evaluating attitudes towards menu labelling in ottawa
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Evaluating Attitudes towards Menu
Labelling in Ottawa
Marketa Graham BSc, RDPublic Health DietitianHealthy Living Team
May 29, 2014
2
Menu labelling (ML):
Same principles of food labelling.
Clear and standardized info at the point of purchase.
3
Ontario Legislations: Bill 149 & 162
4
Eating Out in Ottawa How many times do people in Ottawa
eat in restaurants, eat fast food or pick up ready-to-eat food in the past week?• 20% - none• 27% - once a week• 35% - two or three times/week• 18% - four or more times/week
Source: Ottawa Public Health. Rapid Risk Factor Surveillance System, 2013.
5
Assessing ML Readiness and Support in Ottawa
Public: Public Survey (n=400) Rapid Risk Factor Surveillance
System (RRFSS) (n=400)Industry: Restaurant Survey (n=200) Stakeholder Consultation
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October 2013 – 400 respondents Public’s perception and readiness
for ML
Public Survey – Harris Decima
7
Total
18-24
25-34
35-34
55+
0% 20% 40% 60% 80% 100%
0.48
0.26
0.41
0.5
0.59
0.5
0.74
0.57
0.48
0.38
0.02
0.02
0.02
0.03
Yes No DK/Ref
Awareness of Menu Labelling (Unaided) Question: Please tell me whether you have heard of Menu Labelling?
Base: All respondents (n=400)=sig at 95% CI
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Awareness of Healthy FoodsStatement: Most people already have a good idea about which foods on menus are healthy and which are not?
Total
0% 20% 40% 60% 80% 100%
12% 44% 7% 25% 11% 1%
Strongly agree Agree Neither Disagree Strongly disagree DK/ref
Base: All respondents (n=400)
56%
Research: Consumers underestimate calories and nutrient levels in restaurant meals.
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Support for Menu Labeling in various eating places
Hospital cafeterias
Chain restaurants
College & University cafeterias
Grocery stores serving ready-to eat foods
Workplace cafeterias
Recreation centers, arenas and city parks
Independently owned & operated restaurants
0% 20% 40% 60% 80% 100%
61%
58%
54%
53%
47%
40%
37%
26%
27%
30%
33%
34%
36%
34%
5%
6%
6%
7%
7%
11%
12%
4%
4%
4%
4%
6%
8%
9%
4%
4%
4%
3%
5%
5%
7%
1%
1%
2%
1%
1%
Strongly support Somewhat support Neither Somewhat oppose Strongly oppose DK/ref
Base: All respondents (n=400)
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Operators Responsible for Providing Nutrition InformationStatement: Restaurant operators should be responsible for providing customers with the information they need to make informed food choices?
Total
0% 20% 40% 60% 80% 100%
33% 47% 7% 9% 4%
Strongly agree Agree Neither Disagree Strongly disagree
Base: All respondents (n=400)
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Rapid Risk Factor Surveillance System (n=400)
71% say that nutrition info is important 54% look for nutritional information• 31% all/most of the time• 23% some of the time
Of those that look for info, howoften do they find it?• 29% all/most of the time• 48% some of the time• 23% rarely/never
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Calories and sodium matter to the customers
All/most of the time
Some of the time Rarely/never0
10
20
30
40
50
60
51%
27%22%
55%
24%21%
How often use calorie info
How often use sodium info
% R
espo
nden
ts
Source: Rapid Risk Factor Surveillance System : Sep - Dec 2013
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Ottawa Restaurant Survey Objective: To assess current practices and interest in
menu labellingMethods: On-line or telephone survey (Mar-May 2013) 200 responses (92% were owners or
managers) 73% independent, 27% franchised 52% casual dining, 19% quick serve
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Perceived Health Consciousness of Ottawa Customers (n=200)
Very health conscious
Somewhat health
conscious
Not very health
conscious
Not at all health
conscious
0%
10%
20%
30%
40%
50%
60%
25%
57%
12%4%
Among Ottawa-based restaurants only 7% provide nutrition information!
% R
espo
nden
ts
15
Perceived Interest of Customers for Nutr. Info
Not know/already provided
Other
None
Carbohydrates
Gluten
Sugar
Fat
Sodium
Calories
0% 5% 10% 15% 20% 25% 30% 35% 40%
12%
13%
21%
21%
22%
24%
27%
29%
36%
Q: Which of the following types of nutrition information for the food served at your food premise would your customers be interested in receiving? Check all that apply.
% Respondents
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Perceived motivators & barriers of Ottawa-based restaurants
Motivators: 79% - responsibility 54% - good business Barriers: 60% - recipes not standardized 59% - high cost 59% - customers already know 51% - lack of tools and confidence Other - lack of time and staff
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Restaurant Interest in Menu Labelling Program Assisted by OPH (n=194)
Interested Not interested DNK/Ref0%
5%
10%15%
20%
25%30%
35%40%
45%50%
45%42%
13%% R
espo
nden
ts
18
OPH Position and Next Steps
Ottawa Voluntary ML Pilot Calories & sodium ML Public Awareness Campaign
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Thank You!
Contact: marketa.graham@ottawa.ca
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