NPD WOW AAR – Issues and Challenges

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  • 1.Challenges in Consumer Behaviour Change based on Colour Coding System for Beverages as a NCD Control Mechanism in Sri Lanka Sujeewa Gunaratne. PhD President Institute of Food Science & Technology Sri Lanka
  • 2.Introduction of country Background to colour coding regulations for beverages Objectives of study Method and results Findings Recommendations Discussion Points
  • 3.Introduction of Country A small beautiful island in Indian ocean Capital: Colombo Area: Apprx 62 700 sq km Population: 21.4 Mn (2017) Population density: 342 persons per sq km (2017) GDP: 87.2 Bn USD (2017) GDP per capita: 4065 USD (2017) Literacy rate: 95.7% Life expectancy at birth: males 72, females 78.6 (2013, 2011) Free health care system: with 631 state hospitals (2015) With 80 581 hospital beds (2015) Source: Central Bank Annual Report, Annual Health Bulletin
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  • 5.Sri Lanka has enjoyed open economy for 40 years (since 1977) A transition of socio economic conditions A vast amount of fast food, convenient food available in market Consumption of ‘take away’ convenient foods for dinner has become a trend among urban families Increasing affordability among upper and middle classes More and more convenient food stores coming up! No restriction at the moment on advertising and promotion Background to colour coding regulation for beverages
  • 6.An increasing tendency of non-communicable diseases (NCDs) In 2014, 75% of all annual deaths due to NCDs NCDs (CVD, diabetes, cancers, respiratory diseases) 20% of population is either diabetic or pre-diabetic 18.6 % diabetic in Western province (includes Colombo) [2011 National Study] 25.2% population overweight 9.2% obese 26.2% centrally obese Background to colour coding regulation for beverages Source: National Multi-sectoral Action Plan, Katulanda et al
  • 7.Source: National Health Bulletin 2015
  • 8.Source: National Health Bulletin 2015
  • 9.Source: Katulanda et al, 2011 Diabetes Map of Sri Lanka 18.6% Western Province Population diabetic
  • 10.Background to colour coding regulation for beverages Ministry of Health National Multi-Sectoral Action Plan proposes to achieve several health goals 25% relative reduction in premature mortality from CVD, cancer, diabetes, or chronic respiratory diseases
  • 11.Background to colour coding regulation for beverages A colour coding regulation for sugar implemented for beverages from 1st Aug 2016 Types of beverages covered Carbonated beverages RTS other than milk based products Fruit nectars Fruit juices
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  • 13.Understand the level of awareness of colour coding system for beverages in the population To study the ability of colour coding system on beverages to create behaviour changes in the population Objectives of the Study
  • 14.A convenience sampling method adopted Questionnaire on colour coding system distributed among population in Western Province (Colombo, Kalutara, Gampaha districts) Western is the most populated district, including the capital A few respondents from adjoining districts Questionnaire distributed by e mail, use of snow balling method, and manual completion 125 questionnaires issued, 71 responses received Method & Results
  • 15.1. The districts of respondents’ residence was as follows 2. Age breakdown of respondents 15 Method & Results
  • 16.3. Awareness of colour coding regulation for beverages 4. Awareness of different beverage types covered by the regulation 16 Method & Results
  • 17.5. Method of knowing the regulation 6. Knowledge of colour code with highest sugar level 17 Method & Results
  • 18.7. Is purchase and consumption based on colour code on beverages? 8. Reduced consuming any beverages since this colour code regulation? 18 Method & Results
  • 19.9. Will colour coding system be helpful to the population to maintain health? 10. Do you wish other food products to have colour coding? 19 Method & Results
  • 20.In Depth Interviews Interview with respondent who didn’t show behaviour change said that a healthy diet is based on overall balanced food intake, not just controlling sugar intake, hence not willing to change beverages taken purely on impulse Interview with respondent who changed behaviour said colour code helps to know which drink has more sugar, and when purchasing a drink, a choice can be made to select one with less sugar 20 Method & Results
  • 21.Were consumers aware of colour coding system for beverages? Yes Was the colour coding system able to create behaviour changes in population? ` Not at satisfactory level research on behaviour change and healthy foods (Chance et al 2014) explains that long term goals/ preferences are thwarted by immediate desires 21 Findings
  • 22.22 Eat healthy Eat unhealthy Impulse Act without thinking Control Impulse Take time to decide/ act Immediate desires Long term goals and preferences Behaviour change interventions
  • 23.More grass root level activities such as community training programs, school curriculum changes, behaviour change activity programs needed to generate behaviour changes in sugar reduction 23 Recommendations
  • 24.1. National multi-sectoral action plan for the prevention and control of non communicable diseases 2016 -2020 2. Annual Health Bulletin of Sri Lanka (2015) published in 2017 3. Katulanda et al, 2011. Province and ethnic specific prevalence of diabetes among Sri Lankan adults, Sri Lanka Journal of Diabetes Endocrinology and Metabolism 4. Chance et al, 2014. Why choosing healthy food is hard, and how to help: presenting the 4Ps framework for behaviour change, Cust. Need. and Solut 1: 253-262 5. Food (colour coding for sugar levels) regulations 2016 6. Central Bank Annual Report Key Indictors 2017 24 References
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