Supermarket Psychology, Food Labelling

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Supermarket Psychology, Food Labelling Shopping

• Go 4 It!
• Week 5

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Labels

• Kcals/Kj
• Carbohydrate (total/of which sugars)
• Fat (saturated/unsaturated/trans)
• Fibre
• Salt or sodium

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Kcals/Kj

• This is the total energy in the food
• Measured in Kcals (Kilocalories) commonly
  called calories OR Kj (Kilojoules). There are
  4.18 Kj in 1 Kcal

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Carbohydrate

• This can be listed as
• Total carbohydrate (all carbohydrate)
• OR it may have a total carbohydrate some of
  which is sugar.
• When listed in the ingredients, sugar can be
  shown in many forms fructose, glucose, glucose
  syrup, fructose syrup, dextrose, honey.and many
  more!

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Fat

• May be listed as Fat OR separated into types of
  fat-
• Saturated fat (mostly from animals) cut down
• Polyunsaturated (plant and fish) increase oily
  fish
• Monounsaturated (olive oil) use instead of
  saturated
• Trans (processed foods) very bad!!

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Fibre

• Usually shown as just a number
• Aim for at least 18g per day
• Increase use of wholemeal and wholegrain

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Salt

• This can be listed as either salt or sodium.
• If listed as sodium, multiply the number by 2.5
  (listing as sodium is a ploy to suggest that the
  salt content is lower than it actually is!)

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How much? (Based on 100g)

• A LOT per 100g A LITTLE per 100g
• SUGAR 10g SUGAR 2g
• FAT 20g FAT 3g
• SAT FAT 5g SAT FAT 1g
• SODIUM 0.5g SODIUM 0.1g
• SALT SALT
• FIBRE 3g FIBRE 0.5g
• (Aim for a little or smallest value EXCEPT for
  fibre when it is best to aim for a high value)

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Labels

• List of ingredients in descending order i.e. the
  first ingredient on the list is the most.
• Nutrigrain bars may contain oats and nuts but are
  very high in sugar so high in cals.
• Go-ahead bars high in sugar marketed as a
  healthy choice!
• Cereal bars are not the same as having cereal!

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Labels

• No artificial colours or preservatives just means
  that they have used natural colours and
  preservatives.
• Vitamin C may be added to increase the shelf life
  of a product, but package may say with added
  vitamin C.

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Labels

• Diet industry is a rapidly expanding market
  they want you to buy their product and may use
  marketing ploys to get you to think they are
  healthy.
• Compare big names e.g. Weight Watchers/Scottish
  Slimmers meals to stores own brands and healthy
  eating ranges.

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Labels

• Consumer confusion over food labelling
• Could be adding to the obesity epidemic due to
  confusion
• Most foods marketed at children are high in fat,
  sugar and salt.
• Advertising e.g.increase the sound level when
  advertising between children's TV programmes.

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Labels GDA

• GDA is the guideline daily amount
• This is based on a typical healthy adult.
• Things that affect energy requirements
• Gender (males generally require more than
  females)
• Age (older adults may need less than younger
  adults)
• Physical Activity (the more active you are the
  more calories you need).

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Shopping

• Shopping Tips
• Never go shopping when you are hungry! people
  who shop when they are hungry spend more money!
• Buy low fat/low sugar varieties
• Try new foods! Aim to try a new food each week!
• Healthy eating NOT about being on a diet -
  lifestyle
• Experiment with food and cooking
• Learn to love your food!

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Shopping

• Beware of marketing/labelling ploys food
  manufacturers want you to buy their goods, they
  want you to think that they are better than
  others.
• Supermarkets spend a lot of money learning how we
  shop, and what makes us buy the things we do.
• Remember labels advice!

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Shopping Tips

• Make a list and stick to it!
• You control what you buy, do not fall for the
  marketing ploy.
• Plan menus ahead buy only what you need.
• Shop on-line
• Try and avoid taking your children shopping!

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Shopping Tips

• Avoid the danger areas the cake aisle, the
  sweet aisle and the crisp aisle!
• Avoid impulse buying.
• Buy one get one free Generally high in
  fat/sugar/salt cheap to produce so cheap to
  sell.
• Its only ever a good deal if you actually want
  the item!
• Special offers Do I need it? Is it on my list?

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Remember

• Get into the habit of reading labels.
• Check amounts of fat, sugar and salt.
• Healthy options are not always healthy food
  manufacturers WILL try to deceive us!
• Plan menus
• Make a list
• ONLY BUY IT IF YOU REALLY NEED IT!