# US Environmental Protection Agency Office of Pesticide Programs


Product Labeling Consumer Survey Report

 20

### October 2011



# INSECT REPELLENT PRODUCT LABELING CONSUMER SURVEY REPORT

Environmental Protection Agency

Prepared by: SHUGOLL RESEARCH 7475 Wisconsin Avenue, Suite 200 Bethesda, Maryland 20814 (301) 656-0310 www.shugollresearch.comSection Page

MANAGEMENT SUMMARY 1

Background 2
Key Findings 3

Recommendations 7

STUDY OVERVIEW 8

Objectives 9
Methodology 10

DETAILED FINDINGS 11

Insect Repellent Product Usage 12

Reactions to Efficacy Marks: Circle, Square and Bugs 31

Reactions to Efficacy Marks Shown on a Sample Product 42

Reactions to RF Efficacy Mark 48

APPENDIX A: Respondent Profile A-1 

## Table of Contents

# MANAGEMENT SUMMARYBACKGROUND

 The Environmental Protection Agency (EPA), Office of Pesticide Programs (OPP) is in the process of developing and testing pesticide efficacy marks to assist consumers in the purchasing of insect repellent products. Market research was conducted to better understand consumer needs and preferences regarding insect repellent product labeling.

 Specifically, a two-phased research effort was conducted.

– Phase 1 was conducted May-August 2010 and included a series of 10 consumer focus groups among light/infrequent product users, heavy users, parents and general users in four geographic markets: Bethesda, MD, Tampa, FL, Norwalk, CT and Minneapolis, MN. The findings from this research directed the refinement of the efficacy mark designs and informed the questionnaire for the online survey conducted in Phase 2.

– This report presents the key findings from Phase 2, a national online survey evaluating four possible efficacy marks (Circle, Square, Bugs and RF Factor).



# Management Summary

2 BUGS SQUARE CIRCLEKEY FINDINGS

Insect Repellent Product Usage

 The majority of consumers are solely responsible for purchasing insect repellent (64%), while one-third share this responsibility with others (36%). Consumers primarily purchase insect repellent to avoid itching and feeling uncomfortable caused from insect bites (48%), or for disease protection (46%).

 Most consumers use insect repellent most (39%) or some of the time (33%) when they are going to be outdoors, although 1 in 6 (16%) report using repellents every time they’re outdoors. One in 10 (12%) rarely use insect repellents.
– Consumers are most likely to use insect repellent if they’re in wooded areas (63%) and/or if they’re starting to get bitten (56%). Households with children are more likely to use insect repellent for nearly every occasion than households without children.

 Major barriers to insect repellent usage include forgetfulness (40%), outside for too short a period of time (36%), and a dislike for the smell (33%) and the greasy feel (31%).

 On average, consumers report purchasing insect repellent 2.87 timers per year.

– Households with children purchase insect repellent more often than those without children (3.59 versus 2.59 times per year).

 Most consumers (71%) have looked at product labels when shopping for insect repellents.

– Heavy and moderate users of insect repellents have looked at product labels more often than light users. Similarly, men have looked at product labels more often than women.



# Management Summary

3 On an unaided basis, consumers report the most important information they’re looking for is related to safety and the

amount of DEET and other chemicals in the product. However, when presented with a list of potential pieces of information (aided), consumers indicate they are most concerned with knowing the types of insects repelled (73%), active ingredients (68%), safety warnings (66%) and the number of hours of protection (64%).

– Older consumers (45+) are particularly curious about the active ingredients, while younger consumers are most interested in the number of hours of protection and whether the product is waterproof.

Reactions to Efficacy Marks

 Consumers were initially exposed to three efficacy marks on a rotating basis. Overall, the Circle efficacy mark is the most well received followed by Bugs and then Square.

– The Circle design is most effective at conveying the intended message that the product repels mosquitoes and ticks for 4 hours (60%), followed by Bugs (41%) and Square (37%).

 Both Circle and Bugs are highly rated on key attributes including attention getting, helpful and easy to understand. Square consistently received lower ratings.

– Specific strengths of the Circle mark include its visual images (67%) , overall design (60%), color scheme (53%) and font/size of type (51%).

– Similarly, consumers primarily applaud Bugs for its visuals images (66%) and, to a lesser extent, the overall design (45%), color scheme (45%) and font/size of type (47%).

– With regard to Square, consumers are most likely to like the font/size of type (49%) and the color scheme (46%).



# Management Summary

4 Overall, the majority of consumers indicate there is nothing they dislike about the Circle (72%) or Bugs (66%) efficacy

marks. The main weakness or dislike of the Square efficacy mark is the overall design (28%), the visual image (20%), the shape (17%) and the color scheme (16%).

 When shopping for an insect repellent product, consumers are most likely to look for and consider the information presented in the Circle mark (84%), followed by Bugs (79%) and Square (62%).

– And when asked to rank the designs, most consumers rate Circle as most helpful (69%), followed by Bugs (20%) and Square (11%).

Reactions to Efficacy Marks Shown on a Sample Product

 Circle continues to be the preferred efficacy mark when shown on a sample product.

– Initially, consumers were shown their preferred efficacy mark on a sample product. All three efficacy marks are rated highly in terms of being attention getting and easy to read.

– Then, consumers were shown all three efficacy marks on a sample product. When viewing all three designs on sample products, most consumers rate the Circle design (68%) as most helpful followed by Bugs (18%) and Square (14%).

 Consumers clearly understand that the number in each of the efficacy marks (2, 4 or 8) refers to the number of hours of protection. Most indicate they would choose M8/T8 when watching a child’s soccer game (54%) followed by M4/T4 (35%) and M2/T2 (9%). 

# Management Summary

5 Insect Repellent Insect Repellent Insect RepellentReactions to RF Efficacy Mark

 The RF efficacy mark is not well received.

– Consumers are generally unsure what RF means. One in 7 consumers (14%) indicate it means repel/repellent factor or force.

 The consumer subgroups who are most likely to be unsure what RF means include those aged 25 years or older, high school graduates, Hispanics and African Americans.

– Further, most consumers do not find the RF mark attention getting (47%), helpful (29%) or easy to understand (24%).

 Half (50%) indicate there is nothing that they like about the design. Fewer than one-third like the font/size of type (28%), the color scheme (24%) or the overall design (22%).

 Consumers dislike the overall design (31%) and many express confusion regarding the meaning of RF (27%).

Most Preferred Efficacy Mark

 Consistent with previous findings, consumers continue to strongly prefer the Circle design when presented with all four options on a sample product (68%), followed by Bugs (17%), Square (13%) and RF (2%).



# Management Summary

6 R F 15 R F

40 R F

80IMPLICATIONS AND RECOMMENDATIONS

 Consumers report purchasing insect repellent products on a regular basis (2.87 times per year) primarily to avoid itching and feeling uncomfortable caused from insect bits or disease protection. These products are most frequently used when consumers are in wooded areas and/or are getting bitten. Most have looked at the product labels when shopping for insect repellents and are seeking information related to types of insects repelled, active ingredients, safety warnings, and number of hours of protection. This behavior supports the benefit of adding an efficacy mark to all insect repellent products that will allow consumers to readily determine the type of insects repelled as well as the number of hours of protection.

 Based solely on the findings of this research, it is recommended that the EPA /OPP consider adopting the Circle efficacy mark. The research findings clearly indicate that the Circle efficacy mark is the most effective at conveying the intended message (repels mosquitoes and ticks for 4 hours) and is the overwhelmingly preferred option among consumers. Specifically, consumers rate the Circle design highly on key attributes: attention getting, helpful and easy to understand. Further, the majority like the visual images, overall design and the color scheme.



# Management Summary

7

# STUDY OVERVIEW

5 8 The Environmental Protection Agency (EPA), Office of Pesticide Programs (OPP) is in the process of developing pesticide

product labels to assist consumes in comparing and the efficacy and safety of available products. Market research among consumer pesticide users was conducted to better understand consumer needs and preferences.

 The EPA contracted with SRA International, Inc. and Shugoll Research to conduct a two-phased research effort:

– Phase 1: A series of 10 consumer focus groups to test various versions of pesticide efficacy markets

– Phase 2: A national online consumer survey to determine consumer preferences

 This report presents the findings from a national online survey to determine the effectiveness of possible efficacy marks. The survey was conducted August 18-30, 2011.

 Specifically, this research was designed to:

– Determine product usage

– Obtain reactions to efficacy marks: Circle, Square, Bugs

– Obtain reactions to efficacy marks shown on a sample product

– Obtain reactions to RF Factor mark



## Objectives

9 A national online survey was the methodology employed for this study. A convenience sample was drawn from members of

a national consumer Internet panel. Although the Internet panel is not a nationally representative probability sample, it wa s as representative as possible of individuals at least 18 years of age in the United States.

 Respondents were screened to meet the following criteria:

– Solely responsible or share in the responsibility in the decision making process of purchasing insect repellent

– Have purchased insect repellent at least one time in the past year

– 18 years old or older

 The total sample size was 3000 resulting in findings that are statistically reliable within plus or minus 1.8 percentage points at the 95 percent confidence level. 

## Methodology

10

# DETAILED FINDINGS

11

# Insect Repellent Product Usage

12Base: All respondents Q.1: Which of the following best describes your role in purchasing insect repellent products for your household? 

# Figure XX: Single Segment Bar Chart

Solely Responsible 64% Share Responsibility 36% 

## Role in Purchasing Insect Repellent

(n=3000) 

## Figure 1: Responsibility for Purchasing Insect Repellent

Most consumers are solely responsible for purchasing insect repellents.

13Base: All respondents Q.2: In the past year, how many times have you purchased insect repellent products? 

# Figure XX: Single Segment Bar Chart

0 20 40 60 80 100

28 31 27

9 5 Total (n=3000)

1 time 2 times 3 or 4 times 5 or 6 times



## Figure 2: Frequency of Purchasing Insect Repellent

On average, consumers purchase insect repellent 2.87 times per year.

14 More than 6 times Mean: 2.87CHILDREN IN HOUSEHOLD NO CHILDREN IN

HOUSEHOLD FREQUENCY OF PURCHASING INSECT REPELLENT PAST YEAR N=941 N=2049

Mean 3.49 2.59
1 time 17% 34%
2 times 27% 32%
3 or 4 times 34% 23%
5 or 6 times 13% 7%
More than 6 times 9% 4%

Base: All respondents Q.2: In the past year, how many times have you purchased insect repellent products? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 2a: Frequency of Purchasing Insect Repellent

by Children in the Household

Households with children purchase insect repellent products more often than households without children.

2 15Base: All respondents Q.3: What is the primary reason you use insect repellent products? 

# Figure XX: Single Segment Bar Chart

Avoid itching and feeling uncomfortable caused from insect bites 

### 48% Protect against getting a disease carried by mosquitoes, ticks or other insects 46% Get rid of bugs 3% Other

3% 

## Reasons for Purchasing Insect Repellent

(n=3000) 

## Figure 3: Primary Reasons for Using Insect Repellent

Consumers purchase insect repellent to avoid itching caused from insect bites and for disease protection.

16Base: All respondents Q.4: How often do you use insect repellent when you are going to be outdoors? 

# Figure XX: Single Segment Bar Chart

Every time 16%



### Most of the time 39% Some of the time 33% Rarely 12% 

## Frequency of Using Insect Repellent When Outdoors (n=3000) 

## Figure 4: Frequency of Using Insect Repellent When Outdoors

Most consumers use insect repellent most or some of the time when they are going to be outdoors. Approximately 1 out of 6 consumers (16%) use repellent every time they’re outdoors.

170

20 40 60 80 100

63
56

47 44

26

1 5 Total (n=3000)

Base: All respondents Q.5: Under what circumstances do you usually apply insect repellent? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 5: Occasions for Using Insect Repellent

18 If I‟m going to be in a wooded area If I‟m starting

to get bitten If I‟m going to be

outdoors all or most of the day If I‟m going to be

on or near the water Anytime I‟m

going to be outdoors Participating in

athletics Other 

### Consumers are most likely to use insect repellent if they’re in the woods and/or if they’re getting bitten. Secondary occasions include spending significant amounts of time outdoors and/or spending time on or near water.CHILDREN IN HOUSEHOLD NO CHILDREN

IN HOUSEHOLD
OCCASIONS FOR USING REPELLENT PRODUCTS N=941 N=2049 If I’m going to be in a wooded area 69 60 If I’m starting to get bitten 59 55 If I’m going to be outdoors all or most of the day 55 44 If I’m going to be on or near the water 53 40 Anytime I’m going to be outdoors 33 22

Base: All respondents Q.5: Under what circumstances do you usually apply insect repellent? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 5a: Occasions for Using Insect Repellent

by Children in the Household

Consistent with their higher rate of product purchasing, households with children are more likely to use insect repellent for nearly all occasions than households without children.

190

20 40 60 80 100

40 36 33 31

23 22

12 6 5 2 6 3 Total (n=1342)

Base: Asked to respondents that use insect repellent some of the time or rarely when going to be outdoors. Q.6: Why do you not use insect repellent more often? Note: Total adds up to more than 100% because respondents were able to choose more than one answer 

# Figure XX: Multi-Segment Bar Chart Figure 6: Reasons for Not Using Insect Repellent More Often

20 I usually just forget I‟m outside

for too short a period of time I don‟t like the smell I don‟t like the greasy feel I don‟t usually get bitten by insects I think the chemicals

are harmful I think

DEET is harmful 

### Forgetfulness is the primary barrier to insect repellent usage, followed by short periods of outside exposure, and a distaste for the smell and greasy feel of the product. Confusion surrounding product labels is not a significant barrier.

I „m not sure which one to purchase I don‟t

think they work Other Don‟t know I find the labels confusingMODERATE USERS (Use Most or Some of the time) LIGHT USERS (Rarely Use)
BARRIERS TO PRODUCT USAGE N=980 N=362 I usually just forget 43 33 I’m outside for too short a period of time 38 32 I don’t usually get bitten by insects 19 34

Base: Asked to respondents that use insect repellent some of the time or rarely when going to be outdoors. Q.6: Why do you not use insect repellent more often? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 6a: Reasons for Not Using Insect Repellent More Often

by Frequency of Usage

Moderate users of insect repellents are more likely than light users to forget to apply insect repellent or are outside for short period of time. Conversely, light users don’t use insect repellent more often because they rarely get bitten by insects.

21Base: All respondents. Q.7: Have you ever looked at the product labels when shopping for insect repellents? 

# Figure XX: Single Segment Bar Chart

Yes 71% No 23% Don't know



### 6% Total (n=3000) Most consumers have looked at the product labels when shopping for insect repellents.

22



## Figure 7: Looked at Product Labels When Shopping for

Insect RepellentsHAVE READ PRODUCT LABEL HAVE NOT READ

PRODUCT LABEL
USAGE BEHAVIOR
Heavy User 78% 19%
Moderate User 68% 26% Light User 53% 37%
GENDER

Men 73% 22%

Women 70% 25%

Base: All respondents. Q.7: Have you ever looked at the product labels when shopping for insect repellents? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 7a: Looked at Product Labels When Shopping for Insect

Repellents text

Heavy and moderate insect repellent users are more likely to examine product labels than light users. Similarly, men are more likely than women to read insect repellent labels.

230

20 40 60 80 100

20 20 16 10 8 8 4 Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. 

# Figure XX: Multi-Segment Bar Chart

24 Safety Amount of

DEET Chemicals

used/ ingredients Effectiveness/

protection/ guarantee to kill/repel insects 

### When asked on an unaided basis , consumers indicate the most important information they look for on the label is related to safety and the amount of DEET and chemicals in the product. Type of insect and duration are not frequently mentioned as important information on an unaided basis.

Types of insects/bugs it is used for Allergic reactions/side effects/ health warnings Duration/how long it will last 

## Figure 8: Most Important Piece of Information Looked For

on the Label of Insect Repellent Products (Unaided)0

20 40 60 80 100

3 3 3 3 2 2 2 Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific? 

# Figure XX: Multi-Segment Bar Chart Figure 8: Most Important Piece of Information Looked For

on the Label of Insect Repellent Products (Unaided) (Cont’d)

25 Application instructions/ directions Smell Active ingredient Environmentally

friendly/ all natural DEET-free Feel of the product/not greasy/sticky Waterproof0

20 40 60 80 100

2 1 1 6 2 Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. 

# Figure XX: Multi-Segment Bar Chart Figure 8: Most Important Piece of Information Looked For

on the Label of Insect Repellent Products (Unaided) (Cont’d)

26 Brand name Price / cost Amount of DDT Other Don‟t knowPURCHASE ONCE PURCHASE

TWICE PURCHASE

3-4 TIMES PURCHASE

5+ TIMES
INFORMATION CONCERNS N=537 N=642 N=616 N=347 Safety 16% 21% 24% 17%
Amount of DEET 22% 20% 21% 16% Chemicals used/ingredients 21% 15% 16% 13%

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 8a: Most Important Piece of Information Looked For on

the Label of Insect Repellent Products (Unaided)

Infrequent insect repellent purchasers (once in past year) are more likely to be concerned about the amount DEET or chemicals than those who purchase insect repellent products more often.

270

20 40 60 80 100

73 68 66 64

48 47 45 41

25

1 Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Q.9: What information do you look for on the insect repellent product label? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 9: Types of Information Looked For on Insect

Repellent Product Label (Aided)

28 Types of insects repelled Active

ingredients Safety

warnings Number of

hours of protection 

### When presented with a list of potential pieces of information on a product label, consumers indicate they are most likely to be looking for information related to the types of insects repelled, active ingredients, safety warnings and the number of hours of protection when reading product labels.

Scented/ unscented Waterproof Instructions on when to reapply Expiration

date Other ingredients Other18

- 24 25

- 34 35

- 44 45

- 54 55

- 64 65+

AGE n=298 N=424 N=391 N=370 N=309 N=350 Active ingredients 58% 62% 66% 73% 74% 73% Number of hours of protection 72% 68% 62% 68% 60% 57% Waterproof 62% 57% 48% 45% 40% 29%

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Q.9: What information do you look for on the insect repellent product label? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 9a: Types of Information Looked For on Insect Repellent

Product Label (Aided) by Age

Older consumers (45 years +) are more likely than younger consumers to be concerned about the active ingredients. Conversely, younger consumers (18-34 year olds) are more likely than older consumers to be concerned about the number of hours of protection and whether the product is waterproof.

290

20 40 60 80 100

44 44 38 32

11 10 9 7 4 1 Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Q.10: Which two of these pieces of information are most important to you? Note: Total adds up to more than 100% because respondents were able to choose more than one answer 

# Figure XX: Multi-Segment Bar Chart Figure 10: Two Most Important Pieces of Information on

Insect Repellent Labels

30 Active ingredients Type of insects repelled Safety

warnings Number of

hours of protection 

### When asked to identify the two most important pieces of information, consumers specify the types of insects repelled and active ingredients followed by safety warnings and the number of hours of protection.

Scented / unscented Waterproof Expiration date Instructions on when to reapply Other

ingredients Other

# Reactions to Efficacy Marks

31



# Circle Square Bugs0

20 40 60 80 100

60

7 7 5 3 3 2 1 1 9

2

37

6 21

7 1 3 13

1 2 5 3 41

12 14 8 5 1 6 6 1 5 2

Circle (n=1016) Square (n=963) Bugs (n=1021)

Base: All respondents. Respondents shown one of three Efficacy Marks on a rotating basis. Unaided/open-ended response. Q.11: What do you think this symbol means? 

# Figure XX: Multi-Segment Bar Chart Figure 11: Interpretation of Efficacy Marks

32 Repels mosquitoes and ticks for 4 hours Generic

duration against insects (insects not specified) Repels for

4 hours (no mention of insects) Repels

insects for 4 hours (insects not specified) 

### Circle is the most effective mark at conveying the intended message: Repels mosquitoes and ticks for 4 hours.

Repels mosquitoes and ticks (no mention of duration) Positive

response Generic

duration (no mention of insects) Repels

insects (insects not specified and no mention of duration) Repels

mosquitoes and ticks (generic mention of duration) Other Don‟t

knowCIRCLE SQUARE BUGS

AGE N=1016 B=963 N=1021

18

- 24 70% 50% 49%

25

- 34 59% 38% 47%

35

- 44 61% 39% 35%

45

- 54 54% 32% 42%

55

- 64 63% 39% 35%
65 or Older 59% 27% 35%

Base: All respondents. Respondents shown one of three Efficacy Marks on a rotating basis. Unaided/open-ended response. Q.11: What do you think this symbol means? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 11a: Correct Interpretation of Efficacy Mark by Age:

Repels Mosquitoes and Ticks for 4 Hours

Young consumers, 18-24 year olds, are the most likely to correctly interpret Circle and Square and the least likely to correctly interpret Bugs.

330

20 40 60 80 100

72

45 62 71

53 67 71

58 71

19

25 24 20

27 23 18

25 20 91

70 86 91

80 90 89
83 91 Describes Very Well Describes Somewhat Well

Base: All respondents. Q.12: How would you rate this efficacy mark on the following attributes? Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.” 

# Figure XX: Multi-Segment Bar Chart

34 ATTENTION GETTING HELPFUL 

### Circle and Bugs receive higher ratings than Square on all three key attributes: Attention Getting, Helpful and Clarity.

EASY TO UNDERSTAND 

## Figure 12: Ratings of Efficacy Marks on Key Attributes0

20 40 60 80 100

67
60

53 51

43

4 5

28 25 46 49

17

4 19 66

45 45 47

26

4 7 Circle (n=3000) Square (n=3000) Bugs (n=3000)

Base: All respondents. Q.13: What, if anything, do you particularly like about this efficacy mark? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 13: Positive Reactions to Efficacy Marks

35 The visual images 

### Consumers specifically like the visual images, overall design, color scheme and font/size of type of the Circle and Bugs efficacy marks. In addition, consumers like the overall shape of the Circle design. Far fewer consumers rate the visual image and overall design of the Square efficacy mark highly.

The overall design The color

scheme The font/size of

type The shape Other NothingHEAVY USERS (Use Every Time) MODERATE

USERS (Use Most or Some of the Time) LIGHT

USERS (Rarely Use) HEAVY USERS (Use Every Time MODERATE

USERS (Use Most or Some of the Time) LIGHT

USERS (Rarely User) HEAVY

USERS (Use Every Time MODERATE

USERS (Use Most or Some of the Time) LIGHT

USERS (Rarely Use)
CIRCLE SQUARE BUGS

SPECIFIC LIKES N=1658 N=980 N=362 N=1658 N=980 N=362 N=1658 N=980 N=362
Visual Images 69% 66% 62% 31% 26% 20% 68% 64% 60% Overall design 62% 59% 55% 27% 22% 23% 48% 41% 40%

Color scheme 56% 52% 44% 49% 43% 40% 49% 42% 37% Font/size of type 53% 50% 46% 50% 48% 45% 48% 47% 42% Shape 46% 42% 32% 21% 13% 11% 30% 22% 19%

Base: All respondents. Q.13: What, if anything, do you particularly like about this efficacy mark? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 13a: Positive Reactions to Efficacy Marks

by Usage Behavior

Across all three efficacy marks, heavy users of insect repellents are more likely to respond positively to each design than light users.

360

20 40 60 80 100

9 8 7 5 4 2 0 3 72

28

16 17 20

9

2 4 3 44

12 9 9 7 6 1 1 3 66 Circle (n=3000) Square (n=3000) Bugs (n=3000)

Base: All respondents. Q.14: What, if anything, do you particularly dislike about this efficacy mark? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 14: Negative Reactions to Efficacy Marks

37

The visual images 

### The majority of consumers note that there is nothing they dislike about the Circle or Bugs efficacy marks. Consumers dislike the overall design, visual images, color scheme and shape of the Square mark.

The overall design The color

scheme The font/size of type The shape Other Nothing Not clear/ confusing No visuals/

lack of graphics0

20 40 60 80 100

55

32 46 28

30 33 83

62 79

Extremely Likely Somewhat Likely

Base: All respondents. Q.15: Now that you have seen this efficacy mark, how likely would you be to look for and consider the efficacy mark information in making a purchase of an insect repellent product? Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Extremely Likely” and 1 represents “Not At All Likely.” 

# Figure XX: Multi-Segment Bar Chart Figure 15: Likelihood of Purchasing Insect Repellent Based

on Efficacy Mark Information

38 

### Consumers are most likely to look for and consider the information on the Circle efficacy mark when purchasing insect repellent products, followed by the Bugs and Square designs.CIRCLE SQUARE BUGS

USAGE BEHAVIOR N=3000 N=3000 N=3000 Heavy Users (Use every time) 86% 65% 82%

Moderate Users (Use Most or some of the time) 81% 59% 76%
Light Users (Rarely Use) 76% 54% 69%

Base: All respondents. Q.15: Now that you have seen this efficacy mark, how likely would you be to look for and consider the efficacy mark information in making a purchase of an insect repellent product? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 15a: Likelihood of Purchasing Insect Repellent Based

on Efficacy Mark Information by Usage Behavior

Heavy users of insect repellents are the most likely to look for and use the information of any of the three efficacy designs when purchasing insect repellent products.

390

20 40 60 80 100

69

11 20 18

19 63 13

70 17

Most Helpful Second Most Helpful Least Helpful

Base: All respondents (n=3000). Q.24: Please rank the 3 efficacy mark in terms of how helpful they would be if you were shopping for insect repellent? 

# Figure XX: Multi-Segment Bar Chart Figure 16: Most Helpful Efficacy Mark

40 

### The Circle design is overwhelmingly rated as the most helpful efficacy mark.MOST HELPFUL SECOND

MOST HELPFUL LEAST

HELPFUL EDUCATION LEVEL High School Graduate 74% 17% 9% Some College 68% 17% 15% College Degree 68% 18% 14% Graduate Degree 66% 18% 15%

Base: Respondents that chose Circle Efficacy Mark as their most preferred. Q.24: Please rank the 3 efficacy mark in terms of how helpful they would be if you were shopping for insect repellent? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 16a: Circle as the Most Helpful Efficacy Mark

by Education Level

While Circle is rated as the most helpful efficacy mark among all educational subgroups, consumers with a high school education are particularly likely rate this design as the most helpful efficacy mark.

41

# Reaction to Efficacy Marks Shown

on a Sample Product

42 Insect Repellent Insect Repellent Insect Repellent0

20 40 60 80 100

74 66
60 70 62 57

20

20 28 21
22 31 94
94 81 92
93 57

Describes Very Well Describes Somewhat Well

Base: All respondents

– Preferred efficacy mark identified in Q.24 shown on sample product. Q.25: How would you rate this efficacy mark on the following attributes? Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.” Respondents were shown the efficacy mark they rated most helpful. 

# Figure XX: Multi-Segment Bar Chart

43 

### Consumers were shown their preferred efficacy mark on a sample product. All three designs are rated attention 

### getting, and clear and easy to read. 

## Figure 17: Ratings of Preferred Efficacy Mark Shown on a Sample Product

Insect Repellent Insect Repellent Insect Repellent

CLEAR AND EASY TO READ ATTENTION GETTINGBase: All respondents. Q.26: When viewing all three product-sized versions on a product label, which one would be most helpful to you when shopping for an insect repellent? 

# Figure XX: Single Segment Bar Chart

Circle 68% Square 14% 

### Bugs

18% 

## Most Helpful Efficacy Mark

(n=3000) Consumers rate Circle as the most helpful efficacy mark when exposed to all three designs on a sample product.

44 

## Figure 18: Most Helpful Efficacy Mark Product Label When

Shopping for Insect Repellents

Insect Repellent Insect Repellent

Insect RepellentCIRCLE SQUARE BUGS

AGE

18

- 24 73% 11% 16%

25

- 34 72% 11% 18%

35

- 44 70% 11% 19%

45

- 54 66% 15% 18%

55

- 64 69% 14% 18%

65 or older 61% 21% 18%

Base: All respondents. Q.26: When viewing all three product-sized versions on a product label, which one would be most helpful to you when shopping for an insect repellent? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 18a: Most Helpful Efficacy Mark on a Product Label

by Age

Circle is rated as the most helpful efficacy mark among all age subgroups, particularly among younger consumers. With regard to the other design marks, older consumers (65 +) are more likely than their younger counterparts to rate Square as the most helpful.

Insect Repellent Insect Repellent Insect Repellent

45Base: All respondents

– Three versions shown on most helpful product sample identified in Q.26. Q.27: You are comparing several insect repellent products, and are looking for a product to use while watching your child‟s socc er game. Based solely on the specified hours of protection, which product would you choose? Note: Respondents were shown the efficacy mark they rated most helpful. 

# Figure XX: Single Segment Bar Chart

M8/T8 

### 54% M4/T4 35% M2/T2

9% None of these

2% 

## Most Helpful Version of Efficacy Mark

(n=3000) Most consumers would choose the product that offers 8 hours of protection for watching a child’s soccer game followed by 4 hours of protection.

46 

## Figure 19: Hours of Protection Most Likely to Choose for

Watching a Child’s Soccer Game

Insect Repellent

Insect Repellent Insect RepellentBase: All respondents

– M6/T2 and M0/T6 shown on most helpful product sample identified in Q.26. Q.28/29: How would you interpret the following? Note: Respondents were shown the efficacy mark they rated most helpful. 

# Figure XX: Single Segment Bar Chart

93% 4 % 2% 1 % The product repels mosquitoes for 6 hours and repels ticks for 2 hours (93%)

The product works for approximately 6 hours (4%)

The product works for approximately 2 hours (2%)

Don't know (1%) 

## Interpretation of Hours of Protection on Most Helpful Efficacy Mark (n=3000) Regardless of the most helpful design, consumers clearly understand how to interpret the number of hours of protection on all three efficacy marks.

47 

## Figure 20: Interpretation of the Hours of Protection on the

Most Helpful Efficacy Mark

93 % 3 % 2 % 1 % 1 % The product repels ticks for 6 hours and does not work on mosquitoes (93%)

The product works for approximately 6 hours (3%)

The product repels ticks for 6 hours and also works on mosquitoes for 6 hours (2%)

The product works for an average of 3 hours (1%)

Don't know (1%)

Insect Repellent Insect

Repellent Insect

Repellent Insect Repellent Insect

Repellent Insect

Repellent

# Reactions to RF Factor

48 

## R F 15 R F

40 R F

800

20 40 60 80 100

14 8 5 4 2 1 1 14 50 Total (n=3000)

Base: All respondents. Unaided/open-ended response. Q.30: What do you think RF Means? Note: Total adds up to more than 100% because respondents were able to give more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 21: Interpretation of RF Factor (Unaided)

49 Repel/ Repellent factor/force Strength of

product/ repellent/ chemicals/ potency Related to

the sun‟s rays/sun protection/ sunscreen/ sun block Repel/

Repellent for 

### Half of the consumers are unsure what RF means. About 1 in 7 consumers (14%) indicate RF means repel/repellent factor or force.

Degree of protection Repels

fleas/flies/ insects Duration

time/repel hours/time frame Other Don‟t know/ not sure what RF

means Insect Repellent

R F 15

Insect Repellent

R F 40

Insect Repellent

R F 80UNSURE OF THE MEANING OF RF AGE
18

- 24 42%
25

- 34 50%
35

- 44 50%
45

- 54 51%
55

- 64 50%
65 or older 53%
EDUCATION LEVEL High School Graduate 56% Some College 49% College Degree 48% Graduate Degree 43% ETHNIC/RACIAL BACKGROUND Hispanic 56%
Asian 46%
Black or African American 61% White, Non Hispanic 47%
Other 49% Base: All respondents. Unaided/open-ended response. Q.30: What do you think RF Means? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 21a: Those Unsure what RF Means

by Age, Education Level and Racial Background

The consumer subgroups who are most likely to be unsure of what RF means include consumers 25 years or older, 

### high school graduates, Hispanics and African Americans.

500

20 40 60 80 100

47

29 24 Total (n=3000)

Base: All respondents. Q.31: How would you rate this labeling approach on the following attributes? Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.” 

# Figure XX: Multi-Segment Bar Chart Figure 22: Ratings of RF Factor Efficacy Mark on Key

Attributes

51 Attention getting 

### Consumers do not rate the RF efficacy mark highly on key attributes: Attention getting, Helpful and Easy to 

### Understand.

Helpful Easy to understand Insect Repellent

R F 15

Insect Repellent

R F 40

Insect Repellent

R F 80ATTENTION GETTING HELPFUL EASY TO

UNDERSTAND
USAGE BEHAVIOR N=3000 N=3000 N=3000 Heavy Users (Use every time) 51% 34% 30%

Moderate Users (Use Most or some of the time) 44% 21% 16%
Light Users (Rarely Use) 42% 22% 18%

Base: All respondents. Q.31: How would you rate this labeling approach on the following attributes? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 22a: Ratings of RF Factor Efficacy Mark on Key

Attributes by Usage Behavior

Similar to the other efficacy designs, Heavy users of insect repellents are more likely than moderate and light users to find the RF efficacy mark attention getting, helpful and easy to understand.

Insect Repellent Insect Repellent Insect Repellent

R F 15 R F 40 R F 80

520

20 40 60 80 100

28 24 22

3 50 Total (n=3000)

Base: All respondents. Q.32: What, if anything, do you particularly like about this approach? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 23: Positive Reactions to RF Mark

53 The font/size of type 

### Half of the consumers indicate there is nothing that they like about the RF mark.

The color scheme The overall design Other Nothing Insect Repellent

R F 15

Insect Repellent

R F 40

Insect Repellent

R F 80FONT/SIZE OF TYPE COLOR SCHEME OVERALL DESIGN

USAGE BEHAVIOR N=3000 N=3000 N=3000 Heavy Users (Use Every Time) 30 27 25

Moderate Users (Use Most or Some of the Time) 26 21 18
Light Users (Rarely Use) 25 19 16

Base: All respondents. Q.32: What, if anything, do you particularly like about this approach? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 23a: Positive Reactions to RF Mark

by Usage Behavior

Insect Repellent Insect Repellent Insect Repellent

R F 15 R F 40 R F 80 

### Again, heavy users of insect repellents are more likely than moderate and light users to like specific aspects of the RF design including the font/size of type, the color scheme and the overall design.

540

20 40 60 80 100

31 27

16 15 7 31 Total (n=3000)

Base: All respondents. Q.33: What, if anything, do you particularly dislike about this approach? Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

# Figure XX: Multi-Segment Bar Chart Figure 24: Negative Reactions to RF Mark

55 The overall design 

### Consumers are most likely to dislike the overall design, and 1 in 4 complain they are unsure how to interpret the mark.

Unclear meaning/ don‟t know what RF means The color scheme The font/size of type Other Nothing Insect Repellent

R F 15

Insect Repellent

R F 40

Insect Repellent

R F 800

20 40 60 80 100

68

17 13

2 Total (n=3000)

Base: All respondents. Q.34: Overall, which one of these product-sized efficacy marks do you find the most helpful? 

# Figure XX: Multi-Segment Bar Chart Figure 25: Most Preferred Efficacy Mark on Sample Product

56 

### Consumers continue to prefer the Circle design when evaluating all four efficacy marks.

Insect Repellent Insect Repellent Insect Repellent Insect Repellent

R F 15CIRCLE SQUARE BUGS RF FACTOR

AGE N=2046 N=504 N=396 N=54*
18

- 24 73% 10% 17% 0%
25

- 34 71% 10% 18% 1%
35

- 44 68% 11% 18% 3%
45

- 54 67% 15% 16% 3%
55

- 64 70% 12% 16% 2%
65 or older 62% 21% 16% 2%

Base: All respondents. Q.34: Overall, which one of these product-sized efficacy marks do you find the most helpful? Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

## Figure 25a: Most Preferred Efficacy Mark on Sample Product

by Age and Ethnic/Racial Background

While Circle is the most preferred efficacy design among all consumers subgroups, there is a notable difference among age cohorts.

 

### Older consumers (65+) are the least likely age cohort to prefer Circle and the most likely to prefer Square.

Insect Repellent Insect Repellent Insect Repellent Insect Repellent

R F 15

57

# Demographics

A-1Total

Gender N=3000

Male 50%

Female 50% Age N=3000 Mean age: 45.3 years
18

- 24 13%
25

- 34 19%
35

- 44 18%
45

- 54 18%
55

- 64 15%
65 or older 17% Time Spent Outdoors Weekly N=3000 Average time spent outdoors per week 8.86 hours
Less than 1 hour 3%
1 to 2 hours 11%
3 to 5 hours 25%
6 to 10 hours 28%
11 to 15 hours 15%
More than 15 hours 18%

A-2 Q.S1: Are you: Q.S2: Which of the following categories includes your age? Q.35: Approximately, how much time do you spend outdoors on a weekly basis? 

## Respondent ProfileTotal

Frequency of Outdoor Activities N=3000 Never Rarely Occasionally Regularly Walking or hiking 7% 13% 39% 41% Sports 44% 23% 22% 11% Biking 42% 23% 25% 10% Hunting or fishing 48% 22% 22% 8% Canoeing/kayaking / boating 57% 25% 14% 4%
Golfing 68% 14% 12% 6%

Tennis 68% 18% 10% 4% Working outside 8% 13% 34% 45% Camping 42% 26% 25% 7% Currently Married or Living with a Significant Other N=3000

Yes 59%
No 41% Children Under 18 Living at Home N=3000

Yes 31%
No 69%

A-3 Q.36: How often, if ever, do you engage in the following activities? Q.37: Are you currently married or living with a significant other? Q.38: Do you have children under 18 living at home? 

## Respondent ProfileTotal

Adults in Household N=3000

Mean adults in household: 2.13
1 21%
2 56%
3 15%
4 or more 8%
Children in Household N=3000

Mean children in household: 1.83
1 47%
2 35%
3 12%
4 or more 6%
Education Level N=3000 Some high school or less 2% High school graduate 23% Some college 34% College graduate 24% Some graduate school 5% Graduate or professional degree 12%

A-4 Q.39: Including yourself, how many adults and children under the age of 18 are living in your household? Q.40: What was the last grade of school your completed? 

## Respondent ProfileTotal

Employment Status N=3000 Employed full time 35% Employed part time 12%

A homemaker 10%
A student 7%
Retired 22% Not currently employed 14%

Household Income N=3000

Mean household income: $56,800 Under $25,000 23% $25,000 to $49,999 33% $50,000 to $74,999 21% $75,000 to $99,999 11% $100,000 to $149,999 9% $150,000 to $199,999 2% $200,000 or more 1%

A-5 Q.41: Are you...? Q.40: What is your total annual household income before taxes? 

## Respondent ProfileTotal

Hispanic or Latino Origin N=3000

Yes 14%

No 86% Racial Background N=3000*

American Indian or Alaska Native 2%

Asian 5%
Black or African American 10%
Native Hawaiian or Other Pacific Islander 1%

White 85%

A-6 Q.43: Are you? Q.44: To ensure that we have a balanced sample, what I your racial background? * Total adds up to more than 100% because respondents were able to choose more than one answer. 

## Respondent Profile