthy In-Store Marketing Project
IV. Learning and Experience
V. Acknowledgements2
MY LEARNING OBJECTIVES
¢Gain knowledge and experience in health research involving diverse ethnic populations, including� Data collection and fieldwork � Data coding and analysis
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PHILADELPHIA SODA TAX EVALUATION
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BACKGROUND:
PHILADELPHIA SODA TAX¢ Philadelphia: First major city to enact a soda tax
¢ 1.5 ¢ per ounce on sugar sweetened beverages andartificially 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 consumer5
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, fast-food restaurants, and vending machines
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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 low-calorie beverages� Kids’ beverages� Soda/Energy drinks
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HEALTHY IN-STORE MARKETING PROJECT
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I. BackgroundII. SignificanceIII.AimsIV. MethodsV. Findings: Intercept SurveysVI. Intervention Strategies
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
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RACIAL DISPARITIES IN OBESITY
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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
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
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AIMSAim 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
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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
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STUDY PROCEDURESMeasures 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 n=25/store @16 intervention stores
Monthly
Intercept surveys (cohort w/receipts also provide outcome data)
n=50/ store in all 32 stores (cohort=20/store w/receipt)
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
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
PRELIMINARY FINDINGS FROM INTERCEPT SURVEYS
¢960 participants in 22 stores in Pennsylvania, New Jersey, and Delaware
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InterceptSurveyParticipants'DemographicCharacteristicsCharacteristic Number(n) Percent(%)
GenderMale 303 32%Female 657 68%
RacialEthnicGroupAfricanAmerican 554 58%Caucasian 299 31%Hispanic/Latino 32 3%Other 75 8%
Education8thgradeorless 14 1%SomeHighSchool 44 5%HighSchoolGraduate 314 33%SomeCollegeorTechnicalSchool 310 32%CollegeGraduateorMore 272 28%NotReported 6 1%
Self-ReportedWeightStatusOverweight 429 45%Underweight 40 4%RightWeight 438 46%IDon'tKnow/NoResponse 53 6%
SupplementNutritionParticipation%ReceivingSnapBenefits 289 31%%ReceivingWICBenefits 63 7%
SHOPPING HABITS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Morethanonceperweek
Onceaweek Onceevery1-2weeks
Onceamonth Lessthanonceamonth
ShoppingTripsPerMonth
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SHOPPING HABITS
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0%
5%
10%
15%
20%
25%
30%
Never Rarely Sometimes Usually Always
Use of a Shopping List
0%
5%
10%
15%
20%
25%
30%
35%
Never Really Sometimes Usually Always NotApplicable
Those Buying Items Not on Shopping List
LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Bread
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Cheese
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LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Zero Chance
Some Chance
Moderate Chance
Good Chance
Very High Chance
Salty Snacks
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Frozen Dinners
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LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high
chance
Soda
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0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Milk
INTERVENTION
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TARGETED PRODUCTS
¢ Milk¢ Cheese¢ Beverage check-out coolers¢ Salty snacks¢ Frozen dinners¢ Sliced Bread
¢ 2%, 1%, skim¢ Low-fat cheese¢ Unsweetened and Diet Beverages¢ Pretzels¢ Lower calorie options¢ 100% Whole Wheat Bread
Category Recommended products
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THE 4P’S OF MARKETING
• Primarily focused onplacement& promotion of healthier items
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PLACEMENT AND PROMOTION STRATEGIES
1) Multiple Facings2) Prime Placement3) Signage4) Taste-Testing
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MULTIPLE FACINGS
¢ Increase the number of facings of the targeted products
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PRIME PLACEMENT
¢ Placing recommended products at arm/eye level and in the middle of the category aisle
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SIGNAGE¢ Call-out signs with the targeted product’s name and price
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TASTE-TESTING¢ Shoppers are invited to participate in a blinded milk taste
test and asked to distinguish between whole, 2%, 1%, and skim milk
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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
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, processing34
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
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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)
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