Background: Low-carbohydrate (LC) diets have gained substantial media coverage in many Western co... more Background: Low-carbohydrate (LC) diets have gained substantial media coverage in many Western countries. Little is, however, known about the characteristics of their followers. Objective: The article analyses how those who report following an LC diet differ from the rest of the population in their background, food choices, weight reduction status, as well as food-related perceptions and motives. The data are a part of the Health Behaviour and Health among the Finnish Adult Population survey collected in spring 2012 (n 02,601), covering 15-to 64-year-old Finns. Results: Seven per cent of the respondents identified themselves as followers of the LC diet. Gender and education were not associated with following an LC diet. The youngest respondents were the least likely to follow such a diet. The LC diet group preferred butter but also vegetables more commonly than the other respondents and were less likely to use vegetable bread spreads. The followers of the LC diet and the other respondents agreed about the healthiness of whole grain, vegetable oils, vegetables, and fruits and berries, and of the harmfulness of white wheat. Compared to the other respondents, the LC diet group was less likely to regard eating vegetable/low-fat products as important, more likely to regard eating healthy carbohydrates, and the health and weight-managing aspects of foods, as important and placed less value on sociability and pleasures connected to food. The results showed varying food choices among the followers of the LC diet: some even reported that they were not avoiding carbohydrates, sugars, and white wheat in their diet. Conclusions: Planners of nutrition policies should follow-up on new diets as they emerge and explore the food choices and motives of their followers and how these diets affect the food choices of the whole population.
One of the recent phenomena in contemporary discussion of eating is 'functional foods', i.e. food... more One of the recent phenomena in contemporary discussion of eating is 'functional foods', i.e. foods marketed as promoting health or reducing the risk of disease. This article analyses lay understandings of health-promoting foods in Finland by examining the ways in which middle-aged health-oriented consumers make sense of functional foods in the context of healthy eating. The article is based on an analysis of eight focus group discussions held with 45 users and non-users of cholesterol-lowering products as specific type of functional foods. The findings indicate that consumers interpret functional foods and healthy eating from a variety of perspectives. These perspectives include (1) focus on the whole diet, (2) distinguishing between healthy foods and functional foods, (3) the dilemma of eating for health or for pleasure, (4) healthfulness as an 'individual' issue and finally, (5) the duality of risk in the context of functional foods. The diversity of perspectives illustrates the ways that interpretations of functional foods and healthy eating are entangled with notions of uncertainties relating to scientific knowledge, moral undertones governing what is defined as acceptable eating and the symbolic significance of food as an inextricably social matter. r
During the past few decades, meat has increasingly become a subject of controversies relating to ... more During the past few decades, meat has increasingly become a subject of controversies relating to health and safety, environment, and animal welfare. Even though these changes in perceptions of meat are not yet visible in aggregate consumption figures, they can be observed in individual consumption patterns and as intentions to change the consumption. In this study, we examine changes in meat consumption among the Finnish consumers taking into account both stated changes in the past and intended changes in the future. Based on these changes, we identify consumer segments and investigate in which ways these segments differ from each other sociodemographically and with respect to current meat consumption and the stated reasons for the change. The latent class analysis based on representative Internet survey data revealed nine consumer clusters that formed three cluster blocks. The results showed that a large number of people, over 40%, had stabile consumption patterns. A cluster block of 14% of consumers had already shifted their consumer patterns to contain more vegetables and less meat. One third of the consumers were identified to be in the middle of the change with a general tendency to decrease the use of meat and increase the use of vegetables. Although, environmental effects of meat and animal welfare issues were important reasons for change in some clusters, healthiness was the most salient stated reason for change in consumption habits.
Background : Healthy eating has a social pattern, with women and those in high socioeconomic posi... more Background : Healthy eating has a social pattern, with women and those in high socioeconomic positions most likely to follow dietary guidelines. However, little is known about the association of sociodemographic and health factors with the use of health-promoting functional foods. Objective : The study examined the use of functional foods in Finland. Four widely used product types were examined in detail with respect to sociodemographic factors and personal efforts to promote health. Design : Data were obtained by computer-assisted telephone interviews of 1210 respondents representing the Finnish population above 15 years of age. Logistic regression analysis was applied to analyse the predictors of use of functional foods. Results : Sociodemographic variables were associated with the use of functional foods. The role of gender and age varied. In most cases, high education or high occupational position predicted use. Use was also associated with viewing healthy eating as important and consuming other functional foods. Efforts to lower cholesterol levels predicted the use of cholesterol-lowering spreads. Conclusions : Both sociodemographic factors and personal health efforts play a role in the adoption of functional foods. High socioeconomic position predicts use, whereas age and gender remain product specific. An important aspect is the connection of functional foods with efforts to lead a healthy life. For healthorientated consumers, functional foods may represent a complementary health practice.
Eating is increasingly characterized by concerns over health and well-being. New types of foods d... more Eating is increasingly characterized by concerns over health and well-being. New types of foods designed to promote health or to reduce the risk of diseases, known as functional foods, have been entering the market since the 1990s. This article focuses on the appropriation of functional foods among Finnish consumers from the perspective of acceptability. We analyse the relationship between consumers’ views of functional foods and their socio-demographic backgrounds, health efforts and notions of food, health and technology. The article is based on a survey of a representative sample of Finnish consumers (n = 1210). The data were collected by using computer-assisted telephone interviews and analysed by factor analysis and analysis of variance. The factor analysis resulted in four dimensions of acceptability: (1) experiences of functional foods; (2) views on product quality and safety; (3) societal concerns over current developments; and (4) views on regulation and research. According to the results, the differences in consumer views of functional foods were to some extent linked with age and education but better explained by the differing roles of food and health in people’s lives and the acceptability of modern food technologies. Efforts to lower blood cholesterol and/or blood pressure, the use of dietary supplements, regarding healthy eating as very important and having an optimistic outlook on the use of technology in food production were all related to more optimistic views of functional foods. Finns seem to have a relatively trusting position on functional foods. Familiarity of functional foods in Finland, absence of serious food scandals, the health-oriented Finnish culture and the generally high level of societal trust may account for this optimism.
Tarkastelemme artikkelissamme kohtaamisia, jotka syntyvät syömiseen kohdistuvien moninaisten ja r... more Tarkastelemme artikkelissamme kohtaamisia, jotka syntyvät syömiseen kohdistuvien moninaisten ja ristiriitaisten odotusten myötä osana yksilöiden ja yhteiskunnan suhteiden muotoutumista. Tarkastelemme kolmea ajankohtaista teemaa, joihin kohdistuu toiveita ja vaateita elämäntavallisista muutoksista. Pohdimme, miten terveys, ympäristö ja yhteisöllisyys liittyvät sekä yksilöllisiin että kansallisiin ponnistuksiin kohti parempaa syömistä ja elämää. Terveellisyydestä otamme esimerkiksi ylipainoon liittyvän keskustelun ja sen, miten suomalaisten lihominen kutsuu yksilöt ja yhteiskunnan toimiin terveyden edistämiseksi. Ruoan tuotannon ja kulutuksen ympäristövaikutuksista pohdimme erityisesti, miten ympäristöasioiden monimutkaisuus kohtaa keskittymisen yhteen asiaan, josta esimerkkinä käytämme keskustelua lihansyönnistä. Yhteisöllisyyttä lähestymme tarkastelemalla sitä, miten perheateriat pärjäävät nostalgian ja muutosten välisessä ristiaallokossa. Tarinamme päähenkilöinä ovat suomalainen yhteiskunta ja suomalaiset, mutta monet esittelemämme kehityskulut ovat tuttuja muistakin länsimaista. Päätämme artikkelimme ruotimalla edellä mainittujen keskustelujen välisiä jännitteitä ja kohtaamisia. Ruokaan, sen tuottamiseen ja kuluttamiseen, on aina liittynyt ristiriitaisuuksia, joiden ylittämiseen aikakaudet ovat tarjonneet erilaisia ratkaisuja. Yksilöllisyys ja yhteisöllisyys, perinteet ja uutuudet, luonnollisuus ja teknologia, terveellisyys ja nautinnollisuus, menneisyys ja tulevaisuus ovat vaihtelevalla voimakkuudella läsnä ruoan ympärillä käytävissä keskusteluissa (ks. esim. Warde 1997, Mäkelä 2002). Nykykuluttajat elävät monenlaisten odotusten ristipaineessa. Heidän oletetaan kantavan vas-
Luottavaiset suomalaiset? Kuluttajien näkemykset ruoan turvallisuudesta. De tillitsfulla finlända... more Luottavaiset suomalaiset? Kuluttajien näkemykset ruoan turvallisuudesta. De tillitsfulla finländarna? Konsumenternas synvinklar på matens säkerhet. Trusting Finns? Consumer views on food safety. Tekijät / Författare / Authors Sanna Piiroinen, Johanna Mäkelä, Mari Niva Julkaisija / Utgivare / The publisher KULUTTAJATUTKIMUSKESKUS PL 5 (Kaikukatu 3) 00531 HELSINKI Puh. (09) 77 261 Faksi (09) 7726 7715 www.kuluttajatutkimuskeskus.fi Kokonaissivumäärä / Sidantal / Pages 68 Kieli / Språk / Language Suomi / Finska / Finnish Julkaisun päivämäärä / Utgivningsdatum / Date of publication 11.5.2004 ISSN 0788-5415 ISBN 951-698-113-5 (PDF-julkaisu: www.kuluttajatutkimuskeskus.fi)
Background: Low-carbohydrate (LC) diets have gained substantial media coverage in many Western co... more Background: Low-carbohydrate (LC) diets have gained substantial media coverage in many Western countries. Little is, however, known about the characteristics of their followers. Objective: The article analyses how those who report following an LC diet differ from the rest of the population in their background, food choices, weight reduction status, as well as food-related perceptions and motives. The data are a part of the Health Behaviour and Health among the Finnish Adult Population survey collected in spring 2012 (n 02,601), covering 15-to 64-year-old Finns. Results: Seven per cent of the respondents identified themselves as followers of the LC diet. Gender and education were not associated with following an LC diet. The youngest respondents were the least likely to follow such a diet. The LC diet group preferred butter but also vegetables more commonly than the other respondents and were less likely to use vegetable bread spreads. The followers of the LC diet and the other respondents agreed about the healthiness of whole grain, vegetable oils, vegetables, and fruits and berries, and of the harmfulness of white wheat. Compared to the other respondents, the LC diet group was less likely to regard eating vegetable/low-fat products as important, more likely to regard eating healthy carbohydrates, and the health and weight-managing aspects of foods, as important and placed less value on sociability and pleasures connected to food. The results showed varying food choices among the followers of the LC diet: some even reported that they were not avoiding carbohydrates, sugars, and white wheat in their diet. Conclusions: Planners of nutrition policies should follow-up on new diets as they emerge and explore the food choices and motives of their followers and how these diets affect the food choices of the whole population.
One of the recent phenomena in contemporary discussion of eating is 'functional foods', i.e. food... more One of the recent phenomena in contemporary discussion of eating is 'functional foods', i.e. foods marketed as promoting health or reducing the risk of disease. This article analyses lay understandings of health-promoting foods in Finland by examining the ways in which middle-aged health-oriented consumers make sense of functional foods in the context of healthy eating. The article is based on an analysis of eight focus group discussions held with 45 users and non-users of cholesterol-lowering products as specific type of functional foods. The findings indicate that consumers interpret functional foods and healthy eating from a variety of perspectives. These perspectives include (1) focus on the whole diet, (2) distinguishing between healthy foods and functional foods, (3) the dilemma of eating for health or for pleasure, (4) healthfulness as an 'individual' issue and finally, (5) the duality of risk in the context of functional foods. The diversity of perspectives illustrates the ways that interpretations of functional foods and healthy eating are entangled with notions of uncertainties relating to scientific knowledge, moral undertones governing what is defined as acceptable eating and the symbolic significance of food as an inextricably social matter. r
During the past few decades, meat has increasingly become a subject of controversies relating to ... more During the past few decades, meat has increasingly become a subject of controversies relating to health and safety, environment, and animal welfare. Even though these changes in perceptions of meat are not yet visible in aggregate consumption figures, they can be observed in individual consumption patterns and as intentions to change the consumption. In this study, we examine changes in meat consumption among the Finnish consumers taking into account both stated changes in the past and intended changes in the future. Based on these changes, we identify consumer segments and investigate in which ways these segments differ from each other sociodemographically and with respect to current meat consumption and the stated reasons for the change. The latent class analysis based on representative Internet survey data revealed nine consumer clusters that formed three cluster blocks. The results showed that a large number of people, over 40%, had stabile consumption patterns. A cluster block of 14% of consumers had already shifted their consumer patterns to contain more vegetables and less meat. One third of the consumers were identified to be in the middle of the change with a general tendency to decrease the use of meat and increase the use of vegetables. Although, environmental effects of meat and animal welfare issues were important reasons for change in some clusters, healthiness was the most salient stated reason for change in consumption habits.
Background : Healthy eating has a social pattern, with women and those in high socioeconomic posi... more Background : Healthy eating has a social pattern, with women and those in high socioeconomic positions most likely to follow dietary guidelines. However, little is known about the association of sociodemographic and health factors with the use of health-promoting functional foods. Objective : The study examined the use of functional foods in Finland. Four widely used product types were examined in detail with respect to sociodemographic factors and personal efforts to promote health. Design : Data were obtained by computer-assisted telephone interviews of 1210 respondents representing the Finnish population above 15 years of age. Logistic regression analysis was applied to analyse the predictors of use of functional foods. Results : Sociodemographic variables were associated with the use of functional foods. The role of gender and age varied. In most cases, high education or high occupational position predicted use. Use was also associated with viewing healthy eating as important and consuming other functional foods. Efforts to lower cholesterol levels predicted the use of cholesterol-lowering spreads. Conclusions : Both sociodemographic factors and personal health efforts play a role in the adoption of functional foods. High socioeconomic position predicts use, whereas age and gender remain product specific. An important aspect is the connection of functional foods with efforts to lead a healthy life. For healthorientated consumers, functional foods may represent a complementary health practice.
Eating is increasingly characterized by concerns over health and well-being. New types of foods d... more Eating is increasingly characterized by concerns over health and well-being. New types of foods designed to promote health or to reduce the risk of diseases, known as functional foods, have been entering the market since the 1990s. This article focuses on the appropriation of functional foods among Finnish consumers from the perspective of acceptability. We analyse the relationship between consumers’ views of functional foods and their socio-demographic backgrounds, health efforts and notions of food, health and technology. The article is based on a survey of a representative sample of Finnish consumers (n = 1210). The data were collected by using computer-assisted telephone interviews and analysed by factor analysis and analysis of variance. The factor analysis resulted in four dimensions of acceptability: (1) experiences of functional foods; (2) views on product quality and safety; (3) societal concerns over current developments; and (4) views on regulation and research. According to the results, the differences in consumer views of functional foods were to some extent linked with age and education but better explained by the differing roles of food and health in people’s lives and the acceptability of modern food technologies. Efforts to lower blood cholesterol and/or blood pressure, the use of dietary supplements, regarding healthy eating as very important and having an optimistic outlook on the use of technology in food production were all related to more optimistic views of functional foods. Finns seem to have a relatively trusting position on functional foods. Familiarity of functional foods in Finland, absence of serious food scandals, the health-oriented Finnish culture and the generally high level of societal trust may account for this optimism.
Tarkastelemme artikkelissamme kohtaamisia, jotka syntyvät syömiseen kohdistuvien moninaisten ja r... more Tarkastelemme artikkelissamme kohtaamisia, jotka syntyvät syömiseen kohdistuvien moninaisten ja ristiriitaisten odotusten myötä osana yksilöiden ja yhteiskunnan suhteiden muotoutumista. Tarkastelemme kolmea ajankohtaista teemaa, joihin kohdistuu toiveita ja vaateita elämäntavallisista muutoksista. Pohdimme, miten terveys, ympäristö ja yhteisöllisyys liittyvät sekä yksilöllisiin että kansallisiin ponnistuksiin kohti parempaa syömistä ja elämää. Terveellisyydestä otamme esimerkiksi ylipainoon liittyvän keskustelun ja sen, miten suomalaisten lihominen kutsuu yksilöt ja yhteiskunnan toimiin terveyden edistämiseksi. Ruoan tuotannon ja kulutuksen ympäristövaikutuksista pohdimme erityisesti, miten ympäristöasioiden monimutkaisuus kohtaa keskittymisen yhteen asiaan, josta esimerkkinä käytämme keskustelua lihansyönnistä. Yhteisöllisyyttä lähestymme tarkastelemalla sitä, miten perheateriat pärjäävät nostalgian ja muutosten välisessä ristiaallokossa. Tarinamme päähenkilöinä ovat suomalainen yhteiskunta ja suomalaiset, mutta monet esittelemämme kehityskulut ovat tuttuja muistakin länsimaista. Päätämme artikkelimme ruotimalla edellä mainittujen keskustelujen välisiä jännitteitä ja kohtaamisia. Ruokaan, sen tuottamiseen ja kuluttamiseen, on aina liittynyt ristiriitaisuuksia, joiden ylittämiseen aikakaudet ovat tarjonneet erilaisia ratkaisuja. Yksilöllisyys ja yhteisöllisyys, perinteet ja uutuudet, luonnollisuus ja teknologia, terveellisyys ja nautinnollisuus, menneisyys ja tulevaisuus ovat vaihtelevalla voimakkuudella läsnä ruoan ympärillä käytävissä keskusteluissa (ks. esim. Warde 1997, Mäkelä 2002). Nykykuluttajat elävät monenlaisten odotusten ristipaineessa. Heidän oletetaan kantavan vas-
Luottavaiset suomalaiset? Kuluttajien näkemykset ruoan turvallisuudesta. De tillitsfulla finlända... more Luottavaiset suomalaiset? Kuluttajien näkemykset ruoan turvallisuudesta. De tillitsfulla finländarna? Konsumenternas synvinklar på matens säkerhet. Trusting Finns? Consumer views on food safety. Tekijät / Författare / Authors Sanna Piiroinen, Johanna Mäkelä, Mari Niva Julkaisija / Utgivare / The publisher KULUTTAJATUTKIMUSKESKUS PL 5 (Kaikukatu 3) 00531 HELSINKI Puh. (09) 77 261 Faksi (09) 7726 7715 www.kuluttajatutkimuskeskus.fi Kokonaissivumäärä / Sidantal / Pages 68 Kieli / Språk / Language Suomi / Finska / Finnish Julkaisun päivämäärä / Utgivningsdatum / Date of publication 11.5.2004 ISSN 0788-5415 ISBN 951-698-113-5 (PDF-julkaisu: www.kuluttajatutkimuskeskus.fi)
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