WP6 of Focus Balkans project for European UnionWP6 of Focus Balkans project for European Union

BiHBiH ti l t f ti l t f BiHBiH national report for national report for Focus group discussionFocus group discussionFocus group discussionFocus group discussion

Food with health claimsFood with health claims

1done and prepared by done and prepared by BiHBiH team team

Split, Croatia 03Split, Croatia 03--05.02.0905.02.09

Healthy life style Healthy life style –– spontaneous associationsspontaneous associations

TheThe examineesexaminees associateassociate thethe healthyhealthy lifelife stylestyle withwith foodfood,, healthyhealthyenvironment,environment, healthhealth inin general,general, andand practicingpracticing physicalphysical activityactivity..

If one is not healthy, then everything else doesn’t really matter (Older examinee, 65).We have to have all these things in order to stay healthy (Older examinee, 56).

Besides,Besides, healthyhealthy lifelife stylestyle meansmeans harmonyharmony inin familyfamily lifelife,, whichwhich isispartiallypartially conditionedconditioned byby existentialexistential andand socialsocial securitysecurity

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partiallypartially conditionedconditioned byby existentialexistential andand socialsocial securitysecurity..Life conditions must be positive (Older examinee, 56).

Healthy life style Healthy life style –– spontaneous associationsspontaneous associations

Lif diti t iLife conditions – water, airLife without stressHealth

lFood

Sports

Healthy and regular sleepNo vices

EmploymentSocial securityEducation

SportsFamily

Hygiene

Healthy social environmentHarmonic interpersonal relations

Country lifeUnstable political situation

Olders Mothers

3Scheme of different spontaneous associations among the groups analysed

The link between concepts of The link between concepts of food and healthfood and health

Dispite the differences in our older examinees’ collages, there are certaingeneralisations when ti comes to their ideas of healthy food:

- make a clear connection between healthy food and "traditionally prepared food",("home made bread");

- they define healthy food through some health issues and doctor’s recommendations,

( home made bread );- significance of own’s own production / controlled;- salad (vegetable) means healthy / associated with vitamins and other substances( g ) y /good for one’s health;

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- onion is stressed out as a specific plant the positive effect of which is knownto all our examinees;to all our examinees;

- fruit is also healthy food but not necessarily and not always fresh – they use itprocessed often in order to prepare sweets and cakes;

- consuming healthy food is shown in one’s good looks and behaviour

processed often in order to prepare sweets and cakes;

h lth f d f t th t t f h l l j d- healthy food refers to the structure of a whole meal – soup, major course andsalad – there is no detailed analises of the major course content.

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The link between concepts of The link between concepts of food and healthfood and health

Upon analysing various collages made by the group of mothers, there are certainconclusions when it comes to their idea of ‘’healthy food’’:

their idea of healthy diet is often stimulated by their children’s need to eat healthy

- by healthy food they mean vegetable (firstly, pumpkin and pumpkin-based products),fruit and to a certain extent fruit products;

- their idea of healthy diet is often stimulated by their children’s need to eat healthyfood

fruit, and, to a certain extent, fruit products;- healthy diet means variety of ingredients of different origin (fish);

- products with a certain labelled stamp (nutrition or health reference) are, from thisgroup’s perspective, ‘’healthy food’’;

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- healthy food is of a great relevance for one’s good looks (weight, cellulite, hair...);

healthy family is very important for the family’s harmony;

- there is a strong connection between healthy food and pchysical activity and theseshould be considered as a whole;

- healthy family is very important for the family’s harmony;

- hygiene is a part of healthy diet and life style.

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Healthy food Healthy food –– spontaneous associationsspontaneous associations

Processed fruitLow fat milk productsCereals

Fruit Vegetable

Fish

Red meat (horse meat, veal, beef)Milk and milk productsOli ilHerbs (nettle)

Fat (pig)Tea

Bee productsOlive oil WaterApple acid

Alders MothersScheme of different spontaneous associations among the groups analysed

Alders Mothers

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Rationale for products choice Rationale for products choice (regular vs products with health claims)(regular vs products with health claims)

products margarine yoghurt cookies juice

(regular vs products with health claims)(regular vs products with health claims)

group standard light Ω 3,2% 0% Lg classic cereal diabet. 50/50 100 multifruit

Older 5 1 4 3 5 2 4 2 4Mothers 6 1 3 2 7 1 2 3 5

-older examinees, while making their selection:- was firstly guided by their health and diet habits dating from earlier periods along with the

trust they have in some manufacturers trust they have in some manufacturers. - they usually buy the traditional margarine, but they also take into account the new

enriched type (omega acid). - low fat yoghurt is best for one’s health low fat yoghurt is best for one s health. - when it comes to choosing which cookie to buy, one’s health condition plays a major role

(blood sugar…) or, on the other hand, some eating habits (with tea or coffee).

mothers believe that fat yoghurt is most important for children’s growth (especially infants)

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-mothers believe that fat yoghurt is most important for children’s growth (especially infants).-cereal cookies are most often bought of all cookies and it is their need-based products.-they also feel that multivitamin juice is ‘’good for the whole family’’.

Group of Group of productsproducts

Type of productType of product Reason for the selectionReason for the selection

3,2% fat yoghurt 3,2% fat yoghurt --Lot of milk fat is good for children Lot of milk fat is good for children

Yoghurt Yoghurt

, % y g, % y g gg--Doctor’s recommendationDoctor’s recommendation--Domestic productionDomestic production-- they have more trustthey have more trust--They associate it with mountains and countrysideThey associate it with mountains and countryside

Lg yoghurtLg yoghurt Boosts up the immunity Boosts up the immunity based on personal experiencebased on personal experienceYoghurt Yoghurt Lg yoghurtLg yoghurt --Boosts up the immunity Boosts up the immunity –– based on personal experiencebased on personal experience--Boosts up the immunity Boosts up the immunity –– based on other people’s experiencebased on other people’s experience--Some members of the family prefer itSome members of the family prefer it

0% fat yoghurt0% fat yoghurt --DueDue toto writtenwritten ingredientsingredients ––healthhealth friendlyfriendly--DueDue toto tastetaste

Classic cookiesClassic cookies --DueDue toto tastetaste--TheyThey makemake similarsimilar onesones inin theirtheir ownown householdshouseholds--TheyThey remindremind themthem ofof somesome betterbetter timestimes--TheyThey remindremind themthem ofof somesome betterbetter timestimes--GoGo wellwell withwith coffeecoffee oror teatea--ChocolateChocolate additionaddition--AppealingAppealing packagepackage

Cookies Cookies Cereal cookiesCereal cookies --TheyThey believebelieve theythey areare mademade ofof cerealscereals--GoodGood forfor one’sone’s weightweight--NoNo conservansconservans--TheyThey personallypersonally preferprefer themthem

lili kk

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--AppealingAppealing packagepackage

Diabetic cookiesDiabetic cookies --NoNo sugarsugar whichwhich isis goodgood forfor healthhealth--GoodGood forfor boostingboosting immunityimmunity

classicclassic TheyThey areare usedused toto buyingbuying itit

Group of Group of productsproducts

Type of productType of product Reason for the selectionReason for the selection

classicclassic --TheyThey areare usedused toto buyingbuying itit--ItIt isis checkedchecked andand reliablereliable--ChildrenChildren lovelove itit--MilkMilk--basedbased

MargarineMargarine lightlight --LessLess fatfat

omegolomegol --BetterBetter thanthan othersothers onon thethe marketmarket--NoNo ‘’ugly’’‘’ugly’’ fatfatg yg y--GoodGood forfor healthhealth –– informationinformation theythey gotgot

Juice Juice classic classic --DomesticDomestic andand goodgood--TheyThey likelike itit

100% juice100% juice --TheyThey drinkdrink itit withwith theirtheir familyfamily--BecauseBecause ofof hishis sonson whowho needsneeds itit--SheShe likeslikes thethe photophoto onon thethe packagepackage

multivitaminmultivitamin --DueDue toto varietyvariety ofof fruitfruit

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Consumer of products with health claimConsumer of products with health claim

Consumer of products with health claim say that a woman who reads the health claims andlabels has a job, with average to very high income. She is positive, friendly and has goodphysical appearance. She has a big family and she takes care of them. She lives in a modest

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physical appearance. She has a big family and she takes care of them. She lives in a modesthouse that is very stylish and cosy to live in. People who buy products with health claim usuallydo their shopping in huge supermarkets with frequent goods circulation. In some cases they buythese products during their everyday shopping.

CharacteristicOlder examinees Joint characteristics Mothers

Disagreements within the group

Major opinion Major opinion

Disagreements within the group

Sex Female

Age 35 – 40 around 50 30 – 40 60

Appearance Psychically and psychologically healthy person

Cheerful, happy, long legs, no cellulite

Looking good for their age

Employment In good shape State institutions, banks Private business

Income Mid to high class More than 1,000 euro

Household 5 members (3 children) alone – her duties with the family

Hobby photography, swimming, aerobics,

hiking

"spending money"

House Cosy but not too exspensiveHouse Cosy but not too exspensive

Where they buy Supermarkets with frequent circulation

When they buy Every day to On the weekends keep it fresh along with the regular

shopping

Why they buy They know what they need from

their own

Due to commercials, "they believe it is

healthy"

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experience

When they eat it Every day according to their need

On special occasions - guests

Perception of product claims Perception of product claims (commercial nutritive health claims)(commercial nutritive health claims)(commercial, nutritive, health claims)(commercial, nutritive, health claims)

There is a substantial agreement on produst selection within the group.

Older examinees care most about the health statement, followed by commercial and nutritive statements.

When it comes to mothers, most of them trust products with commercial statements followed equally by products with health and nutritive statements, followed equally by products with health and nutritive statements. Some of the examinees within this group find products with nutritive and health statements equally irrelevant so that these are hard to scalehealth statements equally irrelevant, so that these are hard to scale.

Thirdly, there is preserved milk with 12 vitamina; I find it irritating; we have to take these vitamins th h th f d d th t th i th ilk I d ’t lik it! (Old i 51)

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through other food and now they put them in the milk, I don’t like it! (Older examinee, 51).

Skimmed, sterilized, 12 vitamins – too many decorations if you ask me (Mother, 32).

Perception and comprehension Perception and comprehension of nutritional informationof nutritional informationof nutritional informationof nutritional information

Nutrition information is not clear enough for both our groups of examinees.

Examinees pointed out that some labels and information are written in a wayone cannot read them, which they believe is an intention to hide certainone cannot read them, which they believe is an intention to hide certainproduct information.

When it comes to buying products with these labels, both groups buy them;but they buy different products in different occasions.We understand the part that refers to fat or carbohydrates but there are some fact We understand the part that refers to fat or carbohydrates but there are some fact that not all of us understand. (Mother, 24).These labels should be large enough to read. In my own theory, if they want to hide something they write it in small letters so when you go to get more groceries you do not have the time to read it all (Older examinee 51)

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not have the time to read it all. (Older examinee, 51).If I always buy from the same manufacturer, I only read the date, but if it is a new product I read it all. (Older examinee, 65).

Products with nutritional and health claims: Products with nutritional and health claims: motives for consumption trust expectationsmotives for consumption trust expectationsmotives for consumption, trust, expectationsmotives for consumption, trust, expectations

Buying and preparing food is still thought to be a woman’s job (especially in thoseBuying and preparing food is still thought to be a woman s job (especially in thosehouseholds with small children).

It is mostly women who take care of other family members’ healthy diet. Olderi i f iexaminees agree that these products should be supplied from the country and in

specialised stores.

There are also large stores with special shelves for these products as an optionThere are also large stores with special shelves for these products as an option.Mothers expect to find these products in shops specialised for ‘healthy food’, somesort of organic shops.

A th ti i k t th t th ld t ll th i t lAnother option is a supermarket so that they could get all the groceries at one place.It is usually me and the wife. Sometimes my daughter. I will soon be retired so when people ask me about my new employment, I say it’s in the kitchen. (Older examinee, 65).

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e c e . (O de e a ee, 65).Everyone, but usually mother does it all. (Mother, 24).

In shopping malls there should be a special department, something like ‘healthy food’ department. (Older examinee, 57).

Products with nutritional and health claims: Products with nutritional and health claims: motives for consumption trust expectationsmotives for consumption trust expectationsmotives for consumption, trust, expectationsmotives for consumption, trust, expectations

Older examinees usually use papers, magazines and books that deal with this issue in general; here they can also find some information reffering to health labels and in general; here they can also find some information reffering to health labels and statements.

Mothers usually seek information on a certain product when they start to introduce Mothers usually seek information on a certain product when they start to introduce it to their children. They mostly use the internet as their source of information.

I read daily papers in which I can find a column dealing with this matter, and there is also an appendix called ‘the woman’. (Older examinee, 65).

I usually try the Net or TV, I like to watch the Discovery channel (M th 24)(Mother, 24).I still use the Net while the kids are small; once they learn how to use the Facebook I won’t be able to get to the computer at all. (Mother, 39).

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Report is prepared by Report is prepared by BiHBiH teamteamp p p yp p p ywith strong support (and control)with strong support (and control)

ofofofof

Iris (Faculty of Philosophy BG)Iris (Faculty of Philosophy BG)Sonja (IPSOS BL)Sonja (IPSOS BL)j ( )j ( )

Thank you!!Thank you!!

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Any questions???Any questions???y qy q

19Thank you for your attention!!!Thank you for your attention!!!