2.2 FINDINGS This report was preceded by a qualitative of research, of which the detailed objectives included an understanding of: Consumers’ knowledge, attitudes, intentions and behaviour regarding food labelling and purchase choices Consumers’ ability to accurately use and understand proposed design elements (interpretive and nutrient) The likely impact of the proposed FoPL system on consumer choices Guidance for further design development. Of relevance to this report were the key preliminary findings related to optimal design of a FoPL system. On the basis of the qualitative findings as to consumer preference and the extent to which the overall design will facilitate healthier food choices, the optimal FoPL design (which was subject to confirmation by the quantitative phase of the study) is likely to have the following design features: A box to enclose all elements of design The grey backed design option tested (Tank design) Be presented as a stacked display with star rating element sitting nutrient elements Use of the Star Rating’ name ‘Health Incorporate the slider / number in star design element Express all values as per 100 grams Include the three nutrients’ of saturated fat, sodium and total sugar (nb: use of term ‘negative sugar/s in interpreted to mean total sugar) Include the term rather than “kilojoules” “energy” With regard to the inclusion of positive nutrients further consideration and testing was needed (also to – be delivered through the quantitative study) as to: What are the nutrients’ of relevance to include (and by food group) ‘positive Whether relevant nutrients’ should be included alongside the nutrients ‘positive ‘negative’ Whether nutrients’ should be included but separated from nutrients, or ‘positive ‘negative’ Whether nutrient information should be restricted to the three variables only ‘negative’ These, and additional, questions were explored in this study (see next section for research objectives). 2.3 Broadly speaking, were three key aims of the quantitative study:
2.2 This report was preceded by a qualitative of research, of which the detailed objectives included an understanding of: Consumers’ knowledge, attitudes, intentions and behaviour regarding food labelling and purchase choices Consumers’ ability to accurately use and understand proposed design elements (interpretive and nutrient) The likely impact of the proposed FoPL system on consumer choices Guidance for further design development. Of relevance to this report were the key preliminary findings related to optimal design of a FoPL system. On the basis of the qualitative findings as to consumer preference and the extent to which the overall design will facilitate healthier food choices, the optimal FoPL design (which was subject to confirmation by the quantitative phase of the study) is likely to have the following design features: A box to enclose all elements of design The grey backed design option tested (Tank design) Be presented as a stacked display with star rating element sitting nutrient elements Use of the ‘Health Star Rating’ name Incorporate the slider / number in star design element Express all values as per 100 grams Include the three ‘negative nutrients’ of saturated fat, sodium and total sugar (nb: use of term sugar/s in interpreted to mean total sugar) Include the term “kilojoules” rather than “energy” With regard to the inclusion of positive nutrients – further consideration and testing was needed (also to be delivered through the quantitative study) as to: What are the ‘positive nutrients’ of relevance to include (and by food group) Whether relevant ‘positive nutrients’ should be included alongside the ‘negative’ nutrients Whether ‘positive nutrients’ should be included but separated from ‘negative’ nutrients, or Whether nutrient information should be restricted to the three ‘negative’ variables only These, and additional, questions were explored in this study (see next section for research objectives). 2.3 Broadly speaking, were three key aims of the quantitative study: FINDINGS
April%202013_FOPL%20Quantitative%20Report%20FINAL.docx