Factors influencing consumer use of the Heart Foundation Tick Sue Williams, PhD. Institute for...
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Transcript of Factors influencing consumer use of the Heart Foundation Tick Sue Williams, PhD. Institute for...
Factors influencing consumer use of the
Heart Foundation Tick
Sue Williams, PhD.Institute for Health and Social Science ResearchCQUniversityQueensland, Australia
Aim of the Heart Foundation Tick
CalciumDietary fibre /Vegetables /Wholegrains
Protein % Ingredients
Dietary fatsSodium
Energy density
Serving sizes
... when compared with foods within the same category
Background
•HF responds to ‘call for help’ to meet healthy eating targets outlined in the ADG
1988-1993
•Tick program launched
1989
•FSANZ: mandatory Nutrition Information Panels
2001
•9/10 shoppers intend to shop using Tick in next 12 months
2004
•78 companies/1000+ healthier food choices displaying Tick
2006
•93-97% aware of Tick
•69-76% trust Tick
2005-2008
•75% have used the Tick
•80% believe Tick provides a healthier option
2008
Reference: Heart Foundation of Australia (2009), Heart Foundation Tick: Two decades of helping Australians choose healthier foods
Aims of study
To understand the effectiveness of the Tick program in terms of health and healthy nutrition
• Australian Health & Social Science Study Project National online panel survey (October 2009)
“Exploring attitudes towards nutritional information”
• Research questions:Which consumers use the tick?What other factors are associated with use of the tick?
Questions
How often, while grocery shopping, do you look for the HF Tick symbol/logo?
Demographics• Age (5 categories)• Education (3 categories)• Gender• Living area (city OR
rural/town)
Health conditions• CHD• Diabetes Mellitus• Hypertension• BMI
Food behaviours• Fruit intake/day• Veg intake/day• Red meat
intake/week• Processed meat
intake/week• Salt after cooking• Fast foods/week
Statistical analysis
• Conducted in 2010• PASW Statistics 18.0• Descriptive statistics by gender• Binomial logistic regression by gender
Respondents who frequently (regularly/often) used the HF Tick
Use of Heart Foundation Tick
N = 1442 (59% female)Mean age 50.9 yearsLive in a city = 60%
Regularly Often Occasionally Never05
10152025303540
19.3
20.9
35.4
24.3
15.3 20
34.8
29.9
22.2
21.8
35.7
20.3
TotalMaleFemale
Frequently Rarely
Health conditions
BMI > 25kg/m2 CHD Diabetes Hypertension
0
10
20
30
40
50
60
70
80
59.8
3.5 5.2
23
70.2
6.9 6.7
28.1
52.2
1.1 4.2
19.4
Total
Male
Female
Food behaviours(% who meet intake recommendations)
Red meat Proc meat Fast food Vegetables Fruit Salt after
0
10
20
30
40
50
60
70
80
90
70.277.3
47.1
12.2
57.3 58.7
TotalMaleFemale
Binomial logistic regression Males (who frequently (regularly/often) used the HF Tick)
BMI
CHD
Diab
etes
Hype
rten
sion
Veg
Frui
t
Red
mea
t
Proc
mea
t
Fast
food
Salt
after
Tow
n/Ru
ral a
rea
Terti
ary
educ
ation
0
1
2
3
4
5
6
1.56 3.28 1.19 1.85 2.26 1.720.71
1.620.95
1.92 1.20.47
Binomial Logistic regression (CI 95%)Adjusted OR’s
p < 0.05
Binomial logistic regression Females (who frequently (regularly/often) used the HF Tick)
BMI
CHD
Diab
etes
Hype
rten
sion
Veg
Frui
t
Red
mea
t
Proc
mea
t
Fast
food
Salt
after
Tow
n/Ru
ral a
rea
0
1
2
3
4
5
6
1.2 4.93 1.2 1.510.81
1.140.93
1.18 1.26 1.29 1.64
Binomial Logistic regression (CI 95%) Adjusted OR’s
p < 0.05
• used by many Australians• 40% frequently (regularly/often) look • 60% rarely (occasionally/never) look
• not used by younger persons• ? not effective preventative health tool• need more understanding of
• consumers use of food signposting • how to promote use of tick across lifespan
Conclusions
• Fast-food chain make significant changes to its recipes and is paying $330,000 a year to earn the Heart Foundation's tick of approval.
• The foundation, a not-for-profit organisation, says the money goes towards the cost of testing the meals to make sure they meet standards and auditing the restaurants
• Deakin University professor in population health Boyd Swinburn, a former medical director of the Heart Foundation in New Zealand, said the situation was a "clear win-win".
• Catherine Saxelby, of foodwatch.com.au, says McDonalds should be given some credit. "The small changes that McDonalds make translates to a big change in our nutrition, simply because of the volume of people who go there." About a million people eat at Australia's 747 McDonalds outlets. "At least they're making changes," she says. "Yes, I'd like them to do more. I'd like them to get rid of some of their best sellers but they're not going to do that because they don't want to go out of business overnight. At least now we've got a choice."
• To qualify for the Heart Foundation Tick, in what is being promoted as a world first, McDonalds has had to greatly reduce the amount of salt in bread rolls, salad dressings and marinades. Instead of the beef tallow it once used as oil, it has switched to a much healthier canola/sunflower blend, a combination virtually free of trans fat which has been linked to heart attacks and strokes. The result is nine Tick approved meals that contain less than two per cent saturated fat, virtually no trans fat, at least one serve (75g) of vegetables and provide less than a third of your daily energy needs.