20/08/2015 1

NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER

BEHAVIOR

Hazel Fowler, Food Standards Australia New Zealand

ILSI SEA Region

9th Seminar and Workshop on

Nutrition Labeling, Claims and Communication Strategies

August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines

Findings of two FSANZ studies:

• Both relate to consumers and their use of labels

• Examine different label elements

OVERVIEW

First study:

Consumers and Nutrition

Content Claims. A study of

responses to vitamin, mineral

and other claims

Reanalysis available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD3.pdf

Original report available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD2%20Roy%20Morgan%20study.pdf

OVERVIEW

Second study:

Consumers' awareness,

attitudes and behaviours towards

food fortification in Australia and

New Zealand – survey

Available from:

http://www.foodstandards.gov.au/publications/Pages/Cons

umers-awareness-attitudes.aspx

20/08/2015 1

NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER

BEHAVIOR

Hazel Fowler, Food Standards Australia New Zealand

ILSI SEA Region

9th Seminar and Workshop on

Nutrition Labeling, Claims and Communication Strategies

August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines

Findings of two FSANZ studies:

• Both relate to consumers and their use of labels

• Examine different label elements

OVERVIEW

First study:

Consumers and Nutrition

Content Claims. A study of

responses to vitamin, mineral

and other claims

Reanalysis available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD3.pdf

Original report available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD2%20Roy%20Morgan%20study.pdf

OVERVIEW

Second study:

Consumers' awareness,

attitudes and behaviours towards

food fortification in Australia and

New Zealand – survey

Available from:

http://www.foodstandards.gov.au/publications/Pages/Cons

umers-awareness-attitudes.aspx

20/08/2015 1

NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER

BEHAVIOR

Hazel Fowler, Food Standards Australia New Zealand

ILSI SEA Region

9th Seminar and Workshop on

Nutrition Labeling, Claims and Communication Strategies

August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines

Findings of two FSANZ studies:

• Both relate to consumers and their use of labels

• Examine different label elements

OVERVIEW

First study:

Consumers and Nutrition

Content Claims. A study of

responses to vitamin, mineral

and other claims

Reanalysis available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD3.pdf

Original report available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD2%20Roy%20Morgan%20study.pdf

OVERVIEW

Second study:

Consumers' awareness,

attitudes and behaviours towards

food fortification in Australia and

New Zealand – survey

Available from:

http://www.foodstandards.gov.au/publications/Pages/Cons

umers-awareness-attitudes.aspx

20/08/2015 1

NUTRITION AND FORTIFICATION CLAIMS – IMPACTS ON CONSUMER

BEHAVIOR

Hazel Fowler, Food Standards Australia New Zealand

ILSI SEA Region

9th Seminar and Workshop on

Nutrition Labeling, Claims and Communication Strategies

August 4-5, 2015, Crowne Plaza Manila Galleria, Manila, Philippines

Findings of two FSANZ studies:

• Both relate to consumers and their use of labels

• Examine different label elements

OVERVIEW

First study:

Consumers and Nutrition

Content Claims. A study of

responses to vitamin, mineral

and other claims

Reanalysis available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD3.pdf

Original report available from:

http://www.foodstandards.gov.au/code/proposals/documen

ts/P293_SD2%20Roy%20Morgan%20study.pdf

OVERVIEW

Second study:

Consumers' awareness,

attitudes and behaviours towards

food fortification in Australia and

New Zealand – survey

Available from:

http://www.foodstandards.gov.au/publications/Pages/Cons

umers-awareness-attitudes.aspx

• Proposal P293 – Nutrition, Health and Related Claims

• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?

• Previous research – macronutrients

NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND

• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active

substances• Products: ice cream, frozen lasagne, fruit drink,

potato chips

DESIGN

PRODUCTS PRODUCTS

• Proposal P293 – Nutrition, Health and Related Claims

• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?

• Previous research – macronutrients

NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND

• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active

substances• Products: ice cream, frozen lasagne, fruit drink,

potato chips

DESIGN

PRODUCTS PRODUCTS

• Proposal P293 – Nutrition, Health and Related Claims

• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?

• Previous research – macronutrients

NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND

• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active

substances• Products: ice cream, frozen lasagne, fruit drink,

potato chips

DESIGN

PRODUCTS PRODUCTS

• Proposal P293 – Nutrition, Health and Related Claims

• Question: are consumers’ nutrition evaluations and intention to purchase influenced by nutrition content claims on products of lower nutritional quality?

• Previous research – macronutrients

NUTRITION CONTENT CLAIMS S -NUTRITION CONTBACKGROUND

• Online experiment• Australia (n=814), New Zealand (n=313)• Between-groups• Claims: vitamins, minerals, biologically active

substances• Products: ice cream, frozen lasagne, fruit drink,

potato chips

DESIGN

PRODUCTS PRODUCTS

Control Treatment

CLAIMS TESTED

Product ClaimsIce cream Source of calcium

Source of phosphorous

Frozen lasagne Source of iron

Source of selenium

Fruit drink Contains antioxidants-flavanoids

Contains beta-cryptoxanthins

Potato chips Good source of niacin

Good source of vitamin C

Purchase intention:

• How likely is it that you would purchase this [product] ?

• Assuming this [product] has a cost that is similar to

others on the market, how likely is it that you would

purchase this [product] ?

Nutrition attitude

• How would you rate the nutritiousness of this [product] ?

• What is your overall attitude towards the nutrition

content of this [product]?

OUTCOME MEASURES

Control Treatment

CLAIMS TESTED

Product ClaimsIce cream Source of calcium

Source of phosphorous

Frozen lasagne Source of iron

Source of selenium

Fruit drink Contains antioxidants-flavanoids

Contains beta-cryptoxanthins

Potato chips Good source of niacin

Good source of vitamin C

Purchase intention:

• How likely is it that you would purchase this [product] ?

• Assuming this [product] has a cost that is similar to

others on the market, how likely is it that you would

purchase this [product] ?

Nutrition attitude

• How would you rate the nutritiousness of this [product] ?

• What is your overall attitude towards the nutrition

content of this [product]?

OUTCOME MEASURES

Control Treatment

CLAIMS TESTED

Product ClaimsIce cream Source of calcium

Source of phosphorous

Frozen lasagne Source of iron

Source of selenium

Fruit drink Contains antioxidants-flavanoids

Contains beta-cryptoxanthins

Potato chips Good source of niacin

Good source of vitamin C

Purchase intention:

• How likely is it that you would purchase this [product] ?

• Assuming this [product] has a cost that is similar to

others on the market, how likely is it that you would

purchase this [product] ?

Nutrition attitude

• How would you rate the nutritiousness of this [product] ?

• What is your overall attitude towards the nutrition

content of this [product]?

OUTCOME MEASURES

Control Treatment

CLAIMS TESTED

Product ClaimsIce cream Source of calcium

Source of phosphorous

Frozen lasagne Source of iron

Source of selenium

Fruit drink Contains antioxidants-flavanoids

Contains beta-cryptoxanthins

Potato chips Good source of niacin

Good source of vitamin C

Purchase intention:

• How likely is it that you would purchase this [product] ?

• Assuming this [product] has a cost that is similar to

others on the market, how likely is it that you would

purchase this [product] ?

Nutrition attitude

• How would you rate the nutritiousness of this [product] ?

• What is your overall attitude towards the nutrition

content of this [product]?

OUTCOME MEASURES

Perception of level of overall benefit to people• Below is a list of some types of people. For each one,

do you think they would or would not benefit from eating this [product] as a regular part of the diet?

Perception of level of overall health benefit• Do you think the following types of health benefits would

result from eating this [product] as a regular part of the diet?”

OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE

1

2

3

4

5

6

7

Purchase intention Nutrition attitude

Mea

n re

spon

se

No claimClaim

WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?

Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚

• Research questions• What do consumers know about voluntary

fortification?• What are consumers’ attitudes towards

voluntary fortification?• How do consumers use fortified foods?

FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND

Perception of level of overall benefit to people• Below is a list of some types of people. For each one,

do you think they would or would not benefit from eating this [product] as a regular part of the diet?

Perception of level of overall health benefit• Do you think the following types of health benefits would

result from eating this [product] as a regular part of the diet?”

OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE

1

2

3

4

5

6

7

Purchase intention Nutrition attitude

Mea

n re

spon

se

No claimClaim

WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?

Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚

• Research questions• What do consumers know about voluntary

fortification?• What are consumers’ attitudes towards

voluntary fortification?• How do consumers use fortified foods?

FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND

Perception of level of overall benefit to people• Below is a list of some types of people. For each one,

do you think they would or would not benefit from eating this [product] as a regular part of the diet?

Perception of level of overall health benefit• Do you think the following types of health benefits would

result from eating this [product] as a regular part of the diet?”

OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE

1

2

3

4

5

6

7

Purchase intention Nutrition attitude

Mea

n re

spon

se

No claimClaim

WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?

Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚

• Research questions• What do consumers know about voluntary

fortification?• What are consumers’ attitudes towards

voluntary fortification?• How do consumers use fortified foods?

FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND

Perception of level of overall benefit to people• Below is a list of some types of people. For each one,

do you think they would or would not benefit from eating this [product] as a regular part of the diet?

Perception of level of overall health benefit• Do you think the following types of health benefits would

result from eating this [product] as a regular part of the diet?”

OUTCOME MEASURES EFFECT OF CLAIMS ON PURCHASES EFFECT OF CLAIMS ON PURCHASES INTENTIONS AND NUTRITION ATTITUDE

1

2

3

4

5

6

7

Purchase intention Nutrition attitude

Mea

n re

spon

se

No claimClaim

WAS THE PRESENCE OF A CLAIM A WAS THE PRESENCE OF A CSIGNIFICANT PREDICTOR?

Measure Significant predictor?Purchase intention ˚Nutrition attitude ˚Perceived level of overall benefit to people ˚Perceived level of overall health benefit ˚

• Research questions• What do consumers know about voluntary

fortification?• What are consumers’ attitudes towards

voluntary fortification?• How do consumers use fortified foods?

FORTIFICATION RESEARCH H -FORTIFICATION RBACKGROUND

DESIGN

• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research

AWARENESS OF FORTIFICATION

Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?

0

10

20

30

40

50

60

70

80

90

100

True False Unsure

Per c

ent o

f res

pond

ents

WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS

• When discussing a product bought for added vits and mins• Found info on package, generally claims

• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel

ADDED VITAMINS AND MINERALS ON ADDED VILABELS

DESIGN

• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research

AWARENESS OF FORTIFICATION

Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?

0

10

20

30

40

50

60

70

80

90

100

True False Unsure

Per c

ent o

f res

pond

ents

WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS

• When discussing a product bought for added vits and mins• Found info on package, generally claims

• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel

ADDED VITAMINS AND MINERALS ON ADDED VILABELS

DESIGN

• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research

AWARENESS OF FORTIFICATION

Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?

0

10

20

30

40

50

60

70

80

90

100

True False Unsure

Per c

ent o

f res

pond

ents

WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS

• When discussing a product bought for added vits and mins• Found info on package, generally claims

• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel

ADDED VITAMINS AND MINERALS ON ADDED VILABELS

DESIGN

• CATI• Cognitive and pilot testing• Australia (n=800), New Zealand (n=802)• 16 years and over• Weighted• Qualitative research

AWARENESS OF FORTIFICATION

Do you think it is true or false or are you unsure whether foods and drinks also sometimes contain vitamins or minerals that have been added to them by the manufacturer?

0

10

20

30

40

50

60

70

80

90

100

True False Unsure

Per c

ent o

f res

pond

ents

WHERE CONSUMERS FIND ADDED WHERE CONSUMERS FIND AVITAMINS AND MINERALS

• When discussing a product bought for added vits and mins• Found info on package, generally claims

• When thinking hypothetically, where would they check…?• Ingredient list• Nutrition information panel

ADDED VITAMINS AND MINERALS ON ADDED VILABELS

FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS

0

5

10

15

20

25

30

35

40

45

50

Per c

ent o

f res

pond

ents

REASONS FOR CHOOSING

“If you got extra calcium it must be better for your bones”

“Need a good start / most important meal of the day”

“Get vitamins and minerals I might be lacking”

“I buy soy milk and rice milk because I'm lactose intolerant”

Nutrition content claimsPresence of claim did not affect:

• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit

CONCLUSIONS

Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods

CONCLUSIONS

FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS

0

5

10

15

20

25

30

35

40

45

50

Per c

ent o

f res

pond

ents

REASONS FOR CHOOSING

“If you got extra calcium it must be better for your bones”

“Need a good start / most important meal of the day”

“Get vitamins and minerals I might be lacking”

“I buy soy milk and rice milk because I'm lactose intolerant”

Nutrition content claimsPresence of claim did not affect:

• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit

CONCLUSIONS

Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods

CONCLUSIONS

FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS

0

5

10

15

20

25

30

35

40

45

50

Per c

ent o

f res

pond

ents

REASONS FOR CHOOSING

“If you got extra calcium it must be better for your bones”

“Need a good start / most important meal of the day”

“Get vitamins and minerals I might be lacking”

“I buy soy milk and rice milk because I'm lactose intolerant”

Nutrition content claimsPresence of claim did not affect:

• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit

CONCLUSIONS

Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods

CONCLUSIONS

FOODS BOUGHT FOR ADDED VITAMINS FOODS BOUGHT AND MINERALS

0

5

10

15

20

25

30

35

40

45

50

Per c

ent o

f res

pond

ents

REASONS FOR CHOOSING

“If you got extra calcium it must be better for your bones”

“Need a good start / most important meal of the day”

“Get vitamins and minerals I might be lacking”

“I buy soy milk and rice milk because I'm lactose intolerant”

Nutrition content claimsPresence of claim did not affect:

• Purchase intention• Nutrition attitude• Perceived level of overall benefit to people• Perceived level of overall health benefit

CONCLUSIONS

Fortification• Consumers are aware• Seek out some fortified foods• Reasons vary by food type• May have difficulty identifying fortified foods

CONCLUSIONS

Food Standards Australia New Zealand (FSANZ) supports and encourages the dissemination and exchange of information. Information in this presentation is provided under a Creative Commons Attribution 3.0 Australia (CC BY 3.0) Licence, except for the Food Standards Australia New Zealand logo.

Attribution:You may copy, distribute, transmit and adapt the material in this publication by the CC BY 3.0 licence for commercial and non-commercial purposes; but you must attribute the work in the following manner:

© Food Standards Australia New Zealand.

This attribution must not, in anyway, suggest that FSANZ endorses you or your use of the work. For more information email info@foodstandards.gov.au.

Third party material:To the extent that information published in this presentation contains material in which copyright is owned by a third party, the CC BY 3.0 licence would not apply to such third party material and, if you wish to re-use third party material, you may have to seek permission from the copyright owner.

Asian Food Regulation Information Service is the largest database of Asian food regulations in the world – and it’s FREE to use. We publish AFRIS Communiqués, our breaking news service, which keeps our subscribers up-to-date on all the latest regulatory changes across Asia. Are you a global exporter requiring services more international? Check out our AFRIS International Exporter Edition, a magazine style publication covering Australia / New Zealand, Canada, EU and USA.

www.asianfoodreg.com admin@asianfoodreg.com