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Healthy Retail Solutions

2012 Summer Undergraduate Minority Research Program Mentor: Karen Glanz PhD MPH

Robert Hsu

Roadmap • Overview

▫ Background information

▫ Purpose

▫ Learning objectives

• Significance

• Methods

▫ Data

▫ Description of interventions

▫ Surveys

• Findings

▫ Limitations

▫ Intercept survey results

• Reflection

Background

Overview Significance Methods Findings Reflection

Price Product

Promotion Placement

Marketing

The Question


Effectiveness of marketing interventions on the following:

Increasing purchases of healthy food?

Decreasing purchases of

unhealthy food?

Maintaining profit-neutral/profit-

positive effect on supermarkets?

Collaborators:

My Learning Objectives • To gain knowledge and experience in the

following areas of public health research:

▫ Data collection and fieldwork

▫ Data coding, management, and analysis

▫ General understanding of research study design

▫ General knowledge of health behavior theory


Significance • People make majority of food purchases in

supermarkets potential for widespread effect • Limited research in real-life settings and

minority/low-income populations

• Follow-up surveys from grocers showed intervention was realistic and sustainable

Purpose Significance Methods Findings Reflection

Methods


Preparation for study

Pre-Intervention

3 months

Intervention 6 months

Post-Intervention

3 months • Choosing

stores

• Choosing intervention products

• Collected baseline data

• Implemented placement and promotion interventions

• Collected follow-up data

• Began data analysis

• Conducted intercept & stakeholder surveys

Choosing and Randomizing Stores:

• Selected 4 control stores, 4 intervention stores

• Intervention stores had placement and promotion changes

• Randomization based upon the following:

1. Store chain – Shoprite, Fresh Grocer

2. % of WIC/SNAP purchases

3. Store square footage


Choosing intervention product categories:

• Healthy alternatives = lower in calorie

• Alternatives at same or lower cost

• Top seller based upon 12 months of sales data

• Staple food item in households

• National brand available


Product Category Products

Cereal General Mills Cheerios (8.9oz, 14oz, 18oz) Post Honeycomb (12.5oz)

Milk Lehigh Valley skim, 1%, 2%, and whole (all sizes)

Frozen Dinner Banquet Chicken Nugget Dinner Banquet Salisbury Steak Dinner Banquet Turkey Dinner

Water Aquafina water (16.9oz, 24 pack)

Soda Diet Pepsi (20oz, 12 pack, 2L) Pepsi (20oz, 12 pack, 2L)


Collecting the data


Sources of data from grocers:

1. Weekly sales data 2. Consecutive shopper receipts 3. Loyalty card data 4. Weekly ads

Receipt coding

• Identified target and competing products on receipts • Recorded results in spreadsheet

Weekly ad coding

• Identified on-sale target and competing products • Performed so effect of price can be factored into

analysis

My roles:


Cereal Before • Sugary cereals at eye-level • Healthier cereals on bottom shelf

After • Cheerios & Honeycomb moved to

eye level • Proportion of facings increased


Milk Before • Low proportion of facings is devoted to

skim or 1% milk

After • Reduced whole milk and increased

proportion of skim, 1%, 2%


Skim

Frozen Dinners Before • Arranged lying down so spine of

box is showing

After • Arranged so picture can be seen • Moved to eye level • 2 facings instead of 1


Promotion of products:

Call out signs on the shelf or door

Increasing proportion of healthy products in endcaps, islands, and entrance displays


Diet

Surveys

Purpose of intercept surveys:

• 25 surveys/store x 4 stores = 100 surveys

• Customers’ shopping habits and decisions

• In-store advertising and its effect on customers

• Background information – health status, income, education, gender

• $10 gift card for 20 question survey


1. Customer intercept surveys

1. Stakeholder surveys

Purpose of stakeholder surveys: • Feasibility and sustainability of interventions

• Likelihood of continuing interventions

• Effect of interventions on job satisfaction

• Likes and dislikes of supermarkets with the intervention

• Suggestions for the future

Fieldwork • Interviewed customers • Compiled intercept survey data for analysis

My role:


Preliminary Findings


Statistically significant differences

Milk Frozen dinners Water

Limitations • Difficult to conduct studies in a real-world

setting

• Study is time and labor-intensive

• Process of implementation in supermarkets can be difficult


Findings from Intercept Surveys Demographics

Overweight 53%

Underweight 6%

Right weight 39%

No response 2%

Self-Reported Weight Status Gender:

Male – 40%

Female – 60%

The typical respondent is overweight, African-American, & female

White/Caucasian 6%

Black/African American

89%

Latino/Hispanic 1%

Other/Multi-racial 4%

Race


Shopping Habits

The typical respondent uses a shopping list at least on some occasions and will most likely buy something not on his or her list


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Self-Reported Use of a Shopping List

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Self-Reported Lack of Adherence to Shopping List

Likelihood of Changing Food Purchasing

The typical respondent would most likely try a new cereal but would not be likely to try a new type of milk


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Zero Some Moderate Good Very High

Likelihood of Changing Milk Type Purchased

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%


Likelihood of Changing Cereal Purchases

The typical respondent would be likely to try a new soda or frozen dinner product

Likelihood of Changing Food Purchasing


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%


Likelihood of Changing Frozen Dinner Purchases

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%


Likelihood of Changing Soda Purchases

Product Noticed Change in Layout (%) Cereal 28% Milk 27%

Checkout coolers 24% Soda 21%

Frozen Dinners 16%

Percentage of People Who Noticed Layout Change


Most people noticed changes in layout in the cereal and milk sections

Lessons Learned from SUMR


Research Understanding of

research study design

Sustainability and size of impact of

research

General concepts in health behavior

theory

Personal I love research and

public health! Increased confidence

Acknowledgements Outside Collaborators • Temple: Gary Foster, PhD; Alexis Wojtanowski

• The Food Trust: Allison Karpyn, PhD; Stephanie Weiss, MPH

• Fresh Grocer

• Shoprite

Funders: • USDA

• Robert Wood Johnson Foundation


Acknowledgements • SUMR:

▫ Joanne Levy, MBA MCP

▫ Lissy Madden

• Mentors:

▫ Karen Glanz, PhD MPH

▫ Erica Davis

▫ Karyn Tappe, PhD


Questions or Comments?

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