: Possibilities and fast food sector YoungHealth Nordic Barriers for new, healthy concepts in the Kjersti Lillebø

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1 A qualitative mapping of the Norwegian foodscape Nordic YoungHealth: : Possibilities and Barriers for new, healthy concepts in the fast food sector

2 Project partners Project manager: National Institute for Consumer Research (SIFO), Norway Project partners:

3 Reference group Finland: S Group Raisio Group National Nutrition Council/Finnish Food Safety Authority Evira Denmark: Unilever Foodsolutions DK Unilever Nordic Lantmännen Unibake Kost og ernæringsforbundet DI/Fødevareindustrien Sweden: Findus ICA Sodexho Skolmåltidsakademin Institutionen för Mat, hälsa, miljö, Göteborg universitet Nordic Service Partners Eurest Services AB Norway: Norwegian Hospitality Association/ NHO Reiseliv SAS Service Partner Snadderkiosken Umoe Catering NorgesGruppen ASA Shell Mix kjeden Tine Stabburet Bama Ministry of Children and Equality, BLD

4 Index Why a qualitative approach? Research questions Selection Urban-rural dicotomy Quotes from the business New trends Possibilities and challenges What dominates? Healthier alternatives The importance of flexibility

5 A mapping of the Norwegian foodscape Qualitative fieldwork/ Observation and interviews. Visits and testing in school classes

6 Objectives Establish a platform for cooperation between consumer research institutions, authorities and fast food industries. Secure Nordic young people (age 15 29) a voice in the development of viable and healthier fast food products. Produce new knowledge on the personal, socio economic and structural determinants influencing Nordic young people s food practices and preferences in the fast food sector. Translate the knowledge into innovative concepts that can stimulate the development of: healthier fast food products and menus effective policies which can make healthier choices more easily available for young people.

7 Research questions To which extent do teh young consumer have the oportunity to make choices that correspond with their prioritizations regarding health/food intake and enjoyment? What food is on offer in the Norwegian foodscape? Is it possible to buy healthier food choices when traveling and when on the go?

8 Objectives for this WP: Why increasing overweight and obesity in the young population? Individual explanations Structural explanations

9 Where? Different food on the go arenas: Along the highway Road side cafes Kiosks/petrolstations highway btw to large cities Groceries Traffic Shopping Traffic points (trains trains, busterminals) Shopping malls» New consepts» Traditional food-on on-the the-go arenas

10 The KBS-market (Kiosks,Petrol stations & the Service market) A significant market where the grocery chains are also heavily involved. Norwegian grocery sales numbers in 2008: mrd NOK Service market (KBS): 16.2 mrd NOK Eks mva

11 What are our choices? Standardised campaigns,, not adjusted to the individual outlet

12 Hamburger menues; chain policy to sell as many menues as possible

13 Hot dog menues: tremendously exposed

14 Sweet buns are big business Big chain policy: Bonuses, competitions & prices for employees selling the most buns. Could this be done with fruit & vegetables? Or seafood products? One is pressured to buy sweet buns every time one stops by just to buy a coffee, and it is so cheap that it kind of makes you feel stingy if you don t accept the offer. I actually got really annoyed this morning when confronted again with this same question, so I just had to answer: No, I d much prefer to avoid that. Three buns for breakfast, it s ridiculous.

15 Shock sales - dominance of high fat, high sugar foods

16 But there are changes in the market! Clear possibilities for healthier products, e.g Wraps New trends

17 challenging, it is increasingly being focused on Fruits & vegetables on the way in although fresh foods are a

18 Olapakken is a popular impuls buy: a sandwich for NOK 19,- (Bama/Nordic Lunch) Matpakke /packed lunch can also be a healthier alternative

19 The road side cafes: either traditional (high fat?) dishes,, or locally grown, fresh and high quality focued food.

20 A sugar free attempt

21 Flexibility is a way to allow for heathier options A free choice of beverage was often possible within the menues if asked for. Nevre whole grain buns for hot dogs Low fat milk in the coffee is no problem. May I have one bun, instead of the three-pack offer? May I have a whole grain baguett?

22 Norway has it s structural challenges: big difference btw offers in larger cities vs the outskirts with few people

23 Quotes from the business I Sverige hadde det aldri gått an å tilby så lite frukt og grønnsaker som man gjør her i Norge. Folk hadde protestert! Når vi har kampanjer, er det vi som må lokke kundene til å prøve de har som regel bestemt seg for hva de vil ha før de kommer inn i butikken. (storkiosk eier) Vi stiller allerede så mange spørsmål om kunden vil ha en meny, eller bolletilbud etc, så vi kan ikke spørre om de vil ha grove pølsebrød også; da tror jeg kunden bare vil bli irritert. (svensk daglig leder av storkiosk) Å selge frukt er et rent tapsprosjekt utenfor byene. Presentasjon er viktig, så s selv om jeg selger 5 epler fra en kurv, så må jeg kaste resten av kurven som bare blir pynt pynt Nordmenn har altfor mye penger til åmåtte tenke på pris de kjøper det de vil ha, og spør aldri om pris.

24 Interviews with managers Up to date on the media focus on healhtier food A wish to offer more healthy foods Expressed difficulties regarding preservations, structural limitations Wanted to open up for more flexibilities (less focus on menues) A desire to offer more high quality, local food.

25 Why does the foodscape look like this? Hot dogs, pizza, hamburgers, pommes frites, and buns etc are: easy to prepare quick to serve demand low employee skills represent very litle waste easy to conserve, can be kapt warm for a longer time without it spoiling (although the quality perhaps diminishes somewhat) fat and sugar are cheap products and thus supplie cheap foods and large volums

26 Stuructural limitations for fresh products More difficult with fruit and vegetables (fish?): foods that must be served fresh and represent more waste Small markets (few people) many places Small entreprenours lack the nessecary facilities demanded by law (hygiene preventions) to preserve and prepare food then and there ( på stedet ).

27 How to make it eaisier to choose and eat healthier food Allow for personal adjustments, flexibility in menues and portion sizes Internal competions to sell the most fruit and vegetables, rather than sweet buns and chocolate? Visualise what the combined food products consist of: The entire combination of ingrediets of the menu/pack s Nutrition indexes (calories, transfat etc). Aim for more fresh and newly prepared stuff Standardised campaigns with a focus on healthier products is a unique way of acheiving quick and durable changes in th efoodscape. The chains have great power and can influence big changes in the convenience market.

28 School interviews Good sense of what is healthy and unhealthy food Lower prices on healhtier foods Adverticements for healhtier food on TV Canteen staff: they eat healthy (sandwiches, wraps, dish of the day) but go by what they think is tasty (pizza is popular). We must be careful not to put to much responsibility of making the right food choice on young people equally important is the society s & business responsibility to make these choices easier

29 Thank you! For more information, see: &