P33 An Exploration of Health Intermediaries Competencies with Nutrition Labelling Information on Supplemented Foods

Abstract

Background In recent years, natural health products in food formats with high levels of added vitamins and minerals, amino acids, herbal ingredients, and/or bioactives, were granted market access in Canada. These Supplemented Food (SF) products may require specific labelling tools and education to ensure that consumers are aware of these products on the market, know how they differ from conventional foods and how to make an informed choice. Objective To explore Health Intermediaries (HIs) access, understanding, appraisal and communication of current and draft SF labelling information. Study Design, Settings, Participants Ten discussion groups (n = 33) were conducted with registered dietitians, naturopathic doctors, nurses, holistic nutritionists, pharmacists, medical doctors, chiropractors and trainers. Each discussion involved an in-depth assessment of the baseline understanding of HIs assessment of nutrition labeling information specific to SFs using current and mock food packages. Measurable Outcomes/Analysis All discussion groups were audio-recorded and transcribed and text was coded by two different researchers using NVivo Qualitative Software Tool. Participants’ words were used to summarize themes and sub-themes using core literacy health competencies (access, understanding, appraisal and communication). Results A labelling strategy with a SF product identifier with a symbol ‘S’ and the word supplemented was supported by HIs as a simple way to distinguish products from convential products in a food category. HIs considered education to be essential to ensure the credibility of a SF identifier as many HIs were distrustful of labelling information of the front of packages, considering most of it to be a marketing tool and not credible. Conclusion HIs noted that awareness campaigns and education on SF labelling would be needed to ensure that consumers can recognize, understand and evaluate the benefits/cautions associated with SF products. Key design elements for the SF labelling were identified and adjusted to facilitate consumer research regarding their perceptions of labelling tools for SF. Funding Health Canada.