Wednesday, 10 January 2018

Do we think about our health when we choose our food?

In this blog Emily Beardshaw, from our Consumer Insight team, looks at whether we actually consider our health when we choose our food.The Consumer Insight team focus consumer habits that
provide evidence of consumer opinion on topics relevant to our sector, to better inform AHDB’s marketing activity.

AHDB carried out research in August last year that found a greater focus on the health benefits of beef, lamb and dairy could drive consumers to buy more.

We commissioned consumer research that investigated reactions to specific health claims related to beef, lamb and dairy products. Key findings included identification of a general interest in following a healthier diet among the younger ages and that there are differences in what healthiness means to different age groups.

It was found that health has different levels of importance to people and is associated with many different meanings. This research project found that, when thinking about food, older people generally associate health with eating a balance of foods and restricting fat consumption, whereas younger people understood it to be the result of balancing a combination of different lifestyle factors such as exercise levels and food preparation methods. People aged 18 - 44 had a greater awareness of specific vitamins and minerals which constitute a healthy diet than those aged over 44. The words ‘natural’, ‘organic’ and ‘fresh’ were thought of as being healthy.

Consumers were aware of multiple negative associations for red meat and generally could only recall negative news stories. However, they had heard of positive messages around beef and lamb being strongly linked with protein and iron.




Messages based around the presence of specific vitamins and minerals and the health benefits they provide were tested to ascertain consumer reaction. As previously mentioned, there was already a high level of awareness of the protein and iron content of beef and lamb, however, consumers were not aware that beef and lamb contained several different vitamins and minerals.



This research has highlighted that we should continue to educate people about the health benefits of primary food products. Although health may not always be the top consideration when people are choosing their food, we should all have sufficient knowledge to be able to make informed decisions, and AHDB has a role to play in helping to inform consumers about the health benefits of red meat.

You can view the full report here

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