Food Standards Agency Traffic Light System

This dissertation will examine the theory of Consumer Behaviour and will allow the reader to understand consumers’ perceptions of the labelling systems. In order to comprehend the research, a look into Ward Edwards Theory of Decision Making will examine the factors that may influence a person’s behaviour to purchase foods using the TLS.

 Furthermore investigate the economic factors generated by labelling systems focussing on the demand of certain foods, in relation to the psychological evaluation made by consumers. In addition, the burden placed upon the NHS and health services in the UK have to be explored. This dissertation will examine the opportunities for the government to promote healthy eating in order to relieve the NHS and the huge costs it faces.

Lastly, the Marketing strategies and techniques used by supermarkets and the Government to promote the various labelling systems will show the most effective labelling systems favoured by consumers.

2.0 Background

2.1 Significance of the Traffic Light labelling System

This dissertation will focus on the attempt of the FSA to introduce a Traffic Light Labelling System for consumers, challenging the current GDA system of labelling. In order to understand the need for such a system, the significance of this topic needs to be addressed. This dissertation will highlight the importance of the TLS on consumers’ behaviour and the impact it has, if any, on the decision to purchase healthy foods.  

Since the government published the White Paper: Choosing Health in 2004, the immeasurable attention on healthy eating and obesity scares in the UK have forced the government to provide and facilitate consumers with making healthier food choices. The current GDA signposting system has been challenged by the FSA to introduce a labelling system which is simple, easy to comprehend, and provide at a ‘first glance’ a healthy food option. Many retailers and food manufacturers are welcoming the front-of–pack labelling system, with the support of consumer groups and organisations concerned with the impact of healthy eating.

The GDA requirements were introduced by the Institute of Grocery Distribution (IGD) in 1998 that indicated the levels and percentages of nutrients allowed each day. The £4million GDA system is used by more than 21 firms and retailers with major supermarkets such as Tesco, Morrison and Somerfield (BBC News 2007) all participating in an attempt to promote healthy foods.

The GDA system is widely recognised and uses percentages of guideline daily amounts of sugar, fat, salt and calories. The percentages aim to inform consumers about the proportion of food intake and give a parameter of how much men, women and children are allowed daily, as shown in Figure 2.1.

However, the complexity of making consumers work out percentages and thus deciding if their choice of food is adequate, has been challenged by the FSA to create a simpler ‘at a glance’ labelling system. The TLS was first introduced in 2006 due to impressive obesity levels tripling over the last 20 years in the UK. The FSA established the system to help consumers and the food industry. A key study of consumer research in 2006 represented consumers wanting a system that was easy to understand with colour coded signs. The four main nutrients considered vital information for consumers were levels of fat, saturated fat, salt and sugar. As shown in Figure 2.1 the colour codes represent the level of each nutrient in the product; red representing a high level in the product, amber a medium level and green a low level of the nutrient.

Figure 2.1 FSA’s Colour coded TLS label                          GDA Labelling System

                                                                         

        

                                

   

                                

Source: FSA                                         Source: Institute of Grocery Distribution

The FSA are encouraging manufacturers and the food industry to expand the use of the TLS in all types of food products. Further studies by the FSA are currently being examined to explore the impact of the TLS on consumers’ behaviour, which is what this dissertation will concentrate on and perhaps give an insight into the study the FSA will inevitably conduct and publish.

2.2 Literature Review

The literature researched on this topic area will examine what knowledge and ideas have been established, and what their strengths and weaknesses are. An investigation into the publications surrounding food labelling systems and healthy eating will be conducted.

There has been a vast amount of studies conducted to investigate the use of nutritional labelling and the impact of a clear front-of-pack labelling system. Some key research organisations such as Which?, the Department of Health and the IGD (Institute for Grocery Distribution) have all published work surrounding this topic over the past decade.

The significant literature published concerning labelling systems has been primarily conducted by the government watchdog; the Food Standards Agency (FSA). The independent government department protects the public’s health and consumer interest in relation to food, providing numerous reports and research studies surrounding the impact of nutritional labelling on consumers purchasing decisions. The FSA have published many successful reports examining the Comprehension and Use of UK nutrition signposting labelling schemes and other various studies highlighting the success of Traffic light labelling.

The area under discussion is an imperative study currently being assessed by the FSA and is at the fore front of their research into consumers attitudes towards healthy eating.

The FSA have developed a nutritional labelling study ‘To assess shopper’s views on the traffic light colours, the current GDA and colour coded GDA’s’ which coincides with the research conducted for this dissertation, to find similar results and conclusions. The FSA study is being conducted by one of the UK’s major research companies; the British Market Research Bureau (BMRB), with the backing from the Nutrition Strategy Steering Group (NSSG) and an independent Project Management Panel (PMP). Results from the study will be finalised in December 2008 and will have immense detail of qualitative and quantitative elements which will highlight a year long study into consumers’ behaviour towards healthy eating concerning food labels.

The Institute of Grocery Distribution (IGD) has published many reports and research papers surrounding the GDA labelling system. The IGD first published guidelines for voluntary labelling including the use of Guideline Daily Amounts for consumers, gathering information and research from the food industry, government officials, consumer groups and public health organisations. The IGD have issued various reports on the most effective way to promote and advertise the GDA system. The main concern highlighted in previous research was the improvement of GDA labelling formats. Reports show that the current GDA format for men and women is very successful and useful for consumers and the food industry. The IGD are finding new and more efficient ways of trying to improve the layout and clarity of the GDA system.

The Department of Health recently published (January 2008) a £372 million ‘Healthy Weight, Healthy Lives’ strategy, to combat obesity across the UK. Health secretary Alan Johnson promotes the strategy and highlights that tackling obesity is the “most significant public and personal health challenge facing our society.” The government are now starting to apprehend the immense impact of unhealthy food consumption on people’s lives. The promotion of such a strategy will be focussed on by government officials, public health professionals and consumers themselves.

This strategy will take years to come into affect, with advertisers and manufacturers of food products changing and developing ways to promote healthy food. Health records highlight that nearly a quarter of the British population is now obese, and by 2050 this will increase to 60%.

 A staggering 18% of children aged 2-15 are obese and 14% overweight. The need for a consistent and clear food labelling system has never been more crucial with all institutions in society playing a role in reducing this statistic and overcoming the obesity crisis.

Previously published work on the various labelling systems indicates many successful findings. Advocates of each labelling system praise and highlight the significance of each labelling system within the UK food industry, however it can be criticised that these proposals concentrate on what works best for food sectors rather than concentrating on the consumer.

What many have failed to recognise is the advertisement of labels on smaller products. Manufacturers and supermarkets need to consider food products that are too small and do not have enough space to display nutritional information. Displaying this information elsewhere, perhaps in the form of leaflets or stickers on food aisles, can alleviate this problem.  

Much of the research already published has not taken into account the current obesity dilemma and aiming nutritional foods at children. Reports successfully indicate the effects of labelling on consumers, however, disregard the need to aim healthy eating at children, as they will be the workforce of the future. Campaigns from celebrities such as Jamie Oliver and healthy eating in schools have reinforced the need to aim healthy eating at children.

Further research into this topic area has highlighted the disproportionate representation of food labelling for the elderly or visually impaired. Manufacturers and promoters of the TLS and GDA have not considered the effects or marketing implications of food labelling on this segment of consumers. This dissertation will look into further recommendations for the FSA and IGD to promote food labels for the elderly and visually impaired consumer.

3.0 Theoretical perspective underlying Consumer food choice

This chapter will outline the main theoretical perspectives surrounding consumers’ food choice and will look into how consumers can differentiate between the importance of the TLS and the GDA labelling systems.

3.1 Consumer Behaviour

Consumer behaviour has a multi-disciplinary nature exploring many aspects such as economics, sociology, psychology and marketing. It examines the attitudes, beliefs and experiences of consumers; how and why people buy and use products, how they react to prices and advertising and the internal and external factors that effect their decision. The study of Consumer Behaviour allows firms to interpret various marketing strategies based on a serious of underlying issues stated in Figure 3.1

Figure 3.1 Consumer Behaviour and Marketing Strategies

•  The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
• The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
• The behaviour of consumers while shopping or making other marketing decisions;
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; 
• How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer;
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Source: Consumer Behavior: Building Marketing Strategy

3.1.1 Decision Making Process

Ward Edward’s theory of Decision Making involves consumer decision making, attitude formation and change. Figure 3.2 displays the process of decision making; Consumers searching for labels will increase the likelihood of labels being exposed to them and it is only when the information is perceived, or taken in, does this exposure lead to effects on behaviour.

Figure 3.2 Processing Label Information

Source: Aarhus Business School

The Perception element of decision making leads to understanding which can be subjective, which is what the consumer thinks they understand, and objective which highlights if the consumer really understands the information.  Understanding is a question of inferences; consumers relate the perceived information to their pre-existing knowledge, and use this to infer meaning.

Consumers may use the labelling information in making choices about healthy foods.  These can be one-time or extended effects, and direct or indirect use.  For example, direct one-time use, is the here and now.  Direct extended use would be the effect on the product over an extended time period; even after the product stopped bearing the label.  Indirect effects are effects on other food purchases, which can mean learning about what food categories are healthier and which are less healthy, but could also have the opposite indirect effect. For example, a consumer may purchase a certain food which is healthy, and reward themselves with something more indulgent.

These theoretical aspects can all be influenced by factors such as the consumers interest in nutrition, the knowledge they have of the subject, and their demographics. (See Figure 3.2)

The format of the label presented will have a major impact on the perception, liking, understanding and use of the label. For example, women are more interested in weight management and aesthetics, parents particularly of pre-teens and the elderly consumer concerned with their health, are more likely to use food labels in making healthier food choices. The UK has the highest interest in food labelling in the EU with label penetration in the UK at 85%, due to media focus on food and related issues. For some consumers other aspects such as taste, cost, food safety and freshness may be of more importance rather than nutritional information, and it is this perspective that the dissertation will explore.

There are three basic considerations that guide a consumers liking for a certain labelling format.

Firstly, simplification of a label is essential. In a shopping situation, limited time to look at Back-of-Pack information, bad legibility and unknown terms can confuse consumers about the meaning of a label. Consumers may find it difficult to interpret figures or percentages, compare numbers and may be wary of the cognitive load of the Back- of- Pack tables (GDA).

        

Secondly, complete information for all consumers is vital so that they know what nutritional information stands for and how the red light or health logo is arrived at. Whichever format of labelling is used, consumers demand to know what the labels mean in order to aid their decision making process. Without this, consumers would not feel confident in purchasing food products.

Lastly, feeling coerced can create resistance if consumers feel they are pushed into or patronised to make choices they don’t want. Having the ‘choice’ of various labels and the option to choose is necessary, as not all consumers interpret information in the same way. So for the FSA and food manufacturers, producing an analogous label format is imperative and must reflect the general population’s choice of labelling system.

3.2 The Economics of Food Choice

Another area on the subject of consumer behaviour is the economics of food choice regarding price and income. A focus on the supply and demand of food labels, particularly looking at the demand for normal and inferior goods and the social effects healthy eating has on society will highlight the importance of food labelling.

3.2.1 Supply and Demand of Food Labels

A fundamental economic theory of Supply and Demand illustrates consumer demand for healthier food options and food labels concentrating on important nutritional information.

With increasing health scares and obesity levels reaching an epidemic, consumers are now demanding to be informed about what goes into their food from supermarkets and the Government. This has resulted in the Government introducing (supplying) such labelling measures as the TLS and the GDA requirements in order to combat this influx of consumer demand. Tackling national health and food consumption issues in the UK is imperative for the Government and finding the right balance between the costs and benefits to society is a challenge the government faces.

3.2.2 Engel’s Law

Engel’s Law states that as incomes increase, the proportion of income spent on food falls. Engel recognised the relationship between the demand for food and the level of household expenditure spent on food and found that ‘the poorer a family is, the greater the proportion of total expenditure which it must use to procure food’ with the opposite true for wealthier people (Burk, 1962), as shown in Figure 3.3.

Economists can define goods as being Normal or Inferior in relation to Income. As income increases, the demand for goods will increase (positive income elasticity of demand) and is known as a Normal good. However as income increases, the demand for certain foods will decrease and better quality goods are preferred (negative income elasticity of demand); this is known as Inferior goods (e.g. instead of buying beef, with an increase in income we start to buy steak).

Figure 3.3 Engel’s Law illustrating the relationship between Food Expenditure and Household Income (£ spent, per household)

Source: The Food Consumer

Using the law of demand, it is noticeable that families of lower incomes would generally spend and eat more food as it is seen as a necessity. The demand for healthy food is commonly related to the education about healthy eating and diets. Consumers that are unaware of the health implications of fatty foods, will less likely to comprehend nutritional labelling information and so use the effective labelling systems. This in effect creates an even bigger demand for food labelling systems which are easy and simple to understand.

Engel’s law also considers the case of Ceteris Paribus meaning “all else being equal”. Household income is not the only factor which determines expenditure on food, and so in order to fully examine the total proportion of income spent on food, various factors such as taste, preference and consumption habits need to be considered.

The need for a clear and comprehensive labelling system highlights the benefits to society. By providing a labelling system, consumers will be able to make healthier choices about food and thus decrease the risks of illnesses related to poor diet and health, e.g. heart diseases and cancer. The debate over which system is more effective (TLS or the GDA) simply collaborates the need by manufacturers and consumers for such a system.

3.2.3 Social Costs of unhealthy eating

As obesity becomes more of an apparent burden on the UK health system and for taxpayers, the need to address this issue is of major importance. The Department of Health (DOH) recently issued a report (February 2008) on some general information about the effects of obesity for the UK.

The DOH found that in 2006;

• 38% of adults in England were overweight and 24% were classified as obese. 
• 67% of men and 56% of women were either overweight or obese in 2006. 
• 29.7% of children aged 2 to 15 were classed as overweight or obese in 2006.
• Figures for boys and girls among this age group were 30.6% and 28.7% respectively.  17.3% of boys and 14.7% of girls were obese.

These statistics also create costs to the economy in the form of absenteeism at work and £4.2 billion worth of taxpayer’s money used to treat patients with obesity related problems.  The indirect cost of obesity to society is the loss of work days by employees, causing a fall in output of production and short term increased costs for businesses to find replacement workers (resulting in a cost of £16 billion for the wider economy) 

3.3 Marketing and Advertising of Labels

There have been a number of attempts by the Government to market and promote healthy eating. One way in which it has done so is the introduction of the “Eat Well, Be Well” Food campaign. This launched the TLS through various advertising mediums, such as TV, magazines, posters and billboards (Figure 3.4). The campaign has seen various supermarkets and manufacturers adopting the scheme from Sainsburys, Asda, Waitrose and many other leading food manufacturers.

Figure 3.4 Food Traffic Light System Label                     GDA system                                                

        

The GDA system was first marketed in 2006 with major supermarkets such as Tesco, Somerfields and Morrison all adopting the system as shown in Figure 3.4. Providing consumers with a percentage system of Guideline Daily Amounts allows consumers to make a choice on how much nutrients is in each product and if it is suitable for their diet. Tesco, the biggest supermarket in the UK supports the GDA system, having it on nearly 6,000 products across the store.

3.3.1 Marketing Mix

When considering consumers perceptions of labelling systems it is important to recognise how consumers interact with the Borden’s Marketing Mix- Price, Place, Product and Promotion (also known as the 4P’s).  A study by Cohen (1991) highlighted that consumers consider the 4P’s when making purchasing decisions. This can be related to the decision making process by consumers, in regards to healthy foods (when using labels).  Figure 3.5 illustrates the consumer decision making process in relation to the Marketing Mix.

Figure 3.5 Cohen’s Buyer Decision Process in relation to the Marketing Mix

Source: Cohen (1991)

For a marketer promoting healthy foods using either the TLS or GDA label system would require emphasis on the promotion of healthy foods. Manufacturers and supermarkets displaying these various food labels should be considerate of the promotion of the food label, on what products they are marketed on, and where the food products are placed throughout the store. Marketers of food labels also have to consider the psychological inputs as shown in Figure 3.5, concentrating on culture, attitudes towards healthy eating, learning experience of previous healthy foods and perceptions of healthy foods and the use of food labels. Using the correct marketing strategies on food labels, on the right products, showing the right information is the most essential aspect for the FSA and IGD, who promote these two labelling systems.

4.0 Methodology

4.1 Focus Group Analysis

In order to conduct the research and examine the hypothesis stated earlier, some primary research in the form of a focus group was conducted. The qualitative research method conducted was a direct method of gathering information, via a focus group. A focus group is a group interview or debate lead by a moderator who continues the flow of the discussion involving all participants.  The main basis for a focus group is to gather information in a relaxed and non-confrontational format. The focus group dynamics allowed the respondents to interact, by listening to other people’s opinions, expressing their own view points and also allowed the coordinator to ask open questions to all group members.

A focus group format was considered ideal as it allowed qualitative data to be collected about the TLS and GDA labelling systems. Qualitative data is non statistical information which is examined and collected. It focuses on opinion and experience based contributions made by respondents. Group dynamics and each participant’s beliefs were examined during the focus group and illustrated any potential problems the hypotheses may have, and therefore allows for further analysis and stimulation of new ideas. The selected method was deemed viable as it is “organised to explore a specific set of issues relating to people’s views and experiences.” (Kitzinger, 1994) highlighting the importance of this particular method and its feasibility.

The focus group consisted of eight participants who were recruited for this study, four males and four females. The ages ranged from 23 to 60, mixed demographics and socio-economic backgrounds from London and surrounding towns which tried to reduce bias in the results. The focus group was conducted on 15th February 2008 and lasted approximately 45 minutes. Given the time and budget constraints the use of a diverse group would allow information to be gathered from a variety of view points simultaneously.

The following is a summary of the key areas of discussion covered in the focus group:

1. The shopping behaviour of consumers
2. The perceptions of the TLS and GDA labelling systems
3. The increase of healthy eating and lifestyles in the UK
4. Understanding the information- Product examples of the two labelling systems
5. The expansion of a labelling system, which one is preferred?

4.1.0 Results of the Focus Group

The result of the focus group (represented as a transcript, Appendix A) highlights some interesting opinions and perspectives of a labelling system for consumers when making healthy choices about foods.

4.1.1 The shopping behaviour of consumers

When asked to discuss and reveal where participants shop, five out of the eight participants shopped at Tesco, whilst two shopped at Sainsburys and one shopped at Asda. Participants were asked which factor would be the most important when buying a particular product and five out of the eight participants indicated that nutritional information was the most important factor as “families and feeding children the right foods” encouraged the use of food labels. One participant highlighted that a healthy lifestyle and “keeping fit by going to the gym, makes me buy healthy food” also supported the use of nutritional labelling.

The other participants found that price and eating habits made their purchasing behaviour different from the others. The five participants that did regard nutritional information as the most important factor highlighted that “fat, sugar and calories” were the predominant nutritional information categories they found the most important to them.

4.1.2 The perceptions of the TLS and GDA labelling systems

The group were asked if they had ever seen, used or heard of the TLS and GDA systems. Not surprisingly, the participants who shopped at Tesco were all familiar with the GDA system and those who shopped at Sainsburys and Asda were familiar with the TLS. Participants who used nutritional information as a means of purchasing behaviour had all used the systems previously. Shoppers at Tesco were aware of the TLS but had never used it before and did not fully understand the meaning of the colour codes. However, those who shopped at Sainsburys and Asda where aware of both label systems and used the front- of- pack (TLS) system more often than the back- of- pack (GDA) labelling system.

Users of the GDA system found that it gave “clear statistical information” about the amount of percentages needed each day, and they had only ever seen the TLS system on TV and a few billboards and were unaware that Sainsburys and Asda even promoted it. However, users of the TLS highlighted that on a busy shopping trip the colour coded system helped make healthier choices, and “didn’t waste time standing around” in supermarkets. TLS users were aware of both labelling systems compared to the participants who were exposed to the GDA system only.

4.1.3 The increase of healthy eating and lifestyles in the UK

The group discussion then moved onto healthy living and lifestyle in the UK. All participants agreed on the mass media attention surrounding food and healthy eating. Many participants highlighted that the media attention and “programmes on TV” encouraged them to eat healthy foods.

One participant indicated that “there are so many adverts showing healthy meals, low fat products and things like that, it’s hard to get away form it”. The increased availability of fast food was also another point raised amongst the group. Participants indicated that the ban of fatty foods aimed at children was the “best thing the government has done in a long time”.

Parents of young children raised the issues about obesity and highlighted concerns about “fats food like MacDonald’s and pizza, is so bad for you, but sometimes you just don’t have time to cook, it’s the easy option”.

Some participants who were health conscious argued and stated that it is “down to the parents what they feed their kids, you can’t blame anyone else” The discussion moved onto the topic of supermarkets promoting healthy eating. Many participants felt that supermarkets “done their far share” of promoting healthy foods. Many felt that the use of nutritional labelling helped when it came to “deciding between something that was healthy and something that was not so healthy”. Participants agreed that the attention on healthy living is assisted by labels that show the contents of important nutrients.

4.1.4 Understanding the Information

The group were given two similar products, one displaying the TLS and the other the GDA labelling system. The supermarket brand was concealed and participants were told to focus on the labelling information at the front of the pack, disregarding any other information or opinions that had towards the product. Each participant was asked to interpret which product, using the label, they found the most useful in displaying the key nutrients. Most participants agreed that both labelling formats highlighted the key nutrients (calories, fat, saturated fat, salt and sugar).

The discussion then moved onto focussing on which label format showed the healthier product. Participants all indicated that the product displaying the TLS appeared to be the healthy option (as it displayed green colour codes) however, until they had not analysed the GDA system they could not say which product was “healthier”. As the co-ordinator of the group, I had knowledge that the product showing the GDA system was the healthier option, however the group all choose the TLS product. “At a first glance, that product (TLS) looks healthy”.

After analysing both products, participants found that the product showing the GDA system was the healthier option; however, this was after several minutes of the group interpreting the information from both products.

Participants agreed that although the TLS shows “red, amber and green codes, the GDA gives you a better understating of the amount of nutrients in the food”. Sainsburys and Asda shoppers agreed that it “worked for them” and that the TLS was a good method of displaying key information “when you are busy and have little time to shop”.

All participants understood the red, amber and green colour codes and were aware that it showed high, medium and low levels of nutrients.

The focus group highlighted that they were unlikely to look at food labels if they had consumed the product more than once and consumed it on a regular basis. Label format was important on new products, participants had not tried before.

The group were asked which labelling system they preferred when trying to determine which food product was healthy. Participants that had previously used the TLS supported the effectiveness of the labelling format and preferred it to the GDA system. Tesco shoppers were in favour of the GDA system as they found it to be “clearer and the more information provided, allows for a more informative decision”. One participant who regularly used the GDA system provided by Tesco found that the TLS was an easier format to show simply whether the food was healthy or not.

4.1.5 Expansion of a labelling system

The focus group discussion then moved onto the issue of the expansion of the labelling systems. The group indicated that they would like to see labelling information on all types of food products (including fast food and restaurants).

The group highlighted that by making the labelling formats compulsory, would help “when going out to eat, you can see the nutritional information and can work out if it fits into your diet”. Participants pointed out that by providing a labelling system on all types of foods it would “make it easier to be healthier as you can compare all products against each other”. Manufacturers, the Government and supermarkets were seen to be the responsible agents for promoting healthy eating and adequate food labels.

The discussion concluded by participants wanting a combination of the GDA and TLS system so that “the benefits from each system could help all consumers”. Tesco shoppers were asked if they would like to see the LTS adopted by their supermarket and three out of the five, who shopped at Tesco, would like to see a combination of GDA and TLS labels. The other two participants were happy with the effectiveness and use of the GDA.  The group agreed that one common labelling format should be promoted on all food products by all supermarkets “so you don’t get confused if you shop at different stores”.

4.2 Questionnaire Analysis

The second piece of primary research conducted for this dissertation is in the form of a questionnaire. A questionnaire allows a versatile collection of quantitative and qualitative answers from a wide array of respondents. The questionnaire conducted for this study highlights the quantitative data represented by the respondent’s answers, as the compilation of qualitative data was focussed on in the Focus Group and is harder to interpret using a questionnaire.

The questionnaire has a range of open and closed questions focussing on addressing the implications for consumers using the TLS or GDA. There are various advantages and disadvantages of using this type of primary research for this study.

Firstly, the responses gathered are done so in a standardised way, resulting in an objective view from respondents thus representing data in a statistical and schematic method. Questionnaires are a quick and easy method for collecting a large amount of data in a short period of time.

However, there are some concerns about using a questionnaire as often return rates are slow and due to the standardisation of questions, respondent’s misinterpretations of questions are not always explained. Open ended questions can often lead to respondent’s giving too much detail and thus resulting in large amounts of data to analyse. Asking the right amount of questions in the right format is a challenge any researcher faces in order to design and conduct a successful questionnaire.

The information collected via the questionnaire will be interpreted and analysed using the Statistical Package for the Social Sciences (SPSS). SPSS

M1: OLDER MALE (DAD) WITH FAMILY- tesco

M2: YOUNG MALE WITH FAMILY- sains

M3: GYM FREAK- NO KIDS MID 20’S- sains- ramu

M4: YOUNG MALE EARLY 20’S- STUDENT- asda

F1: MUM WITH KIDS- BIG FAMILY- tesco

F2: YOUNG FEMALE WITH KIDS- tesco

F3: YOUNG FEMALE EARLY 20’S- STUDENT- tesco

F4: MUM WITH KIDS BUT DOESN’T LOOK AT LABELS- BUYS WOTEVA MAKES THEM HAPPY- tesco

Although the TLS as many advantageous aspects, in comparison to the GDA system, the TLS maybe seen to be too simplistic and may not provide consumers with all the information required. The TLS encourages consumers to go for green and amber food products and to cut down on red coded food products however this may result in some essential fats needed on a daily basis to be misunderstood.

For example, cheese would be indicated with a red colour code due to the high level of fat. Yet consumers using the GDA would use the percentage system and realise how much can be consumed according to your daily amount, whereas some consumers using the TLS may be deterred from buying such foods all together.

Making healthy choices: traffic lights, percentages or just a nice looking packet?

 

29th November 2007

There has been much debate over how we should rate the healthiness of our food: traffic lights or percentages? Market research generally says people prefer the Food Standards Agency’s traffic lights system, while industry giants argue that traffic lights are too simplistic and offer a more detailed system showing percentages of Guideline Daily Amounts (GDA). User Vision put a few of these systems against each other in a simple usability test and found that attractive packaging and healthy claims often make up our minds before we even look at any labelling system.

As part of World Usability Day, User Vision conducted an informal usability study of which food labelling system is the most helpful when deciding what is healthy and what is not. Participants were observed as they chose which lunch they thought was the healthiest, and also as they made individual comparisons of similar products. Each lunch was made up of comparable products from different supermarkets: a packet of crisps, an egg sandwich, a juice, and a small cake, to make the choices quite difficult.

Whether the traffic lights and the GDA were most effective was not easy to tell, as they were often not used at all in the decisions made by participants. Sometimes participants would compare the numbers found on each packet, and still be at a loss as to which was healthiest – the crisps with more salt but less fat, or more sugar and less calories?

A more decisive influence on participants seemed to be attractive packaging, high quality photography, health claims made on the packet, and the perception of brand. The test conditions were far from being realistic to supermarket conditions, but it is likely that given a shorter time to choose, and no facilitator checking the choices made, people would be even less likely to go to the trouble of comparing percentages and colours in the short minutes of a lunch break or the quick weekly shop. The preliminary results found in this usability test would make a more in-depth test very interesting, and potentially much more useful than the reams of opinion-based market research on the debate to date.

Interestingly enough, it seems that the GDA system was most effective when participants did take the time to make a direct comparison of nearly identical products – two packets of crisps for example. This could be because the various numbers are clearly presented for comparison in the GDA method and easily compared, whereas the traffic light system aims to simplify things with three colours. As most packets of crisps will show roughly the same array of traffic light colours – usually reds and ambers – this system may not be as useful for such a close comparison of the same type of food as the GDA.

Conversely, traffic lights excel at giving at-a-glance information, banking on the fact that most people don’t pick up two packets of crisps to read the labels, or compare the fat content to the nearest tenth of a gram.

Unfortunately, such a visual medium has to compete with the plethora of other visual and aesthetic elements of packaging: the colour and quality of the packet, photography, and other graphic design can make a product look organic and healthy or cheap and artificial in an instant; before the FSA or GDA labelling is even noticed. Claims on the packet such as ‘free from preservatives’ seem to also be quite effective in influencing our purchases, and might just stop us from getting out our calculators in the supermarket.

Why is there so much debate over how to present these GDA numbers when most of us seem to ignore them in favour of a nice looking packet? Perhaps ‘organic, freshly pressed apple juice’ and ‘one of your five a day’ appeals to most of us as ‘healthy’ more than 1% 0% 0% 18%, or green, green, green, red.

My disso by the fsa-

my disso work by the fsa- yet to be done- finished by dec 08

Making a difference
Green, Amber and Red indicate low, medium and high levels of fat, saturated fat, sugar and salt in food. Sales analysis for a 12-week period in 2006 indicates the impact of the ‘multiple traffic light' labelling.

 

‘Multiple traffic lights’ driving reformulation 
We also use the ‘Multiple traffic light’ labelling to improve the nutritional profile of our own-brand products. We have already begun converting existing ‘reds’ to ‘ambers’ and ‘ambers’ to ‘greens’, in order to deliver healthier food for our customers.

 

One example of a product whose health profile has benefited from the addition of front-of-pack ‘multiple traffic light’ labelling is our chicken and bacon pasta bake.

With the help of the supplier we reviewed the ingredients. As a result, we introduced a new stock with reduced salt and fat, plus increased the amount of chicken to rebalance the proteincontent and reduce the amount of sauce. This in turn reducedthe amount of overall fat and salt in the product. This work has resulted in an overall better health profile.

Chicken and bacon bake

We also grew our healthy ‘Be Good To Yourself’ range by 5.3% in 2006/07. This was short of our target of 10%, with the popularity of our new healthy ‘Supernaturals’ range partly responsible. In addition, whilst not meeting our target we are confident that the ‘Be Good To Yourself’ range successfully combines our high standards for both health and taste.

New Targets
An investment plan to remove phosphates from all ‘Taste the difference’ cooked meats.

An interview on the BBC NEWS of Gill Fine, FSA, research conducted with 2,500 consumers found they wanted the red yellow and green pie chart TLS, with % as additional info. Allows consumers to see at a glance high medium or low in fat, and amount of nutritent per portion.

Gda- a lot more detail, more confusing.

Different Info depends on where u shop

Idea: put gda n tls together!

Sales data- more ppl buying healthier foods

Adv of gda- different % shown, easy to plan rest of the day,  15million consumers use gda in Tesco in a year, doent over simplfy product

Some products are seen as red n ppl put off it straight away. E.g cheese, however u need it in your diet. Gda allows you 2 see the difference in nutritional info rather than all cheese be red!

Netmum.com 17,000 80% quick n easy to understand

Gda harder to understand

Force manuf to provide tls

British medical association back the tls!

Have to look at per serving (per 100g).

Showing foods with smaller portions- each 1 biscuit, makes it looks healthier! And many products are for adult serving!

*Nutritional info can be misleading, as there can be 20% more or less levels of nutrients either way!

The presentation of GDA figures is confusing and consumers are meant to interpret the figures themselves! There are levels of the GDA- upper and lower levels. Upper levels for fat, sugar and sugar and lower levels for fibre The GDA doesn’t tell u whether to eat up to or below the level. UK GDA figures are set to high, 33% fat, in USA, less than 30%, World Health Org sets between 15-30%. Our GDA figures suggest we can eat more levels.

Obesity scares- legislation is at EU levels. Front of pack labelling is helpful rather than nothing, colour codes helps making at a glance choices for consumers.

BBC NEWS VOTE

VOTE RESULTS

Will food labelling help you eat more healthily?

Yes

 62.07% 

No

 29.61% 

Not sure

 8.28% 

11282 Votes Cast

Results are indicative and may not reflect public opinion

F1: “I always look at the nutritional information when I buy food. I have a family, so for me I want to know what goes into my food and what I am giving my children”

M1, M2 & F2 all agreed.

M3: “I buy products that have low saturated fat and high in protein, I work out a lot, so for me, nutritional information is very important, I use it on almost all the products I buy”

F3: “I buy products that have a good deal on them, and the rest is what I normally pick up. I rarely look at the nutritional information”

F2: “I shop at Tesco and I know how the GDA system works and I really like it, but sometimes it’s really annoying to stand there and work out which percentage is lower and what food is healthier”

M4: “Well I am student and for me the traffic light system works really well. I like the fact that you can just see what foods are good for you and what aren’t. The colour scheme is a good idea, I think”

Appendices

1. FSA various proposed signposting systems

Appendix 1:

Multiple traffic lights                                    Monochrome GDA concept                                                        

            Simple Traffic Lights              

 

         Sainsburys Traffic light                         Waitrose Traffic Light

            Labelling system                                   labelling system

References

Blanchfield, J.R., Food labelling, Woodhead Publishing Ltd, (2000), Cambridge, UK

Cowburn, G., Stockley, L., Consumer understanding and use of nutrition labelling: a systematic review, Public Health Nutrition, (2007), Cambridge University Journals, Vol. 8

Food Standards Agency, Better Food labelling: Written Responses, July 2000, UK

Hawkins, Del I., Roger J. Best, and Kenneth A. Coney, Consumer Behavior: Building Marketing Strategy, (1998), 7th ed., Boston: McGraw Hill

Raats. M, Shephard. R, The Psychology of Food Choice, (2006), 3rd Edition, Cabi Publications, UK.

Ritson, C et al, The Food Consumer, (1986), John Wiley and Son, Chichester

Smillie, L et al, A review of research on consumer response to nutrition information on food packaging, (2006), EU Food Information Council

Wandel, M., Food labelling from a consumer perspective, (1997), British Food Journal. Vol. 99, no. 6.

---