Eating healthily: Can Swiss consumers afford it and how can they be nudged into it?

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1 Eating healthily: Can Swiss consumers afford it and how can they be nudged into it? Dr. Thomas Brunner, Professor of Consumer Behavior, Bern University of Applied Sciences Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL

2 Why do we not eat healthily? Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 2

3 Study: Cost of a healthy diet Project on behalf of the Federal Food Safety and Veterinary Office Three different shopping carts balanced/healthy and fresh balanced/healthy and convenient unbalanced/unhealthy Considering additional cost factors like: meals outside the home, the work involved in cooking, costs for external child care Survey in the German- and French-speaking parts of Switzerland to generalize the findings. Brunner, T. & Casetti, L. (2014). Kosten gesunder Ernährung. Bericht im Auftrag des Bundesamtes für Lebensmittelsicherheit und Veterinärwesen. Zollikofen: Food Science & Management, Berner Fachhochschule. Brunner, T. & Casetti, L. (2015). Gesund und günstig. In: M. Furger & Ch. Biswas (Ed), Der Kult um unser Essen (S ). Zürich: NZZ Libro. Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 3

4 Shopping carts Method Online survey by the consumer panel of the HAFL to recruit 20 people for qualitative, guided interviews Recommendations of the Swiss Society for Nutrition (food pyramid) Food consumption figures in Switzerland (Ernährungsbericht) Based on this data weekly menu plans were put together The costs of these primary carts were determined via Storecheck in retail shops, and the cheapest products were always chosen Overall costs for different household types (families with several children, single parents, etc.) were calculated according to work scenarios and related cost factors Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 4

5 Shopping carts Results A healthy diet does not entail higher costs The calculated amount is substantially lower than the amount spent on food on average every month by a household of two with a low income: CHF vs. CHF or (HABE, 2011)). Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 5

6 Survey Method 16-page paper-and-pencil questionnaire Sent out to randomly selected addresses from the telephone book 1 reminder Response rate: 32.6% N = 880 Females: 68.7% Ø Age: 55.1 years Ø Income: CHF Ø Household size: 2.5 persons 85.1% Swiss BMI: 24.3 (females 23.4 / males 26.0) Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 6

7 Questionnaire Food Frequency Questionnaire including 41 foods and beverages Allowed calculating compliance with the food pyramid Potential drivers: Avoiding leftovers Price Animal welfare Evaluating healthiness Importance of a healthy diet Nutrition value Taste Ingredients Season Evaluating information Swiss production Healthy = expensive Health Organic production Habit Brand Importance of nutrition Time pressure Cooking involvement Thinking of eating healthily Additives Convenience products Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 7

8 Regression analysis Three models Factors which encourage or inhibit a healthy diet Factors which raise or lower the cost of the food Factors which raise or lower the cost of a healthy diet Method Multiple linear regression analysis Potential drivers, shops and socio-economics as predictors Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 8

9 Healthy diet Constant Health food stores Discount shops Nutritional value Convenience products Children Avoiding leftovers Importance nutrition Landi Significance level Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 9

10 Cost of food Constant Restaurants Household size Income Nutrition knowledge Cooking skills Time pressure Speciality shops Significance level Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 10

11 Cost of healthy food Constant Household size Income Restaurant Animal welfare Landi Significance level Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 11

12 What makes us eat healthily? Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 12

13 Nudging Positive reinforcement or indirect suggestions Non-forced compliance Can influence motives and decision making Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 13

14 Giacometti at Beyeler Museum in Basel Brunner, T., & Siegrist, M. (2012). Reduced Food Intake after Exposure to Subtle Weight-related Cues. Appetite, 58, Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 14

15 Method N = 95 participants (66 females & 29 males) Age M = 35.4 (SD = 15.0) BMI M = 22.8 (SD = 3.2) Chocolate tasting 20 pieces of chocolate 5 minutes for the tasting How many pieces do they eat? Laptop with running screen-saver on the next table Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 15

16 Conditions Two different screen-savers Giacometti Rothko Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 16

17 Results F(1,95) = 7.98, p <.01 controlled for: - Hunger - Liking of tasting chocolate - Liking of chocolate in general Number of pieces Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 17

18 Results Do you think that this picture has influenced how many pieces of chocolate you ate? not at all very much t(94) = 0.46, p =.455 Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 18

19 Field study (Federal Office of Public Health) Stöckli, S., Stämpfli, A., Messner, C., & Brunner, T. (2016). An (Un)healthy Poster: When Environmental Cues Affect Consumers Food Choices at Vending Machines. Appetite, 96, 1-7. Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 19

20 Conditions Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 20

21 Results χ2(3, 252) = 16.94, p <.001 Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 21

22 Effort Brunner, T. (2013). It takes some effort. How minimal physical effort reduces consumption volume. Appetite, 71, Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 22

23 Method 63 female participants Age M = 23.1 (SD = 5.9) BMI M = 21.2 (SD = 3.1) Chocolate tasting (5 minutes) Conditions: Unwrapped Wrapped in transparent foil Unwrapped, with sugar tongs Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 23

24 Results F(2,60) = 2.68, p =.076 Number of pieces Ausgepackt unwrapped Transparente transparent Ausgepackt, sugar tongs Verpackung Zuckerzange Contrasts (one-tailed): Unwrapped / transparent t(60) = 2.10, p <.05 Unwrapped / sugar tongs t(60) = 1.90, p <.05 Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 24

25 Method 101 female participants Age M = 24.8 (SD = 5.3) BMI M = 20.9 (SD = 2.4) Tasting (5 minutes) 2 x 2 Design: Food: Chocolate vs. dried apricots Effort: Fingers vs. sugar tongs Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 25

26 Results ohne w/o tongs Zange mit withzange tongs Effort F(1,95) = 8.44, p <.01 Food F(1,95) = 16.31, p <.001 Interaction F(1,95) = 0.61, p =.437 Number of pieces chocolate Schoggi Aprikosen apricots Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 26

27 Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 27

28 Method 97 participants (58% female) Age M = 28.0 (SD = 8.0) BMI M = 21.8 (SD = 2.8) Apricots tasting (5 minutes) 2 x 2 Design: Cognitive load: 2 digits vs. 10 digits Effort: Fingers vs. sugar tongs Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 28

29 Results Number of pieces ohne w/o Zange tongs mit with Zange tongs Effort F(1,93) = 5.64, p <.05 Cognitive load F(1,93) = 1.16, p =.285 Interaction F(1,93) = 0.02, p = stellig 2 digits 10-stellig digits Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 29

30 Implications Unhealthy food Always use cutlery Individually wrapped Not within reach Store at inaccessible locations Healthy food Eat by hand Keep ready in large amounts Always within reach Easily accessible Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 30

31 Be aware of the dog... Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL 31

32 Contact Dr. Thomas Brunner Professor of Consumer Behavior Bern University of Applied Sciences Food Science & Management Länggasse 85 CH-3052 Zollikofen +41 (0) Hochschule für Agrar-, Forst- und Lebensmittelwissenschaften HAFL t