BREAD - ITS A GREAT WAY TO GO - INCREASING BREAD CONSUMPTION DECREASES LAXATIVE SALES IN AN ELDERLY COMMUNITY

Objective: To test the effects on laxative sales of two methods of promoting increased consumption of wholemeal/wholegrain bread by the elderly. Design: Community intervention trials were carried out in two test communities and one control community on the mid-north coast of New South Wales. Participants: Small retirement communities with a high proportion of the population aged over 55 years. Interventions: A community organisation strategy (COS) involving the media, community activities and social marketing principles using the theme "Bread: It's a Great Way to Go" was compared with a patient education strategy (PES) through local doctors and a control community (CON). Main outcome measures: Wholemeal/wholegrain bread sales and laxative sales. Results: There was a 49% decrease in laxative sales corresponding to a 58% increase in sales of wholemeal/wholegrain bread in the COS community but no significant changes in either the PES or CON communities. Conclusions: The study suggests a positive, cost effective approach for increasing fibre intake and improving gastrointestinal problems in the elderly.