Regina Consumers and Trans Fatty Acids

1. Regina Consumers and Trans Fatty Acids Karen Hill, Darci Norton and Megan Bashutski Dietetic Internship Program, 2008/09 Department of Nutrition and Food Services RQHR Research Showcase June 5, 2009

2. Background • Trans fats (TFAs) are a form of dietary fat found naturally at low levels in some animal-based foods • Also formed when liquid oils are made into semi-solid fats like shortening and hard margarine (hydrogenation) • Extends the shelf life • More stable for cooking / frying • TFA consumption has been linked to an increase in coronary heart disease • Raises the blood levels of 'bad' cholesterol (serum LDL-cholesterol) • Reduces the blood levels of the 'good' cholesterol (serum HDL– cholesterol) • Promotes weight gain to a > extent as compared to other fats • Negative health effect is greater than that of any other dietary factor

3. Background Current TFA intake of Canadians is 5g/day In Canada, TFA labelling has been required since December 2005 In June 2007, Health Canada adopted recommendations of the Trans Fat Task Force Group of stakeholders formed to develop recommendations and strategies for reducing trans fats in Canadian foods to the lowest level possible limiting TFA in oils and soft, spreadable margarines to 2% of total fat limiting TFA of all other foods to 5% of total fat many companies have already taken action to reduce or even eliminate TFAs in their products adopting these recommendations would decrease TFA intake to less than 1% of daily energy intake

4. Research Questions • What do Regina consumers know about TFAs? • Does the TFA content of foods affect Regina consumers’ reported grocery store food purchases?

5. Methods • Inclusion Criteria • Regina grocery store shoppers • Lakeshore Sobeys • Sherwood Co-op Food Market • 13th Avenue Safeway • Exclusion Criteria • Grocery shoppers under the age of 18 • Grocery shoppers who could not speak English

6. Study Design • Prospective Design • Standardized Survey • Verbal survey • 11 questions • Pilot Study

7. Statistical Analysis • Excel Database • Tallied Results • RQHR Research Scientist • Chi-square • ANOVA • p < 0.05 was deemed significant

8. 211 participants Demographics Results

9. Results • 82% of participants looked at nutrition information on food packages • 98% of shoppers had heard of TFAs • The majority of respondents associated TFAs with unhealthy/negative health effects • Other common associations: • Meat/SFAs/animal fats • Media

10. Most shoppers reported TFAs as a major concern Significant effect of age (p <0.005) Youngest age group reported having less of a concern regarding trans fat TFA Concern by Age 18 - 30 31 - 40 41 - 50 51 - 60 61+ Not Disclosed TFA Concern 17% 41 % 36 % 5 8 % 54% 100% Major 5 7 % 5 2 % 55% 40 % 3 8 % 0% Minor Results 2 6 % 7% 9% 2% 8% 0% No Concern

11. Results • 86% of participants knew where to locate TFA information • Youngest age group (18-30) less likely to look for TFA information (p < 0.01) • Younger individuals tend to have less immediate health concerns, as health complications are more likely to develop as we age • Packaging, cost, convenience, calorie content, taste, and physical appearance

12. Results 100% 90% 80% 70% 60% % of participants that answered correctly 50% 40% 30% 20% 10% 0% Raises Cholesterol Decreases Bone Found Naturally in Risk of Obesity Processed Foods Non-hydrogenated Strength Milk Margarine

13. Female Male Results • 73% reported decreasing TFAs in their diet • Significant difference between females and males (p < 0.05) • A significant difference was also found between age categories (p < 0.05) 100% 90% 80% 70% 60% % of shoppers that have made dietary changes 50% 40% 30% 20% 10% 0% Gender Male Female

14. Results • 63% of shoppers would continue eating their favourite snack food • Significant differences in age were found when age categories were regrouped (p < 0.05) 100% 90% 80% % of shoppers 70% 60% 50% 18-40 41-60 61+ 40% 30% 20% 10% 0% 51-60 18-40 61+ Age Category

15. Results • 80% of participants chose Smart Pop! and 16% chose Buttery Flavour • 38% of people in the youngest age group (age 18-30) chose Buttery Flavour which was significantly more than in the older age groups (p < 0.05)

16. Summary • Regina consumers are aware of TFAs • Some have a basic understanding of the negative health effects • Misinformation regarding TFAs • Youngest consumers are least likely to be concerned about TFAs

17. Conclusion • Further consumer education is required due to gaps in knowledge surrounding TFAs • Possible strategies: • Consumer Education • Media • Client education materials

18. Messaging In 1987, the “Fried Egg” TV message exploded into popular culture to catalyze a developing social perception, and reinforce the new belief that drugs were a growing problem in our country Canada needs to do the same for trans fat….. This is your brain This is your brain on drugs This is you… This is your artery on trans fat This is your artery

19. Acknowledgements • Stephanie Cook, MSc., RD • Dr. Sylvain Charlebois • Associate Dean, Faculty of Business Administration • Jean Coleman, MSc., RD • Roseann Nasser, MSc., RD, CNSD • Sharon Walker, MEd., RD, CNSC • Ali Bell, MA, MSc. • RQHR Nutrition & Food Services • Grocery store managers and staff

20. Questions?