Using the COM-B framework to explore the barriers and enablers to calcium intake in young adults: a qualitative study using focus groups

Transcription

1 Using the COM-B framework to explore the barriers and enablers to calcium intake in young adults: a qualitative study using focus groups Presented by Anika Rouf, PhD Candidate Co-authored by: Steffani Clayton Margaret Allman-Farinelli (FDAA, PhD) COI: No external funding was obtained for this study. The University of Sydney Page 1

2 Background Important for development of Peak Bone Mass, 90% acquired by age 20 Protective for many chronic diseases including osteoporosis, heart disease, stroke, hypertension and type II diabetes The University of Sydney Page 2

3 Background Despite the established benefits of calcium consumption, many young Australians are not meeting the recommendations. Estimated Average Requirement (EAR) Source: Australian Bureau of Statistics (ABS) Rouf et al, 2017 (under review) The University of Sydney Page 3

4 Aim The aim was to explore the enablers the barriers to achieving calcium intake among young adults. Age group: years The University of Sydney Page 4

5 Methods Tab-flyers, word of mouth and Facebook Young adults:18-25 years 5 focus groups n = 39 (10 males) 23 ± 2 years General calcium knowledge (benefits, food serves, sources) Enablers and barriers to adequate consumption Audio transcribed using deductive thematic analysis (analysed on NVivo) The University of Sydney Page 5

6 Results Themes were identified from participant responses: General calcium knowledge Enablers to calcium intake Barriers to calcium intake Influence of social media The University of Sydney Page 6

7 Results- Capability Psychological The majority of participants: Reported a lack of knowledge Associated calcium with bone health and strength Unaware of other health benefits Identified dairy products as a source Ignorant of other food sources (i.e. tofu) A few could indicate how much Ca was required in mg, but were unable to translate to food amounts I don't really know what the recommended is or what you are meant to have. The University of Sydney Page 7

8 Results- Capability Physical A few mentioned feeling really full or not too great after consuming dairy products. Perceived lactose intolerance: many participants stated knowing others who had put themselves on a dairy free diet without knowing or seeking medical advice. more of a craze to go dairy free than have dairy. The University of Sydney Page 8

9 Results- Opportunity Physical Product size That s money wasted if I don't finish it Female Cost Milk was seen as affordable. Cost concerns raised for cheese. Convenience It s not time consuming to put milk on your cereal -Male The University of Sydney Page 9

10 Results- Opportunity Social No current social opportunities were reported Respondents suggested Using public figures/ celebrities Ideas similar to Milk Mustache Investing on social media ads Concerns were raised about the source and credibility of the information I auto tune some of it out because it is hard to trust.. The University of Sydney Page 10

11 Results- Motivation Automatic Taste I have Greek yoghurt for breakfast because it s delicious. Family environment When I was little, my mum told me it would make me grow Female Cultural practices In our culture, it is just engrained to have a glass of milk for strong healthy bones -Male The University of Sydney Page 11

12 Results- Motivation Reflective Reasons for low intake: Most felt they were consuming sufficient amounts already Other priorities (i.e. iron, protein, vegetables) Future-me problem I think I m pretty healthy but I don't think of how much calcium I eat, I don't focus on it, but it would be interested in focusing on it, I concentrate more on protein the whole invincible age bracket where you are not thinking about the future. The University of Sydney Page 12

13 Results- Motivation Reflective Strategies to increase intake statistics give credibility, give the numbers and science raise awareness about how much common foods calcium foods have highlighting the risks of calcium deficiency in our age group, it is not very apparent -Male I wasn t aware of the statistics, having that on Facebook would be quite effective The University of Sydney -Male Page 13

14 Take-home messages Message for academia Insufficient knowledge on calcium-rich foods is a barrier to intake. Calcium is a low diet priority for young adults. Message for industry? The University of Sydney Page 14

15 Thank you! The University of Sydney Page 15