Understanding the Supermarket Landscape in Toronto September 8, 2016 12:00 pm – 1:00 pm NRC Transforming the Food Environment Webinar Series 1 Introductions Andi Camden Epidemiologist, Toronto Public Health Olanna White Barnett Health Policy Specialist, Toronto Public Health 2 Background 3 Why the supermarket landscape? Gap in detailed supermarket environment information Healthier Supermarket Project Goals Healthier Supermarket Project Goals Promotion Feasibility Quality Business and Price Policy Environment Interventions Availability Retailer & 5 Consumer Trends Healthier Supermarkets Business / Policy Environment Environmental Scan Literature Review Retailer / Consumer Trends Supermarket Interventions Consumer Behaviour Online Availability, Price, Quality, Promotion of Survey Healthier Foods Grocery Store Census -NEMS-S Proposed Next Steps BoHReport / Knowledge Products Data: Two Perspectives Exploring consumer behaviour and Describing the consumer nutrition interactions with the supermarket environment at supermarkets 7 Grocery Shopping Habits Survey: Understanding Consumer Behaviour Objective: Research Questions: Methods: To gain a preliminary 1. What types of grocery stores understanding of Toronto do Toronto residents shop at residents supermarket food and why? shopping habits. 2. To what extent do planning, in-store promotions and store layout, budget and price, nutrition, and level of agency influence supermarket shopping? • Descriptive analysis 3. How do the above relate to demographic characteristics and diet indicators? Where Toronto Residents Shop & Why Respondents shop at a Two or more times per week About once per week particular store most often About twice per month About once per month ALL GRObeCcEaRuYs eS oHfO:PPERS CONVENIENT * FOOD LOCATION PRICE QUALITY 24% 23% 71% 56% 38% 8% DISCOUNT GROCERY SHOPPERS 19% * CONVENIENT HOURS OF 40% 43% 7%PRICE LOCATION OPERATION 83% 75% 29% 18% 16% 13% 11% 13% 23% REGULAR GROCERY SHOPPERS 8% 7% C1O0N%VENIENT FOOD HOURS OF LOCATION QUALITY OPERATION Regular Discount Big Box or Ethnic or 7C4ul%turally 53% 43% Supermarket Supermarket Department Store Specific 9 Q2. When you go shopping for household food purchases, how often do you and/or other household members go to the following typesof places? Q4. Why do you shop at this location? Data Source: Ipsos Online Survey, n=646, May 2015 Toronto Supermarket Shopping Habits LOW AGENCY HIGH AGENCY context driven routines of pre- routines Always / Most of the time Sometimes / Rarely / Never determined needs 57% 57% 53% 53% 29% 29% 47% 47% 41%727%2% 41% 666%6% 636%3% 414%1% I enjoy looking forI enjoy lookinWg hfoern I go to the When I gI oli kteo ttoh ed ecide whIa lti kI e to decideI wrehaadt t Ih e nutritionI read the In supterintido Bntie mBfoeer fceoo rIme g Iop Ig a gsorrpi nogegrcnoe drc ytei rmye compWarWhinehgne In b Iu byu fyo ofodo, dI ,p Il apnla n BeBfoerfoe rIe g Io g gor ogrcoecrye ry I hIa hvaev ae b au bdugdegt ewt hwehne In g Io g o promotions, sales,p arnodm noetwio nss, usapleersm, aanrdke nte, Iw o nlsyu gpoe drmowarnk et,a Im on gloy ignog dtoo wbuny onacme gI oing to bulayb oenlsc eo In productsl.abels ond ipffreordeunscth tbsosrh.paopnpidnpsgi no, gIfd l,tio fhIf oeleok rso etakhnm rtt hoebru roagunhdg hs of thaeh aeshaaemda ebd y b my amkainkgin ag l ais tli.st. shsohpoppinpgin, gI ,lo I oloko akt atth eth e grogrcoecrye rsyh sohpoppinpgin agn adn Id I things I have not trthieidn gs I havteh neo at itsrleiesd t hat havteh teh ea isles thaat chtauvaell yth gee t to the actually get to the food to mmaymk ceyu scpuubrpoebaf Ioor adoamsrdd atgsone a dtmnt fidanrki gfde rg isdeug ree I am getting flyfelyrse rtso tpol apnla mn ym syh sohpoppinpgin g stisctkic tko tiot. it. before. beforsep.ecific items I neesdp.ecific items Is unpeeedrm. arket. supermarket. the hetaolt thsoeie esse twe o hwpathtito ahIn tne .I eh neeedae.ltdh.iest option. listli.st. 57% 57% 53% 53% 29% 29% 47% 47% 41%72%41% 665%7% 6533%% 2491%% 47% 41% I enjoy lookingI efonrjo y looking forW hen I go to tWheh en I go toI t lhikee to decideI lwikeh atto I d ecide whaI tr Ie ad the nutIr irteioand the nutriIt siopne nd Btiemfoe rceIo sIm pgeopna gdrri notigmc eer yc omparinWg heIn e In bjouyy lfooookdin, Ig p folarn BeWforhee nI g Io g og rtooc tehrey II h liakvee t ao bduecdigdeet wwhhaetn I I go I read the nutrition I spend time comparing promotions, sparleosm, aontido nnse,w s alessu, paenrdm naerwke t, sIu opnelyrm goa rdkoewt, nI onlaym go g odionwg nto baumy o gnocine gI to buy onlcaeb Ie ls on prodlaubcetsls. on proddifufcetrse.nsth borpapndidnisfgf o,e Ifr eltohnoet k bs trahamrnoed usg ohf the sapamrhoeem ado tbioyn ms,a skailnegs ,a a lnisdt .new suspheorpmpainrkge, tI, lIo oonkl ya tg oth deo wn amgr ogcoeinryg stoh obpupyi onng caen Id I labels on products. different brands of the same things I have nthoitn tgrsie Id h ave nott htrei eadis les thatt hhea vaeis tlhees that havaec ttuhael ly get toa cthtuea lly get to the food to mmayk ceu fspouborodea Itr oad mms aagnkeedtt sfinruigrd eg Ie a m gettintgh ings I have not tried flyetrhse t oai splleasn t hmayt shhaovpe pthineg actualslyti cgke tt oto it t.he food to make sure I am getting before. before. specific items sIp neeceifdic. items I neesdu.permarket.s upermarket. the heatolt hseiees twt hohepa thtio eIn an.letheide.st option. before. specific liitsetm. s I need. supermarket. the healthiest option. passive active planning, low environmental interaction, self constrained choice reliance on in-store prompts, unconstrained choice 10 Q6. Please select the response that best applies to your actions when grocery shopping. Data Source: Ipsos Online Survey, n=646, May 2015 * Framework from Thompson, Claire, et al. "Understanding interactions with the food environment: an exploration of supermarket food shopping routines in deprived neighbourhoods." Health & place 19 (2013): 116-123.