GDA Awareness

1

• GDA Awareness

A Review of Findings
November 2008
41108628/CM
2
Presentation Content

• Introduction
• Research Methodology
• Research Findings
• Awareness of the logo
• Understanding of the logo
• Attitudes towards companies who use GDAs
• Usefulness perceptions of labels
• Past usage of labels
• Present behaviour
• Additional labelling in the future
• Summary of key findings

3
Introduction

• This research examines peoples awareness,
  behaviour and attitudes toward Guideline Daily
  Amount (GDA) labels on food and drink packaging.
• The main objectives of this study are to
• Measure awareness of GDA labels.
• Examine the perceptions of GDA Labelling.

4
Research Methodology
All adults 15 Nationally representative
Who?
Inclusion on the MBIMS Omnibus Survey Face-to-face
interviews in respondents own home
How?
How Many?
1,007 respondents
64 sampling points nationwide
Where?
15th November 5th December 2007 Wave 1 26th
October 12th November 2008 Wave 2
When?
5
Research Findings
6
Awareness of Logo
Base All adults 15

No (47)
Yes (53)
() Bracketed figures denote 2007 findings
Q. Have you seen this before or not?
7
Aware of Logo x Demographics
Base All adults 15
2008
2007
2008
2007
Social Class
ABC1
Total Aware
(59)
(53)
C2DE
(52)
Gender
F
(26)
Male
(44)
Dependant Children
Female
(61)
Under 5
(72)
Age
6-10 years
(67)
15-24
(46)
11
(65)
25-34
(64)
No
(65)
Marital Status
(61)
35-49
Married
(60)
50-64
(51)
Single
(46)
65
(31)
Ethnicity
Region
Irish
(52)
Dublin
(63)
Non Irish
(59)
Rest of Leinster
(42)
Munster
(50)
Chief Shopper
(59)
Conn/Ulster
Chief income earner
(55)
(50)
() Bracketed figures denote 2007 findings
8
Source of Awareness
Base All adults 15 who have seen
2008
2007
Food packaging
(78)
TV
(23)
Grocery store
(n/a)
Radio
(10)
Press
(5)
Drink Bottles
(4)
Elsewhere
(2)
Q. Where have you seen it?
() Bracketed figures denote 2007 findings
9
Ease of Understanding the Logo
Base All Adults 15

Difficult
(15)
Very easy
(36)
Dont know
(9)
Quite easy
(39)
Q. How easy or difficult is it to
understand what this labelling tells you?
() Bracketed figures denote 2007 findings
10
Ease of Understanding x Demographics
Base All adults 15
2008
2007
2008
2007
Social Class
ABC1
(84)
Total easy to understand
(74)
C2DE
(70)
Gender
F
(56)
Male
(69)
Dependant Children
Female
(79)
Under 5
(89)
Age
6-10 years
(87)
15-24
(70)
11
(85)
25-34
(83)
No
(68)
Marital Status
(82)
35-49
Married
(80)
50-64
(74)
Single
(67)
65
(53)
Ethnicity
Region
Irish
(75)
Dublin
(79)
Non Irish
(71)
Rest of Leinster
(73)
Munster
(75)
Chief Shopper
(76)
Conn/Ulster
Chief income earner
(67)
(74)
() Bracketed figures denote 2007 findings
11
Key message received from Logo
Base All adults 15
2008
2007
Each portion of the productcontains 2 salt
(31)
Each portion of the productcontains 0.1 salt
(24)
Each portion of the product provides 2 of the
total amount of salt that I can consume in one
day
(23)
Each portion of the product provides 0.1 of the
total amount of salt that I can consume in one
day
(9)
Dont know
(14)
Q. Looking at the GDA (Guideline Daily
Amount) panel, what do you think it tells you?
() Bracketed figures denote 2007 findings
12
Identified key message correctly
Base All adults 15
2008
2007
2008
2007
Social Class
ABC1
Total Correctly Identified
(24)
(23)
C2DE
(20)
Gender
F
(28)
Male
(22)
Dependant Children
Female
(23)
Under 5
(23)
Age
6-10 years
(28)
15-24
(26)
11
(24)
25-34
(19)
No
(22)
Marital Status
(25)
35-49
Married
(24)
50-64
(24)
Single
(20)
65
(16)
Ethnicity
Region
Irish
(22)
Dublin
(24)
Non Irish
(28)
Rest of Leinster
(24)
Munster
(21)
Chief Shopper
(22)
Conn/Ulster
Chief income earner
(20)
(23)
() Bracketed figures denote 2007 findings
13
Attitudes towards Companies who use GDAs
Base All adults 15

Not particularlyresponsible
(2)
Dont know
Veryresponsible
(10)
(57)
Somewhatresponsible
(31)
Q. What do you think about companies and
brands that provide GDA information to consumers?
() Bracketed figures denote 2007 findings
14
Attitudes to Companies x Demographics
Base All adults 15
2008
2007
2008
2007
Social Class
ABC1
Total Responsible
(87)
(93)
C2DE
(84)
Gender
F
(79)
Male
(84)
Dependant Children
Female
(90)
Under 5
(93)
Age
6-10 years
(94)
15-24
(83)
11
(92)
25-34
(90)
No
(84)
Marital Status
(92)
35-49
Married
(92)
50-64
(86)
Single
(82)
65
(80)
Ethnicity
Region
Irish
(87)
Dublin
(93)
Non Irish
(85)
Rest of Leinster
(86)
Munster
(86)
Chief Shopper
(86)
Conn/Ulster
Chief income earner
(81)
(87)
() Bracketed figures denote 2007 findings
15
Usefulness
Base All adults 15

Not particularly useful
(7)
Dont know
(5)
Very useful
(59)
Quite useful
(29)
Q. How useful is this labelling system?
() Bracketed figures denote 2007 findings
16
Usefulness x Demographics
Base All adults 15
2008
2008
2007
2007
Social Class
ABC1
Total Useful
(92)
(88)
C2DE
(86)
Gender
F
(80)
Male
(84)
Dependant Children
Female
(92)
Under 5
(96)
Age
6-10 years
(96)
15-24
(86)
11
(95)
25-34
(91)
No
(84)
Marital Status
(92)
35-49
Married
(92)
50-64
(87)
Single
(82)
65
(78)
Ethnicity
Region
Irish
(88)
Dublin
(95)
Non Irish
(89)
Rest of Leinster
(85)
Munster
(87)
Chief Shopper
(88)
Conn/Ulster
Chief income earner
(82)
(87)
() Bracketed figures denote 2007 findings
17
Perceptions of GDA Labels
Base All adults 15
2008Agree
2007Agree
Helps you make better choices
(88)
Helps you compare two or more similarproducts to
decide on the healthiest choice
(87)
Helps you limit and monitor your intake if you
needto cut down on things like salt or saturated
fat
(87)
Tells you at a glance what is inthe food you are
purchasing
(86)
Is not at all useful
(11)
Q. Do you agree or disagree with the following
statements?
() Bracketed figures denote 2007 findings
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Usefulness of Information Provided
Base All adults 15
2008
2007
Fat Information
(79)
Salt information
(77)
Sugar Information
(75)
Calorie Information
(75)
Saturated Fat Information
(75)
Q. Do you find the following pieces of
information on the GDA label useful?
() Bracketed figures denote 2007 findings
19
Historical Usage
Base All adults 15

Yes
(53)
No
(46)
Q. Have you used GDA labels to help you make food
choices in the past?
() Bracketed figures denote 2007 findings
20
Current GDA behavior
Base All adults 15
2008
2007
I already make an effort to read GDA labels
51
57
I occasionally read GDA labels, but I will make
more effort to read them now
I have never read GDA labels, but will keep an
eye out for them in the future
I read food labels occasionally, but dont see
the benefit of GDA labels
Im not interested in food labelsand never read
them
Dont know/ Not stated
Q. Do you think you will use GDA labels in the
future?
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Additional Labelling preference
Base All adults 15

Yes
(81)
No
(17)
Dont know
(2)
Q. Would you like to see this labelling on more
foods?
() Bracketed figures denote 2007 findings
22
Additional Labeling x Demographics
Base All adults 15
2008
2008
2007
2007
Social Class
ABC1
Total No
(17)
(10)
C2DE
(21)
Gender
F
(23)
Male
(23)
Dependant Children
Female
(10)
Under 5
(11)
Age
6-10 years
(10)
15-24
(23)
11
(10)
25-34
(15)
No
(20)
Marital Status
(10)
35-49
Married
(13)
50-64
(15)
Single
(22)
65
(26)
Ethnicity
Region
Irish
(17)
Dublin
(17)
Non Irish
(14)
Rest of Leinster
(13)
Munster
(17)
Chief Shopper
(14)
Conn/Ulster
Chief income earner
(30)
(18)
() Bracketed figures denote 2007 findings
23
Summary of Key Findings
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Summary of Key Findings I

• Since 2007 awareness of the GDA labelling system
  has increased by eleven percentage points, with
  almost two in three adults now aware.
  Familiarity with the system is above average
  among women, ABC1s, 25 49 year olds and,
  unsurprisingly, the chief shopper for the
  household.
• Among those aware of the labelling system food
  packaging continues to be the primary source of
  knowledge, mentioned by almost six in every ten.
  Awareness through television has risen since 2007
  and now stands at one in three.
• Three quarters of adults found the labelling easy
  to understand, with just one in eight citing
  difficulties very similar to the levels
  recorded in 2007.
• Encouragingly, correct assimilation of the
  message has increased from 23 in 2007 to 32
  now. Nonetheless, a significant minority (29
  versus 31 in 2007) remain convinced that the key
  message is that each portion of the product
  contains 2 salt.
• The vast majority (85) react positively to
  companies displaying the GDA information on their
  products.

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Summary of Key Findings II

• Almost nine in ten regard the labelling system as
  useful, with more than four in every five adults
  agreeing that such labelling helps people make
  better choices, affords comparison of similar
  products in the interest of choosing the
  healthier option, helps consumers to limit and
  monitor their intake of salt and/or saturated
  fat, and provides a snapshot of what is in the
  product they are purchasing.
• The results suggest that information on fat,
  salt, sugar, calories and saturated fat are all
  of more or less equal importance, with each piece
  of information considered useful by between 74
  and 76 of adults.
• Over half (55) had used GDA labels in the past
  to help make food choices highest among women,
  ABC1s and 35 49 year olds.
• The proportion already making an effort to read
  labels and intending to make a greater effort in
  the future has grown slightly from 51 in 2007 to
  57 now.
• Testament to the perceived value of this system,
  four in every five adults would like to see GDA
  labelling on more foods.

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• GDA Awareness

Any questions contact Conor Murphy Conor.murphy_at_mb
ims.ie
November 2008
41108628/CM