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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

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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