Knowledge Network. Consumer Focused Review

Transcription

1 Knowledge Network Consumer Focused Review Dr. Aileen McGloin Food, Health, Choice and Change, Cork, June 2012

2 The safefood Consumer Food Behaviour Network

3 Background About safefood 8 safefood Knowledge Networks Food safety focus Over 1000 members Next step - Consumer Behaviour

4 Aims To promote synergies, enhanced collaboration and co-operation To support a better joined-up approach in research and practice To empower effective exchange of information and ideas To provide opportunities for networking

5 The benefits?

6 Benefits Get connected Link to funding, job & educational opportunities Participate in online discussions Register to attend Network meetings Subscribe to Network e- Newsletters Board Meeting, May 2012

7 Who is it for? Food safety and nutrition researchers working in the area of food related behaviour Health professionals Professionals from the market research and communications industry

8 Who is it for? Food industry personnel Government and agency officials Environmental health officers Professional body members Board Meeting, May 2012

9 Steering group Moira Dean Christine Domegan Pat Kinsley Sinead McCarthy Mary McCarthy Tara McCarthy Ken McKenzie Barbara Stewart Knox

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11 What should you do now? Make that leap! Board Meeting, May 2012

12 Consumer Focused Review of Food Related Behaviour

13 The report

14 Provides An overview of environmental, socio-economic and personal factors that influence food behaviour

15 Provides An account of the major food safety and public health nutrition issues on the IOI An outline of the food behaviour research conducted on the IOI A list of identified research gaps & communication priorities

16 Provides An examination of best practice in changing food behaviour A review of interventions relating to key nutrition & food safety behaviours Recommendations for research & behaviour change

17 Aims Provide an overview of consumer food behaviour on the IOI Explore effective ways to promote positive change Inform research, policies and practices Ensure communication is evidence-based and effective

18 Key findings

19 It s complicated!

20 Influences & Barriers on the IOI

21 Influences on food related behaviour (IOI) Food Factors Freshness Taste Socio-demographic factors Gender Age Socio-economic status Education Social Factors Family references Food Choice Personal Factors Habit Desire to eat healthily Economic factors Price

22 Barriers to healthy eating on the IOI Personal factors Optimistic bias Body weight misperception Health fatalism Lack of time Low willpower Body instrumentality Healthy eating Food factors Perception that healthy foods taste bad Social factors Preferences of others Social graces Wider environmental factors Widespread availability of treat foods

23 Men at risk?

24 Men at risk? gender differences in nutrition related behaviour Men tend to know less about healthy eating Men more confident that they could change More support Mid-life fathers and mature men talked about making small, permanent changes Men more likely to misperceive body weight status Men less likely to express concern about food issues Men less likely to cite healthy eating as an influence Men Men less likely to say they consciously try to eat healthily Men more likely to perceive their diets as unhealthy Men more likely to be at the precontemplation stage of change

25 Change in Weight Status Males aged years Females aged years Source: National Adult Nutrition Survey

26 The report

27 Thank you!