A well planned workshop in Stockholm in November 2009 was cancelled due to poor participation from commercial actors. This workshop was instead turned into a strategic meeting with all our research partners represented.
The Nordic Survey
The Nordic survey (workpackage 2) has been completed, and preliminary graphs of the results have been presented to the project team. The sample size is approximately 800 young people, 15-29, in each Nordic country.
The four factor analysis dimensions ethic, traditional, health and sound have been discussed and questioned.
The fieldwork in Norway and Sweden
SIFO has presented the Norwegian field study: a qualitative mapping of the Norwegian foodscape, building on the report "Mat i farten" (workpackage 2). CFK has presented the Swedish field study focusing young people's eating-out practices in foodscapes in central Göteborg and the outskirts.
In addition SIFO has conducted qualitative interviews among school children in Norway. The study focused around rural and urban Norway, and food along main highways leading to Oslo and Bergen.
Conclusions from WP 2 and 3
- Hamburger rules, but there is a clear interest in healthier food option
- Healthy eating needs nice places
- Young people are interested in eating healthy food.
- There is a growing potential for healthy fast food, and many business managers are eager to sell healthy food.
Testing of new and innovative food concepts in the out of home eating sector (WP4)
Workpackage 4 consists of two tasks where task 1 will be undertaken by University of Iceland & Landspitali-University Hospital, and task 2 will be done at Nofima Mat.
Task 1 will be performed on Iceland during spring 2010 and based on the descriptions provided on the meeting in Stockholm in November 2009, the following outline was presented:
- The aim was set as to complement earlier work by providing information about how young people react to real products and about the influence of product characteristics. The products should be pre-characterized on healthiness, sensory characteristics, and other factors
- An idea was to come up with Nordic fast food (using Nordic components) based on results from the survey.
- Decomposing the hamburger was suggested as a topic – a Nordic and/or healthy variant.
- Discussions on how health is to be defined: energy, fat, fatty acids, dietary fiber, added sugar, freshness, fruit/vegetable side dish?
- The target group was discussed and set to young people 20-25.
- Grouping of attributes were suggested (general procrustean analysis). Do the participants like the healthy option more, same or less than the original?
Task 2 will be undertaken by Nofima Mat during early 2010 based on the following task outline:
The aim of task 2 is to give an indication of young people’s preferences and attitudes towards products in the fast food marked. This can contribute with information about food-profiles, and be of further interest in developing new and healthier food concepts.
- Examine how young consumers define and group a selected set of products being sold in the “fast food marked”. This, both in relation to healthiness, taste and availability. The results will be compared with how producers, outlets and nutritional experts define the same products.
- Get information about how consumers act (what they will eat/not eat), related to different situations where hunger arise.
- Get information about wishes and thoughts concerning “tomorrow’s fast food”.
The following methods will be used:
- Focus groups performed at University of Oslo (UiO), consisting of participants in the age of 20-25 years.
- Calculation of nutritional values in the computing program “Mat på Data”.
- Observations regarding product-definition and -marketing in the out of home sector.
The results will be presented in a Master Thesis on May 15. 2010
The testing will be based on primary work in the Nordic YoungHealth project, both the Nordic Survey and the fieldwork in Norway and Sweden.
The next meeting in the steering group will take place in Copenhagen May 27. 2010.
The final seminar where ALL stakeholders are invited will take place in Copenhagen in November, in cooperation with NICe. We will inform all stakeholders as soon as the date is set.