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Exploring the link between food purchasing behaviour and obesity in the West Midlands

Exploring the link between food purchasing behaviour and obesity in the West Midlands. David Elliott Public Health Manager Department of Health West Midlands. Background.

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Exploring the link between food purchasing behaviour and obesity in the West Midlands

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  1. Exploring the link between food purchasing behaviour and obesity in the West Midlands David Elliott Public Health Manager Department of Health West Midlands

  2. Background • Contact with AWM (RIP) co-funded PhDs at Kent Business School with access to dunhunby database and daily data provided by 1.2m shoppers • DHWM provide research project funding from DH obesity programme after discussing feasibility and agreeing methodology • Project managed through steering group of Prof Fearne, David Elliott, Catherine Goodridge and Harjit Kooner

  3. Model of Community Nutrition Environments

  4. Model of community nutritional environments cont’d • Model taken from K Glanz et al (2005) • Identifies four distinct environmental variables that can have a direct or indirect influence on eating patterns • These are part of an overall ‘nutrition environment’ • This research project focuses on the community, organisational and consumer environments

  5. Public Health Responsibility Deal • Launched 15 March 2011 • Food Networks: Scope and collective pledges • Out of home calorie labelling • Salt reduction • Artificial trans fats • Next phase: • Supporting people to reduce calorie intake • Improving access to fruit and vegetables as part of a healthy diet • Note pledge (30 March) by Association of Convenience Stores (Spar, Costcutter, Londis and NISA-Todays) to fund 1,000 stores across country by 2012 to use C4L branding to promote fruit & vegetables

  6. Nudge, nudge, wink, wink… • Cabinet Office Report: ‘Applying Behavioural Insights to Health’ (2010) • Public Health is a priority for Cabinet Office Behavioural Insight Team • One suggestion is to reinforce social norms about other people’s behaviour/the average shopper to spur greater consumption of fruit and vegetables – noterecent C4L and Asda collaboration

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