SNAP Participants, Shopping at Farmers Markets, and the Role of Financial Incentives: Findings from Focus Groups

APHA Annual Conference, New Orleans, November 17, 2014

Keith MacAllum, Cynthia Robins, and Mustafa Karakus, Westat

Eric Sean Williams, Food and Nutrition Service, USDA

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Presenter Disclosure

Keith MacAllum

The following personal financial relationships with commercial interests relevant to this presentation that existed during the past 12 months:

No relationships to disclose

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Research Questions

What are SNAP participants’ shopping patterns: – for groceries in general– for fruits and vegetables– at farmers markets in general– at specific farmers markets

What are the reasons for shopping or not shopping at farmers markets (FM)?

What role do financial incentives play?

Methodology

12 focus groups (N = 106 adults)

4 each in Atlanta, San Diego, and San Francisco 2 Frequent Shopper and 2 Non-Frequent Shopper

groups in each city All 4 groups in San Diego conducted in Spanish Recruited from SNAP lists, community outreach, and

Craig’s List within targeted zipcodes Screened for frequency of shopping at target market $60 cash incentive Audio taped and transcribed

Focus Group Participant Characteristics

70% female 38% African American 36% Hispanic (incl. all 31 San

Diego participants) 85% over 30 years old (range 21 to 79) 22% had college degree; 25% had some college 79% frequent shoppers shopped at local target market

four or more times within past 12 months Half of the non-frequent shoppers had done so

General Grocery Shopping Patterns

FMs rarely mentioned as primary general shopping venue by SNAP participants

FM occasionally mentioned as the venue for shopping for fruits and vegetables, specifically

Shopped most often at large supermarkets Shopped infrequently at convenience stores EBT card usage highest at primary store (supermarkets) EBT card acceptance among top reasons for shopping

at a primary store

Shopping at Farmers Markets

Reported higher levels of freshness and quality at FMs versus traditional supermarket

Reported that wider variety of fruits and vegetables influenced their purchases at FMs

Ability to sample food also influenced purchases Proportion of SNAP benefits spent at FMs varied widely,

10 to 80% with majority estimating ~ 30% Substantial numbers expressed lack of awareness that

EBT was accepted at FMs Learned that SNAP was accepted mainly through word-

of-mouth, followed by mailed flyers

Shopping at Target Farmers Market

Well-established in community Non-frequent shoppers also aware of market Few participants cited signs or advertisement Frequent shoppers shopped at target market for at least

2-3 years, with many over 5 years Wide variation in shopping frequency, resulting in overlap

in frequency between Freq and Non-Freq Private car cited most often, followed by public

transportation and walking The 30 minute barrier Opportunistic shopping: market was not always primary

destination, but participant was “in the area”

Shopping at Target Farmers Market (con’t)

Effect of seasonality on shopping patterns Purchases tended to vary: what is available; interest in

new item; needs of family; and price Price alone is not the driving factor

– Good deals– Seasonality– Value

Reasons for Shopping at Farmers Markets

Participants cited a wide array of reasons:• High-quality produce• Diverse and unique products• Organic / Healthier• Helpful staff and sellers• Preference to buy locally grown produce• Opportunity to support local growers• Prices at FM more transparent than supermarket

Price vs Value• Community-related nature of shopping experience

The Social Experience

Shopping at FM described as a “social event” “for family” with opportunities for “fun” and “learning”• “Enjoyable” activity vs. a routine chore• “Homey” atmosphere vs. corporate environment• “Personal” vs anonymous • “Interactive” vs. static• “Family friendly” with connection to “kinfolk”• “A learning experience” and positive influence

Embedded in the community

Price Versus Value

Perceived cost serves either as a benefit or barrier Non-freq shoppers tended to view prices to be higher,

Freq shoppers perceived them to be lower Most common response: “It depends” Respondents referenced calculated budgeting and

comparison shopping to maximize their benefits Distinction between unit price and overall value

– Quality– Freshness– Longer lasting– Healthier

Reasons for Not Shopping at Farmers Market

Inconvenience– Location / proximity– Day and Hours of operation– Preference for one-stop shopping

Lack of awareness that EBT card is accepted

Sense of feeling “unwelcome”

Role of Financial Incentives

Frequent shoppers more aware of incentives – SF shoppers most aware of incentives

Reliance on word-of-mouth rather than advertisements Incentives play an important but qualified role

– Non-Freq shoppers expressed greater interest in shopping at FM after learning about incentive

– However, incentive did not always overcome inconvenience

– And, many Freq shoppers who use incentives report they would continue shopping at FM without it

Unclear if increased shopping at FM would result in greater consumption of F&V or simply be a cost saver

Recommendations

Policy and Programming Changes Offer financial incentives and ease their use Provide better and expanded advertising Offer educational and nutritional information Leverage the social experience dimension of FMs

Structural Market Changes Make shopping at Farmers Markets more convenient Expand offerings of available products

For Additional Information

Karakus, M., MacAllum, K., Milfort, R., and Hao, H. (Forthcoming,2014). Nutrition Assistance in Farmers Markets:

Understanding the Shopping Patterns of SNAP Participants. Prepared by Westat for the U.S. Department of Agriculture,

Food and Nutrition Service, Office of Research and Analysis.

Conducted under Contract #AG-3198-B-10-0029

with the Food And Nutrition Service

Mustafa Karakus, Westat Project Director mkarakus@wesat.com

Eric Sean Williams, FNS Project Officer eric.williams@fns.usda.gov