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

Transcription

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

2 Outline Project partners & reference group Project background What do we know about fast food and young people? Research questions Hypothesis Objectives Methodology Deliverables

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

4 Reference group Finland: S Group Raisio Group National Nutrition Council/Finnish Food Safety Authority Evira Sweden: Findus ICA Sodexho Skolmåltidsakademin Institutionen för Mat, hälsa, miljö, Göteborg universitet Nordic Service Partners Eurest Services AB Denmark: Unilever Foodsolutions DK Unilever Nordic Lantmännen Unibake Kost- og ernæringsforbundet DI/Fødevareindustrien 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

5 What do we know about fast food and young people? An expanding, Nordic fast food market out of touch with consumer preferences and political aims Young people as a significantly vulnerable group Primarily high fat, high sugar menues Lifestyle related diseases and obesity as a challenge on several levels

6 A definition of fast food The definition of fast food from the Norwegian encyclopedia; Store norske leksikon: fast food; for instance hamburgers, chicken, potato snacks and similar small meals, readymade-food, possibly heated and wrapped up

7 Teens perceptions of fast food: Food that comes with twice the grease at half the cost, usually stored with excessive packaging and paper napkins Fast food is also cheap and usually you can buy lunch for less than five bucks Disgusting, heavy loaded in calories and fat and unknown crap, fast food is convenient and easy to get if you don't have time to get a decent meal A type of fatty food which, due to the time it takes to make it, only exists for personal convenience. The only people who like fast food are children The worst quality food known to mankind! Source: Urbandictionary.com

8 What defines fast food? Prepared, served, purchased and eaten quickly Food typically to food sold in a restaurant or kiosks, petrol stations Served to the customer in a packaged form for take-out/ take-away Often served at chain restaurants/franchises with standardized food products/menues

9 Research questions What preferences do the young have when it comes to fast food? What are their conceptions of the term? How do the fast food market structures influence young people s food choices? How can a shift in the market meet the structural barriers that shape young people s fast food habits? Can slow food be fast food?

10 Hypothesis Structural barriers are making it difficult for youth (age 15-29) to make healthier food choices Untapped potential in the fast food market when it comes to healthier options The structural barriers can be met by a healthy shift a healthy shift in market innovation and policy strategies

11 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.

12 Methodology Field studies in Sweden and Norway A Nordic web survey Identify new and healthy food product and concept A Nordic workshop

13 Deliverables YoungHealth Newsletters Multi-sectored workshop in Sweden Nordic seminar in Denmark Expert report/publications

14 Thank you for your attention!