philadelphia soda tax evaluation healthy in-store … · philadelphia soda tax ¢ philadelphia:...
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PHILADELPHIA SODA TAX EVALUATION
&
HEALTHY IN-STORE MARKETING
SUMR Scholar: Kehinde OyekanmiMentor: Karen Glanz, PhD, MPH
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AGENDA
I. My Objectives
II. Philadelphia Soda Tax Evaluation
III. Healthy In-Store Marketing Project
IV. Learning and Experience
V. Acknowledgements2
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MY LEARNING OBJECTIVES
¢Gain knowledge and experience in health research involving diverse ethnic populations, including� Data collection and fieldwork � Data coding and analysis
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PHILADELPHIA SODA TAX EVALUATION
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BACKGROUND:
PHILADELPHIA SODA TAX¢ Philadelphia: First major city to enact a soda tax
¢ 1.5 ¢ per ounce on sugar sweetened beverages andartificially sweetened beverages
¢ Applies to beverages sold anywhere in Philadelphia –includes stores, restaurants, vending machines
¢ Includes bottled and fountain beverages, single-serving and multi-serving beverages
¢ Tax is on the distributor; not on consumer5
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SODA TAX EVALUATION¢ Question: How will the tax affect the retail price that
consumers will have to pay?
¢ Mission: To gather beverage pricing data in Philadelphia, Montgomery, and Delaware counties before taxing is scheduled to begin in January 2017
¢ Plan: Assess availability and pricing of single-serve, non-single serve and fountain beverages in supermarkets, corner stores, drug and dollar stores, fast-food restaurants, and vending machines
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MY ROLE: SODA TAX EVALUATION
¢ Participated in fieldwork assessments ¢ Went to 30 stores, restaurants, and vending
machines¢ Data entry and cleaning
My Observations: ¢ More promotions geared towards sweetened
beverages in comparison to water and low-calorie beverages� Kids’ beverages� Soda/Energy drinks
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HEALTHY IN-STORE MARKETING PROJECT
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I. BackgroundII. SignificanceIII.AimsIV. MethodsV. Findings: Intercept SurveysVI. Intervention Strategies
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BACKGROUND- OBESITY
¢ Obesity is the second leading cause of preventable death in the US � 18% of deaths are obesity-related
¢ Obesity can lead to a number of serious health problems� Type II Diabetes� Hypertension� Heart disease (leading cause of death in the US)
¢ Principal Causes of Obesity:� Inactivity� Unhealthy diet and eating habits
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RACIAL DISPARITIES IN OBESITY
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SIGNIFICANCE – REDUCING OBESITY
¢ DECREASING THE RISK OF OVERCONSUMPTION AND OBESITY REQUIRES CHANGING THE ENVIRONMENT.....� Retail grocery stores are the primary locations for food
purchases and are therefore an opportune setting to help influence food choices
� Targeting supermarkets in low-income, ethnically diverse neighborhoods provides an opportunity to:¢Evaluate various strategies that promote the purchase
of healthier products ¢Positively influence the diet quality of those at
greatest risk for obesity 12
Kerr J, Frank L, Sallis JF, et al. Predictors of trips to food destinations. Int J Behav Nutr Phys Act. 2012;9:58
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PROJECT OVERVIEW
¢ Implementing healthy marketing strategies of key products in 32 supermarkets in low-income, ethnically diverse neighborhoods in the mid-Atlantic region
¢Goal: To test whether the promotion of healthy, lower calorie foods and beverages will increase the sales of these items
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AIMSAim 1: Evaluate the effect of in-store healthy food marketing strategies on sales and purchases of specific healthier items in six product categories:
� Milk� Cheese� Salty Snacks� Sliced Bread� Frozen entrees � Beverage check-out coolers
Aim 2: Evaluate changes in food marketing environments with changes in sales and purchase of specific healthier items in the same six categories
Aim 3: Examine the relationship between neighborhoods and whether changes in sales and purchase of healthier items vary across different types of neighborhoods
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RESEARCH DESIGN
¢Cluster randomized control trial
¢32 supermarkets in low income, high minority neighborhoods will be randomly assigned to a 2 year intervention (n=16) versus control (n=16)
¢ Intervention stores will implement placement and promotion strategies
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STUDY PROCEDURESMeasures Sample Timing
OUTCOME DATA
Sales Data 32 stores Weekly, 1 yr pre-intervention, & 2 yrs during intervention
Grocery Marketing Environment Assessment
32 stores Baseline & every 3 months
PROCESS DATA
Focus Groups 4 groups, n=60 customers Once, pre-intervention
Milk Taste Tests n=25/store @16 intervention stores
Monthly
Intercept surveys (cohort w/receipts also provide outcome data)
n=50/ store in all 32 stores (cohort=20/store w/receipt)
Months 0, 6, 12, 18, 24
Intervention Implementation &Compliance
16 intervention stores 2x/month for 6 months, then monthly
ECOLOGICAL DATA
Neighborhood Characteristics 32 stores Year 2, rechecked in Year 3
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SHOPPER INTERCEPT SURVEYS
¢ Surveys are completed by 50 shoppers at each enrolled store at baseline and at 6, 12, 18 and 24 months
¢ Surveys provide shoppers’ demographic information, shopping and buying habits and whether they notice targeted placement and promotion, and at follow-up, changes in these strategies in the stores
My Role¢ Data processing, including cleaning and preliminary
data analysis 17
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PRELIMINARY FINDINGS FROM INTERCEPT SURVEYS
¢960 participants in 22 stores in Pennsylvania, New Jersey, and Delaware
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InterceptSurveyParticipants'DemographicCharacteristicsCharacteristic Number(n) Percent(%)
GenderMale 303 32%Female 657 68%
RacialEthnicGroupAfricanAmerican 554 58%Caucasian 299 31%Hispanic/Latino 32 3%Other 75 8%
Education8thgradeorless 14 1%SomeHighSchool 44 5%HighSchoolGraduate 314 33%SomeCollegeorTechnicalSchool 310 32%CollegeGraduateorMore 272 28%NotReported 6 1%
Self-ReportedWeightStatusOverweight 429 45%Underweight 40 4%RightWeight 438 46%IDon'tKnow/NoResponse 53 6%
SupplementNutritionParticipation%ReceivingSnapBenefits 289 31%%ReceivingWICBenefits 63 7%
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SHOPPING HABITS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Morethanonceperweek
Onceaweek Onceevery1-2weeks
Onceamonth Lessthanonceamonth
ShoppingTripsPerMonth
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SHOPPING HABITS
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0%
5%
10%
15%
20%
25%
30%
Never Rarely Sometimes Usually Always
Use of a Shopping List
0%
5%
10%
15%
20%
25%
30%
35%
Never Really Sometimes Usually Always NotApplicable
Those Buying Items Not on Shopping List
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LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Bread
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Cheese
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LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Zero Chance
Some Chance
Moderate Chance
Good Chance
Very High Chance
Salty Snacks
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Frozen Dinners
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LIKELIHOOD OF PURCHASING DIFFERENT
TYPE OF FOOD
0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high
chance
Soda
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0%
5%
10%
15%
20%
25%
30%
35%
40%
Zero chance
Some chance
Moderate chance
Good chance
Very high chance
Milk
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INTERVENTION
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TARGETED PRODUCTS
¢ Milk¢ Cheese¢ Beverage check-out coolers¢ Salty snacks¢ Frozen dinners¢ Sliced Bread
¢ 2%, 1%, skim¢ Low-fat cheese¢ Unsweetened and Diet Beverages¢ Pretzels¢ Lower calorie options¢ 100% Whole Wheat Bread
Category Recommended products
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THE 4P’S OF MARKETING
• Primarily focused onplacement& promotion of healthier items
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PLACEMENT AND PROMOTION STRATEGIES
1) Multiple Facings2) Prime Placement3) Signage4) Taste-Testing
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MULTIPLE FACINGS
¢ Increase the number of facings of the targeted products
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PRIME PLACEMENT
¢ Placing recommended products at arm/eye level and in the middle of the category aisle
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SIGNAGE¢ Call-out signs with the targeted product’s name and price
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TASTE-TESTING¢ Shoppers are invited to participate in a blinded milk taste
test and asked to distinguish between whole, 2%, 1%, and skim milk
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MY ROLE:ASSIST WITH INTERVENTION DEVELOPMENT
¢ Participated in product selection “scouting” fieldwork at intervention stores � Assessed availability of targeted product options in
each product category� Confirmed targeted products availability, size, and if
not available, other products in the store that might be alternatives
¢ Processed data gathered in scouting fieldwork and compared what items are in the stores to store sales data in order to narrow down products to include in the intervention 33
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LOOKING FORWARD…
¢ So far:
� Baseline sales data and intercept surveys have been completed in 22 of the 32 stores
¢ Immediate project next steps are:
� Recruitment of remaining 10 stores
� Intervention implementation in 11 enrolled intervention stores
� Lots of data coding, entry, processing34
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LEARNING AND EXPERIENCE
¢ Introduction to behavioral research by participating in two research projects
¢ Experience in completing fieldwork by collecting data for beverage tax evaluations and product scouting visits
¢ Introduction into data processing and preliminary data analysis using newly learned database and statistical computer programs
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ACKNOWLEDGEMENTS
¢ Karen Glanz, PhD, MPH¢ Donna Paulhamus Giordano, MS, RDN¢ Sarah Green, MPH¢ Matthew Phillips, MPH¢ Joanne Levy, Safa Browne, Leonard Davis Institute,
and SUMR¢ Funding for Healthy In-Store Marketing Study
(5R01DK101629)--National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
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