On-Pack Nutrition Labeling

On-Pack Nutrition Labeling
A Business & Marketing Opportunity
Funded by The Beef Checkoff
On-Pack Nutrition Labeling
• Educate consumers
• Implement an on-pack nutrition labeling program
• Evaluate program results
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On-Pack Nutrition Labeling Study
• Three programs to date
• Working with two additional retailers
• Most recent program launch: May - August, 2006
• Programs included on-pack labeling and POS
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Research Partners to Date
4
Research Project Components
• Nutrition Facts Panel
• Key nutrition messages
• Consumer Education
• Ground beef dual declaration labeling
• Consumer intercepts
• Retail sales tracking
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Nutrition Facts Panel
• Incorporated into the scale label
• Required a larger label
• Composite nutrition data
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Composite Label Development
• All proteins were labeled
• Used composite nutrient data
• Twenty percent composite tolerance
• Both grade and trim level are critical factors
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Nutrition Facts Panel
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Scale Labels
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Key Messages
• Beef, a good source of Zinc, Iron, Protein and many
B-vitamins
• Zinc helps fight colds and maintains a healthy immune
system
• Iron is important to your children’s mental development
• Protein acts as a building block for muscles, which helps
your metabolism
• Many B-vitamins help turn your food into energy
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POS Examples
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POS Examples
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Label Messaging
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Media Support
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Ground Beef Dual Declaration Labeling
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Research Results
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Beef Nutrition Labeling
Consumer In-Store
Intercept Research
Conducted by Shugoll Research
March and August 2006
Messages Communicated On (Unaided)
Beef Packaging Labels
Total mentions
Main message
Additional messages
100
Percent
Percen
Percent
80
60
40
20
0
33
33
18
Beef is an
excellent source
of Protein
20
15
13
Cooked ground
beef is lower
in fat
23
22
18
14
9
Amount of
fat/saturated fat in
beef
4
Beef is a good
source of Iron
22
21
9
19
18
13
2
Cooked ground
beef is lower
in calories
21
Beef is a good
source of Zinc
3
Beef is a good
source of many Bvitamins
Messages Communicated By (Unaided)
Beef Signs
Total mentions
Main message
Additional messages
100
Percent
80
60
40
28
22
20
0
Note:
17
11
Beef is a good
source of Iron
15
7
Beef is a good
source of
B-vitamins
20
16
4
Beef is an
excellent source
of Zinc
Percentages may add to more than 100 percent because multiple answers were accepted.
20
8
12
Beef is an
excellent source
of Protein
13
7
Beef is leaner
than before
12
6
4
8
Cooked ground
beef is lower in
saturated fat than
uncooked ground
beef
9
9
0
There are many
cuts of beef with
similar level of
saturated fat as
skinless chicken
breast
Impact of In-Store Nutritional Information On Perceptions
Of The Healthiness Of Beef
Test Pre Wave (n=301)
100
Beef is/might be healthier:
Test Stores
Pre Post
Wave Wave
7%
52%*
% Pt
Change
Test Post Wave (n=300)
Beef is/might be less healthy:
+45
Test Stores
Pre
Wave
Post
% Pt
Wave Change
0%
5%*
+5
Percent
80
60
52
41
* 40
40
31 *
21 *
20
3
0
Now believe beef is
healthier
4
Now believe beef
might be healthier
0
Did not change belief
*Indicates a significant difference from the test/control pre wave stores at the 95 percent confidence level.
2*
Now believe beef
might be less healthy
0
3*
Now believe beef is
less healthy
3*
Don’t know
Retail Sales Results
All Beef Cuts
Test vs. Control Stores
% Pt Difference
Test vs. Pre-Test Period*
Pounds
Marsh
+ 1 pt
LoBill
+ 4 pts
*Test Period: WE 5-14-06 through 8-27-06 (16 weeks); Pre Test Period: WE 1-21-06 through 5-6-06 (16 weeks)
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Retail Sales Results
Lean Cuts Only
Test vs. Control Stores
% Pt Difference
Test vs. Pre-Test Period*
Pounds
Marsh
+ 7 pts
LoBill
+ 3 pts
*Test Period: WE 5-14-06 through 8-27-06 (16 weeks); Pre Test Period: WE 1-21-06 through 5-6-06 (16 weeks)
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Impact Of In-Store Nutritional Information On Intentions To Shop At
Marsh/LoBill Stores
Test Pre Wave (n=301)
Somewhat less/much less likely to shop here:
Much more/somewhat more likely to shop here:
100
Store Type
Test Stores
Pre Wave Post Wave
17%
32%*
Test Post Wave (n=300)
% Pt Change
Store Type
+15
Test Stores
Pre Wave Post Wave
1%
% Pt Change
1%*
0
80
Percent
59 *
60
49
33
40
23 *
20
11
6
9
8
0
0
Much more likely
Somewhat
more likely
1
Somewhat
less likely
1
0
Much less likely
Does not impact
decision
* Indicates a significant difference from the test/control pre wave stores at the 95 percent confidence level.
Don’t know
Research Conclusions
• Education is key
• POS is critical
• Nutrition changes attitudes
• Information changes behavior
• Program can drive store choice
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On-Pack Nutrition Labeling Study
• New on-pack research being conducted
• Results available Fall 2007
• Eager to expand on-pack labeling
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On-Pack Nutrition Labeling
for Fresh Meats
• Don’t wait for nutrition labeling rule announcement
• Business and marketing opportunity
• Program can deliver:
• Consumer awareness of nutrition value of fresh meat
• Differentiation
• Customer loyalty
• Increased sales
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