Workpackage 2: Food selection in later life

Workpackage led by:
Dr Anna Saba
(to view contact details click here)

Overall objective of Workpackage 2:
The overall objective of this WP is to investigate the extent to which convenience, enjoyment, health and risk drive food selection in later life. Older peoples attitudes and beliefs about categories of foods such as convenience and functional foods will be assessed.

The detailed objectives of this WP are to:
• To determine older peoples beliefs about and perceptions of functional foods
• To determine older peoples beliefs about and perceptions of convenience foods
• To compare perceptions of functional and convenience foods across cultures, age groups and living circumstances
• To identify items to be included in a food-related quality of life (Senior Food-QOL)
  questionnaire for use with older people

Participating Centres:
• Food, Consumer Behaviour and Health Research Centre, University of Surrey, UK
• Federal Research Centre for Nutrition (FRCN) (Bundesforschungsanstalt fuer Ernaehrung BFE), Germany
• Department of Public Health and Caring Sciences, Uppsala University, Sweden
• MAPP, The Aarhus School of Business, Denmark
• Faculdade de Ciências da Nutrição e Alimentação da Universidade do Porto, Portugal
• Department of Human Nutrition, Warsaw Agriculture University, Poland
• Grup d'Estudis Alimentaris, University of Barcelona, Spain

Aim
WP2 of the Food in Later Life project aims to determine older peoples’ beliefs about and perceptions of functional and convenience foods.

Method
The Repertory Grid method was used to investigate perceptions of functional and convenience foods. This method elicits attributes or constructs used to differentiate between products ranging in levels of “functionality” and convenience. Data was collected in each of eight countries from 96 older people stratified according to gender (male/female), age (65-74/ 75 and over) and living circumstances (living alone/with others). The same types of products were presented in each country. Data were analysed using Generalised Procrustes Analysis.

Results
Functional foods
When faced with choices between five functional and two conventional yoghurts, choices were driven by knowledge, familiarity with products, naturalness, and good taste/flavour. Functional yoghurts (e.g. probiotic, with a component that effects beneficially the body, enriched with vitamins) were perceived in a vague and uncertain manner, it was not easy to associate particular attributes to characterise and discriminate between products. Taste (“I like taste”) was one of the most important choice factors, most associated with conventional yoghurts (white, with fruit).

“Familiarity with product” was more related to Southern countries (brand was particularly important for Spain and Portugal) as well as Sweden, but it was not significantly elicited in UK, Germany, Poland and some groups in Denmark. “Health benefits (general/specific)” was only regarded as meaningful by a few specific groups of older people in Denmark, Italy, Sweden and UK.

Convenience foods
When faced with choices between seven vegetable soups varying in levels of convenience, choice was driven by freshness, naturalness, taste and health benefits. Products with a higher level of convenience were perceived in similar way, and only significantly described by the construct category “easy/quick to prepare.” A lack of familiarity with the more convenient products may have limited the elicitation of constructs that might reflect other aspects of convenience.

Both “easy/quick to prepare” and “I like taste” were significant motives of choice, with negative correspondence between the two. This means that a tasty food was regarded as one that was not so easy or quick to prepare. The data suggest that the more an individual can enjoy the taste the more this person will be inclined to invest time and energy in activities that provide this sensation. Older people associated the construct category “I like taste” more frequently with lower levels of convenience in Southern countries.

United Kingdom	Belgium	Denmark	Germany	Italy	Poland	Portugal	Spain	Sweden