"Bread: it's 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.


METHODS
Community intervention trials were carried out in two test communities and one control community on the mid-north coast of New South Wales.


METHODS
Small retirement communities with a high proportion of the population aged over 55 years.


METHODS
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).


METHODS
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.
Egger
G
G
Discipline of Behavioural Science, Faculty of Medicine, University of Newcastle, NSW.
Wolfenden
K
K
Pares
J
J
Mowbray
G
G
D000368:Aged; D001939:Bread / Q000600:supply & distribution*; D002400:Cathartics / Q000600:supply & distribution*; D003248:Constipation / Q000517:prevention & control; D004043:Dietary Fiber / Q000008:administration & dosage*; D006266:Health Education / Q000379:methods*; D006801:Humans; D008875:Middle Aged; D010174:Pamphlets
D002400:Cathartics; D004043:Dietary Fiber