Teenagers and nutrition: strategy development

Thursday 5 June 2003

Recent FSA research has highlighted the fact that messages about healthy eating are not getting though to a range of groups, including young people. As a consequence of this, and other studies, the FSA is to launch an initiative to promote healthy eating amongst this age group.

There is a range of nutritional issues in adolescence that differ from those experienced by the general population. These include obesity and overweight, iron deficiency, reproductive health, low intakes of calcium and vitamin D and restricted food consumption. Young people are not concerned with health impacts, particularly those in later life.

In addition, influences on young people are different from those of the general population and healthy eating messages require specific, relevant mechanisms for delivery.

The key healthy eating messages for this age group are seen to be:

• Increase cereals/starchy foods such as bread, rice, noodles, cereals, potatoes and pasta.
• Increase intake of fruit and vegetables, i.e., eat five portions or more a day.
• Reduce foods containing fat.
• Reduce foods and drinks containing sugar.
• Encourage meal frequency rather than 'snacking'.
• Reduce foods containing salt.

Specifically, the objectives of the initiative have been defined as follows:

1. To explore the relevance of healthy eating messages for the 12 to 18 age group.

2. To focus test a simple message on healthy eating targeting young people.

3. To raise awareness of nutrition and dietary issues

4. To raise the profile of the Agency.

Qualitative research was required at this early stage, in order to explore the relationships which young people have with food and to identify triggers which will engage them and motivate them to adopt healthier eating patterns.

The objectives for the research were as follows:

1. To explore, in depth, the motivations, needs, attitudes and behaviour of young people towards food, within the broad context of their (out of school) lives and lifestyles.

2. To identify the triggers which will engage them and motivate them to adopt healthier eating patterns.

3. To explore how these triggers could be effectively expressed (language, tone of voice, imagery, mood, style, etc.) and in what medium, in order to encourage behavioural change.

The findings from this first stage of research will be incorporated into the development of advertising strategy and creative ideas which will be fed into subsequent research.