Supermarket Psychology, Food Labelling & Shopping ‘Go 4 It!’ Week 5

Labels Kcals/Kj Kcals/Kj Carbohydrate (total/of which sugars) Carbohydrate (total/of which sugars) Fat (saturated/unsaturated/trans) Fat (saturated/unsaturated/trans) Fibre Fibre Salt or sodium Salt or sodium

Kcals/Kj This is the total energy in the food This is the total energy in the food Measured in Kcals (Kilocalories) commonly called calories OR Kj (Kilojoules). There are 4.18 Kj in 1 Kcal Measured in Kcals (Kilocalories) commonly called calories OR Kj (Kilojoules). There are 4.18 Kj in 1 Kcal

Carbohydrate This can be listed as: This can be listed as: Total carbohydrate (all carbohydrate) Total carbohydrate (all carbohydrate) OR it may have a total carbohydrate some of which is sugar. OR it may have a total carbohydrate some of which is sugar. When listed in the ingredients, sugar can be shown in many forms – fructose, glucose, glucose syrup, fructose syrup, dextrose, honey….and many more! When listed in the ingredients, sugar can be shown in many forms – fructose, glucose, glucose syrup, fructose syrup, dextrose, honey….and many more!

Fat May be listed as Fat OR separated into types of fat:- May be listed as Fat OR separated into types of fat:- Saturated fat (mostly from animals) cut down Saturated fat (mostly from animals) cut down Polyunsaturated (plant and fish) increase oily fish Polyunsaturated (plant and fish) increase oily fish Monounsaturated (olive oil) use instead of saturated Monounsaturated (olive oil) use instead of saturated Trans (processed foods) – very bad!! Trans (processed foods) – very bad!!

Fibre Usually shown as just a number Usually shown as just a number Aim for at least 18g per day Aim for at least 18g per day Increase use of wholemeal and wholegrain Increase use of wholemeal and wholegrain

Salt This can be listed as either salt or sodium. This can be listed as either salt or sodium. If listed as sodium, multiply the number by 2.5 – (listing as sodium is a ploy to suggest that the salt content is lower than it actually is!) If listed as sodium, multiply the number by 2.5 – (listing as sodium is a ploy to suggest that the salt content is lower than it actually is!)

How much? (Based on 100g) A LOT per 100g A LITTLE per 100g A LOT per 100g A LITTLE per 100g SUGAR 10g SUGAR 2g SUGAR 10g SUGAR 2g FAT 20g FAT 3g FAT 20g FAT 3g SAT FAT 5g SAT FAT 1g SAT FAT 5g SAT FAT 1g SODIUM 0.5g SODIUM 0.1g SODIUM 0.5g SODIUM 0.1g SALT SALT SALT SALT FIBRE 3g FIBRE 0.5g FIBRE 3g FIBRE 0.5g (Aim for a little or smallest value EXCEPT for fibre when it is best to aim for a high value) (Aim for a little or smallest value EXCEPT for fibre when it is best to aim for a high value)

Labels List of ingredients in descending order i.e. the first ingredient on the list is the most. List of ingredients in descending order i.e. the first ingredient on the list is the most. Nutrigrain bars may contain oats and nuts but are very high in sugar so high in cals. Nutrigrain bars may contain oats and nuts but are very high in sugar so high in cals. Go-ahead bars high in sugar – marketed as a healthy choice! Go-ahead bars high in sugar – marketed as a healthy choice! Cereal bars are not the same as having cereal! Cereal bars are not the same as having cereal!

Labels No artificial colours or preservatives just means that they have used natural colours and preservatives. No artificial colours or preservatives just means that they have used natural colours and preservatives. Vitamin C may be added to increase the shelf life of a product, but package may say with added vitamin C. Vitamin C may be added to increase the shelf life of a product, but package may say with added vitamin C.

Labels Diet industry is a rapidly expanding market – they want you to buy their product and may use marketing ploys to get you to think they are healthy. Diet industry is a rapidly expanding market – they want you to buy their product and may use marketing ploys to get you to think they are healthy. Compare big names e.g. Weight Watchers/Scottish Slimmers meals to stores own brands and healthy eating ranges. Compare big names e.g. Weight Watchers/Scottish Slimmers meals to stores own brands and healthy eating ranges.

Labels Consumer confusion over food labelling Consumer confusion over food labelling Could be adding to the obesity epidemic due to confusion Could be adding to the obesity epidemic due to confusion Most foods marketed at children are high in fat, sugar and salt. Most foods marketed at children are high in fat, sugar and salt. Advertising – e.g.increase the sound level when advertising between children's TV programmes. Advertising – e.g.increase the sound level when advertising between children's TV programmes.

Labels – GDA GDA – is the guideline daily amount GDA – is the guideline daily amount This is based on a typical healthy adult. This is based on a typical healthy adult. Things that affect energy requirements Things that affect energy requirements Gender (males generally require more than females) Gender (males generally require more than females) Age (older adults may need less than younger adults) Age (older adults may need less than younger adults) Physical Activity (the more active you are the more calories you need). Physical Activity (the more active you are the more calories you need).

Shopping Shopping Tips Never go shopping when you are hungry! – people who shop when they are hungry spend more money! Never go shopping when you are hungry! – people who shop when they are hungry spend more money! Buy low fat/low sugar varieties Buy low fat/low sugar varieties Try new foods! Aim to try a new food each week! Try new foods! Aim to try a new food each week! Healthy eating – NOT about being on a diet - lifestyle Healthy eating – NOT about being on a diet - lifestyle Experiment with food and cooking Experiment with food and cooking Learn to love your food! Learn to love your food!

Shopping Beware of marketing/labelling ploys – food manufacturers want you to buy their goods, they want you to think that they are better than others. Beware of marketing/labelling ploys – food manufacturers want you to buy their goods, they want you to think that they are better than others. Supermarkets spend a lot of money learning how we shop, and what makes us buy the things we do. Supermarkets spend a lot of money learning how we shop, and what makes us buy the things we do. Remember labels advice! Remember labels advice!

Shopping Tips Make a list and stick to it! Make a list and stick to it! You control what you buy, do not fall for the marketing ploy. You control what you buy, do not fall for the marketing ploy. Plan menus ahead – buy only what you need. Plan menus ahead – buy only what you need. Shop on-line Shop on-line Try and avoid taking your children shopping! Try and avoid taking your children shopping!

Shopping Tips Avoid the ‘danger’ areas – the cake aisle, the sweet aisle and the crisp aisle! Avoid the ‘danger’ areas – the cake aisle, the sweet aisle and the crisp aisle! Avoid impulse buying. Avoid impulse buying. Buy one get one free – Generally high in fat/sugar/salt – cheap to produce so cheap to sell. Buy one get one free – Generally high in fat/sugar/salt – cheap to produce so cheap to sell. It’s only ever a good deal if you actually want the item! It’s only ever a good deal if you actually want the item! Special offers – Do I need it? Is it on my list? Special offers – Do I need it? Is it on my list?

Remember………… Get into the habit of reading labels. Get into the habit of reading labels. Check amounts of fat, sugar and salt. Check amounts of fat, sugar and salt. Healthy options are not always healthy – food manufacturers WILL try to deceive us! Healthy options are not always healthy – food manufacturers WILL try to deceive us! Plan menus Plan menus Make a list Make a list ONLY BUY IT IF YOU REALLY NEED IT! ONLY BUY IT IF YOU REALLY NEED IT!