Marsh Implements On-Pack Nutrition Labeling Progam
Indiana’s Marsh Supermarkets, Inc, implemented an On-Pack Nutrition Labeling program test
for fresh meats in its Marsh Supermarkets and LoBill Foods stores. The
goal of this 16-week
program was to document, through market research, the consumer response to fresh meat
nutritional information in the meat case. Test and control stores were identified for the program.
Program components included:
- Nutrition Facts Panel
- Key nutrition messages
- Consumer Education
- Ground beef dual declaration labeling
- Consumer intercepts
- Sales data evaluation
The nutrition facts panel was incorporated into the scale label. Composite nutrition data for beef,
veal, pork and lamb were developed for use on the labels and incorporated onto the scale label.
Poultry items were not labeled at the store, because all poultry products arrived case ready and
contained a nutrition facts panel.
Participating stores used point-of-sale (POS) materials such as posters, shelf signs and on-pack
labels to communicate the program’s key messages to customers.
Key POS nutrient messages included:
- Beef, a good source of Zinc, Iron, Protein and many B-vitamins
- Zinc helps fight colds and maintains a healthy immune system
- Iron is important to your children’s mental development
- Protein acts as a building block for muscles, which helps your metabolism
- Many B-vitamins help turn your food into energy
Media support was another important part of the program. In order to increase customer
awareness of the programs, participating stores included program information in weekly ads.
Ground beef dual declaration corner labels were added on all ground beef packages.
These labels contained both raw and cooked nutrition information.
The test was evaluated through consumer intercepts and sales data.
To gather information on consumers’ perceptions of the program, consumer intercepts
were conducted prior to the launch of the program and again near the end of the test period.
Customers were asked what they knew about the various nutrients found in beef and their
awareness of on-pack nutrition facts panels and POS.
Of those questioned near the end of the test period, over 50% indicated that they now believed beef to be healthier than they previously believed, a 45% increase compared to those asked before the test period.
Customers also indicated that they perceived a value in having nutritional information on package – nearly 15% indicated they were more likely to shop at a store that offered this information.
An analysis of dollar and pound sales of beef items in both Marsh and LoBill stores during
the 16-week period compared to the previous 16-week time period found positive increases
in both dollar and pound sales across both banners, indicating a successful program.
| |
Test vs. Control Percentage Point Changes |
| |
Dollar Sales |
Pound Sales |
|
Marsh |
+6 pts |
+1 pt |
|
LoBill |
+4 pts |
+2 pts |