Educating The Consumer On Health Benefits Of Vegetables To Promote Consumption

Reetica RekhyPhD Candidate

Faculty of Agriculture and EnvironmentUniversity of Sydney

15th July 2014

1. Current consumption levels of F&V in different parts of the developed world

2. Major global campaigns for promotion of F&V consumption and their success/ failure

3. Promoters and barriers to growth in F&V consumption – incl. consumer psychology and behaviour

4. Strategies for increasing F&V consumption incl. investigating any gaps in knowledge and awareness of consumers

Contents

Established health benefits of fruit & vegetables (F&V) – reduced risk of chronic disease and nutritional deficiencies (WHO, 2013)

WHO recommends minimum daily consumption of 400g of F&V (excluding potatoes)

BUT

Europe – 220g per person per day – 1/2 daily WHO recommendation (The Louis Bonduelle Foundation, 2011)

U.S. –1.8 cups of F&V per day – only 6-8% of individuals achieve recommended daily target (Produce for Better Health Foundation, 2010)

Australia – only 8.3% met guideline for daily vegetable intake, only 5.6% of adults had an adequate daily consumption of F&V in 2011-12 (Australian Bureau of Statistics, 2012)

Globally 1.7 million deaths (2.8%) deaths per annum linked to low F&V consumption (WHO, 2013)

F&V Consumption – recommended & actual

Australian Guide to Healthy Eating recommends 2-8 serves of vegetables & legumes and 1-5 serves of fruit daily – interpreted as 2 serves of fruit and 5 serves of vegetables a day

1 serve of fruit = 150g = 1 cup chopped/canned fruit 1 serve of vegetables = 75g = 1 cup salad vegetables = ½ cup cooked vegetables

Source: Australian Institute of Health and Welfare, 2012

Recommended serves & serve size

Major global campaigns

Australia – “Go for 2&5”, 2005-2007

WA: Increase of 0.8 serves per day

National: Generated awareness, increased knowledge

U.S. “5 A Day for Better Health”, 1991-2006 and “Fruits & Veggies – More Matters”, 2007-present

Increased interest in 62% of the target audience

Denmark – “6 om dagen” (6 a day), 1999-present

Vegetable & fruit consumption increased by 41% & 75% (1995-2004)

U.K. – “Food Dudes”, 1992-present

60%-200% increase in consumption in 2013

New Zealand – “5+ A Day”, 1994-present

60.4% consume 2 serves of fruit in 2011 (46% in 1997)

66% consume 3 serves of vegetables (no significant change

since 1997)

Promoters & barriers to F&V consumption

Produce related

• price; seasonality; perishability; nutritional content; origin; quality of produce

Distribution channel related

• accessibility; variety of produce

Consumer related

• income; education; gender; age; household composition; cultural background; convenience; lifestyle; cooking skills; sensory factors –serving size awareness; attitudes, beliefs; personal values

Strategies for increasing consumption of F&V

Consumer Behaviour Theory – potential toolkit

Cafes to automatically include F&V as a side dish in their meals

High visibility & increase in choice / variety on offer

Reduce unhealthy food alternatives eg vending machines and offer F&V as snacks

Cost effective & convenient packaging eg salads, stir frys

Offer price discounts & labels regarding nutritional content, associated health benefits

Food neophobia in children – repeated exposure & engaging children in growing and cooking F&V

Customise strategies according to needs of target market segment, with participation from all players

along value chain

Source: Produce for Better Health Foundation, 2012

Literature Review

Campaign success higher when greater collaboration between industry, retail,

government and not-for-profit public health organisations.

Effectiveness higher when campaign:

• culturally targeted at a specific group;

• focus on F&V separately and increase in accessibility;

• promotes consumption frequency (not serve size);

• supported by other initiatives - economic subsidies,

reduced taxes, other policy measures to lower price;

• behavioural change and goal setting;

• clear messages;

• longer time-frames;

• proactive involvement of family and interactive approach.

Consumer Study

To investigate the top of mind health benefits related to specific vegetables to determine how to best use health benefits symbols on vegetable

packaging

Aim

1. Sample size: 1000 respondents

2. Adult population only: 18 yrs +

3. Australia wide

4. English speaking background (ESB) and Non-English speaking background (NESB)

5. Online survey hosted by a reputed market research company

Consumer Study

Scope

1. “Importance of vegetables in the daily diet” and

2. “Average daily number of serves of vegetables consumed (i.e. daily consumption levels)”:

Significantly

• English Speaking rated them more important and consumed more than non-English Speaking

• Females rated them more important and consumed more than males

• 45’s and Over rated them more important and consumed more than Under 45’s

• Non-metro regions (incl ACT, Tas, NT) rated them more important and consumed more than metro areas

Key Findings – Importance & Daily Serves

Consumer Study

Consumer Study

Key Findings – Free Elicitation

3. Health related benefits for specific vegetables

Respondents were asked to report attributes they thought had an impact on body, mind and well-being

• “not sure” / “don’t know”

Cos lettuce 56%

Sweet corn 63%

Cauliflower 63%

White radish 72%

Zucchini 60%

• Nutrients were mentioned more often than health benefits

Implication Vegetable health benefit literacy

level is very lowLiterature supports this too

4. Ranking health benefits:

Health related benefits for specific vegetables : rank the top three from the list provided, based on FSANZ approved health claims

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Consumer Study

Key Findings - Ranking

Consumer Study

Key Findings - Ranking

Vegetable Top health benefit %

Carrots Healthy Vision 64

Cos Lettuce Healthy Heart & Circulation 29

Pumpkin Healthy Heart & Circulation 33

Sweet Corn Healthy Heart & Circulation 63

Broccoli Healthy Immune System 41

Capsicum Healthy Immune System 39

Cauliflower Healthy Digestion 53

Sweet Potato Energy & Metabolism 52

Asparagus Healthy Heart & Circulation 36

Beans Healthy Digestion 65

Consumer Study

Recommendations

Labelling will help enhance health benefit literacy levels among vegetable consumers

Tailor programmes according to the needs of specific consumer groups (eg NESB or teenagers or males)

Supported with other integrated initiatives / campaigns to educate the consumer on health benefits (eg specialised smart phone apps targeted at the Under 45’s)

Overall health benefit rankings assist in the decision regarding choice of health benefit symbol to go on packaging of specific vegetables

Customise strategies according to needs of the target market