Attributea | Research questions | Data required |
---|---|---|
Product | ||
 (a) Product availability and quality | • What is the availability of healthy and unhealthy own brand foods in Australian supermarkets? • What proportion of supermarket own brand foods are Australian made? | Supermarket own brand name, product name, product description, pack size, pack weight, price, price promotion, Australia made logo, Australia included in product title or description |
 (b) Product assortment | • How many supermarket own brand foods are available? • How much variety of supermarket own brand foods is available i.e. breadth of choice across categories and depth of choice within each category, particularly in ready-to-eat foods? | Products assigned to one of 18 food groups, and 131 product groups |
 (c) Design of products and packaging | • How many own brands are used by Australian supermakets? • What supplementary nutrition information is made available on front-of-pack of supermarket own brands? • What is the prevalence of messages promoting value or convenience on supermarket own brand foods? | Supermarket own brands packaging design techniques including words/ colours/ images promoting value or convenience, front-of-pack supplementary nutrition information |
 (d) Nutritional quality | • What supermarket own brand foods are available in each of the AGTHE food groups? • How do supermarket own brand foods rate using the HSR system? • What is the prevalence of healthy lines of supermarket own brand foods? • How are supermarket own brand foods categorised using the NOVA system? | Supermarket own brands to be classified using the AGTHE and NOVA using front-of-pack information only; HSR to be recorded from front-of-pack |
 (e) Provision of supermarket own brand products | • What is the prevalence of supermarket own brand ethically sourced foods? • What is the prevalence of supermarket own brand convenience foods? | Supermarket own brand statements and logos relating to ethical food standards; messages and design techniques relating to convenience |
Price | ||
 (f) Pricing strategy | • How does the price of healthy supermarket own brand foods compare with unhealthy own brand foods? | Analysis using price and nutritional quality data |
 (h) Price promotions | • How are supermarket own brand foods promoted using price? For example, using price reductions, multi-buy offers, everyday low pricing, coupons, and price marked packs. • How does price promotion of healthy supermarket own brand foods compare with unhealthy own brand foods? | Analysis using supermarket own brands price promotion techniques and nutritional quality data |
Placement | ||
 (i) In-store location | • Where are supermarket own brand foods physically located within stores? For example, are any at the ends-of-aisles, at checkouts, in island dump bins? • What is the prevalence of co-locating supermarket own brand foods adjacent to the branded equivalent? | Supermarket own brands physical location in store, including whether on the perimeter of the store, or the aisle |
 (j) Shelf location | • How prominently located are supermarket own brand foods? • How is supermarket signage or décor used to give supermarket own brands prominence? | Supermarket own brands prominence in store, including whether in blocks, at eye level, large number of shelf facings, and signage or décor |
Promotion | ||
 (k) Health messages | • How is supermarket own brand packaging information classified using a taxonomy of nutrition and health related packaging information? • How are the quality standards applied to supermarket own brand foods communicated to shoppers? • How are the ethical standards applied to own brand foods communicated to shoppers? | Marketing techniques and nutrition and health statements and claims, logos or statements about product quality or quality standards in general, and logos or statements about ethical standards |
 (l) Promotions targeting children | • What is the prevalence of supermarket own brand foods designed to appeal to children? • What proportion of supermarket own brand products designed to appeal to children can be described as healthy? | Marketing techniques designed to appeal to children (included in the taxonomy above); analysis of the nutritional quality of selected products |
 (m) Other promotions | • What other techniques are used on supermarket own brand products? | Information from the front-of-pack of supermarket own brands |